Desired outcome
What is this campaign trying to achieve? Awareness? Behaviour change?
Campaign objectives
Be clear about how this campaign will benefit trans and gender diverse people.
Current state
What is the current state of the environment for trans and gender diverse people?
Are there any other social, political or cultural influences or competing campaigns in the market at the same time that could either enhance or contradict your campaign message?
Call to action and user journey
If the call-to-action leads people to a website, consider the user journey – does it lead to a relevant campaign webpage?
Does the target webpage offer content in multiple languages?
Audience segmentation
Who is the desired target audience? Does it include trans and gender diverse people?
Be as specific as possible: What is the total size of this audience? Where do they live? What languages do they speak? What are their interests? Where do they work or go to school?
Can they be reached with mainstream advertising, or is it better to engage community leaders and ambassadors?
Risks and issues
See Appendix 2 – Issues Response Template.
Research and evaluation
Do you have budget for campaign testing? Can you include people with lived experience?
Have you run this campaign previously? What were the results?
Can you explore different or unique marketing channels than you would normally use?
Tactics and touchpoints
Where does this audience engage with you? Instagram? TV? Outdoor advertising?
What other channels are you using to support your advertising? PR? A dedicated website? An app?
Think about your audience journey and what they will see at each touchpoint – this will enhance your message.
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