PAVE Training Module 2

Section outline

• Knowing how to set communication goals and objectives in your strategic planning is vital because it enables you to prove their tangible value. Let's look at using the GAMMMA+ Model to measure, monitor and evaluate the impact of an online counter or alternative narrative messages. This model was developed by Radicalization Awareness Network (RAN) and focuses on six elements of a successful campaign: Goal, Audience, Message, Messenger, Media, and Action.

  
  

  

  Photo Source: Effective Narratives: Updating the GAMMMA+ model. (19 December 2019). RAN Network. https://home-affairs.ec.europa.eu/system/files/2019-12/ran_cn_academy_creating_implementing_effective_campaigns_brussels_14-15112019_en.pdf.

  • Goal: What do you really want to achieve? When planning a campaign, you must be clear about precisely what you wish to achieve. You cannot measure success if you are not certain what your success should look like.  Reminder, goals that cannot be measured are visions. 
  • Audience: Who do you really want to reach out to? Having a detailed understanding of your target audience will be the key to your success. Most groups, communities or milieus have their own 'language', narratives, signs and subcultures. Interventions need to be based on an understanding of what your audience cares about, how and where they communicate with each other, and why they would react to your campaign.
  • Message: What are you talking about? Your aim is to stimulate people's thoughts and feelings, and maybe even elicit a shift in their opinions and behavior. Your narrative needs to resonate with the target audience. There is a lot of online content already, why would they want to listen to your message? Your message has to pull people in, and make people think ‘This makes sense to me’ or ‘I want to do that.’ Having an in-depth understanding of your target audience will allow you to create messages that address issues people feel strongly about, from a different angle. 
  • Messenger: Who will speak for you? People are more likely to listen to someone they can relate to. There are many potential messengers considered credible by a specific target audience: youth, trusted community leaders, such as religious leaders, family members, former extremists, celebrities or influencers, or community peers. Your target audience determines who is credible for them.
  • Media: How can you reach your audience? To reach your target audience directly, you need to know which media or other means they use to communicate with each other and how they receive information. Directing your target audience to your preferred platform is an option, but it is much more effective to address them where they are. 
  • Action: What do you want your audience to do?  Your campaign should offer concrete calls to action to channel emotions and ideas into productive measures. Learn about what key issues your audience cares about and tailor from there. Call to actions could include buzz words such as “donate,” “volunteer,” “talk to a peer,” to name a few.
  • Monitoring and Evaluation: Is your campaign effective? Including monitoring and evaluation from the start will be of benefit in a number of ways. It will allow you to adjust and improve your campaign, based on the feedback and data you collect. Moreover, you will be able to demonstrate the reach, performance and impact of your campaign to third parties. This may be key when you apply for funding or seek to convince stakeholders to scale up your campaign.

Building a Strategic Campaign

Jump to... Main learning site Session 1: Objectives and Expected Results How Does the Internet Support and Create Opportunities for Extremist Narratives and Radicalization? Digital Recruitment in Today's Society What Tactics Do Violent Extremists Use to Radicalize Individuals? Who Do Violent Extremists Target in Radicalization and Recruitment Online? How and Why Do Youth Become Key Targets for Radicalization and Recruitment? Gendered Lens: How and Why Do Women Become Key Targets for Radicalization and Recruitment? How Does Religion Influence Online Recruitment and Radicalization? What About Policymakers? How do They Support Radicalization and Resilience Factors? Additional Resources for Session 1 Session 2: Objectives and Expected Results What Could An Extremist Narrative Look Like? How Can We Address Online Radicalization and Recruitment? What is Counter or Alternative Messaging and How Can it Be Used to Prevent Radicalization? Building a Strategic Campaign Mapping Your Target Audience How is Our Target Audience Currently Interacting with Extremist Content? How to Craft Your Counter or Alternative Message Tactics to Disseminate Your Campaign Messages Your Counter or Alternative Narrative Campaign is Launched - Now What? Evaluating Your Counter or Alternative Narrative Campaign Now It’s Your Turn to Make a Counter Narrative Campaign! Additional Resources for Session 2 Session 3: Objectives and Expected Results Being Safe When Using Online Spaces Safety Through An Inclusive Lens What if Someone I know is Talking to an Unsafe Person? Key Considerations for Building Multi-Stakeholder Collaboration and Trust to Prevent Online Radicalization and Recruitment Additional Resources for Session 3 Print Your Course Certificate

Mapping Your Target Audience