aiMOOC

E10 M - Compare charity campaigns

QR-Code

E10 M - Compare charity campaigns

Einleitung

English first. In this aiMOOC, you compare two real charity campaigns: #TeamWater and Here for humanity. You focus on purpose, audience, media and persuasive language. You compare campaign communication, not the organisations as a whole.

The course is designed for English as a first foreign language, Year 10, M level, Baden-Württemberg. The language is B1-oriented: natural English, more information, fewer supports, clear source use and independent communication.

Learning route: understand → respond → analyse → communicate → feedback → revise → transfer.

Media warm-up: Look at the image for 20 seconds. Then answer in English: What do you notice? What might the purpose be? Who could be the audience? Which detail could persuade somebody to act?

I-can goals

I can ...	Focus
identify the main purpose of a campaign	Reading and Listening
describe a target audience with evidence	Media literacy
compare two media strategies	Speaking
explain persuasive language and its possible effect	Persuasive language
write a structured comparison with source reference	Writing
mediate key information for a clear purpose and audience	Mediation

Prior knowledge

Quick check	Your short English answer
What is a campaign?	One sentence.
What is a target audience?	Give one example.
Which media can a charity campaign use?	Name three.
What makes language persuasive?	Give one feature.

Rule: Do not translate everything. Use English first. Ask for a German cue only when it helps you continue.

Two real campaign snapshots

The following summaries are adapted for classroom use. They describe selected public campaign materials and do not judge the organisations in general.

Campaign A: #TeamWater

Context: #TeamWater was launched in 2025 as a creator-led fundraising campaign in partnership with WaterAid. Its published goal was to raise money for long-term access to clean water. The campaign used large creator networks, especially online video and social media.

Purpose: raise funds for clean-water projects and make the issue visible to a large online audience.

Audience: global online audiences, especially people who already follow major content creators.

Media: YouTube videos, creator channels, social media posts and campaign pages.

Persuasive language: clear numbers, a concrete goal, direct calls to action, inclusive language and the idea that many small actions can add up.

Viewing task: Watch a short teacher-selected section. First watch without subtitles for gist. On the second viewing, note one number, one call to action and one visual element that supports the message.

Free practice image, not #TeamWater campaign material. Use it to separate medium from message: What can a physical donation box do that an online creator video cannot do?

Campaign B: Here for humanity

Context: The British Red Cross campaign platform Here for humanity presents support for people in crisis. Public campaign materials use short films, digital media, social media and broadcast partnerships.

Purpose: raise awareness of crisis support and encourage people to support or engage with the work.

Audience: a broad public audience, including people who may not yet know the full range of crisis support.

Media: short campaign films, online video, social media, broadcast and other advertising formats.

Persuasive language: repeated key wording, inclusive we/you language, direct address, crisis-and-hope contrasts and short memorable phrases.

Viewing task: Listen for repeated words and short phrases. Then explain how the voice-over, images and wording work together.

Free practice image, not campaign material. Describe what the image shows before you interpret it. Separate fact from effect: “I can see …” is different from “This may make viewers feel …”.

Direct comparison

Criterion	#TeamWater	Here for humanity
Purpose	fundraising for clean-water access and global attention	awareness, support and engagement around crisis response
Audience	large online creator communities	broad public and potential new supporters
Media	creator videos, YouTube, social networks, campaign pages	short films, digital, social, broadcast and advertising channels
Persuasive language	numbers, concrete target, direct action, collective effort	repetition, direct address, shared values, crisis-and-hope contrast

Important: A technique is not automatically “good” or “bad”. Its effect depends on the audience, context and evidence. Compare the campaign material; do not make a blanket judgement about an organisation.

Understand

Listening and Viewing

Watch the two campaign videos in short sections. Use a three-step strategy.

Step	What you do	Useful question
Gist	listen without stopping	What is the main message?
Detail	listen again and note evidence	Which words, facts or images support the message?
Critical viewing	connect language, sound and image	How might this choice affect this audience?

For extra practice with a short British Red Cross campaign film:

Support option: Use English subtitles only after the first listening. You do not need to understand every word.

Reading

Text A – adapted campaign summary

TeamWater connected a clear fundraising target with a large online creator network. The campaign message linked money to a concrete outcome: access to clean water. Large numbers made the scale visible, while direct calls to action asked viewers to donate, share or join. The communication was designed for online participation, so the campaign depended strongly on video, creator reach and fast sharing. For analysis, separate the claim from the evidence and check important figures against an official source.

Text B – adapted campaign summary

Here for humanity uses a short, repeatable message to connect different crisis situations. The wording focuses on presence, support and shared humanity. Short films combine voice-over with images of people affected by emergencies and people providing help. The campaign also uses different media channels to reach people beyond one platform. For analysis, ask which audience is addressed, which emotion may be created and which factual information is also provided.

Reading task: Write one sentence for each text using this frame: “The campaign mainly tries to … by using …”.

Respond

Context vocabulary

Word or phrase	Simple English meaning	Example
campaign	organised communication for a goal	The campaign uses short videos.
purpose	what something is meant to achieve	Its purpose is to raise funds.
audience	the people a message is aimed at	The audience includes young viewers.
charity	an organisation or activity that helps a cause	The charity asks for support.
donate	give money or goods to help	Viewers can donate online.
call to action	words asking people to do something	“Join us” is a call to action.
evidence	information that supports a claim	The writer uses a figure as evidence.
emotive language	words chosen to create feelings	Emotive language can create urgency.
repetition	using a word or phrase again	Repetition makes a slogan memorable.
target	a planned result	The campaign sets a fundraising target.
channel	a way to reach an audience	YouTube is one media channel.
source	where information comes from	Check the official source.

Pronunciation for clear communication

Focus on word stress, not accent imitation.

Word	Stress help	Say it in a phrase
campaign	cam-PAIGN	a charity campaign
audience	AU-di-ence	the target audience
persuasive	per-SUA-sive	persuasive language
support	sup-PORT	support a cause

Goal: Be easy to understand. Different standard accents are valid. Clear stress, rhythm and meaning matter more than sounding “native”.

Analyse

Four lenses for campaign analysis

Lens	Ask	Useful language
Purpose	What does the campaign want people to know, feel or do?	The main purpose is to ...
Audience	Who is addressed? What evidence shows this?	The campaign seems to target ... because ...
Media	Which channels are used and why might they fit?	This medium can reach ... whereas ...
Persuasive language	Which words or structures may influence the audience?	The phrase ... may create ... / suggests ...

Evidence first: Do not write “This is very emotional” alone. Add evidence: “The short repeated phrase and the close-up image may create urgency.”

Persuasive language toolbox

Technique	What to look for	Possible effect
direct address	you, your	creates a personal connection
inclusive language	we, together	creates a sense of shared action
repetition	the same key words again	makes a message easier to remember
numbers	targets, totals, scale	can make a claim more concrete
emotive vocabulary	words linked to hope, crisis, safety or need	can shape feelings and attention
call to action	donate, join, share, support	tells the audience what to do next

Optional strategy video:

Critical note: Persuasive language can inform and motivate, but it should still be checked against reliable evidence. Never assume that emotion proves a claim.

Functional grammar for comparing campaigns

Comparatives: “Campaign A is more focused on online participation than Campaign B.” / “Campaign B uses a broader mix of channels.”

Contrast links: while, whereas, however, in contrast.

Cause and effect: because, so, therefore, which may lead to.

Passive voice: “The campaign was launched in 2025.” / “Short films are used to reach a broad audience.”

Useful pattern: “Whereas Campaign A uses …, Campaign B focuses on … . This may be effective for its audience because … .”

Communicate

Speaking: discuss, negotiate, present

Round 1 – spontaneous response: In pairs, choose one campaign video. Speak for 30 seconds: main message, target audience and one persuasive feature.

Round 2 – evidence challenge: Your partner asks: “What makes you think that?” Answer with one specific detail from the video or reading.

Round 3 – negotiate: Imagine a fictional school campaign called Local Action Week. You can use only three channels. Agree on a media mix and explain why it fits students, families and the local community.

Presentation frame: “Our purpose is … . Our main audience is … . We chose … because … . We would use the phrase …, but we would avoid … because … .”

Writing: structured comparison

Write 140–170 words in English.

Task: Compare #TeamWater and Here for humanity in terms of purpose, audience, media and persuasive language. Use at least two specific examples and one source phrase such as According to the official campaign page ... or In the campaign video ....

Suggested structure: short introduction → two comparison points → one language-analysis point → neutral conclusion.

Do not write: “Organisation X is better.”

Better: “For this specific online audience, Campaign A uses a more direct numerical target, whereas Campaign B relies more on repeated value-based wording.”

Writing extension: formal e-mail

Write a fictional formal e-mail to your school council. Suggest one ethical way to support a local cause with a student-made campaign. Explain purpose, audience, media and one persuasive technique. Do not use real personal data.

Mediation: purpose before translation

German source text – fictional school notice:

“Die Klasse 10 plant eine freiwillige Aktionswoche für die örtliche Tafel. Gesammelt werden haltbare Lebensmittel. Geldspenden werden nicht in der Schule angenommen. Die Aktion soll sachlich informieren und niemanden unter Druck setzen. Fotos von Personen dürfen nur mit Einwilligung veröffentlicht werden.”

Situation: An English-speaking exchange student wants to know how to take part safely.

Your task: Mediate only the relevant information in English. Do not translate sentence by sentence. Adapt your wording to the student’s purpose.

Feedback

Peer feedback checklist

Check	Yes / partly / next step
I can see a clear comparison, not two separate summaries.
Each main point has evidence.
The writer separates fact from possible effect.
The organisations are not judged as a whole.
Source references are clear.
The English is understandable and connected.

Feedback language: “Your clearest comparison is …” / “Add evidence after …” / “This effect is possible, but explain why …” / “Check the source for …”.

Revise

Error analysis

Typical problem	Improve it	Why?
Both campaigns wants to help.	Both campaigns want to help.	plural subject
Campaign A is more direct as Campaign B.	Campaign A is more direct than Campaign B.	comparative form
The video show many people.	The video shows many people.	third-person singular
The campaign was launch in 2025.	The campaign was launched in 2025.	passive voice
This proves the audience is emotional.	This may create an emotional response in some viewers.	avoid unsupported certainty

Revision routine: Keep your own text. Mark one content change, one language change and one source check. Do not replace the whole text with an AI-generated version.

AI and source check

If you use AI for feedback, verify campaign names, dates, figures and quotations against reliable sources. Keep your own wording and decide yourself which feedback to use.

Do not upload private recordings, unpublished personal information or classmates’ work to external AI services. Recording tasks are voluntary and can stay private on your own device or inside a school-approved system.

Do not infer a whole culture, country or group from one image or campaign. Describe the specific media evidence you can actually see or hear.

Transfer

Create a fictional micro-campaign

Design a campaign for the fictional project Local Action Week. Choose one purpose, one main audience, two media channels and two persuasive techniques.

Media challenge: Use the free practice image as inspiration for a school-safe campaign. If people are visible in your own material, get permission before sharing. A private sketch, poster or audio draft is enough; no public upload is required.

Can-do check

I can ...	secure	almost	next step
identify purpose and audience
compare media choices
analyse persuasive language with evidence
speak spontaneously and respond to a question
write a connected comparison
mediate for purpose and audience
check sources and revise my own text

Follow-up course: E10 M - Create a charity campaign

Prüfungsbezug Baden-Württemberg

Stand: 02.10.2026. Der offizielle Bildungsplan für Englisch als erste Fremdsprache in Klasse 10 sieht unter anderem Hör-/Hörsehverstehen, Leseverstehen, Sprechen, Schreiben, Sprachmittlung sowie Text- und Medienkompetenz vor. Auf M-Niveau sollen Lernende längere beziehungsweise authentische Hör-/Hörsehtexte angeleitet erschließen und strukturierte Texte verfassen.

Für den Realschulabschluss 2027 nennt das Kultusministerium eine schriftliche Prüfung in Englisch sowie eine Kommunikationsprüfung in der Pflichtfremdsprache. Die Kommunikationsprüfung ist offiziell für den Zeitraum 22.02.2027 bis 02.03.2027 vorgesehen; die schriftliche Englischprüfung ist für 03.05.2027 angesetzt. Dieser aiMOOC ist Kompetenztraining, keine Nachbildung einer offiziellen Prüfungsaufgabe. Prüfe vor einer konkreten Prüfung immer die aktuelle offizielle Seite.

Interaktive Aufgaben

Quiz: Teste Dein Wissen

What is the purpose of a campaign? (What the campaign wants to achieve) (!The age of every viewer) (!The colour of the logo) (!The length of every video)

What does target audience mean? (The people a message is mainly aimed at) (!The people who created the logo) (!All people in every country) (!Only people who already donated)

Which option is a call to action? (Join the campaign today) (!The campaign started yesterday) (!The video is two minutes long) (!The website has a blue background)

Which feature can make a message easier to remember? (Repetition) (!Random spelling) (!Unrelated details) (!Longer file names)

What was a central purpose of #TeamWater? (Raise funds for clean-water access) (!Sell school uniforms) (!Promote a new film) (!Teach only grammar rules)

What is a main communication idea in Here for humanity? (Support for people in crisis) (!A sports competition) (!A language exchange) (!A music chart)

Which sentence gives evidence for an analysis? (The video repeats the same short phrase three times) (!I just like this campaign more) (!Everyone must feel the same) (!The organisation is simply better)

Which word is useful for contrasting two campaigns? (whereas) (!because) (!firstly) (!maybe)

Which sentence uses the passive voice correctly? (The campaign was launched in 2025) (!The campaign launched was in 2025) (!The campaign was launch in 2025) (!The campaign is launching yesterday)

What is the fairest way to compare real charity campaigns in this course? (Analyse specific campaign material with evidence) (!Rank the organisations as good or bad) (!Assume every viewer reacts in the same way) (!Ignore sources and use impressions only)

Memory

Purpose	Main goal of a campaign
Audience	People the message is aimed at
Channel	Way used to reach people
Evidence	Information supporting a claim
Repetition	Reusing key words or phrases
Call to action	Direct request to do something

Drag and Drop

Ordne die richtigen Begriffe zu.	Thema
Purpose	What the campaign wants to achieve
Audience	Who the message is designed for
Media	How the message reaches people
Evidence	What supports an analytical claim
Persuasion	How language or media may influence an audience

Kreuzworträtsel

Purpose	What is the main goal of a campaign called?
Audience	What do we call the people a message is aimed at?
Slogan	What is a short memorable campaign phrase called?
Evidence	What supports an analytical claim?
Channel	What is a route used to reach an audience called?
Persuade	Which verb means to influence someone to think or act?

LearningApps

Lückentext

Offene Aufgaben

Leicht

Purpose spotting: Choose one campaign video and write two English sentences explaining its purpose with one piece of evidence.
Audience clues: Find three clues that suggest who the target audience could be. Explain each clue briefly.
Media map: Draw a simple map of the media channels used by one campaign. Add one possible advantage of each channel.
Language hunt: Collect five persuasive words or short phrases from campaign material and sort them by technique.

Standard

Campaign comparison: Write a 140–170 word comparison of the two campaigns using whereas, because and one passive sentence.
Private audio response: Voluntarily record a 60–90 second comparison on your own device or in a school-approved system. Keep it private unless you explicitly choose to share it.
Source check: Verify two campaign facts using official pages. Note the source, date and what you checked.
Mediation task: Mediate the fictional German school notice for an English-speaking student. Select only information needed for safe participation.

Schwer

Persuasion analysis: Compare how numbers, emotion and direct address are used in the two campaigns. Explain possible effects without claiming that every viewer reacts the same way.
Ethical campaign design: Create a fictional school campaign that informs without pressure, stereotypes or misleading claims. Justify your wording.
Media negotiation: In a group, negotiate a three-channel media plan for Local Action Week and present one final choice plus one rejected alternative.
Revision portfolio: Keep a first draft, peer feedback and revised version of your comparison. Highlight one content improvement, one language improvement and one source correction.

Lernkontrolle

Transferanalyse: You see a new charity poster with a large number, a close-up photo and the words “Together we can act”. Explain purpose, likely audience and two persuasive techniques with evidence.
Medienentscheidung: A fictional school campaign wants to reach students and grandparents. Choose two different media channels and explain why each fits one audience.
Quellenbewertung: Compare an official campaign page with an unsourced social-media post about the same campaign. Explain which claims you would verify before using them.
Sprachwirkung: Rewrite an overly dramatic call to action so that it remains persuasive but is more factual and respectful. Explain your changes.
Mediationstransfer: Mediate key information from a short German event notice for an English-speaking visitor with limited time. Explain what you left out and why.
Spontanes Sprechen: Give a one-minute response to the statement “A campaign needs emotion more than facts.” Use one example, one counterpoint and a neutral conclusion.

Lernnachweis

Für einen Lernnachweis zu diesem Thema ist wichtig:

Campaign analysis: Zweck, Zielgruppe, Medien und persuasive Sprache klar unterscheiden.
Evidence use: Aussagen mit konkreten Beispielen aus Text, Bild oder Video belegen.
Comparison language: while, whereas, however, because und passende Vergleichsformen sicher nutzen.
Speaking: verständlich präsentieren, spontan auf eine Rückfrage reagieren und eine Entscheidung begründen.
Writing: einen strukturierten Vergleich mit Quellenbezug verfassen und gezielt überarbeiten.
Mediation: Informationen nach Zweck und Adressat auswählen, nicht vollständig übersetzen.
Source literacy: wichtige Fakten und KI-Angaben gegen verlässliche Quellen prüfen.
Media ethics: reale Organisationen nicht pauschal bewerten und keine Kulturklischees aus einzelnen Medien ableiten.

Quellen und Mediennachweise

Fachliche und offizielle Quellen, Stand der Kurserstellung: 02.10.2026

Bildungspläne Baden-Württemberg – Englisch als erste Fremdsprache, Klasse 10, Kompetenzen zu Hör-/Hörsehverstehen, Lesen, Sprechen, Schreiben, Sprachmittlung und Text-/Medienkompetenz.
Kultusministerium Baden-Württemberg – Prüfungstermine Realschule – aktuelle Termine 2027.
Kultusministerium Baden-Württemberg – Abschlussprüfung – offizielle Übersicht der Prüfungsteile.
WaterAid – #TeamWater launch – Zweck, Ziel und Medienkontext der Kampagne.
YouTube Official Blog – #TeamWater – Angaben zur creator-basierten Kampagne und zum veröffentlichten Ergebnis.
British Red Cross – Here for humanity – Kampagnenbotschaft und Handlungsaufruf.
British Red Cross – Channel 4 partnership – Hinweise zu Zielgruppen und Medienmix.

Wikimedia-Commons-Medien

Donation Box.jpg – freie Bilddatei, Lizenzangaben auf der Dateiseite.
Charity donation box, Hong Kong International Airport (2018).jpg – freie Bilddatei, Lizenzangaben auf der Dateiseite.
Volunteers assist food bank DVIDS1099796.jpg – freie Bilddatei, Lizenzangaben auf der Dateiseite.
Book donation box.jpg – freie Bilddatei, Lizenzangaben auf der Dateiseite.

Hinweis zu YouTube: Eingebettete Kampagnenvideos bleiben bei ihren jeweiligen Anbietern. Prüfe vor dem Unterricht Verfügbarkeit, Altersangemessenheit, Werbung und schulische Datenschutzvorgaben.

OERs zum Thema

Verknüpfte Lernbereiche

Englisch

aiMOOC-Projekte

Inhalte werden geladen ...

Mediathek wird aus dem Wiki geladen ...

Frag mich zum aktuellen Lerninhalt oder wähle eine kurze Hilfe.

Textmodus bereit

Sprache