Version 1.0 (Launch Phase)
1. Purpose
The Campaign Lifecycle Framework sets out the structured process through which Touchpaper identifies, selects, develops, runs and evaluates ethical consumer campaigns.
The framework ensures that campaigns are:
- democratically chosen by members
- grounded in credible evidence
- consistent with the Society’s community-benefit purpose
- lawful and non-adversarial
- transparent and accountable.
The framework provides a repeatable structure that enables the Society to run effective campaigns while maintaining democratic legitimacy.
2. Overview of the Campaign Lifecycle
Each campaign progresses through the following stages:
- Listening and agenda gathering
- Campaign proposal submission
- Proposal eligibility review
- Research and evidence briefing
- Member deliberation
- Democratic campaign vote
- Campaign preparation and launch
- Campaign implementation
- Campaign evaluation and reporting
This cycle repeats as members identify new priorities and propose new campaigns.
Stage 1 — Listening and Agenda Gathering
The campaign cycle begins with gathering concerns, ideas and insights from members and the wider community.
Inputs may include:
- digital consultations using tools such as Hive
- member surveys
- News Clubs and community discussions
- public forums and workshops
- submissions from members
- insights from research partners and civil society organisations.
This stage helps identify emerging issues in media systems and areas where members believe improvements are needed.
The purpose of this stage is not to decide campaigns, but to surface concerns and generate potential proposals.
Stage 2 — Campaign Proposal Submission
Touchpaper members may submit campaign proposals using the Campaign Proposal Template.
Proposals must outline:
- the platform or media system concerned
- the issue or standards problem identified
- the potential public benefit
- supporting evidence or sources
- the proposed campaign action
- proposed campaign duration.
To proceed to review, proposals must receive support from at least five members.
This ensures proposals have a minimum level of member interest.
Stage 3 — Proposal Eligibility Review
Eligible proposals are reviewed by the Management Committee or a delegated Campaign Review Panel.
This review assesses whether proposals:
- align with the Society’s Objects
- are lawful
- adhere to the Ethical Consumer Campaign Framework
- focus on standards and systems rather than individuals
- demonstrate a credible evidence base
- are operationally feasible.
Proposals may be classified as:
- eligible
- eligible with revisions
- deferred pending further research
- ineligible under Society rules.
The purpose of this stage is to ensure campaigns remain consistent with Touchpaper’s public-benefit mission and legal obligations.
Stage 4 — Research and Evidence Briefing
Each eligible proposal is summarised in an evidence briefing.
The briefing includes:
- a description of the issue
- relevant research or data
- potential impacts on the public
- possible campaign approaches
- key risks or sensitivities.
Evidence briefings are written in clear language and made available to members before voting.
This stage ensures campaign decisions are informed rather than reactive.
Stage 5 — Member Deliberation
Before voting, members are given the opportunity to discuss campaign proposals.
Deliberation may occur through:
- online discussions
- digital consultation tools such as Hive
- member meetings or webinars
- Q&A sessions with proposal authors.
Deliberation encourages thoughtful participation and helps members understand the implications of different campaign options.
Stage 6 — Democratic Campaign Vote
Members vote to select the Society’s next campaign.
Voting follows these principles:
- one member, one vote
- verified membership
- confidential ballots
- transparent reporting of aggregate results.
Where possible, preferential or ranked-choice voting methods will be used to reflect member preferences.
A campaign vote is valid when:
- at least 10% of members participate, or
- a minimum of 100 members vote during the launch phase.
The winning proposal becomes the Society’s next campaign, subject to operational confirmation by the Management Committee.
Stage 7 — Campaign Preparation and Launch
Once a campaign has been selected, the Society prepares for launch.
Preparation activities may include:
- finalising campaign strategy
- preparing educational materials
- coordinating communications
- confirming legal compliance
- recruiting volunteers or campaign participants
- preparing media and outreach plans.
A public campaign announcement is then made explaining:
- the issue being addressed
- the campaign goals
- the democratic mandate behind the campaign
- how members and the public can participate.
Stage 8 — Campaign Implementation
During the campaign period, the Society coordinates activities designed to encourage improvements in media standards.
Activities may include:
- consumer awareness campaigns
- public education initiatives
- consumer pledges or boycotts
- open letters to media organisations or platforms
- advertiser engagement
- public forums and discussions.
Touchpaper will typically run one primary campaign at a time during the launch phase to focus member participation and maximise impact.
Stage 9 — Campaign Evaluation and Reporting
At the conclusion of each campaign, the Society publishes a Campaign Review Report.
This report includes:
- actions taken during the campaign
- participation levels
- outcomes achieved
- lessons learned
- recommendations for future campaigns.
Campaign reviews help ensure transparency and support continuous improvement.
3. Roles and Responsibilities
Members
Members may:
- submit campaign proposals
- participate in consultations and deliberation
- vote in campaign decisions
- participate in campaign activities.
Management Committee
The Management Committee is responsible for:
- ensuring campaigns comply with legal and governance requirements
- overseeing campaign implementation
- approving final campaign readiness
- ensuring transparency and reporting.
Campaign Teams or Volunteers
Campaign teams may assist with:
- research and evidence gathering
- communications and outreach
- event organisation
- campaign coordination.
These teams may include members, volunteers or contractors.
4. Transparency and Accountability
Touchpaper commits to transparency throughout the campaign lifecycle.
The Society will publish:
- campaign proposals prior to voting
- voting outcomes
- campaign announcements
- campaign review reports.
This transparency helps build trust in the Society’s democratic processes.
5. Continuous Improvement
The Campaign Lifecycle Framework may be refined as the Society grows and gains experience.
Members may propose improvements to the framework through the Society’s democratic governance processes.