🚀 Mini Social Campaign: from idea to a 14‑day plan

Workshop materials • ages 18–30 • 180 minutes • in‑person format

Workshop overview

Main goal

Teams design a small social campaign (integration/language/work/eco/EU values) and leave with a ready 14‑day plan, a minimum set of assets and success metrics.

Target group

  • Age: 18–30
  • Group size: 15–20
  • Duration: 180 minutes
  • Format: In‑person

Learning outcomes

Knowledge: Elements of a mini campaign, SMART goal, persona, key message

Skills: Planning, asset creation, defining KPIs

Attitudes: Information responsibility, inclusion, intercultural sensitivity

Final products

  • K1 Campaign canvas (1 page)
  • K2 Message pyramid
  • K3 Channel plan & 14‑day calendar
  • K4 Minimum assets (3× copy, sketch, 15‑sec script)
  • K5 Indicators & risks card

💡 Theme suggestions based on stories:

  • H1/H9: Language & breaking the barrier (tandems, conversation clubs)
  • H3: First 90 days for families (school/kindergarten/work)
  • H6: Building a support network (clubs, volunteering, buddy)
  • H8: Single mums (childcare + remote learning)
  • H5/H17: Wellbeing & low‑threshold psychoeducation
  • Eco/IT: Savings & cyber‑hygiene

Campaign process logic

🎯

Problem

Identification

👤

Audience

Persona

📊

SMART goal

Measurable

💬

Message

Pyramid

📱

Channels

Selection

✍️

Content

Assets

📅

14‑day plan

Calendar

📈

Metrics

KPI & Risks

Workshop agenda (180 minutes)

0–12'

Opening

Goal: Set the frame and outputs

Show the “minimum assets” example, hand out cards K1–K8, stress low‑budget & info‑safety approach

12–25'

Icebreaker “Slogan in 7 words”

Goal: Kickstart communication thinking

In pairs, write a campaign slogan in max 7 words; pin the top 3 on the wall

25–35'

Mentimeter PRE

Goal: Baseline

3 questions assessing initial knowledge

35–70'

MODULE 1 – Problem, audience, SMART goal

Goal: Set strong foundations

Problem (8'), Persona (10'), SMART (12'), Social proof (5')

70–85'

MODULE 1B – Message pyramid

Goal: Build the message core

4 levels: Thesis → Reasons → Evidence → CTA

85–95'

BREAK

Time to recharge and network

95–125'

MODULE 2 – Channels & 14‑day calendar

Goal: Match channels to the persona and set the cadence

Channel selection (10'), Calendar (20') – 6–8 touchpoints in 14 days

125–135'

Energiser “Tagline remix”

Goal: Refresh creativity

Swap slogans between teams; compress into ≤5‑word versions

135–165'

MODULE 3 – Minimum assets + KPIs & risks

Goal: Produce materials and set measurement

Copywriting (10'), Poster sketch (10'), 15‑sec reel script (5'), KPIs (5')

165–175'

Presentations & review

Goal: Gather quick feedback

Each team shows K1 + K5 + 1 asset; assess with K‑REV rubric

175–180'

Mentimeter POST + small step

Goal: Close and decide

Same 3 questions; each person writes the next small step

Interactive campaign canvas

Fill in your campaign canvas:

Problem

Persona/Audience

SMART goal (14 days)

Value proposition

Main message

Call‑to‑Action

Partners & credibility

Main channels

Trainer guide

Room:

“Horseshoe” + 4 tables; 1 flipchart; projector; timer; sets of markers & sticky notes

Printouts (A4, 1/person):

  • Card K1 — Campaign canvas (1 page)
  • Card K2 — Persona (audience)
  • Card K3 — Message pyramid
  • Card K4 — Channel plan + tone of voice
  • Card K5 — 14‑day content calendar
  • Card K6 — Minimum assets
  • Card K7 — KPIs & measurement
  • Card K8 — Risks, ethics & safety
  • Rubric K‑REV — Campaign review
  • Plain language & inclusion: avoid jargon; keep texts short & clear; include participants with varying language levels
  • Safety & ethics: no photos of people without consent; no fear‑mongering; verify messages
  • Less is more: 6–8 actions in 14 days is enough; better deliver than over‑engineer

Language barrier:

Copies in PL + simple UA/EN; pictograms; readability test (read aloud)

No projector:

Show examples on A4 prints; draw the reel storyboard on a flipchart

Less time (120'):

Shorten M1 to 25', M2 to 20', M3 to 25' (copy + calendar + KPIs only)

More time (+30'):

Create a simple Canva graphic and stories version; plan promo budget of PLN 100–300

Before the workshop:

  • Printouts K1–K8 and rubrics
  • Markers & sticky notes
  • Timer
  • Mentimeter

After the workshop:

  • Photos of assets & calendars
  • Collected K‑REV rubrics
  • Mentimeter results
  • List of “small steps”

Evaluation system

Mentimeter questions (PRE & POST)

1 (not at all) 1 2 3 4 5 5 (very well)
1 (not at all) 1 2 3 4 5 5 (very well)
1 (not at all) 1 2 3 4 5 5 (very well)

Indicators for the report

  • Mentimeter PRE/POST — 3 questions
  • Outputs: K1–K8 + K‑REV rubrics; photos of assets
  • Trainer observation: mark projects ready to implement; list “small steps”