AWARENESS CAMPAIGNS: HOW TO BRING ABOUT REAL CHANGE

Some messages aim to sell a product or service, whilst others seek to achieve something different: to inform, raise awareness and, in many cases, bring about change in society. That is the aim of awareness-raising campaigns, a communication tool used by companies, institutions, associations and organisations to shine a spotlight on issues that need to be known and understood.

These might include, for example, accident prevention, environmental protection, equality, responsible consumption or cyber security. Virtually any area may require a campaign of this kind. But getting a message across does not necessarily mean that it will have an impact on the public.

What are awareness campaigns?

Awareness-raising campaigns are communication initiatives designed to increase the public’s knowledge and awareness of a particular issue. Their aim may simply be to inform, but they often also seek to change perceptions, encourage certain behaviours or mobilise society.

To achieve this, as well as explaining that there is a problem, a good campaign must find a way to turn an issue that may seem distant or complex into something that is close to home and relevant to people.

That is why, before launching a campaign, it is important to answer a few questions: Who do we want to target? What do we want them to understand? What message might spark their interest? And, above all, what do we hope will happen next?

From the message to the communication strategy

Awareness-raising campaigns can take many different forms. There is no single formula, but they do tend to combine a number of different activities:

• Developing a concept and messages that are clear, easy to recognise and remember.
• Media relations to raise awareness of the issue and spark discussion.
• Content for social media and digital channels tailored to different audiences.
• Data, studies or testimonies that help to explain the true scale of the problem.
• Initiatives involving experts, spokespersons or content creators who can lend credibility and broaden the reach.

It is essential that all these elements form part of the same strategy and that the narrative remains consistent.  

The role of communication agencies

An organisation may be fully aware of the cause, issue or area about which it wishes to raise awareness, but communicating this to the public requires finding the right approach, language and channels.

As agencies, we can help transform technical or institutional information into accessible stories, identify which aspects are of greatest news interest, select the priority media and audiences, and coordinate the various channels.

Furthermore, an awareness campaign needs to strike a balance between attracting attention and avoiding scaremongering; in other words, it must engage the audience without losing credibility. When the public perceives exaggeration, opportunism or a tone that is too sales-oriented, the message can lose its impact.

In short, awareness campaigns are all about getting other people to understand why an issue should matter to them too. To achieve this, a good communication strategy can ensure that the message really does get across.