2. Campaign language

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After you’ve put so much effort into campaign ideation and planning, it’s important to ensure that the way you present your campaign to the public (whether internal or external) doesn’t let you down. Efficient communication will help you articulate your campaign’s purpose in an accessible way, generate and sustain participants’ excitement, and build momentum for scheduled events and activities. 

The 2 core driving factors of choosing your campaign’s language are the message and the audience. These will inform the tone of your communication (Are you trying to come across as serious or playful? Is it appropriate to make jokes?), the content (Do you need to include research data or some stats? Is using a personal example a good idea? Will the campaign participants get a particular cultural reference?), and the language you would want to use (Do you include jargon or avoid it? What about colloquialisms and slang? What is the required level of formality?). One thing you will definitely need to keep in mind is how much explanation your campaign’s purpose needs depending on the intended audience. Communicating it internally, likely to a group of people who are already at least somewhat familiar with the general topic, will be different to raising awareness about it externally, to the general public, where the levels of relevant knowledge will vary. You may also want to account for the average age of your audience and tailor your language accordingly. For instance, the use of hashtags may seem natural to younger generations, but they may seem bizarre to those who are less familiar with the Internet culture. Similarly, hashtags may be considered inappropriate and out of place in more formal communication contexts.

Even though the message and the audience will be different depending on the situation, the 4 key features of efficient communication remain the same: you need to be clear, concise, compelling, and consistent (some sources also add “confident” to this list, but you will find that if you follow these other recommendations, your communication will naturally come across as confident). Let’s unpack this.

  • Clarity of expression ensures that your message is accessible and easy to understand. To achieve clarity try to write as simply as possible for your selected topic and avoid using unnecessary terminology and excessively “flowery” language. 
  • Keeping your communication concise and to the point means that you won’t lose the attention of those you are trying to reach. Try to avoid redundancy and long and complex sentences.
  • Trying to make it brief, however, doesn’t have to come at the expense of conveying your message in a powerful and articulate way, using vivid and compelling examples your audience can relate to. Just make sure you are not overdoing it and stick to one memorable example or statement, as it will make them stand out more. 
  • Finally, when it comes to consistency, it’s important to keep your key messages the same across different communication channels to create a cohesive narrative around your campaign. For example, you may want to identify a few key words or phrases you would want to carry through your entire communications package. Another way to ensure consistency is to create a tagline to be used across your communication assets (emails, posters, website posts, etc.) and/or a dedicated campaign hashtag for social media channels.

So, to sum it up, the best way to approach your campaign communications is to keep them short, sweet, and simple. That way, your messaging wouldn provide necessary information about and build excitement around the campaign’s events and activities without taking up too much time or being confusing to the participants.   

Campaign language check-point 

It’s time to draft some communication assets for your campaign.



Great work so far! Well-crafted text is the first step towards grabbing and holding your audience’s attention, but to take it to the next level you’ll need to make sure it has an eye-catching presentation. To achieve that, we’ll give you a crash course in branding and visual design.