From vision and strategy to storytelling and metrics, the canvas ensures you’ve touched on all the essentials of an effective campaign. Inspired by the Business Model Canvas, working through each element of this canvas will ensure your bases are covered for a solid campaign. We recommend printing it out as a poster and using post-it notes to fill in your best thinking for each box. Then you can regularly check in with your team to update your strategy and tactics based on real-world inputs from your campaigning.
Campaign Canvas Questions
What is the long term vision for what you want to achieve with this campaign?
2. What needs to change?
Based on the problems we’ve identified that contribute to the current situation, what needs to change?
3. How can we create that change?
How can we disrupt and transform the current system?
How can we create culture change on this issue?
How can we disrupt or transform insititions?
How can we support or amplify alternatives?
4. Who can help?
Who do we need to bring about this change?
Who has influence? Who is affected?
And who can we collaborate with?
5. What influences?
What relationships, trends or events currently have influence/help sustain the current situation or could shift it?
What is the specific goal for this project?
What do we need to do to bring this about?
What does success look like?
How will we know we’re on the right path?
8. What’s the story?
What are the key elements of the new narrative we want to create?
9. What do people need to do?
How can audiences and allies help bring about this change? What are our asks to them?
10. What do we need to do?
What are the key activities and tasks that we need to do to support people to take action and create a shift?
What assumptions have we made about how the system will respond? Why do we believe this plan will succeed?
Why might this plan fail? What resistance could we face? Are there risks to staff or the organisation?
13. Tracking & measuring
What will we track and measure to show we are making progress towards our objectives?
The Campaign Canvas is part of The Campaign Accelerator Toolkit. This is a practical guide by Mobilisation Lab for planning campaign projects. It includes visual templates, methods and exercises.