Welcome Silent Reef’s Environment Campaign Glossary.

Here you can find definitions of terms used by environment campaigners and others whose actions – for better or worse – affect the environment. Many definitions have links to further information on Silent Reef.

Note – Some glossary terms start with an assumed ‘campaign’, for example ‘audience’ should be understood as ‘campaign audience’ and ‘tactics’ as ‘campaign tactics’. Find out why we remove the ‘campaign’ here.

We add new terms 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 speak the language of environment campaigns.

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Action Plan

A detailed description of who will do what by when to deliver one or more tactics.

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

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Decide the who, what and when of delivering tactics: Tactics, Action Plans and Measuring Progress > Writing action plans


Advocacy strategy

Works to influence business and government decisions.

Campaigns using an advocacy strategy typically combine supporter action, campaign action 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

Learn about advocacy strategies in the open access module of Silent Reef’s Write Effective Campaign Plans online course:

Campaign Library members and course students – Log in to Silent Reef and navigate to the Running effective environment campaigns lesson in the Getting Started module.

Non-members/students – Claim your free library membership by downloading any resource from our Campaign Library. Then follow the instructions for members and students (above).

To enrol in Write Effective 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.

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Understand audience roles in your campaign and criteria for choosing effective audiences: Identifying Your Targets and 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

Learn about behaviour change strategies in the open access module of Silent Reef’s Write Effective Campaign Plans online course:

Campaign Library members and course students – Log in to Silent Reef and navigate to the Running effective environment campaigns lesson in the Getting Started module.

Non-members/students – Claim your free library membership by downloading any resource from our Campaign Library. Then follow the instructions for members and students (above).

To enrol in Write Effective Campaign Plans click here.


Campaign leader

The person(s) responsible for motivating and organising campaign team members (staff and volunteers) to achieve the campaign goal.

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Understand the campaign leader’s role: Planning Made Easy > Step 2. Choose a campaign leader


Campaign plan

A detailed description of what a campaign wants to achieve and how it will achieve it.

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.

More on this subject

Find out why research is a crucial tool for planning and running environment campaigns (with links to help you get the job done): 5 Powerful Benefits Research Brings to Your Campaign


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

Meet three types of environment campaigner and find out which type you are: Anyone Can Run a Campaign to Protect the Environment With Silent Reef

Find out how to make the most of 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.

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Set an effective goal for your campaign and avoid common goal errors: Setting Your Goal and Strategy


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
Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Learn to identify the real issue, find issue causes and reveal issue impacts: Understanding Environment Issues


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:

More on this subject

Take these 5 actions when the environment issue you’re campaigning against benefits people you need supporting your campaign: Silent Reef Campaign Library > Overcoming Issue Benefits (free download).


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.

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Learn to develop effective objectives for achieving your goal: Developing Your Objectives


Solution

An approach taken by a campaign to remedy an issue.

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

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Understand campaign solutions and learn 5 checks for effective solutions: Understanding Campaign Solutions


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:

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Understand the role of stakeholders in your campaign, learn to conduct stakeholder research and recognise frequently met environment campaign stakeholders: Meeting Your Stakeholders


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.

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Learn to set an effective strategy for campaign success and avoid common strategy errors: Setting Your Goal and Strategy


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.

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Plan the actions and events needed to achieve your objectives: Tactics, Action Plans and Measuring Progress


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.

Related course content

The following links are for Silent Reef course students. Not a student? Enrol here.

Course 1: Write Effective Campaign Plans

Learn to choose effective campaign targets and how to pressure targets to decide in your favour: Identifying Your Targets and Audiences


Technical advisor

Someone with specialist knowledge of a particular field (e.g. ecology; economics; law) recruited to provide information and advice to people with a use for their knowledge.

More on this subject

Read the environment campaigner’s guide to recruiting and working with technical advisors: Silent Reef Campaign Library > Calling in the Experts (free ebook).