Background to strategy and planning

• Stakeholders
• Budget setting
• Integrated communications planning
• Monitoring and Evaluation

Aims and objectives will be linked to departmental strategic business objectives, which in turn will reflect public service agreement (PSA) targets.

Disabled people may feature in both the aims and objectives of a campaign.

Examples

1. For example, a strategy to meet a department's aim of increasing the number of mothers who breastfeed their babies should consider how information about the benefits of breastfeeding can be shared with women who are less likely to understand this. The department's objective to increase the number of women who breastfeed their babies by 10 per cent by March 2010 could segment this group to try to increase breastfeeding among all disabled women or particular groups of disabled women, such as those with hearing impairments or learning disabilities.



2. A strategy to meet a department's objective to encourage more young people to engage in voluntary work should consider that many more young disabled people than average are not in education, employment or training and should prioritise them for this campaign.



3. The department's objective to increase volunteering among young people by 10 per cent by March 2010 could set a target of a 20 per cent increase among young disabled people.

For practical tips, visit the top tips section of this guidance.

For other information resources, go to the resources section of this guidance.

Page last reviewed: 11 August 2008