Conceptualize an Environmental Campaign

Learning objectives: 

• Improve understanding of animal agriculture’s impacts on climate change, pollution, and biodiversity loss.

• Be able to discuss the relationship between food and the environment with the community.

• Improve reading comprehension skills for scientific papers and learn to clearly communicate findings with a non-scientific audience.

• Gain effective communication skills that enable you to critically engage with this topic with varying audiences, including your peers and the public, such as active listening and asking critical questions.

• Learn about research and communication skills and competencies required in advocacy careers.

Stages:

1. Investigation

1. Learn broadly about the environmental impacts of the dairy industry, including on pollution, resource usage, climate change, and biodiversity. Learn about the main drivers of these harms within the dairy industry, including enteric fermentation, land usage, manure management, and fertilizer usage. 

2. Preparation and Planning

1. Choose a specific environmental harm and dig deeper into its root causes, effects, and solutions. 

2. Learn about other successful campaigns that hinged on environmental issues. 

3. Create an annotated bibliography listing five sources, their publication date and institution, a credibility statement, and a summary of the source and how it will be used in the campaign.

3. Action

1. Generate an outline for the campaign. Write a creative brief and add elements: stakeholders, timeline, levers of change, types of elements and materials, and risks. 

2. Create sample assets following your creative brief and Switch4Good style guidelines. 

4. Demonstration

1. Consolidate your findings into a presentation for the Switch4Good team. 

Deliverables:

• List of brainstormed environmental campaign ideas. 

• Annotated bibliography.

• Presentation of the creative brief, related elements, and sample assets.