Campaigns, advocacy and change

This unit focuses on the role of communication campaigns and advocacy as a particular form of strategic communication. Drawing on case studies, best practice and scholarly research, you will critically evaluate a diverse range of campaigns and advocacy initiatives at both local and global levels, as well as across non-government, public and private sectors. Particular attention will be given to understanding the diverse goals that can inform campaigns - from quite specific communication goals to, in some cases, advocating for longer term political or social change. You will examine and apply diverse tools and techniques of persuasive story-telling to target desired audiences and stakeholders, evaluating their effectiveness as well as the ethical dilemmas they can raise.