Set SMART Objectives

A helpful way to think about your campaign and the added value of video is to see whether your goals and objectives are SMARTSpecific, Measurable, Achievable, Realistic and Time-bound. It’s also essential to think about your audience in the same way – be as focused and specific as you can about who they are, and work out if, when and how you can reach them.

SMART objectives should be:

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Time-bound

Here are examples of some non-SMART objectives and how to make them SMART-er

  • NOT Specific Empower students to do environmental accountability research in Brazil
  • Specific Provide technological support to Brazilian film students to help document corporate violations of environmental laws in south and southeast Brazil and place this evidence before national stakeholders including …
  • NOT Measurable: The video screening should evoke more uplifting responses from the public.
  • Measurable: The video screening will secure a 15% increase in participation in local community dialogue in this location over the next six months.
  • NOT Achievable: The video will make officials act to push for ratification of the Kyoto Protocol.
  • Achievable: During our advocacy briefing, we will provide a video report with accompanying recommendations for interim steps to support the upcoming legislative debate on ratification.
  • NOT Realistic: Attendance at our video events will quadruple last year’s attendance.
  • Realistic We should aim for a 5% increase in attendance for this year’s video event while maintaining our routine efforts.
  • NOT Time-bound We aim to have the anti-discrimination law passed as soon as possible.
  • Time-bound We aim to have the anti-discrimination law passed by August 1st, 2009.

What Next? Plan your video

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