CAMPAIGNING

COMPREHENSIVE GUIDE TO
PLANNING, IMPLEMENTING AND WINNING COMMUNITY CAMPAIGNS

INTRODUCTION

Unite believes in the power of organised communities and workplaces to drive positive change.

Campaigning is essential for a vibrant democracy and a fair society.

This toolkit is designed to equip Unite members and activists with the skills and knowledge needed to run successful campaigns—whether defending local services, improving workplace conditions, or advocating for broader social justice.

PLANNING YOUR CAMPAIGN

Strategic Planning is Key

Before launching any campaign, it’s vital to define your overarching aim—what do you want to achieve? Break this down into clear objectives, which are smaller, actionable steps that build towards your main goal.

Consider the tactics and actions that will help you reach these objectives, and assess the resources available (people, money, skills, connections). Strategic planning ensures your efforts are focused and effective.

Steps to Success:

Aim: Define the campaign’s purpose (e.g., save a youth centre, stop service cuts).
Objectives: Set achievable milestones (e.g., raise awareness, build alliances).
Tactics & Actions: Choose impactful activities (leafleting, meetings, social media).
Resources: Evaluate and secure what you need to succeed.

ORGANISING

Build a Strong Team:

Involve as many people as possible from the start. Shared responsibility prevents burnout and fosters a sense of ownership.

Run inclusive meetings with clear agendas and democratic decision-making.

Keep everyone informed through newsletters, emails, and regular updates.

Tips for Effective Organisation:

Hold regular meetings with sign-in sheets to build a contact database.
Encourage volunteers for specific roles (media spokesperson, calling committee).
Delegate tasks and empower group members.
Use newsletters and websites to keep everyone up to date.
Provide training for new members to ensure consistency in messaging.

Building Alliances:

Join forces with other unions, community groups, and stakeholders.

Collaboration amplifies your campaign’s impact and attracts attention from the public, media, and decision-makers.

CAMPAIGN ACTIONS AND TACTICS

Choose the Right Mix:

Successful campaigns use a variety of tools and activities, tailored to their goals and audiences.

Materials like leaflets, posters, and stickers help spread the word.

Demonstrations, petitions, online surveys, and direct action can mobilise support and attract media attention.

Examples of Campaign Tools:

Leaflets, posters, stickers, placards
Demonstrations, family days, petitions
Online surveys, email communications
Media engagement: press releases, letters, interviews
Social media: Facebook, Twitter, blogs
Coalition building and open meetings

Organising Events:

Plan logistics carefully—consider safety, permissions, timing, and publicity.

Props and banners can make your events more memorable and impactful.

PUBLICISING YOUR CAMPAIGN

Develop a Communications Strategy:

Effective communication is central to campaign success.

Identify your audiences—internal (members, allies) and external (public, media, decision-makers)—and tailor your messaging accordingly.

Media Engagement:

Use press releases, letters to local papers, and interviews to reach wider audiences.
Create compelling stories with facts and human interest angles.
Build relationships with journalists and keep them updated on developments.
Use photos, graphics, and stunts to enhance your campaign’s visibility.

Digital and Social Media:

Set up Facebook groups, Twitter accounts, and campaign blogs.
Keep designs simple and include contact details for interested supporters.
Use existing online resources to advertise events and connect with activists.

LOBBYING, POLITICAL CAMPAIGNING, AND INFLUENCING DECISION MAKERS

Engage Elected Representatives:

Lobbying councillors and MPs can be highly effective. Use personal stories to highlight the impact of policies and decisions.

Tools like www.writetothem.com and www.theyworkforyou.com help you identify and contact your representatives.

Tips for Lobbying:

Attend council meetings and MP surgeries.
Write letters and emails explaining your concerns.
Encourage supportive councillors and MPs to raise your issues in public forums.
Use Freedom of Information requests to access relevant data.

PRIVATE AND NOT-FOR-PROFIT ORGANISATIONS

Understand Decision-Making Structures:

Campaigns may target private companies or charities.

Research who holds power—directors, trustees, shareholders—and identify ways to influence them.

Consider leveraging public image, contractual relationships, and stakeholder interests.

RECRUITMENT

Grow Your Movement:

Campaigns are opportunities to recruit new members and strengthen your group.

Promote your campaign within the workplace and community, and encourage people to join Unite online.

EVALUATING YOUR CAMPAIGN

Reflect and Improve:

After your campaign, assess whether you achieved your goals.

Consider broader impacts—did you build grassroots support, raise your reputation, recruit new members, or make a lasting difference? Meet with your team to discuss lessons learned and plan for future success.

USEFUL CONTACTS AND SUPPORT

Unite offers extensive support through its regional offices, research, political, and communications departments.

Key contacts are available for advice, resources, and media expertise.

Visit https://www.unitetheunion.org for more information.

CONCLUSION

Campaigning is about collective action, strategic planning, and effective communication.

With the right team, resources, and tactics, you can make a real difference in your workplace and community.

Remember: “If we fight we may not always win, but if we don’t fight we will surely lose.”

Ready to start your campaign? Unite is here to help. Good luck!

If you’d like this tailored for a specific campaign, audience, or want section-by-section web copy, just let me know