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Year 9 • Lesson 10

Campaign Design

Multi-platform digital campaign for a real cause

Campaigns that change the world start with one clear message, perfectly communicated.

🎯 Learning Objectives

  • ✓Develop a clear campaign message and call to action for a specific audience
  • ✓Create consistent digital campaign assets across 3 different formats
  • ✓Evaluate campaign effectiveness using design and communication criteria

📚 Key Vocabulary

Campaign
A coordinated set of messages designed to achieve a specific goal
Target audience
The specific group you are trying to reach and influence
Brand consistency
Using the same visual identity and tone across all campaign materials
Call to action (CTA)
The specific action you want your audience to take
Reach
How many people see your campaign content

⏱️ Lesson Timing (50 mins)

🪝
Hook
5 mins

Show 3 famous campaign images with the text removed (e.g. Greenpeace, Nike, a public health campaign). Students guess the campaign and its message. Discuss: what makes a message stick?

👨‍🏫
Teach
12 mins
  • •Campaign planning: problem → audience → message → format → CTA → measure
  • •Different platforms, different formats: Instagram (square/portrait image), Twitter/X (text + image), poster (A3 print), email (header + body)
  • •Consistency: same colours, fonts, tone across all materials
  • •Message hierarchy: what do you see first? What do you read next? What do you do?
  • •Tone of voice: the written personality of a brand
  • •Real campaigns: see how Scope, Cancer Research, Young Minds create campaigns
🛠️
Create
38 mins

Students create a digital campaign for one of: digital wellbeing, online safety, AI awareness or a cause they care about. Deliverables for a full campaign pack: (1) Campaign strategy one-pager (audience, message, CTA, platforms). (2) Instagram post (1080×1080). (3) Poster (A4, printable). (4) Email header + brief email copy. All must be visually consistent and aimed at Year 8 students.

Tools:
CanvaWord Online
📢
Share
5 mins

Campaign pitch: 45 seconds per student. Message, audience, why they'll care. Class votes: most likely to actually work.

🔧 Tools & Resources

Canva
✅ Free
https://canva.com/education

🤖 AI Angle

Use AI to generate campaign slogans and test different message angles — then pick the best one and make it your own.

📝 Evidence of Learning

Campaign pack: strategy doc + Instagram post + poster + email header

📚 Homework

Research one successful social media campaign (look at Young Minds, Scope or a brand you admire). Write a 200-word analysis of why it worked.

⏱️ 20 mins

♿ Differentiation

Support (for students who need help)

Campaign brief pre-written — students choose the formats and create assets

Extension (for advanced learners)

Calculate the potential reach of their campaign if it were real: how many people could be reached through each platform chosen?

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