Media Campaigns for Social Change

Media Campaigns for Development and Social Change

Media Campaigns for Social Change

Inspiring lasting behavioural and social change

Are you looking to make a positive impact on the world? Have you got an important message to share?

Traditional Media Campaigns are used commercially to build brand awareness and drive consumer behaviour. However, by using the same tool kit, media campaigns can also be an effective conduit for social change. Campaigns that spark a conversation about our current culture, when crafted correctly are a powerful tool for heightening awareness, shifting mindsets and changing behaviour. Something as simple as a hashtag like #MeToo can change lives, transform industries, policies and legislation – it can change the world.

The Media Campaigns for Development and Social Change Course aims to train media professionals within NGOs in making a meaningful impact on their communities and society as a whole.

About the course

Our media campaigns for development and social change course allows you to explore the ingredients of successful campaigns and gives you the practical tools to create one of your own. Working with seasoned professionals in the field, you’ll learn how to:

  • Develop a campaign plan for your own context
  • Target your information and message to the right audience
  • Use digital and social media tools
  • Utilise offline interventions and engagement strategies
  • Create campaigns that have a measurable impact on society

In addition to this, you will receive individual feedback and coaching as you design your own campaign for real social impact.

Course details

This is a three-week online course spread over four weeks.

This course takes place online. 

Academic Year: 2021
Course fee: € 4650,-


  • You will master the tricks of the trade and develop convincing media strategies with better reach across platforms and mediums
  • Have the ability to combine techniques in creativity, learning, persuasion, and audience mapping to get your message across
  • Using proven media strategies, you’ll learn the power of persuasion to attract and retain new audiences
  • You will work with new digital tools for online campaigns as well as traditional methods of getting your message to your audience
  • Developing your own campaign strategy, with coaching from our experts


Past participants in this course have been from international NGOs, international intergovernmental organisations (UN, EU, AU) , embassies, grassroots organisations, civil society actors and activists.

For more information contact [email protected]

Media Campaigns for Development and Social Change
Experienced media professionals

Experienced media professionals

This course is for experienced media professionals and communications experts who want to run targeted campaigns for NGOs, designing and running social or development campaigns. Applicants are expected to have at least one year’s experience in the field. Past participants in this course have been from international NGOs, international intergovernmental organisations (UN, EU, AU) , embassies, grassroots organisations, civil society actors and activists.

Encouraging success stories

Encouraging success stories

This is one of RNTC’s most popular courses, and there have been many encouraging success stories. You will enjoy an international learning environment with like-minded participants, who have been working in the development communication field for a long time, all around the world. 

Experienced and inspiring trainers

Experienced and inspiring trainers

RNTC has a pool of experienced and inspiring trainers who have developed campaigns for renowned brands such as UNICEF, UNHCR, Reach4Change, and FairTrade International. Using their expertise, they will nurture and develop your skills and knowledge, empowering you to create effective and impactful media campaigns.

Powerful and persuasive media campaigns

Powerful and persuasive media campaigns

By the end of the course, you will have the confidence, competence and tools you need, to craft powerful and persuasive media campaigns, on any subject, for any platform.

The proof is in the pudding

The proof is in the pudding

RNTC has coached hundreds of international civil society actors in building effective campaigns. Our alumni report that their campaigns have improved dramatically, and have had a measurable impact on society. 

Reach your audiences with inspiring stories

Reach your audiences with inspiring stories

At the end of the course, you’ll understand how to identify realistic aims and the precise communities to target. You’ll then reach your audiences with inspiring and engaging stories and campaigns on any media or platform.

Do you have a message that needs to be heard? Are you ready to stand up for something you believe in?

The Media Campaign for Social Change Course is more than just education. It’s about learning how to spread a positive message in a compelling manner, inspiring those who engage with it to change. By exploring a combination of practices and theories, you’ll walk away knowing how to:

  • Develop your story-telling abilities and explore persuasion
  • Deliver your message in a strategic manner for maximum effect
  • Work with a variety of mediums and platforms
  • Reach wider, more diverse target audiences
  • Craft powerful stories that show a measurable impact

Our Media Campaigns for Change course places emphasis on combining theory with practice through individual, group, and plenary activities, presentations, discussions, role-plays, exercises, content analysis, and mini-assignments.

We believe in the power of “learning-by-doing”, so participants will be expected to work with a camera, and create their own scripts and stories using text, photos and videos. 


Applicants are like-minded individuals with the same goal in mind – to create inspiring content for social change. That’s why we start the course off by creating interactive sessions and small-group workshops.

Module 1: Know your target audience

  • 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

Module 2: Persuade your target audience

  • 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

Module 3: Storytelling for media professionals

  • 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

Module 4: Creative formats to engage audiences

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


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 engagement 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 strategize 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, communicated their stories and on which platforms they had the most success.


In the final 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 you’ve learned, to create your own  campaign strategy. As part of your final assessment, you’ll also produce visual and audio content for your campaign, to reach your target audience and have maximum social impact.

Applicants must meet the following requirements:

  • You are an experienced media or communications professional, who has worked with an NGO for a minimum of 3 years
  • You can provide the original proof (or a properly certified copy) of your most recent educational qualification in secondary or higher education
  • You must be fluent in English, written and spoken, as this is language we use in our course

After you have completed all the course sessions and assignments, you will receive an RNTC certificate and join the ranks of more than 6000 RNTC alumni worldwide.

Do you qualify for a scholarship for an RNTC course? The most commonly awarded scholarships for our courses are the OKP and MSP (MENA) scholarships.

For more information, please visit our scholarships page:

Everywhere you want

RNTC Media Training Centre trains journalists, social activists, programme-makers, media and communications professionals worldwide in achieving social change through media.


Next to our open courses, we also provide tailor-made trainings for individuals and organisations. RNTC prides itself on being innovative in both subject matter and method of delivery.

50+ years, 6000+ students

RNTC is the internationally renowned training centre of RNW Media. Over the past 50 years, RNTC has gained invaluable expertise in delivering courses to media professionals around the world.

Are you ready to take your career to the next level?