First steps to shaping attitude change for campaigning

Feb. 18, 2020

Changing the world to reflect our vision of equality and justice is a campaigner’s dream. But even dreams are made of sequences. This is why we campaign one step at a time. And while campaigners strive to change everybody’s hearts and minds all at once, it is more realistic to keep focused on achievable and realistic objectives. A realistic campaign sets you on a journey where you will change the attitudes of a limited audience on a specific issue at a specific time. You can then do this again, and again, and again.

1. Set your campaign objectives - A campaign’s objectives should express what attitudes you want to change and whose attitudes you want to change.

2. Define your audience - It’s important to target those who are in the “movable middle”. This refers to a group of people who are in the “middle” between the opposition and support. The “moveable middle” is more likely to change their attitudes than those vehemently opposed to your campaign.

3. Research your target group - Focus your research on the shared values of your campaign and your specific target group. This can lead to a positive attitude change towards your campaign, particularly if it is amongst the “moveable middle”. This research should help you identify the values of the target group.

4. Map out what you already know - Read reports, surveys and research on the views of what people in your community think about the topic you are campaigning on. 

Want to know more about attitude change and how to shape your research? Sign up for SOGI Campaigns free course