Tools and guidance

This section is intended to familiarize users of this toolkit with the basics of public engagement. The guidelines in this section will help organizations new to the topic properly approach PE initiatives. You may skip this section if you already have experience in this area and want to directly start exploring the tools of the toolkit.

A. Planning stage: how to prepare and plan your engagement initiative

Well-planned and executed events, activities or engagement campaigns are a good way to interest Canadians in international development issues and humanitarian aid.

Take the time to plan carefully. Some of the most important considerations are:

• Know your target audience. Based on that information, identify relevant objectives and what strategic and consistent messages will have meaning and importance for them.

• Plan for what level(s) of the continuum you are targeting.
  • Do you aim to raise awareness, deepen understanding or encourage concrete actions?
  • Are you focusing on a level or levels likely to appeal to your audience?
  • Canadians can become aware and increase their knowledge of Canada’s efforts to reduce poverty without becoming actively involved. Other Canadians may be ready to go a step further, for example, by commenting on or sharing a food security blog post, attending a conference on sustainable development goals or volunteering to work for an organization.
• Research peer organizations involved in international development and humanitarian aid. Are there opportunities to work together and maximize the reach of PE activities?

Consider using virtual alternatives to your activities and initiatives, especially to reach new audiences. Also consider promoting your events and initiatives on online platforms.

Think about what success looks like for your activity(ies) and how will you know when you have achieved it. Planning good qualitative and quantitative evaluation methods is important to ensure that you are meeting your objectives and managing your budget efficiently. Once your activity is over, take the time to reflect on successes and areas for improvement. Note lessons learned that may guide you in the future.

B. Good practices to consider

Use third parties to expand reach

• Use individuals that are trusted by diverse Canadians and can become “multipliers.” They can be champions, social media influencers, VIPs, teachers, student leaders, etc. They can help overcome barriers through implied third-party endorsement.

• Employ partnerships that can be multi-sectorial (that is, with other sectors, different federal departments or levels of government, or with educational and cultural institutions).

Connect local issues to global issues

• Leverage Canadians’ view of global responsibility and humanity.
• Use examples from challenges affecting both domestic and global communities (such as the COVID-19 pandemic) to demonstrate how global issues have an impact at the local level (e.g. safety, well-being).

Note: Fostering emotions rooted in notions of shared responsibility can be a strategy to consider.

Collaborate with other organizations

• Collaborate and partner with other organizations to plan and undertake PE campaigns and initiatives to maximize results and reach new audiences.

• Coordinate your messaging and visual identity with other organizations when you are developing communication campaigns. Such collaboration can often lead to better developed activities.

Note: See more about the importance of partnerships and collaboration in section 2.3. – Going further.

Reach new audiences