Humour-Based Tactics for Effective Campaigning

Here’s the thing: nonstop doom and gloom can make people shut down. But pretending everything’s fine doesn’t work either. Facts matter, and if we skip over them, we lose connection with the challenges at hand. 

That’s where humour comes in. A well-placed laugh doesn’t erase the truth; it helps to make it land more deeply. People will remember the joke that made them crack up – and when they remember the joke, they remember the issue.

Of course, humour won’t single-handedly change laws, but it can open up and shift conversations that are often avoided. And for marginalised communities, humour can be a tool to tell stories the mainstream usually ignores.

The real magic is in the mix: research data delivered with humour that gets people to lean in. Explore some tactics, drawn from real campaigns, that show how laughter can be a serious force for change.

Reclaim language with sarcasm

Sarcasm is a powerful way to show just how ridiculous stereotypes really are. Take the labels people often use negatively and turn them into something playful, ironic, or exaggerated, to shift perspectives. For guidance on how to reclaim language, take a look at Reclaiming the Negative Tactics.

Get inspired

The campaign “Lesbians Wish You a Safe Journey” in Skopje aimed to reclaim the slur “lezbejka” (lesbian) in Macedonia. Banners displayed messages like “Lesbians Wish You a Safe Journey” and “Lesbians Welcome You to Skopje,” turning the term into a source of pride, drawing attention online, and inviting conversations about lesbian identity and rights in a context where such discussions were often suppressed.

Parody 

Parody takes what people already know – TV shows, ads, movies, and even history – to exaggerate and critique social issues. It twists the familiar in unexpected ways, giving campaigns a playful way to connect with a diversity of audiences. 

Get inspired

Amnesty International UK’s video “They Want Us Back in the 1950s” parodies 1950s-style domestic life to critique attempts to roll back women’s rights. 

Take a look at Megan Stalter’s TikTok video – a parody of how companies often engage with LGBTI rights during Pride Month without genuine commitment.

Flip the Script

Flipping the script is about reversing assumptions to make audiences see a concept in a new light. Exaggerating or reversing logic makes contradictions obvious, surprises audiences and creates room for new ways of thinking.

Get inspired

Virgin Holidays launched a satirical campaign highlighting the real challenges LGBTQ+ couples face when travelling. Through a skit, the campaign exposed the discomfort and discrimination LGBTQ+ travellers often encounter, aiming to raise awareness and promote inclusivity in the travel industry. 

SAIH Norway humorously reversed the typical colonial charity narrative with a video depicting Norwegians suffering from extreme cold and Africans sending radiators to help them. This satirical approach critiques the framing in aid campaigns that often portray Africa through images of poverty and helplessness. The video exposes these stereotypes, urging audiences to rethink how and who tells the story. 

Performances 

Live performances and art installations challenge expectations playfully – from absurd spectacles to comedy, they make critique surprising and memorable.

Get inspired

“4×4”, a floating installation by artists Katrin Murbach and Piet Baumgartner placed SUVs in Lake Zurich to show the impact of wealth and consumer culture on the environment. The absurd setup exposed societal contradictions, attracting attention locally and online, and creating memorable discussion points.

Hoaxes and Memes

Hoaxes involve creating a believable but humorous stunt to attract media attention and public discussion. Highlighting the absurdity of some disinformation – and the people who spread and/or believe it can be one of the most effective tactics, particularly for mobilising your own allies. Memes, for example, can be hugely effective for “de-bunking” disinformation in a humorous and easily shareable way. For inspiration on how to debunk disinformation effectively, dive into our Disinformation Course. 

Pair with Action

Satire should always be paired with clear calls to action or policy messaging. Jokes alone are not enough. Humour is more effective when combined with advocacy and tailored to cultural contexts, so that the message resonates without offending or alienating, complementing rather than undermining the underlying cause. Take a look at the “Book Burning Party” campaign, which exposed the ruthlessness of those who wanted to destroy a library by taking their logic to its extreme.  

Target Power, Not People

Always direct humour at those in power rather than vulnerable groups. This ensures your message critiques systems or authority without causing harm to marginalised communities. Punching up makes the campaign safer, more credible, and more likely to be taken seriously. 

Safety & Repercussions

Be aware of the risks of misinterpretation, trivialising serious issues, and facing censorship or legal challenges. Digital platforms add another layer of complexity, with potential pitfalls such as misinformation, surveillance, and unpredictable content moderation. Careful consideration of these factors helps ensure that humour strengthens the campaign rather than undermining it.