Materials (interactive + printable)
The cards below replicate attachments K1–K8 and the K‑REV rubric. Each element can be filled in and printed.
CARD K1 — Campaign Canvas (1 page)
CARD K2 — Persona (audience)
CARD K3 — Message pyramid (claim → reasons → evidence → CTA)
CARD K4 — Channel plan (offline/online) + tone
CARD K5 — 14‑day content calendar
| Day | Task/content | Channel | Owner | Mini KPI | Status |
|---|---|---|---|---|---|
Tip: plan 6–8 meaningful actions within 14 days (e.g., Day 1 announcement, Day 3 Q&A stories, Day 5 short video, Day 7 partner post, Day 10 last call, Day 14 thank‑you + survey).
CARD K6 — Minimum assets (copy ×3, sketch, 15‑second script)
CARD K7 — KPI and measurement
CARD K8 — Risks / Ethics / Accessibility
RUBRIC K‑REV — Campaign review (0–2 pts per criterion, max 10)
Interpretation: 0–3 – starting point; 4–7 – solid; 8–10 – ready to implement.
Trainer checklist (before/after)
Before
After
1. Purpose summary and session logic
Overall goal: teams design a small social campaign (integration/language/work/eco/EU values) and leave with a ready 14‑day plan, a set of minimum assets (slogan + 3 short texts + a sketch of a poster/post + a script for a 15‑second reel) and success metrics.
Logic: problem → audience → SMART goal → message → channels → content → 14‑day plan → measures → risks and ethics.
Outputs: 1) Campaign canvas (one page), 2) Message pyramid (claim → reasons → evidence → call‑to‑action), 3) Channel plan and 14‑day calendar, 4) Minimum assets (copy ×3, poster/post sketch, 15‑second script), 5) Indicators and risks sheet.
Topic ideas based on stories:
H1/H9 – Language and overcoming the barrier (tandems, conversation clubs).
H3 – The first 90 days for families (school/kindergarten/work).
H6 – Building a support network (clubs, volunteering, buddy).
H8 – Single mothers (childcare + remote learning).
H5/H17 – Well‑being and low‑threshold psychoeducation.
Eco/IT – savings and cyber hygiene.
2. Learning outcomes (knowledge • skills • attitudes)
Knowledge: understands the elements of a mini‑campaign: goal, persona/audience, value proposition, message, channels, assets, indicators, risks/ethics.
Skills: formulates a SMART goal, builds a message pyramid, selects channels for the persona, plans a 14‑day calendar, defines simple KPIs and ways to measure them, produces minimum assets.
Attitudes: information responsibility, inclusiveness and accessibility, intercultural sensitivity.
3. Organizational parameters
Room setup: U‑shape + 4 tables; 1 flipchart; projector; timer; sets of markers and sticky notes.
Print materials (A4, 1 per person):
Card K1 — Campaign canvas (one page)
Card K2 — Persona (audience)
Card K3 — Message pyramid (claim→reasons→evidence→CTA)
Card K4 — Channel plan (offline/online) + tone of voice
Card K5 — 14‑day content calendar
Card K6 — Minimum assets (copy×3, poster/post sketch, 15‑second reel script)
Card K7 — KPI and measurement (definitions and data sources)
Card K8 — Risks, ethics and safety (including disinformation, consent, accessibility)
Rubric K‑REV — Campaign review (0–2 pts per criterion)
Evaluation tools: Mentimeter PRE/POST (scale 1–5): questions in section 4.
4. Mentimeter — questions (PRE and POST)
Questions (scale 1–5)
- I can plan a mini‑campaign: goal, audience, message, channels.
- I can propose success indicators and a way to measure them.
- I know the ethical/accessibility principles for communication activities.
5. Detailed agenda (180’)
0–12’Opening (12’)
Objective: set the frame and expected outputs.
Instructions: show an example of “minimum assets” (grid sketch of a post + 3 copies + a 15‑second script). Hand out K1–K8 and the rubric. Emphasize: we work low‑budget and with information safety in mind.
12–25’Icebreaker “A 7‑word slogan” (13’)
Objective: activate communication thinking.
Instructions: in pairs, write a campaign slogan in max. 7 words on a chosen topic (e.g., “Don’t be afraid to speak Polish”). Hang the 3 most interesting ones on the wall.
25–35’Mentimeter PRE (10’)
Objective: baseline.
Instructions: 3 questions (section 4).
35–70’MODULE 1 — Problem, audience, SMART goal (35’)
Module objective: establish the campaign foundation.
Materials: Card K1 (Canvas), Card K2 (Persona).
Detailed instructions:
Problem (8’): in 1–2 sentences (specific, not vague).
Persona (10’): age, situation, context (e.g., a UA student in PL; a single mother; a young worker). Pain/fear, motivation, access barriers.
SMART goal (12’): behavior change in 14 days (e.g., “20 people will sign up for a conversation club / 15 people will volunteer as a buddy / 30 people will do a cyber‑check”).
Social proof (5’): what credible facts/partners can we cite (university/NGO, an expert quote, contact details)?
Success criteria: clear problem, one persona, a measurable goal in 14 days.
70–85’MODULE 1B — Message pyramid (15’)
Objective: build the core message.
Materials: Card K3.
Instructions: fill in the 4 levels: Claim (1 sentence) → Reasons (2–3) → Evidence (specifics/links/partners) → CTA (what to do today? where? when?).
Tips: simple language, empathy, no stigmatization, alignment with the Group Dialogue Code (scenario 03) and anti‑disinformation principles (scenario 04).
85–95’BREAK (10’)
95–125’MODULE 2 — Channels and 14‑day calendar (30’)
Objective: match channels to the persona and set a publication/action rhythm.
Materials: Card K4 (Channels), Card K5 (14‑day calendar).
Instructions:
Channel selection (10’): offline (poster, booth, partners), online (FB/IG/TikTok/WhatsApp/Telegram/university). For each channel: post goal (information, recruitment, reminder), tone and format (text/photo/video/reel).
Calendar (20’): plan 6–8 items across 14 days (day + task + owner + mini KPI). Example: Day 1 “announcement”, Day 3 “Q&A stories”, Day 5 “short video”, Day 7 “partner post”, Day 10 “reminder and last‑call recruitment”, Day 14 “thank‑you + survey”.
Success criteria: 6–8 meaningful actions, realistic roles and deadlines.
125–135’Energizer “Tagline remix” (10’)
Objective: refresh creativity.
Instructions: swap slogans between teams; each team rewrites another team’s slogan into a shorter (≤5 words) and more linguistically gentle version.
135–165’MODULE 3 — Minimum assets + KPI and risks (30’)
Objective: produce materials and set measurement/safety.
Materials: Card K6 (Minimum assets), Card K7 (KPI and measurement), Card K8 (Risks/Ethics).
Instructions:
Copywriting (10’): write 3 versions of a short text (for a post/reel). Each includes a CTA + when/where/how.
Poster/post sketch (10’): a “grid” sketch (layout: headline, visual, 3 facts, CTA, logos).
15‑second reel script (5’): 3 shots: problem (3 s) → solution (7 s) → CTA (5 s).
KPI (5’): choose 2–3 measures from K7 (e.g., sign‑ups, attendance, clicks, response rate). Write down how you collect data (UTM link, sign‑in sheet, survey).
Risks/Ethics: fill in K8 (image consent, location/language accessibility, no stigmatization, content verification, support contact number).
Success criteria: complete minimum assets + a clear plan for KPIs and risks.
165–175’Presentations and review (10’)
Objective: gather quick feedback.
Instructions: each team shows K1 + K5 + 1 asset; other teams score using the K‑REV rubric (0–2 pts per criterion: clarity of goal, fit of audience/message, channel match, measurability, feasibility). Mark one improvement “for tomorrow”.
175–180’Mentimeter POST + one small step (5’)
Objective: closure and commitment.
Instructions: same 3 questions; each person writes down one next step (e.g., contact a partner, publish the first post).
6. Facilitation best practices
Plain language and inclusiveness: avoid jargon; keep texts short and clear; include people with different levels of Polish.
Safety and ethics: no photos of people without consent; we don’t use fear appeals; verify content (reference to scenario 04).
Less is more: 6–8 actions in 14 days are enough; better to deliver than to overcomplicate.
7. Adaptations, plan B, variants
Language barrier: versions of copy in PL + simple UA/EN; pictograms; readability test (read aloud).
No projector: show examples on A4 printouts; draw the reel storyboard on a flipchart.
Less time (120’): shorten M1 to 25’, M2 to 20’, M3 to 25’ (copy + calendar + KPI only).
More time (+30’): create a simple graphic in Canva and a stories version; plan a promo budget of PLN 100–300 (optional).
8. Evaluation and indicators for reporting
Mentimeter PRE/POST — 3 questions (section 4).
Outputs: K1–K8 + K‑REV rubrics; photos of assets.
Trainer observation: mark projects ready to implement; write down “small steps”.
9. Print handouts (ready-to-use content)
Printable handouts are available in the “Materials (printable)” section above. Click to jump to a card:
11. Trainer checklist (before/after)
Before: printouts of K1–K8 and rubrics; set of markers/sticky notes; timer; Mentimeter.
After: photos of assets and calendars, collected K‑REV rubrics, saved Mentimeter results, list of “small steps”.