How do you decide which channels to use for your campaign messages?
Choosing the right communication channels starts with understanding your audience and their media consumption habits. Where do they spend most of their time? Which social media platforms do they use? Do they get their news primarily online or through traditional media? Identifying how your audiences stay informed will help you select the most effective channels for your campaign to reach them.
Once you have a clear understanding of your audiences, you can choose the channels that best serve your campaign goals. Below, we outline Above the Line (ATL) channels (traditional, mass-reach tools) and Below the Line (BTL) channels, which are more personal, targeted, and often grassroots in nature.
Above the Line (ATL) channels
Social media platforms
Choose the social media platforms that are most relevant to your audiences and create tailored content for each one. No two platforms are the same. Identify which networks your audiences use most and which are most effective for communicating your messages. Also consider posting frequency and different content format for each platform.
Facebook often has the largest user base and broadest reach, and it allows you to run targeted ads with relatively small budgets. However, don’t neglect your other platforms. TikTok has grown rapidly in recent years and is particularly effective for reaching younger audiences, while Twitter (X) is useful for direct communication with journalists, political actors, and opinion leaders.
In general, it is recommended to maintain a presence across all major platforms, adapting your message and tone to each.
Traditional media
Do not overlook traditional media channels such as television, radio, and newspapers. Depending on the reach and audiences you want to engage, these channels can be highly effective.
Create a media directory that includes a list of journalists and outlets you can contact. Use this directory to distribute press releases when you launch your campaign, announce proposals, respond to attacks, or manage a crisis. A well-maintained media list is a strategic asset throughout the campaign.
Email as a direct channel
Email is a direct and personalized communication channel that can be used to send newsletters, letters, activity updates, and event invitations. Make sure your email list is up to date and segmented by your target audiences.
When you are out in the field, always ask people in your community to share their email addresses. This will help you build a strong database over time.
Digital tools
Use digital tools to strengthen your communication efforts, such as live-streaming platforms, email marketing services, and social media management software.
Below the Line (BTL) channels
Messaging apps
Create broadcast lists on WhatsApp and Telegram to send personalized and relevant messages to your supporters and potential voters. Use WhatsApp Business to manage your account professionally, automate messages, follow up with contacts, answer questions, and collect feedback efficiently.
In-person events and street actions
Organize events and activities in high-traffic public spaces such as parks, squares and markets to interact directly with people and share your proposals. Approach people openly, greet them, and ask about the challenges and desires in their communities.
Be creative with your events. For example, if your community needs a bike lane, you could organize a group bike ride. If you know a local artist, you could create an art installation that highlights community political history.
Campaign materials and creative content
Use both physical and digital materials to increase name recognition and share information about your campaign. These may include flyers, stickers, pins, posters, songs, memes, and short, humorous videos.
Invite your community to participate in content creation. You can ask people on social media to design images, create illustrations, make memes, or even write a song related to your campaign. You can then compile these materials into a downloadable digital toolkit so supporters can print and share them.
For example, during President Gabriel Boric’s campaign, people were invited to illustrate him in different styles, create memes, and produce songs. He later shared this content on his social media and website. This approach not only reduced costs but also strengthened community ownership of the campaign.
Thematic events
Organize thematic events such as talks, workshops, and roundtables to showcase your knowledge and skills while engaging people in a more personal way. Collect participants’ contact details to grow your email and phone databases, and encourage them to follow your social media accounts. Keep a national holiday’s calendar close and, whenever relevant, invite the press.
Word of mouth
Mobilize your supporters to amplify your campaign. Encourage everyone who joins your campaign to invite at least ten other people to follow you on social media and engage with your proposals. Word of mouth remains one of the most powerful tools in any campaign.
