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Campaigning

Why run a campaign?

If you have a safety and health (OSH) message that you wish to share, launching a campaign is a effective way to ensure your voice is heard.

A campaign can be used to:

  • Inform
  • Inspire
  • Motivate
  • Educate

Campaigns are useful for reaching relatively large numbers of people, often in different locations. If you’re focusing on small groups, other routes such as training, seminars, one-on-one meetings, emails and even phone calls might be more valuable, depending on the subject.

A strong message and clear goals are the very basis to any campaign. These help you determine who you should be speaking to (target audience) and how you can best reach them, i.e. which campaign tools you should use.

Key campaign objectives

Keep in mind the key objectives you want to achieve with your campaign.
  • Raise awareness of occupational safety and health (OSH) problems, including their causes, amongst managers, employees and people who advise them on these issues, for example medical professionals.
  • Provide practical solutions through ‘good practice models’.
  • Increase workforce knowledge of relevant legislation and encourage organisations to comply with this.
  • Alert people to new risks and possible solutions.
  • Obtain support for changes to legislation or guidelines.
  • Position your organisation as an OSH authority and a valuable partner.

Putting a plan together

A plan for running your campaign will enable you to keep all necessary steps in your focus.
  • Establish a measurable objective.
  • - Example: ‘Reduce stress-related illness in call centres by 10% over the next three years.’

  • Focus on specific target audiences.
  • - Example: personnel managers in larger companies or owners of SMEs.

  • Develop a clear message.
  • This should be tailored to your target audiences and ideally include recommendations that they can act on.

    - Example:, ‘Research has shown that call centres can reduce stress-related illnesses by following three basic steps.’

  • Identify the most suitable media to reach your target audiences.
  • Should you use advertisements, direct mail, posters, seminars, visits…?

  • Agree a budget.
  • Include an extra amount, say 10% for unexpected additional costs.

  • Find a good launch date.
  • Avoid major holiday periods, such as the run-up to Christmas, and try to link your campaign to a topical event or season to give it greater resonance.

  • Evaluate your campaign.
  • Learn from your experience so you can have a greater impact next time round.