Day 1: Evaluating Campaign Messages and Audiences 🎯
Key Stage 3 • Grade 8 • Quarter 2 • English 8
- identify the purpose, target audience, and clarity of message in at least one advocacy campaign video with 80% accuracy.
- define and use correctly at least three key terms (advertising campaign, propaganda, multimodal texts) during class discussion with 100% participation.
- evaluate the effectiveness of a sample campaign advertisement by answering at least 3 out of 4 guide questions correctly.
- Advertising campaign – use of strategies to communicate a specific product, service, or advocacy.
- Propaganda – techniques intended to influence or change the audience’s perception of a subject or person.
- Multimodal texts – messages conveyed using more than one mode (e.g., video, image, sound, text).
Activity: Position Paper Recall
Ask students to recall their previous output (position paper outline) and respond to these prompts:
- What topic did you choose for your position paper?
- What was your thesis statement or main stand about?
- Do you think you were able to gather enough evidence to support your claim?
- How do you think your outline can be improved if you were to present it to a larger audience?
Show Answer (hidden)
- Answers will vary depending on each learner’s position paper.
- Expected responses should show awareness of their chosen issue, clarity of their stand, and possible improvements for persuasion.
1. Introduction to Advocacy Campaigns
An advocacy campaign is a planned set of messages designed to influence people’s opinions or actions about an issue. Unlike product advertisements that sell goods or services, advocacy campaigns raise awareness, encourage support, or call for action on social issues such as environment, health, human rights, or education.
Example:
- The “It’s More Fun in the Philippines” campaign was created to promote tourism, encouraging both locals and foreigners to explore the country.
- The #EveryChildEverywhere campaign highlights children’s rights, calling for global support in education, nutrition, and protection.
Think About: What is the difference between an advertisement for a product and an advocacy campaign?
2. Identifying the Purpose of a Campaign
Every campaign has a purpose—the reason why it exists. Without a clear purpose, the message becomes confusing.
Common purposes of advocacy campaigns:
- To inform people (e.g., environmental campaigns explaining climate change).
- To persuade people (e.g., campaigns convincing citizens to recycle).
- To mobilize people into action (e.g., voter education campaigns urging citizens to register and vote).
Example: A campaign video showing the effects of plastic pollution on marine life has the purpose of persuading people to reduce single-use plastics.
3. Recognizing the Target Audience
The target audience is the group of people the campaign is trying to reach. Identifying this ensures the message is effective.
Categories of target audience:
- Age group (children, teens, adults, senior citizens)
- Community (urban dwellers, farmers, students, professionals)
- Interest (environment advocates, parents, voters, athletes)
Example:
- A youth-targeted campaign might use humor, fast editing, and trendy music.
- A parent-targeted campaign might use emotional storytelling and family imagery.
Think About: Why is it important to design a campaign specifically for its target audience?
4. Evaluating the Clarity of the Message
A good campaign has a clear message—easy to understand, memorable, and directly connected to the advocacy.
Questions to check clarity:
- Is the main message easy to understand after one viewing?
- Is the slogan/tagline short and catchy?
- Are visuals and text consistent with the advocacy?
- Does the campaign avoid unnecessary information that distracts from the message?
Example: The slogan “Reduce, Reuse, Recycle” is clear, short, and easy to remember.
5. The Role of Multimodal Elements
Campaigns today often use multimodal texts—combining images, videos, music, and text to strengthen their impact.
Common multimodal elements:
- Visuals – pictures, animations, or real-life footage that support the advocacy.
- Audio – background music, voiceovers, or sound effects that set the mood.
- Text – slogans, captions, or statistics that reinforce the message.
- Gestures/Facial expressions – in videos, emotions shown by actors make the message relatable.
Example: An anti-smoking campaign may use:
- Visuals: Images of damaged lungs.
- Audio: A serious tone of voice in narration.
- Text: “Smoking kills. Quit now.”
Activity within the lesson: Show the “More Fun Awaits in the Philippines” campaign video. Guide students to analyze:
- What multimodal elements are present?
- How do they make the campaign more engaging?
6. Why Effectiveness Matters
A campaign is only successful if it achieves its purpose. This means:
- The audience remembers the message.
- The audience understands the issue.
- The audience feels motivated to act.
Example: If an environmental campaign convinces students to start a recycling program at school, then it is effective.
Think About: What makes some campaigns go viral while others are ignored?
References
- Mailchimp (2024). The 5 Types of Advertising Campaigns. https://mailchimp.com/resources/advertising-campaigns/
- Chauhan, A. (2024). 10 Types of Propaganda Techniques Advertisers Use. https://www.rankingbyseo.com/blog/types-of-propaganda-techniques/
- Aristotle (2023). How to Make an Effective Campaign Video. https://www.aristotle.com/blog/2023/08/how-to-make-an-effective-campaign-video/
Worked Example:
Watch this sample campaign ad: “More Fun Awaits in the Philippines.”
Guide questions:
- What is the campaign’s main message?
- Who is the target audience?
- What multimodal elements are used?
- Was the campaign effective? Why or why not?
Model Answer (hidden):
Show Answer
- The message is to promote tourism in the Philippines.
- Target audience: local and international tourists.
- Multimodal elements: upbeat music, scenic visuals, captions, smiling faces.
- Effective because it highlights attractions and leaves a positive impression.
Now You Try:
Choose one advocacy campaign video (teacher will provide link or allow students to recall one they have seen). Answer these questions in your notebook:
- What is the campaign about?
- Who is its target audience?
- What is its purpose (inform, persuade, mobilize)?
- What multimodal elements are present?
- Do you think the campaign was effective? Why or why not?
Show Answer (hidden)
- Answers will vary depending on chosen campaign.
- Expected responses should identify clear message, audience, purpose, and effectiveness.
Answer the following in your notebook:
- Define advertising campaign in your own words.
- Give one example of propaganda technique used in ads or campaigns.
- Explain why target audience is important in advocacy campaigns.
- List two multimodal elements that make a campaign more persuasive.
- Identify one campaign you have seen recently. State its message and whether it was effective.
Show Answer
- A planned effort to promote or spread a message about a product, service, or advocacy.
- Example: Bandwagon (“Everyone is doing it, so should you”).
- Because knowing the audience ensures the message is tailored and effective.
- Possible answers: visuals, audio, text, gestures, facial expressions.
- Answers will vary – should include message + opinion on effectiveness.
Part A. Multiple Choice (5 items)
Choose the correct answer.
-
Which of the following best describes an
advocacy campaign?
a) A way of selling products
b) A planned effort to influence opinions or actions about an issue
c) A personal opinion on social media
d) A school project unrelated to persuasion -
What is the main purpose of propaganda?
a) To entertain people
b) To change or influence audience perception
c) To sell goods at lower prices
d) To teach new skills -
A recycling campaign is MOST LIKELY targeted at:
a) People who already recycle every day
b) Students and families who need awareness about waste management
c) Businesses that sell plastics
d) Artists who paint with recycled materials -
Which of the following is a multimodal element?
a) Printed slogan only
b) Silence and still images
c) Combination of video, text captions, and background music
d) A speech delivered without visuals -
What makes a campaign effective?
a) Its length and number of words
b) Its budget size
c) Its ability to reach and persuade its intended audience
d) Its use of complicated terms
Part B. True or False (5 items)
Write True if the statement is correct; otherwise, write False.
- Advocacy campaigns are always about selling products.
- Target audience refers to the group of people the campaign wants to influence.
- Multimodal texts combine only text and sound.
- A clear and simple slogan helps make a campaign more effective.
- Campaigns that confuse the audience can still be considered successful.
Part C. Short Answer (5 items)
Answer briefly.
- Define advertising campaign in one sentence.
- Give one example of a propaganda technique and explain it briefly.
- Why is clarity of message important in a campaign?
- Identify one multimodal element in a video and explain how it strengthens the message.
- Think of one campaign you remember. Who was its target audience?
Show Answer Key
Part A (MCQ):
- b
- b
- b
- c
- c
Part B (True/False):
- False
- True
- False
- True
- False
Part C (Sample Short Answers):
- An advertising campaign is a planned effort to promote a message, product, service, or advocacy.
- Example: Bandwagon – convincing people to join because “everyone else is doing it.”
- Without clarity, the audience cannot understand or remember the campaign’s purpose.
- Example: Music – sets the tone and engages emotions, making the message more persuasive.
- Answers will vary (students must identify campaign and target audience).
Activity 1 – Compare Campaigns
Watch two different advocacy campaign videos. Compare their purpose, target audience, and multimodal elements using a Venn diagram.
Show Example
Similarities: Both aim to persuade, both use visuals and music.
Differences:
Campaign A targets youth; Campaign B targets parents.
Activity 2 – Slogan Challenge
Create a short and catchy slogan for an environmental or health campaign. Share it with the class.
Show Example
“Plant Today, Live Tomorrow.”
Activity 3 – Propaganda Spotting
Look for an advertisement or poster in your community. Identify if it uses any propaganda technique (e.g., bandwagon, testimonial, glittering generalities).
Show Example
Poster showing a celebrity endorsing a product → Testimonial technique.
Activity 4 – Rewrite the Message
Take a confusing or wordy campaign message (teacher provides sample). Rewrite it to make it clearer and more persuasive.
Show Example
Original: “We kindly remind all citizens to please
consider taking part in activities that reduce plastic use.”
Improved:
“Say no to plastic. Protect our oceans.”
Activity 5 – Mini Reflection Video
In groups, record a 1-minute video where each member answers:
- What makes a campaign effective?
- Why is the audience important?
Show Example
“A campaign is effective when it is clear, persuasive, and memorable. Audience matters because the message must fit their needs and interests.”
Answer in your notebook.
Guiding Questions (2):
- What is the most important lesson I learned today about evaluating campaigns?
- How can I apply what I learned when I encounter ads or advocacy messages in real life?
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