How to Create an Effective Social Action that leads to Change

HOW TO CREATE AN EFFECTIVE SOCIAL ACTION INGREDIENTS: Start with the right ingredients. Actions should contain the following: Emotional: Must evoke immediate emotional response. I must feel compelled to get involved. Solvable: Must feel like my action can really make a difference. I might not be able to stop climate change but I can stop drilling in the Arctic. Urgent: Must require immediate response. I feel like it will be too late if I stop to think or return later. I must take action now. Targeted: Helps if the action is directed at someone I can identify. Feels like my action has a human connection to it. The action is almost tangible. Identity: Must be something that I want my friends to identify me with. Something I want-no, need-them to see me do. It defines me. FOR EXAMPLE: Check out this high performing action from Daily Kos. This action was posted twice and had a total reach of: 3.1 Million Users 1,043 Comments 37,866 Actions Taken 57,997 Total Views 22,403 Likes Title SIGN THE PETITION: Reunite retired military dogs with the veterans that love them. • The title starts with a clear, bold call to action. People know by looking at this that there is an action they can take. Currently, retired military dogs can be adopted by anyone who can afford to ship them home. But for most military veterans, it's prohibitively expensive. These dogs are partners with these soldiers, working side • Words like "reunite" and "love" portray the emotion connected to the action. side with them for years. Tell the Pentagon to cover the low cost of shipping these dogs back, uniting them with the veterans who fought beside them. Image • The dog and the soldier will grab the attention of people who care about either. • Image is related to content. • The images + text format performs well in social media. They are highly shareable little units that can stand alone similar to the meme. Button Text Click to Sign • The button clearly tells the action taker that this is how they follow through on taking the action. Currently retired military dogs can be adopted by anyone who can afford to ship them home. That is good news, as most of these dogs do get adopted. Description But for most military veterans, it's prohibitively expensive. These soldiers are not talking about a pet they had overseas, they are talking about a partner that they worked side by side with as a duo for years, constantly protecting and supporting each other. • Pet lovers and military vet supporters want to be involved. • Directed at the Pentagon. • The problem is urgent because it is happening right now and will continue to happen. In this scenario it is easy to see why a soldier that is strug- gling with PTSD would find great comfort in seeing their part- ner safe and sound and home with them. • The description follows the problem, solution and action layout. Sign the petition and tell the Pentagon to cover the low cost to ship these military dogs, uniting them with the veterans who fought beside them, love them and want to take care of them. • It starts with a positive hook. Petition Text -Our Message to The Pentagon- A couple thousand dollars is a small price to pay to unite these military dogs with the veterans who fought beside them, love them and want to take care of them. They have served their country and this is an easy way to show them we appre- ciate it. Please cover the expense of shipping them home. ACTIONSprout For more action tips, like us at Facebook.com/ActionSprout