Create Effective Campaign Communications

Create powerful campaign messages and turn passive audiences 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.

Create Effective Campaign Communications helps you break through and build active support for your campaign.

(Available soon – check the publication schedule in FAQs)

Communicating change

The aim of campaign communications is to change people's behaviour, either to take action (sign our petition) or a behaviour that damages the environment (stop littering).

But changing people’s behaviour is notoriously difficult.

Education plays a role, but people rarely change simply from learning about the issue.

Barriers to change

Campaign communicators often assume showing the damage - injured wildlife, ruined landscapes, polluted waterways - is all it takes to make people change.

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

Effective campaign communicators remove the barriers stopping people making a change. Under these conditions people become active supporters and change is long lasting.

Create powerful campaign messages and turn passive audiences into active supporters with Create Effective Campaign Communications.

No knowledge or experience required!

Here’s what you’ll learn

Create Effective Campaign Communications starts by introducing an effective approach to campaign communications and reviewing approaches to avoid.

Next the course explores techniques for turning normal communications into effective communications. From speaking to the right values and triggering the right emotions to providing social proof and gaining commitments, you will love how easily these techniques blend into your current communications. The course also explores writing calls to action, correcting misinformation, conducting audience research and more.

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

Course Modules

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

00 Getting Started

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

01 Effective Campaign Communications

Use an effective approach to campaign communication and recognise approaches to avoid.

02 Communicating Your Campaign

Use 5 simple techniques to communicate a positive campaign image and build audience trust.

03 Identifying Your Audiences

Identify and understand influential audiences that can make a difference.

04 Using Values Messages

Communicate the values that motivate action and change and recognise the values to avoid.

05 Framing Messages for Success

Tell your campaign story using message frames people can relate to and understand.

06 Communicating Your Message

Use 7 simple techniques to create messages that break through, grab attention and motivate action.

07 Communicating Your Message Example

See a standard call to action email transformed into an effective call to action email (annotated example).

08 Identity and Commitments

Create long-lasting behaviour change by aligning audience identity with nature and gaining commitments to change.

09 Correcting Misinformation

Overcome post-truth lies and alternate facts nonsense about the issue and your campaign.

Course Resources

Create Effective Campaign Communications comes with resources that help you communicate change:

Guide to Audience Research

An easy-use guide to audience research for creating and testing campaign messages.

Barriers to Change

Recognise and respond to audience reasons for not taking action or changing behaviour.

Campaign Message Examples

Examples of effective messages used by real campaigns (with explanations).

Stages of Change

Adjust campaign messages to match an audience's stage of change.

Course Features

All Silent Reef courses come with the following great features:

Regular Updates

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

No Risk

No questions money back guarantee. If you are unhappy with your course tell us within 14 days for a full refund.

Real Examples

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

Any Device

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

Member News

Receive emails with how-to campaign advice, free resources and offers.

Campaign Library

Access to a growing collection of all-new campaign resources.


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 $s ex tax. Write Effective Campaign Plans available now. For other courses see FAQs > Publication Schedule.

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.