Your final assignment this semester is to translate your knowledge into potential action. For this assignment you’ve been placed into groups where you’ll collaborate to create an advocacy campaign. This campaign should select a food justice issue (we’ve discussed many, from nutritional health to labor rights, but you can choose topics from beyond our class) and develop materials to advocate for change in this arena. This campaign should be persuasive in content and strategic in design.
Your campaign will be split into two parts, a strategic plan and the actual campaign materials.
Strategic Plan (10 points):
Campaign Objective (500 words) – This text outlines the goal of you campaign. Are you hoping to encourage a particular stakeholder group to support a piece of legislation? Are you hoping to educate a target group on a particular issue? Your objective should orient me to the central goals of your education campaign.
Messaging & Method (apx 500 words): This is an introduction to your campaign materials. It should describe the message you’ve designed for your new audience, and materials included in the campaign–specifying why you chose this particular media set. What is your message, and how should your audience encounter it?
Campaign Materials (10 points):
Your campaign materials will be a set of three items that for your campaign. They should include one “significant” item (something persuasive that allows for detailed consideration of the issues: an editorial, a book, a radio interview, etc.) and two “companion” items (something that rallies around a simple but persuasive message and reinforces the strategy articulated in the significant item).
Note: You’ll actually be making these items! Don’t plan for a short film if you have no capacity for filmmaking.
Example 1: advocating for legislation to protect farmworks
This campaign might take the form of a lobbying packet for politicians: possibly a one-page summary of the policy you’d like to see adopted and two supportive items like data sets and talking points to help your legislator speak publicly about their support.
Example 2: promoting healthy nutrition in public schools
A campaign targeting elementary school children to promote healthy eating habits might include a children’s book featuring a child who goes shopping and a set of 2 public school classroom posters on health and nutrition.
Example 3: supporting the construction of a grocery story in a low-income neighborhood
A campaign to expand support for development in low-income areas might include an editorial to a local paper and a two social media posts that include images or video with tailored hashtags and messaging.