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
Donate Masks Campaign
(Example 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 COVID-19 pandemic as an example (since it is still very much a cause of global concern), the “hook” might be:
More than 1 million Americans have already died from COVID-19. 1 mask per person could have mitigated that.
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 Moms 4 Masks right now!
(via pop-up form). Or,
Join Portland March* for Masks!
which might call for people to march (*individually, away from others, but as part of a coordinated 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.
Dead from Virus
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.
A sample profile of an at-home single parent:
Sam Mendez relied on a childcare service to watch over her three children while working in a small Los Angeles publishing office. Concerned that she would contract the virus and then pass it on to her children, one of which has respiratory issues, she asked that she work at home. The employer arranged for her to work at home four days a week but come to the office once a week.
Moms 4 Masks provided Sam and her three children with a supply of well-fitting masks. And with the Protecting Yourself against the Virus info packet she received, she and her children remain virus-free (and have never spent so much time together).