There are numerous scenarios that can mean that a campaign may not be able to continue as planned. For example, a few months into the campaign, it may become clear that the campaign is not likely to achieve its goal even though the strategy is implemented as planned. Perhaps a crisis has made it impossible to continue as planned. In another situation, unanticipated and relatively quick success might render some campaign activities no longer necessary. Sudden shifts in public policy may occur, or unexpected information may become available, shedding new light on the campaign issue, its causes and possible solutions, and calling for different or additional tactics and activities.
Campaigns, by their very nature, are never static. They will always require continuous modification and adjustment because no environment is unchanging, and the campaign team or alliance is likely to undergo change as well. Campaigns also mature and deepen as the campaign audience’s understanding of the campaign issue matures and deepens.
To ensure strategic alignment, when planning adjustments to the campaign, it is important to review all steps of earlier campaign planning and strategy. This helps ensure the new elements of the campaign are well integrated into the overall plan and serve the campaign purpose.
How to determine if a campaign needs adjusting
For more information on monitoring to determine campaign adjustments, see Monitoring and evaluation in this module.