5.7 Assignment — Circular Campaign Brief

Choose the track for your profile, then complete the version that matches it.

Circular Campaign Brief

Learners develop a mini campaign brief for a circular product, service, or initiative.

The brief should include:

• campaign goal;
• target audience;
• audience barrier or motivation;
• circular action or understanding to support;
• key claim;
• evidence behind the claim;
• why the claim matters;
• emotional hook;
• story angle;
• visual direction;
• channels;
• greenwashing, greenwishing and greenhushing risk check (Chapter 2);
• success indicators.

The aim is to help learners connect creativity with responsibility. The campaign should not only be attractive. It should be specific, credible, and connected to a real circular practice.

Learners may choose a repair service, take-back initiative, resale model, durable product, recycled material, upcycled collection, rental service, clothing care campaign or local circular fashion event.

VET (EQF 4)

Learners create one social media post and one product label or website message for a circular initiative, using a simple claim checker.

HEI (EQF 5)

Learners develop a campaign concept with audience, claim, evidence, emotional hook, moodboard and visual direction.

Professionals — SME (EQF 6)

Learners create a full circular campaign brief for their own organisation or a realistic professional case. They include evidence, channels, visual identity considerations, risk review, and KPIs.