A campaign is designed to make you change your behaviour towards an issue, a product or a service. But before you'll change your behaviour you'll need to make a decision, before that, you'll need to change your priorities, before that, the subject will have to have held your attention, before that it will have to have caught it. From awareness to change, your campaign faces formidable barriers. Think of these as thresholds you first have to reach and then cross. How are these thresholds constituted, how easy will they be to break through? Is there a path out there where the thresholds are lower and therefore easier to cross? How can I find it? Describing and building your campaign with regard to the thresholds it must cross will help you assess whether or not your campaign is set up to succeed.

thresholds

Diagrams: Thresholds

Source: A different view