Communicate Effective Campaign Messages

Develop and deliver campaign messages that turn a passive public into active supporters.

Campaigns succeed or fail on their communications. But if getting heard is a challenge in this information overload world causing people to act or change is much harder.

Communicate Effective Campaign Messages helps you break through and gain active public support for your campaign.

Building support

Many campaign communicators assume showing people the damage (injured wildlife, ruined landscapes) is all it takes to gain their support.

But although this approach may prompt one-off actions it doesn't create the lasting behaviour changes needed for campaign success.

Effective campaign communicators go beyond education to remove the barriers and provide the motivations that lead to active campaign support.

Meeting deadlines

Campaign communicators often must develop new messages quickly. But how do you create effective messages when time is short and changing people's behaviour is notoriously hard?

Through your experience and knowledge.

Experience takes time to accumulate but knowledge can be gained quickly. And the greater your knowledge the more easily you avoid time-wasting bad experiences.

Develop and deliver campaign messages that turn a passive public into active supporters.

No knowledge or experience required!

Here’s what you’ll learn

Communicate Effective Campaign Messages starts by introducing an effective approach to campaign communications. You see the problems with commonly used approaches, including why simply telling people about the issue is never enough.

Next the course explores techniques for developing and delivering effective campaign messages. From speaking to people’s values and triggering their emotions to choosing communication channels and using messengers effectively, you will love how easy these techniques are to implement. The course also explores framing environment issues, choosing and researching audiences, writing compelling call to action emails and more.

Based on the latest behaviour-change research and illustrated throughout with message examples from real campaigns, Communicate Effective Campaign Messages will make you a highly effective campaign communicator.

Course Modules

At the end of each module you will be able to:

01 Getting Started

Use a simple approach to running effective environment campaigns (with course tips). Open access.

02 Understanding Campaign Communications

Recognise the aim of campaign communications and use an effective approach to campaign communications.

03 Choosing and Researching Campaign Audiences

Identify and learn about the audiences you will communicate with to achieve your campaign solutions.

04 Introduction to Developing Campaign Messages

Use the message development fundamentals on which effective campaign messages are built.

05 Framing Campaign Messages

Use effective approaches for framing environment issues and campaign messages.

06 Motivating Audiences to Act and Change

Use three methods to add motivation to your campaign messages.

07 Developing Campaign Messages (Steps)

Use 7 steps to develop messages that gain and retain audience attention and motivate action and change.

08 Developing Campaign Messages (Example)

Turn uninspiring messages into effective calls for action using message development best practices.

09 Testing Campaign Messages

Test draft messages with the intended audience to avoid message misfires.

10 Delivering Campaign Messages

Master the how, when, where and who of message delivery.

11 Measuring Campaign Progress

Check the impact of your campaign messages.

Course Resources

Communicate Effective Campaign Messages comes with resources to use throughout your campaign:

Audience Research Prompts

Ideas for getting to know the people you need supporting your campaign.

Message Testing Prompts

Ideas for identifying message misfires before they do any damage.

Message Development Steps

Easy use step guide to developing effective campaign messages.

More Student Benefits

All Silent Reef courses come with the following great benefits:

Regular Updates

Learn the latest campaign activities and technologies. Unlike a book, our courses never go out of date.

No Risk

Unhappy with your course? Tell us within 14 days for a full refund.

Real Examples

Lessons vividly brought to life with insights, stories and messages from live campaigns.

Any Device

Study anywhere, anytime on your computer, tablet or smartphone.

Member News

Receive emails about campaign training, tools and offers.

Library Membership

Download original campaign training resources and tools.


Courses can be taken in any order. Simply choose the course or courses that best match your needs.

Any 1 course


Invest in multiple courses now for the best discount. You can add more courses any time.

  • Course resources
  • Lifetime updates
  • Any device

Any 2 courses


A 15% discount off the single course price.

  • Course resources
  • Lifetime updates
  • Any device

Any 3 courses


A 20% discount off the single course price.

  • Course resources
  • Lifetime updates
  • Any device

All 4 courses


A 25% discount off the single course price = a free course!

  • Course resources
  • Lifetime updates
  • Any device

Prices in Australian dollars ex tax.

Take my campaign skills to the next level

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Protect the special places you love with Silent Reef

Silent Reef founder and course author David Roe has been protecting the environment since 2006.

Dave has campaigned to create new marine parks, reduce overfishing and protect sea turtles and dugongs. He is the author of popular environment education programs taught worldwide.

Now Dave is sharing his experience to help you protect the environment on land and at sea.