Guidance on how to use our digital channels to promote campaigns.

First published:
15 November 2019
Last updated:

General principle

We should use existing channels for campaign and other promotional activity.

For example: 

  • GOV.WALES
  • social media platforms
  • partner organisation's website

What is a campaign?

A campaign is a planned sequence of communications and interactions to deliver a defined and measurable outcome over a set time.

Available options

A short URL promoting a GOV.WALES page

Example: gov.wales/seren (Welsh Government and GOV.WALES)

A GOV.WALES campaign page

Campaign pages are used to promote something or encourage behaviour change.  We can design campaign content in a more visually engaging way to tie in with campaign messages and branding. Campaign pages signpost to GOV.WALES content and can include interactive media.

Example: Don't let money get in the way of university (Welsh Government and GOV.WALES)

Social media and partner organisation sites

Contact the Corporate Digital Team (CDT) for advice on using social media. 

A microsite

A campaign microsite usually:

  • supports a planned programme of communications activity for a set period of time
  • has a distinct brand
  • has a focus on attitude or behaviour change
  • has clear objectives that are deliverable and measurable

Example: Pay less council tax (Welsh Government)

We build campaign microsites on GOV.WALES. We use a set of templates that we can adapt for different branding, page layouts and functionality. Campaign microsites do not duplicate content that fits the GOV.WALES proposition.

Campaign microsites are subject to the website approvals process.

Campaign assets

You should store campaign materials for stakeholders on GOV.WALES.

Example: resources and materials for ‘This is control’ campaign (Welsh Government and GOV.WALES)