Welcome the Silent Reef Environment Campaign Glossary.

Here you find definitions of terms used in environment campaigns, many with links to further information on Silent Reef.

New terms are added to the glossary as we publish new how-to campaign advice through our blog, library and courses. Bookmark this page for convenience and return regularly to better understand the language of environment campaigns.

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Action Plan

A detailed proposal describing who does what by when to deliver one or more tactics.

An action plan is a key element of a campaign plan.


Advocacy strategy

Works to influence business and government decisions in support of a cause.

Campaigns using an advocacy strategy typically combine supporter, campaign and direct action to pressure targets to decide in the campaign’s favour.

Typical advocacy campaign goals are to:

  • Stop a development
  • Create a national park
  • Ban a toxic chemical
More on this subject

Find out how an advocacy strategy fits in to Silent Reef’s approach to running effective environment campaigns.

  • Links to the open access module of Silent Reef’s Write Strategic Campaign Plans online course
  • Log in using your member password (library or course student)
  • Claim your free membership by downloading any resource from our Campaign Library

To enrol in Write Strategic Campaign Plans click here.


Audience

A group of people a campaign communicates with to build support for the campaign goal. Includes existing and potential supporters.

Environment campaigns communicate with two kinds of audience:

An audience is a key element of a campaign plan.

More on this subject

The audience module of our Write Effective Campaign Plans online course explores when to communicate with each audience type and provides criteria for choosing effective audiences.


Audience partner

A person, group or organisation that helps a key audience act or change in support of a campaign.


Behaviour change strategy

Works to change people’s behaviours that damage the environment.

Campaigns using a behaviour change strategy work with their change community to create the conditions in which people are willing and able to change (or they change without realising).

Typical behaviour change campaign goals are to:

  • Stop public littering
  • Stop sea turtle egg collecting
  • Reduce consumption of shark fin soup
More on this subject

Find out how a behaviour change strategy fits in to Silent Reef’s approach to running effective environment campaigns.

  • Links to the open access module of Silent Reef’s Write Strategic Campaign Plans online course
  • Log in using your member password (library or course student)
  • Claim your free membership by downloading any resource from our Campaign Library

To enrol in Write Strategic Campaign Plans click here.


Campaign plan

A detailed proposal describing what a campaign wants to achieve and how it will make it happen.

Key elements of a campaign plan are:

Take your campaign skills to the next level!

Plan your path to campaign success from tactics to goal with Silent Reef’s Write Effective Campaign Plans online course.


Case for conservation

A collection of information demonstrating issue costs and campaign solution benefits.


Change community (behaviour change campaigns)

A group of people whose behaviour is damaging the environment.

Campaigns using a behaviour change strategy create the conditions in which their change community are willing and able to change.

Examples of change communities are:

  • Littering tourists on Plumbai Island
  • Sea turtle egg collectors on Turtle Beach
  • Shark fin soup consumers in Our Town

A change community is a campaign stakeholder.


Environment

  1. The surroundings or conditions in which a person, animal, or plant lives or operatesOxford Dictionaries
  2. Any aspect of the natural world or the entirety of the natural world
More on this subject

Find out why campaigns to protect nature are also campaigns to protect people, communities and local businesses, and why environment campaigns work to protect non-natural environments – Protect Nature and a Whole Lot More With Silent Reef.


Environment campaign

Planned and organised activities intended to protect the environment.

More on this subject

Anyone Can Run a Campaign to Protect the Environment With Silent Reef

3 Easy Ways To Access Silent Reef’s Environment Campaign Advice


Goal

The ultimate outcome a campaign works to achieve.

Examples of campaign goals are:

  • Stop (development) on Cloudy Downs farmland
  • Create Misty Forest National Park
  • Ban free plastic shopping bags in Our State
  • Stop sea turtle egg collecting on Turtle Beach
  • Reduce shark fin soup consumption by 70% in Our Town

A goal is a key element of a campaign plan.

More on this subject

The goal module of our Write Effective Campaign Plans online course helps you set an effective goal for your campaign and avoid common goal errors.


Issue

An environmentally damaging problem.

Examples of environment issues are:

  • Over-development
  • Land clearing / Deforestation
  • Marine debris / Plastic waste
  • Over-fishing
  • Mining
  • Climate change / Global warming
  • Toxic chemicals
  • Genetically modified organisms
  • And many more
More on this subject

The issues module of our Write Effective Campaign Plans online course takes you through the crucial steps of identifying the real issue, finding issue causes and revealing issue impacts.


Issue driver (advocacy campaigns)

The organisation responsible for the issue.

Examples of issue driver are:

  • A corporation
  • A manufacturer
  • A developer
  • The government
  • A political party

An issue driver is a campaign stakeholder.


Issue proponent

People and organisations that publically support the issue. Includes the issue driver.

Examples of issue proponents are:


Key audience

An audience segment with a shared interest in campaign success.

Examples of key audiences are:


Local business

Businesses with a stake in the local community.

Examples of local businesses are:

  • Farmers
  • Tour operators
  • High street stores, restaurants and bars

Local business is a campaign stakeholder.


Local community

People living in the region affected by the issue.

The local community is a campaign stakeholder.


Objective

Creates a condition needed to achieve a goal.

An objective is a key element of a campaign plan.

More on this subject

The objectives module of our Write Effective Campaign Plans online course shows you how to develop objectives for advocacy and behaviour change campaigns and how to make your objectives effective.


Solution

An approach taken by a campaign to remedy an issue.

Solutions are described using the following key elements of a campaign plan:

More on this subject

The solutions module of our Write Effective Campaign Plans online course builds your knowledge of campaign solutions, provides 5 checks for effective solutions and shows you how to reveal solution impacts.


Stakeholder

A person, group or organisation affected by an issue and/or campaign.

Stakeholders may oppose, support or be neutral to the issue.

Stakeholders that play a major role in most environment campaigns include:

More on this subject

The stakeholders module of our Write Effective Campaign Plans online course explores the role of stakeholders in your campaign, guides you through stakeholder research and introduces the main stakeholders to most environment campaigns.


Strategy

A statement describing how to achieve a goal.

In broad terms environment campaigns use two strategies:

A strategy is a key element of a campaign plan.

For convenience, Silent Reef speaks about advocacy and behaviour change strategies as two different types of campaign but you can use elements of both to achieve your goal.

More on this subject

The strategy module of our Write Effective Campaign Plans online course helps you get your strategy right from the start (just as well, as changing strategy mid-campaign is not easy).


Supporter

A person, group or organisation that helps a campaign achieve its goal.

A campaign audience consists of existing and potential supporters.


Tactic

An action or event used to achieve an objective.

A tactic is a key element of a campaign plan.

More on this subject

The tactics module of our Write Effective Campaign Plans online course shows you how to choose, plan and measure the success of your campaign tactics.


Target (advocacy campaigns)

A person or organisation in a position to decide for or against an issue or solution.

Campaigns using an advocacy strategy achieve their goals by pressuring targets to decide in their favour.

Examples of campaign targets are:

  • A chief executive officer (CEO)
  • A corporation
  • A politician
  • The government

A target is a campaign stakeholder and a key element of a campaign plan.

More on this subject

The targets module of our Write Effective Campaign Plans online course shows you how to pressure targets and provides criteria for choosing your targets.