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Defining your Campaign's Scope and Purpose

An important step in getting your campaign started is to set out clear definitions of what your campaign will cover, and what you hope to achieve. A great way to do this is to write a mission statement for your campaign. A mission statement should articulate the purpose of your campaign, set out in a combination of what your campaign will do, and why.

There are 3 things your mission statement should showcase:

  1. What will your campaign do?
  2. Why will your campaign do it?
  3. Who will your campaign benefit, or what will it achieve?


Here are some examples:

Amnesty International: 

To undertake research and action focused on preventing and ending grave abuses of these rights.

Bright Pink: 

Bright Pink helps to save lives from breast and ovarian cancer by empowering women to know their risk and manage their health proactively.

Red My Lips: 

To transform our culture of sexual violence by educating, inspiring, and mobilizing a global community to red their lips, raise their voices, and create real change.


A strong mission statement will help you advertise your campaign to other students who might want to get involved, and will also help you keep your aims in mind when you start planning.


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