The Upswell Campaign Toolkit
Seven modules take a campaign from plan to measurement
For public health teams running vaccination campaigns on social media alongside their work on the ground. Each campaign starts from one behavior you want people to adopt. Invite your teammates to work on it, and send partners a read-only link.
It's invite-only for now.
Audience Archetypes
Named people your campaign is trying to reach, in place of a single “target audience.”
Campaign Plan
What to do in each phase of the campaign and why, starting from one behavior you want people to adopt.
Creative Brief
One brief for whoever makes the content: who it's for, what it says and why it should work.
Video Scripts
Scripts for each phase, with the message in the first three seconds, ready to shoot.
Creative Checklist
A last check on every piece before it's published, health claims included.
Comment Playbook
The questions and pushback your posts will draw, with answers ready.
Measurement & KPIs
A few metrics that fit the goal, from who saw a post to who acted on it.
Every draft is yours to change
Edit any line, rewrite a passage for a different reader, send the brief as a PDF or a WhatsApp message, and open Assumptions to see what shaped each piece.
The same plan becomes the training
The health workers and volunteers who deliver a campaign rarely get training built for it. From the same plan, the Toolkit drafts short lessons and answers to the questions they'll be asked, written for each role, so an outreach volunteer and a facility nurse each get what they need. Your team checks it and publishes it as a training bundle.
The offline app that puts these lessons in a worker's pocket is still being built.
What every draft assumes
Reach who's reachable on social, cost-effectively
Health messages need to live where your audience already spends time. Use social to reach who you can, cost-effectively — and don't ask it to do more than that.
Free up funds for harder-to-reach work
Effective social campaigns can significantly reduce cost per reach. Redirect those savings to channels that reach the communities social can't.
Behaviorally informed throughout
Every plan, brief, and script is grounded in a specific behavior you want to change — not abstract awareness goals.
Team Upswell
Want us to run it with you?
The Toolkit is the way our team runs campaigns, turned into software. Bring us in for a whole campaign or one piece of it, whenever you want.
Tell us about the campaign you're working on. Someone on our team reads every request.