Set SMART Objectives

A helpful way to think about your campaign and the added value of video is to see whether your goals and objectives are SMART – Specific, Measurable, Achievable, Realistic and Time-bound. It’s also essential to think about your audience in the same way – be as focused and specific as you can about who they are, and work out if, when and how you can reach them.

SMART objectives should be:

• Specific
• Measurable
• Achievable
• Realistic
• Time-bound

Here are examples of some non-SMART objectives and how to make them SMART-er:

• NOT Specific: Empower students to do environmental accountability research in Brazil.
• Specific: Provide technological support to Brazilian film students to help document corporate violations of environmental laws in south and southeast Brazil and place this evidence before national stakeholders including A, B, and C.
• NOT Measurable: The video screening should evoke more uplifting responses from the public.
• Measurable: The video screening will secure a 15% increase in participation in local community dialogue in this location over the next six months.
• NOT Achievable: The video will make officials act to push for ratification of the Kyoto Protocol.
• Achievable: During our advocacy briefing, we will provide a video report with accompanying recommendations for interim steps to support the upcoming legislative debate on ratification.
• NOT Realistic: Attendance at our video events will quadruple last year’s attendance.
• Realistic: We should aim for a 5% increase in attendance for this year’s video event while maintaining our routine efforts.
• NOT Time-bound: We aim to have the anti-discrimination law passed as soon as possible.
• Time-bound: We aim to have the anti-discrimination law passed by August 1st / YEAR.

What Next? Plan Your Video