Digital activism: 4 steps to organize a digital campaign on social media

Digital activism: 4 steps to organize a digital campaign on social media

Published on 19 Feb 2024

Make your cause more visible on social media!

Social media have become the preferred means of communication for finding information, expressing opinions and making different realities visible, available for consumption by almost everyone.


For many social causes and organizations, cyberactivism is an essential practice to generate greater reach in social media, especially in contexts where traditional information channels are limited and physical civic spaces are becoming increasingly dangerous.


Digital activism thus rises as a banner against regimes that, with large communicational apparatuses, manage to intoxicate the digital conversation with their narratives in countries such as Venezuela, Cuba and Nicaragua.


In the midst of the digital David vs. Goliath struggle, digital activists can use a variety of resources to make the issues they want to highlight more visible.


A digital campaign step by step



ProBox invites you to follow four basic steps to make a digital activism campaign effective


1. Definition of the issue and cause to be made visible

To ensure that the online campaign is successful, it is essential to define what you intend to expose on the network and what is the objective you want to achieve.

For example, if a complaint is filed for a human rights violation, the aim is to make visible the facts that violated that right and the objective may be to add more people to the cause or to gain the attention of a relevant international entity such as the United Nations High Commissioner for Human Rights (UNHCHR).

2. Creation of slogans and hashtags (#)

One of the most common mistakes made in online campaigns is the use of multiple slogans or phrases and, consequently, multiple tags or hashtags to identify the complaint or cause to be exposed.

By having many aspects to spread, there is a risk of diluting the message and the main theme. It is therefore recommended to limit it to a simple label, maximum 2, which are easy to write and identify.

3. Message definition

The creation of predetermined messages for mass campaigns is recommended to ensure that the objective and narrative is cohesive, however, it is recommended to avoid copy paste messages to avoid being identified as spam campaigns or false content on digital platforms; and therefore, the reach of the campaign is harmed.

For the conversation to be defined as organic, it is important to build on a core message but with different variations in the message so that they are not constantly repeated.

4. Reference to binding entities

To ensure the purposeful visibility of the social campaign, it is important to reference, tag and send messages to entities that can join or support the cause.

Ideally, find out which NGOs or groups are linked to the cause and create alliances to replicate and increase the dissemination of content.

Remember that in the age of social media, activism for the struggle for citizens’ rights is not only generated in the streets, but also in digital channels.


For more information on socio-political manipulation online you can follow us on all social media platforms as @ProBoxVE.

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