Tue, October 15, 2019 - 12:18

Campaign Resources

Download the Stand and Be Counted Campaign Toolkit for everything you need to run a successful campaign.




How to Campaign



Every campaign has a reason behind it with an aim to improve and positively change a perceived problem. Start by asking:

  • What is the issue?
  • Who does this affect?
  • Why is it a problem?

Try asking the people affected by the issue to gain knowledge and understanding around the issue. You could gather information through surveys. opinion polls, talking directly, national statistics or student advice. This makes sure that you have correctly identified the issue and also strengthens your campaign when lobbying.


It is important to research your campaign to make sure you have a full understanding of the topic and gather ideas of how to solve the issue. It also provides the answers to questions the opposition may ask you.

  • Look at what other Unions/Universities have done
  • Google forms are great for gathering feedback; they even collect the data and create graphs
  • Reference any information you want to use in your promotional material - this adds credibility to your campaign
  • Research all areas of the topic you are campaigning about
  • Ask for help from a friend, tutor, or someone at HUU!

Help is always available at Hull University Union, just email [email protected] or drop by

Some useful links…

Planning a demonstration

Campaign Planning

Planning a Campaign

Freedom of Information

38 Degrees Petition

Change Petition Site

Survey Monkey

Hull University Union Governance

Hull City Council

House of Lords




In order to create a successful campaign, you will need to create a campaign plan with aims and objectives. Breaking down your aim into small goals can make a large and daunting task feel achievable. Completing small objectives keeps morale high and builds momentum towards the overall goal.

Clear and concise objectives help keep a campaign on track and measure how successful the end result is. Be SMART:

  • Specific - Remain focused on the core issues with specific objectives
  • Measurable – Make your target measurable so you can evaluate the success of your campaign
  • Achievable - Be realistic when setting your goals. Make sure you have enough time and resources!
  • Resources – People to help with your campaign, staff support, promotion
  • Time Based - Set deadlines for objectives to ensure you stay on track

If you are doing a campaign to raise awareness, there needs to be a clear measure of awareness before and after the campaign. This could be done through surveys, questionnaires or asking verbally.



To Lobby is to influence the decision maker to create the change you are campaigning for. Whether you know the decision maker determines your style of lobbying - insider lobbying is when you know the decision maker and can target your campaign, outsider is when you don't.


How to lobby

  • Be specific - Ask them to DO something
  • Consider timing - Think about elections, exams and public events
  • Encourage and empower - Suggest that other people contact who you are lobbying to build interest
  • Keep up the pressure - Create a rolling stream of correspondence from your supporters. Keep them updated!
  • Personal - Share your experience of the issue
  • Target - Find out their interests and responsibilities and tailor your argument
  • Media - Use social media to keep updated and also contact local papers/radio and television
  • Alliances - Find people in positions of power and get them to publically support you

Insider Lobbying

  • Have a clear ask
  • Gather evidence
  • Explain how it will benefit them?
  • Other people are on board
  • What will happen if they don’t agree
  • Examples of others places it has worked
  • Get people they respect on board

Outsider Lobbying

  • Oppositional -
    fighting to make your viewpoint heard or change opinions
  • Push one particular goal
  • Consistent stance on issues
  • More emotionally based
  • Reliant on public opinion
  • Open to everyone creative and changing methods
  • Indirect access to decision makers


  • Pestering
  • Don’t be aggressive or confrontational
  • Take up too much of their time
  • Unclear with goals
  • Ask for generic support


You can promote your campaign through posters, flyers, banners, and social media. Remember you can also contact the Union newspaper, TV station and Radio show as well local newspapers, Radio and TV stations. When promoting your campaign it is important to have the same voice and design throughout all media outlets, this helps make the campaign look more professional and memorable. Plan your campaign coverage and build up towards main events and announcements of your campaign. Hull University Unions’ marketing team are more than happy to advise, email [email protected]


  • What are you trying to change?
  • How can you use the media to do this?
  • Which outlets are you going to target?
  • What would be a good media hook?
  • What do you need to make the hook?

Key Messages

  • Identify the single most important idea
  • Keep it simple
  • Make it memorable
  • Relate to the real world
  • Highlight the benefits


  • Research your design and try to have a reason behind it - this will help make your message clear.
  • Sketch some initial ideas for a logo or use an eye catching image. Ask a friend for help or try using free online software
  • Be consistent with colour, font and layout – this makes it look more professional and unified
  • Make your message clear and to the point

Posters, flyers, t-shirts and banners are effective methods of promotion and delivering a clear message. Make sure you target areas that the relevant people will see. Booking stalls to engage with the public is a great way to inform and promote your campaign. Make sure there is a clear purpose such as gathering feedback, promoting an event or petition signing.

Social Media
Social media can be a powerful and cost effective tool for sharing your campaign message. Consistency is vital in helping to brand your campaign especially when using more than one platform.

It’s important to get your branding right so that your social media is simple and attractive. Make sure you have a header/cover photo, small bio and profile picture – ideally featuring your logo and tagline.

The most effective promotional and marketing campaigns have a schedule that build up to a main event. To keep posts in a consistent voice and reduce work, schedule the week’s posts in advance. There are plenty of free online scheduling services that will publish posts across all social media platforms meaning less work and more results.

Pictures are eye catching and quotes/facts/figures can be interesting and make your campaign more credible.

Remember to double check everything you post! Make sure there are no spelling or grammar mistakes. Beware of hashtags, make sure the post has the appropriate amount for the site.


Keep evaluating throughout your campaign! Check-in every week and review what you have done, what was successful and what you can improve on. Then feed this back to your campaign team. This will help keep your campaign on target and also act as a morale boost for supporters.

Once your campaign is complete Hull University Union will be in contact to gather feedback and see how your campaign went. For more information on how to apply for funding, visit What about money?


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Hull University Union
University of Hull,
Student Central,
Cottingham Road,
Charity #: 1152549
Company #: 8475916
Directions to Student Central

01482 464000
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