How to tell a powerful campaign story and make it visible

Telling a powerful story about your campaign is critical. Stories matter. They spark our imaginations and help us understand the world and ourselves. Through story, we make sense of complex situations and imagine what is possible. They influence how we choose to act, the decisions we make and what we believe.

A compelling story can engage and grow a powerful community, reconnect people with our living world and move them to take action.

Compelling stories have a good plot with heroes, villains and protagonists. They are simple and believable. They are ‘action-worthy’ – they have problems and solutions that really matter to people. The campaign action you’re asking people to do is bold but winnable and makes sense as a bridge between the problem we face (such as Adani’s mine),and the solution (such as our government rejecting the mine or banks ruling our financing it.)

Learn the core principles, tools and techniques to change the story in our Narrative Handbook: How to tell compelling stories that move people to action. Download a copy of the handbook and ‘words to embrace, words to replace’ guide.

Resources

Download posters and graphics and get printing. Pop some posters in your front window at home, ask your local cafe to stick them up or pin them on a public noticeboard in your local library or community meeting space.

Download social media shareables. Make sure you tag us on Twitter @AusConservation and Facebook Australian Conservation Foundation.

A powerful movement has powerful images. We’ve collected a bunch of free photos you can download (Creative Commons 0), or check out these royalty free stock photography websites:

Unsplash – free high resolution photos
Pixabay
Splitshire
The Stocks

How to use media

Irrespective of whether you get a meeting with your MP, coordinate a local action, or just want greater exposure for the message you're trying to convey, local media is a great medium to be heard.

Write a letter to your local paper

Letters pages in newspapers are a great way to respond to current issues and get an issue into public view. Politicians often have an eye on the letters page and keep a file of opinions published in the community newspaper. It is an easy way for them to keep their finger on the pulse of what is happening in their constituency.

Find your local paper’s contact details and send your email through our letter to the editor webpage > www.acf.org.au/letter-to-editor

Capital city and national newspapers receive hundreds of letters to the editor every week. They have a bigger circulation and the competition for the space will be more intense.

Never think that writing to a free, small community newspaper in unimportant. Editorial teams are generally small and often look for letters to the editor to fill the weekly space available. If you send one, you will have a good chance of getting one published.

Tips to get published

Keep your letter short – Stay under 200 words; some great letters are just 20-50 words. Make a brief, clear and punchy argument that grabs the reader’s attention and focus on one important point. Remove every non-essential word. Don’t say, “I think...” – it’s obvious. This also minimises the chance of editors changing the letter.
Be relevant – link pollution, the reef and clean energy to breaking news and articles published yesterday or today.
Try to get your letter in before noon – it’s more likely to get printed.
Be creative – Funny or clever letters are more likely to be published, but avoid sarcasm. Use your own voice.
Keep it about the issue – don’t make personal attacks.
Include your full name, address and a daytime phone number with your letter – the paper does not print all of this information but may use it for verification. If you email it, include the letter in the body of the text (not as an attachment).

Things to avoid

Don’t overstate or exaggerate your points - One overstatement makes every following point suspect.
Don't get angry – don’t insult the editor, the newspaper, or the authors of previous letters
Avoid jargon or acronyms - spell out any name the first time you use it, followed by the acronym in parentheses..

Call talkback radio

Talkback radio is a great way reach a large number of people from a wide range of backgrounds.

Be prepared

Listen to the show prior to calling in. Read the introduction to this handbook and for ideas, write down one or two main talking points about what you’d like to say before you call but don’t read them out on air. Talk naturally!

Before you call:

Have the radio station’s phone number ready.
Find out about the show – find out which calls work and what the presenter likes and dislikes.
Think about the audience – who are this station’s listeners at home, office workers, commuters, families, teenagers or retirees?
Prepare key points, but don’t read them out; you want to sound natural.
Most stations prefer a landline to a mobile phone. If you’re on a mobile make sure you’ve got good reception.
Once you’re in the queue, turn off the radio – listen via your phone (most stations run talkback on a seven second delay and it is really distracting to hear yourself delayed in the background).
When you ring in, you will first speak to a producer who will want to know what you plan to say. You will then either be placed on hold until there is a slot for you to speak or they might call you back.
Stay focused – don’t get caught daydreaming in the queue.

When you’re on air

Get to the point

Make one or two main points. You’ll probably only get about 30 seconds on air.
Have your written points nearby as a prompt, but resist the urge to read them out.

Speak slowly and clearly. Being on air makes many people nervous. Breathe deep and wait for your turn to speak, don’t interrupt.

Keep it friendly

If you’re polite even in the face of a presenter or guest who’s being abusive, you will come off better for having not taken the bait.

Convince the listener, not the host. Keep it friendly and don’t make it personal. It’s the presenters job to be provocative – don’t take the bait. Take a moment; think about different ways you could reply and what would sound best for the listener.
Avoid unduly personal comments about the host, guest or other individuals. What you say about someone on air, even in the heat of the moment, may be defamatory.
Don’t just let off steam. Give information so listeners can take action. Relax and be natural. Don’t think of it as an interview, but a conversation.
Wait until the announcer/guest has finished speaking before you speak again. If you try to interrupt you may not be heard.
Don’t overstay your welcome. You don’t have to stay on air for as long as you can. Make your point as clearly and concisely as you can, then be ready to say goodbye.

Get the word out

Promote your local campaign and invite people to get involved on a community notice board or newsletter.

Pop up a poster or flyer on community noticeboards in libraries, community centres, neighbourhood houses, sporting clubs, kindergartens, churches, shopping centres and cafes. Check if you need permission first.

Invite people in your community to your local campaign events in school, church or community newsletters.

Make your campaign visible and fun with creative activism

They say art can change the world, and we agree. Some of the most successful campaigns are still remembered for their bold and beautiful imagery and stunts. Creative activities are also a great way to get more people on board with your group – people love making art. Grab a pencil, instrument or soapbox and build some buzz and momentum for your campaign. This is where things get really fun!

Come up with creative concepts

Get your group together and brainstorm creative ideas for expressing your campaign. How will you turn your campaign into a visual display? What will your creative action try and achieve? Do you want to attract media? Send a message to your MP? Get your community on board with your campaign? Or come up with core creative imagery so people know and recognise your campaign? Think about your audience and what you want to achieve, then tailor your concept around that. Come up with a core message or punchy tagline and creative tactics to match.

Create an identity for your campaign so people in your community can recognise it. What kind of images and symbols represent your campaign? How will they attract your target audience? What’s your key message?

Make posters and banners

Posters and banners are a great way to get your message across and spread the word. Here are detailed step-by-step instructions on making posters, banners and flags.

Create a spectacle with a public stunt

A visually striking performance or display can really attract attention from the community, your targets and the media. It’s a great way to put your campaign on the front page and it’s lots of fun!

Create an action plan. Where will your action have the most impact? On social media, outside your MP’s office or Westpac branch? On the steps of the local library? How will you attract your community’s attention? How will you disrupt your target? Will you wear costumes? Will you sing? Will you have some people dress up as suns and follow your MP around? Will you deliver your MP coal for Christmas? Use this guide to plan your creative action.

Create materials. What materials do you need to make your concept a reality? Banners, costumes, placards, social media graphics? A giant piece of coal? Big sun costumes? Hold a creative workshop with your group to make props for your campaign. Here are some ideas to get your creative juices flowing.