Campaign Guide

A guide to give an introduction to campaigns, how to plan and deliver them. Campaigns can mean protesting, lobbying, signing a petition, activism, advocacy or policy work and there is many ways to do it!

🧭 What Is Campaigning?

Campaigning is about taking action to make a difference. Whether you’re challenging unfair policies, raising awareness, or pushing for change, your voice matters.

Campaigning can include:

  • Peaceful protests
  • Petitions
  • Public meetings
  • Creative stunts
  • Lobbying decision-makers
  • Advocacy and activism

🧠 Remember: Many of the rights and freedoms we enjoy today were won through student-led campaigns.

📚 Using This Guide

This guide will help you:

  • Understand the basics of campaigning
  • Plan and deliver your campaign
  • Avoid common pitfalls
  • Make your campaign inclusive and accessible

💡 Accessibility Tip: Always consider how your campaign materials, events, and communications can be inclusive of people with disabilities. Use plain language, provide alternative formats (e.g., large print, captions, transcripts), and ensure physical spaces are accessible.

🛠️ Step-by-Step Campaign Planning

Use these steps to move from understanding an issue to delivering and evaluating your campaign.

✅ Step 1: Analyse the Issue

Ask yourself:

  • What’s the issue?
  • Why does it matter?
  • Is it achievable?
  • Do you have the resources (people, time, money, space)?

Build a Team:

  • Recruit people who care
  • Delegate tasks based on strengths
  • Motivate and support each other
  • Keep track of progress
  • Celebrate small wins

📧 Need help? Contact: su.voice@keele.ac.uk

🌟 Step 2: Name the Benefits

Clearly explain:

  • What will change?
  • Who benefits?
  • Why is it worth doing?

🧩 Tip: Make your message relatable and easy to understand. Use real stories and examples.

🧩 Step 3: Define the Problem and Solution

Use your research to explain:

  • What’s the root cause?
  • What’s your proposed solution?
  • What will success look like?

Use SMART Goals:

  • Specific
  • Measurable
  • Agreed upon
  • Realistic
  • Time-bound

🗺️ Step 4: Explain the Goal

Create a clear plan:

  • Define your aim
  • Develop a campaign concept
  • Fill out an action plan
  • Consider risks and how to manage them
  • Collaborate with allies and organisations

🧑‍🤝‍🧑 Step 5: Know Your Audience

  • Who are you trying to reach?
  • What do they care about?
  • How do they prefer to communicate?

🗣️ Engage directly: Talk to students, societies, and staff. Listen to their views and adapt your message.

🎨 Step 6: Plan Your Actions

  • Brainstorm creative and inclusive activities
  • Match actions to your goals and audience
  • Assign roles based on skills
  • Use accessible formats and venues
  • Buddy up for support

🦽 Accessibility Tip: Ensure all events are wheelchair accessible, provide BSL interpreters or captions where needed, and offer quiet spaces for neurodivergent students.

📊 Step 7: Monitor & Evaluate

  • Track your progress
  • Reflect on what worked and what didn’t
  • Share your outcomes
  • Celebrate your impact

Reflection Questions:

  • What’s going well?
  • What could be improved?
  • Did things go to plan?
  • What would you do differently next time?

⚠️ Common Campaign Pitfalls

Avoid these to stay on track:

  • Vague goals
  • Planning actions before setting aims
  • Lack of evidence
  • Working alone
  • Targeting the wrong people
  • Messaging that doesn’t connect
  • Ignoring feedback
  • Burning out

🧘‍♀️ Self-Care Reminder: Campaigning can be intense. Take breaks, ask for help, and look after your wellbeing.

🤝 Get Support

SU Officers:

Student Voice Team:
📧 su.voice@keele.ac.uk

💬 Final Thoughts

Campaigning is a powerful way to create change, and you don’t have to do it alone. With the right planning, support, and inclusive approach, your campaign can make a real difference.