Taking a campaign online can help further your cause in many ways. It can draw more attention to your goals and put you in touch with like-minded people around the world.
The Times and Sunday Times have both run successful campaigns that made best use of digital resources. The Times launched its Cities Fit For Cycling campaign after reporter Mary Bowers was critically injured when colliding with a lorry.
The social media aspect of the campaign tapped into existing cycling networks, bloggers and Twitter users, and adopted the hashtag #cyclesafe. There was a deliberate reason that a branded hashtag wasn’t chosen, and that was to make sure it had a life of its own, that it joined a wider conversation and started being used with other pieces of relevant content that weren’t from the Times.
If you’re thinking of taking on this category at Build The News (sign up here if you haven’t already), you need to think about:
- How can you make it easy for users to understand and participate in a campaign?
- All platforms – how to ensure people can sign up for a campaign on their preferred device
- What elements do those organising the campaign need to consider? How do you include enough flexibility without confusing the message?