Lesson 3: Not hate speech campaign design using positive message
Recommended size of the group: from 6 to 30 people
Aims:
This lesson aims to help the participant to create a no hate speech campaign using positive message for their adult learners, using also digital media to building a more tolerant community. The participants will learn about the impact of the hate speech campaign in their home country and abroad. The lesson will also support the participants to improve their media literacy and critical thinking skills further.
Objectives / learning outcomes of the lesson:
After the lesson participants will:
- Improve their knowledge about design positive message against hate speech
- Understand the need and importance of the positive communication
- Improve their communication skills in terms of expressing their points of view with as well the ability to participate in constructive discussion & debates
- Improve listening skills
- Understand how their “voice” can help to spread awareness, raise empathy & tolerance towards migrants and refugees in their communities
- Understand the importance of inclusive communities
- Raise awareness and empathy towards migrants and refugees
Recourses needed:
- Poster
- Calendars
- Video Projector
- Computer/tablet
- Sound System
- Flipchart paper
- Spacious training room
Teaching methods:
- Collaborative problem solving
- Peer instruction,
- Discussion groups,
- Case studies/good practice sharing
- Creative Learning Method (CLM)
Content
Hate speech is an issue that educational institutions and educationalists have to not just be aware of, but tackle as a matter of urgency. If hate speech is not tackled head on, this lack of action could be taken by people as an indication that this behaviour is to be accepted, and even small failures to act can reinforce this misconception.
Communicating with your target audience is not always an easy task, particularly for those of us who are not as experienced with talking to the media. To ensure you get your point across it is essential to establish your key messages before any communication with the media or your target audience. Key messages are the core messages you want to discuss. They allow you to control communications, enhance relationships with your target audiences and are an important feature of a PR campaign.
What to consider when writing your key messages Is it believable?
– Make sure your core message is supported by evidence. Is it easy to understand?
– Make your language concise, professional, and to the point. Is it positive? Be positive and use active language. Is it purposeful? Make sure your message represents your agenda appropriately.
– Keep it simple. Remember your key messages should be short and specific. Make sure you work out the most important core messages that you wish to portray and write simply but with enough interest to provoke your reader.
– While using targeted messaging, consider your target audiences. What do they need and want to hear from you? Do you have multiple target audiences? If so, ensure you tailor your target messages to each individual group. Controlled communication quite often are interpreted or heard by the receiver in the different way. Influencing the perceptions of other people is not an easy task. However, developing key messages that are clear, concise, honest and positive puts you in control of the information that is ‘out there’ and allows you to influence your audience in the most effective way.
– Review and refresh. Always be aware that your key messages are not static. Everything changes over time so reviewing your key messages regularly is vital in making sure they are still relevant and reflect your core business messages. When creating your key messages, think, are they; relevant, positive, and consistent?
A successful awareness campaign starts with a well-designed marketing plan.
Organizing No Hate Speech awareness campaign in 5 steps:
1. To establish a working group
2. To identify the target and choose the type of event
3. To organize the event
4. To monitor the results
5. To make this event repeatable
1. Establish a working group
Check list: teamwork starting with:
- Project coordinator
- Staff
- Web master and social media manager
- Media experts
- Aid workers
- Adult learners
- Adult educators
2. Identify the target and choose the type of event
Check list: Event planning
- Identification of the target group
- Type of event selection: seminar, conference, workshop, book launch, concert
- Fix a date of event
- Choose the location. A suitable location helps to ensure the success of the initiative. Of course, choosing a free location is always a good idea.
- Coffee break organization to stimulate an active involvement of participants
- Make a kit to give visibility to the event, such leaflets, posters, in on-line and printable version
- Creating an advertisement containing a short description of the initiative, the text to make, the invitations and the banner to be included in the websites
3. Event organization
Check list: advertising campaign
- Write a press release and send to relevant newspapers, magazine
- Printing the leafleats poster and other material to assure the event visbility
- Updating of own website
- Updating of social network campaign
- Giving interviews to local radio and TV
4. Monitoring of results
- Ex-ante and post-ante monitoring of the awareness campaign will assure the success of the actions
- Check list: monitoring of results
- Draw up an on-line questionnaire
5. Make it event memorable
Check list: Maintenance interventions
- Organize prize competitions
- Launch / Adopt dedicated initiatives
- Monitoring of results
Presentation of results
We can link our event to other similar events:
- International Day of Peace 21 September http://www.un.org/en/events/peaceday/index.shtml
- International Day for Tolerance
- World day of Tolerance 16 November
https://en.unesco.org/events/international-day-tolerance-0
Evaluation
Each participant will have a marker or a pen and a piece of paper. Then they will write their feedbacks. After that they will create a mosaic with all their thoughts about the No hate speech campaign using the positive message method.
This session concludes with a collective overview of the experience reflecting on what the group has done and how, with a focus on the content, the processes and the dynamics that have emerged.