Concept assessment

The campaign concept is the central idea which embraces both what you want to achieve with your campaign and how you intend to achieve it. A campaign must have a central concept that locks all of its components together, and which can act as the basis for building communications plans. The central concept is the foundation of the propositions the campaign will make to advance its case to different actors and audiences.

concept assessment

Diagrams: Concept assessment

Source: A different view