Media Campaigns for Development and Social Change

Triggering lasting behavioural and social change

Media Campaigns for Development and Social Change

Traditional Media Campaigns are used commercially to build brand awareness and drive consumer behaviour. However using the same tool kit media campaigns can also be an effective conduit for social change. With societies and people across the world facing many challenges, campaigns that heighten awareness, introduce key skills or shift attitudes can help to change lives for the better.

Campaigns can be used to amplify important development interventions reaching wider audiences spreading awareness and driving change. In some countries journalism and communication is surpressed or ignored by governments leaving important information to civil society actors to relay through targeted campaigns.

In this course you will explore the ingredients of successful development campaigns and learn how to create the right campaign for your target audience delivering information, skills or new attitudes relevant and central to your campaign.

The course teaches you how to use digital and social media tools, offline interventions and enaggement strategies. As a result, you will know how to create campaigns  triggering lasting behavioral and social change that are measurable.

In this course, you will develop your own campaign plan for your own context, as well as learning practical tools to help you reach your audience.  You will recieve individual feedback and coaching as you design campaigns with real social impact.

This is a 3-week course.

This course takes place at the RNTC training centre and studios in Hilversum, which is about 20 minutes by train from Amsterdam Central Station.

Academic Year: 2019 - 2020

Course fee: 3655.00 Euro
All-in-fee: 5500.00 Euro


  • You will master the tricks of the trade and develop convincing media strategies with better reach, whichever platform or medium you choose.
  • Once you have mastered the theory, you will able to combine techniques in creativity, learning, persuasion, and audience mapping to get your message across.
  • The course teaches you the power of persuasion to attract and hold onto new audiences using proven media strategies.
  • You will learn new digital tools for online campaigns as well as traditional methods of getting your message to your audience.
  • You develop your own campaign strategy and plan with coaching from our experts.


For more information

Course dates

Monday, September 9, 2019 - 09:00 to Friday, September 27, 2019 - 17:00
Monday, January 27, 2020 - 09:00 to Friday, February 14, 2020 - 17:00



Why take this course

By crafting powerful stories and selecting the best narratives and strategies to get your message across to your target audiences, your campaigns will lead to lasting behavioural and social change.

In this course, we explore the combination of the theories and practices needed to make real, measurable impacts, independently from the media campaign aim and the chosen platforms and formats.

The course also addresses how NGOs can reach a wider, more diverse target audience. Through exploring story theory, you learn how to replace messages with story and why this is the most effective form of media communication. Using format theory, you learn to develop many different ways of telling powerful stories. We explore persuasion and target audiences to ensure that you reach the people you need to reach. We examine the strengths and weaknesses of various media platforms to enable you to advise colleagues on their use.

The course will place emphasis on combining theory with practice through individual, group, and plenary activities, presentations, discussions, role-plays, exercises, content analysis, and mini-assignments. We favour learning-by-doing, so we will be getting you to work with a camera, to script, and to make your own stories, using text, photos, and video.

Course outline

Week 1:

The first week includes several small group interactive sessions and workshops to ensure that you learn by doing media campaigns. It includes:

Know your target audience module:

  • Where do ideas come from?
  • How to zero in on an audience
  • Mapping your target audience
  • Influencers, agreed realities, and emotional payoffs
  • Using mapping to discover target audiences
  • Using social media for insights
  • Developing target audience statements
  • Pitching target audiences

Persuade your target audience module:

  • What is learning and why this is important to understanding audiences
  • How do people learn? Information, skills, and behaviours
  • The ingredients of persuasive aims
  • Why you need different credible sources
  • Why you should craft emotional appeals
  • The benefits of formulating a logical approach
  • Investigating examples – persuading target audiences
  • Applying persuasion to your own context

Storytelling for media professionals module:

  • Narrative journalism versus information journalism
  • The eight essential elements of story
  • Symbols and universal truths
  • Studying real examples illustrating the eight essential elements of story
  • Story detective sessions: develop your own story
  • The micro story: story in a tweet
  • Create characters to engage audiences
  • The importance of character: identifying people like us
  • The types and tropes of drama characters
  • Character histories and how to craft them
  • Hero journeys and creating powerful character growth

Creative formats to engage audiences module:

  • How do we tell stories using media?
  • Ten engaging formats and what makes them unique
  • Which formats are good for conveying information versus conveying emotions?
  • Types of formats and the ideas box
  • Combining ideas creatively
  • Investigating formats: interviewing
  • Investigating formats: the discussion
  • Practice: engaging audiences with the discussion format

Week 2:

In the second week we look at mediums for engaging with audiences:

  • Understanding social media: which are the best platforms to reach my audience?
  • Practical tools and enaggement strategies on and offline
  • Using blogs and microblogs: writing for the online space
  • The traditional media: the day in the life of the journalist, creating relevant content for traditional media, the press release, and the pitch
  • Producing online video: shooting and editing on the iPad
  • Radio: interviews and discussions and how to work with the media
  • How to strategise for media campaigns: introductions to media campaign strategies using the media mix

During the second week we deconstruct successful campaigns and understand how they effectively targeted their audience, how they communicated their stories and on which platforms they had their successes.

Week 3:

In the third week we apply the RNTC approach of learning-by-doing. You will combine the theoretical inputs from week one, the case studies, and the technical skills in creating a campaign strategy on your area of focus. The campaign strategy includes producing visual and audio content that you will use to reach your target audience.


Dates and deadlines

Course dates: 4 February - 22 February 2019 OKP & MSP Scholarship application window: closed

Course dates: 9 September - 27 September 2019 OKP & MSP Scholarship application window: 7 February - 14 March 2019

Course dates: 27 January - 14 February 2020 MSP Scholarship application window: 7 February - 14 March 2019 OKP Scholarship application window: 6 June - 11 July 2019

Admission requirements

Applicants must meet the following requirements:

  • You are an experienced (minimum 3 years) media professional or communications expert working for a development NGO.
  • You are able to provide the original proof (or a properly certified copy) of your most recent educational qualification in secondary or higher education.
  • You have sufficient skills in spoken and written English as this is the working language for our courses.

After you have completed all the course sessions and assignments you will receive an RNTC certificate and join the ranks of our more than 5,500+ RNTC alumni worldwide.


You may qualify for a scholarship for an RNTC course. The most commonly awarded scholarships for our courses are the OKP and MSP (MENA) scholarships. OKP fellowships are available for 52 countries and MSP scholarships for 10 countries. For more information, please visit our scholarships page.