What is Your Urgent Message?
5 key components not to miss.
with strong (hook) first sentence
clear cause and effect
moving/dramatic prime image
Call to Action
e.g.: petition, attend an event,
volunteering, info sign-up form
offer 3 to 4 initial steps
for viewer to get started
also known as “numbers”
which a simple plugin can manage
putting a human face
behind the cause or mission
Mental Health Awareness Campaign
Your powerful topic introduction is essential to raising immediate interest in the web page’s topic and/or organization’s mission. Like when driving by a road sigh at high speed: if you can’t capture the message in a couple of seconds, then you may have lost your first best opportunity.
Using the current national mental health crisis as an example, the “hook” might be:
It is estimated that more than one in five U.S. adults live with a mental illness.
Choose your topic image judiciously. Multiple images tend to dilute the main message more than a single, powerful, full image. And be careful not to go negative with the image unless your message really requires it. (Optimism tends to work better than pessimism in most awareness campaigns.)
Your awareness website’s call to action is the glue to involvement. Even if your urgent issue has been well stated with a powerful “hook” opening statement, without offering a decisive way for the viewer to involve themselves, you may have not yet created a possible solution. You have their attention now; tell them what they can do about it.
Taking the above awareness topic as an example, what might be a good call to action? An example might be:
Join Fathers for Positive Mental Health now!
(via pop-up form). Or,
Mental Health Awareness Week is October 1. Join Family Walk for Awareness!
which might call for people to walk (perhaps as part of a coordinated national campaign) through their town with homemade signs.
First Steps (which expands the call to action) might look like:
Showcase statistics (or corresponding numbers) to generate greater passion for the mission.
are ages 18 and older
Case Profiles (also called “client profiles”). Put a human face to the problem and show how their life has benefited from the support of the organization.
Sam Mendez relies on his job as an air traffic controller for his family’s livelihood. The stress of the job was beginning to affect, not only his work performance, but home life. Not enough quality time with his wife of ten years (who also has her own work pressures) and his two children. Alcohol as a means to unwind after work was becoming too frequent. However, Sam could see the signs of a terrible road ahead.
Fathers for Positive Mental Health provided Sam with healthy off-work alternatives. He joined a FPMH Group in his area and rediscovered his inner strength. Eventually, he developed interests in the culinary arts and began practicing soccer with his son and daughter.
Sam still feels the pressures of his profession, but now the stress remains at work.