Call to action
The Play
A compelling Call to Action (CTA) is essential for turning engagement into tangible results. It is the bridge between awareness and impact that transforms passive supporters into active participants. In the context of anti-authoritarian campaigns and movement building, well-crafted CTAs must be often included in your content, and inspire urgency and purpose while being easy and simple to follow.
Authoritarian leaders often rely on apathy and disillusionment to maintain control. In this context, a strategic and clear CTA, which encourages small actions carried out by many people, can counter this scenario by empowering individuals and fostering collective efforts that create ripple effects.
To achieve this, your CTA should resonate emotionally and invite people to do something truly relevant to the cause, connecting with the desire of so many to be part of meaningful change. It must leave people feeling that their contribution is not only valuable but indispensable to defending their way of life.
Why it works
- Clarity moves people. A clear, focused CTA cuts through noise and confusion, making it easy for supporters to get involved.
- Urgency drives action. Time-sensitive CTAs motivate people to act now rather than delay when momentum matters most.
- Collective action feels powerful. Framing action as a shared effort inspires belonging, making each individual feel part of something bigger.
- Visible results build trust. Showing how actions are connected to real impact boosts confidence and encourages deeper, ongoing engagement.
How it works
1. Anchor Your CTA in Clear Goals
Define the specific action you want people to take, ensuring it is actionable, achievable, and relevant to everyday life. Avoid vague or abstract requests—clarity is key. For example, instead of saying "fight for democracy," say "sign this petition to demand free elections and make your voice count" or "register to join us at this rally next week". A well-defined goal increases participation and boosts confidence.
2. Create Emotional Resonance
Frame your CTA around shared values and emotions. Emotional appeal—to hope, unity or the desire for justice—fosters a deeper connection with your audience, making them more likely to act. Use symbols to tie the action to their identity and aspirations.
3. Simplify and Streamline the Action
Ensure that the steps required in the CTA are simple, accessible, and immediate. Provide clear instructions and reduce all barriers to action. For digital actions, such as sharing content or donating, include direct links or QR codes. For offline actions, focus on creating a meaningful experience that reinforces the movement's purpose, emphasizing how the action contributes to broader goals and ensuring participants feel their involvement is impactful.
4. Foster Collective Momentum
Highlight the collective power of taking action together. Use phrases that emphasize community and a shared purpose, such as "Join thousands of others in standing for freedom." This sense of unity can transform individual actions into a broader movement and a higher feeling, building momentum and morale.
5. Include Urgency and a Deadline
Add a sense of urgency to encourage immediate action. Phrases like "Only 24 hours left to sign!" or "Your voice is needed today!" prompt people to act without hesitation. Deadlines create focus and motivate people who might otherwise delay or disengage.
6. Leverage Trusted Messengers
Boost the impact of your CTA by delivering it through voices that your audience trusts— influencers, community leaders, or peer advocates. Trusted messengers who have already carried out the CTA add credibility and inspire confidence, making people more likely to follow through.
7. Track Engagement and Iterate
Monitor the performance of your CTAs, using metrics like click-through rates, participation numbers, or event attendance. Test different messages and formats to assess what resonates most with your audience. Use this data to refine your approach and maximize impact.
Tips
A. Keep It Focused
Avoid overloading your CTA with multiple requests. Focus on one clear action at a time to prevent confusion or dilution of impact. When people are presented with too many options, they are likely to feel overwhelmed and may opt out entirely. A focused CTA simplifies decision-making, making it easier for supporters to act quickly and effectively. So keep it simple.
B. Connect the Action to Impact
Clearly explain how the action will contribute to the broader goal. For example, "Your signature can help us reach 50,000 supporters and put pressure on Congress." This approach builds confidence that the effort will make a difference. Be transparent about the next steps and how citizen participation fits into the bigger picture, whether it's influencing a policy change, supporting a campaign milestone, or amplifying public awareness. People are more likely to act when they see the visible results of their contributions.
Who's done it well?
China: Hong Kong Pro-Democracy Movement
Mobilizing Through Clear CTAs
During the 2019 protests in Hong Kong, the pro-democracy movement showcased the power of precise and impactful Calls to Action (CTAs) in sustaining mass mobilization against an increasingly authoritarian regime. The movement relied on highly organized and accessible CTAs to transform widespread discontent into coordinated collective action, often at great personal risk to participants.
The CTAs were designed to be simple, urgent, and widely disseminated, ensuring accessibility across diverse demographics. Protest leaders used encrypted messaging apps like Telegram, social media platforms, and offline methods to reach as many people as possible. Each CTA focused on a specific, actionable, and attainable goal, such as joining a march, participating in a sit-in, or engaging in international solidarity campaigns like letter-writing initiatives to foreign governments.
A defining feature of the movement's CTAs was their clear alignment with shared values and purpose. Protesters were united by five core demands, including universal suffrage and the withdrawal of a controversial extradition bill. Each CTA reinforced these demands, making it clear how individual actions contributed to the broader goals of justice and democracy.
The movement also excelled at adapting CTAs to changing circumstances. For example, during periods of intense police crackdowns, organizers shifted their focus to decentralized "be water" tactics, encouraging smaller, more flexible protests rather than mass gatherings. This strategic agility kept the movement alive and allowed participants to continue demonstrating without centralized leadership.
Despite heavy repression, police violence and arrests included, the clarity and purpose of the CTAs empowered millions to act collectively. This mobilization was critical in maintaining momentum and global attention on Hong Kong's pro-democracy struggle. The movement's success highlights the importance of CTAs that are easy to follow, emotionally resonant, and grounded in a shared vision for change.
"We needed to be like water, adaptable and formless. Our calls to action were clear and swift, allowing us to mobilize quickly and effectively. This flexibility was our main strength against the rigid structures we opposed."
Learn more
Other Resources
- Antony Dapiran. 2019. "Be Water!: seven tactics that are winning Hong Kong's democracy revolution."
- Commons Library. "Story of Self, Us and Now: Video Examples."
- Ganz, Marshall. 2009. "What Is Public Narrative: Self, Us & Now."
- Oiwan Lam. 2019. "The organisation and future of Hong Kong's 'open source' anti-extradition law movement."
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