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DRUMBEAT BREAKTHROUGH
Content that is posted every day Eg: A post that is related to a specific
Health harms of tobacco use activity that you are planning online or
offline. Eg: A Twitter chat
Content relates to the campaign Posts relate to the planned “activity”.
overall Eg: Why a smoke free city is Eg: Announcing the launch of a
required petition online
The intention of posting this content is The intention is to get the reader to take
engagement with campaign. Eg: Sharing an action. Eg: Sign a petition, send in a
a poll about the harms of tobacco use picture, report a violation, etc.
NOTE: Activities constitute a wide range on offline and online actions that an
organization can take to amplify a campaign or draw attention to a particular phase of
a campaign. Eg: A petition around a law being passed, a march to demand tobacco
control legislation or a Twitter chat with doctors and influencers about why smoke free
schools are important.
CONTENT STRATEGY
: R U L EO F T H I R D S
MY MY OUR SHARED
ORGANIZATION FRIENDS INTERESTS
C O N T E N T CALE N D AR
THE BIGGEST
ADVANTAGE IS THE Get people advocating on
your behalf
PEER-TO-PEER
ENGAGEMEN : T
Ability for your message
to go viral
WHY USE TWITTER?
YOU