The Fourth Step To Create Change: Amplify

This post is part of a continuing series that is exploring my Five Steps to Create Change. These steps serve as a foundation for anyone who is looking to create impact on an issue that they are passionate about. They are what I have observed and researched throughout my 15 years of working with change agents nationwide.

So far, we have covered Step 1: IdentifyStep 2: Engage, and Step 3: Activate.

To recap, to begin any change making endeavor, you need to first identify the problem, solution, and your plan. After you create that initial game plan, you need to bring in your first set of partners and have them provide their input on how to make your actions even better. This can be by refining your goals and objectives, and ensuring an open flow of communication and idea sharing. After you get your engagement plan set with your core team, the next step is ensure your team is growing, strong, and ready to go.

Now it’s time to get your message out there to the masses. Without a proper message and delivery system, no one will know what you are trying to accomplish, and no progress will be made. Developing and executing a message strategy may seem daunting, but with your team behind you it will be easier than you think.

Create your Message

With your core group, begin developing what your message will be and how you want to deliver it. It is important to consider what you are trying to accomplish with your message while you are working to develop it. You want to make sure the work you are putting in will have a direct impact on your overall goals and objectives. Your message needs to be easily consumable, yet actionable.

When developing any kind of messaging, you want to focus on four things:


The message itself needs to stand out. Make it easily consumable, relatable, and emotional. If people can connect with your message, they are more likely to connect with you and the issue you are working on. We are bombarded with messaging everyday, so make sure your’s rises above the crowd.

Target Audience

Identify who your audience is, be where they are, and engage them. This is important because if your message isn’t geared to the right audience it will fall on deaf ears. You need to do the research to ensure that your approach will resonate with your audience in ways that move them to act.


Make it attention grabbing, engaging, and entertaining. As mentioned before, we are surrounded by messages and campaigns on a daily basis – you need to utilize delivery tactics that stand out. Execute techniques such as flash mobs, guerrilla marketing, and others that captivate your audience.

Call To Action

Involve your audience in your action and give them next steps to carry on the message. You’ve got their attention and are educating them, so give them an opportunity to fight for you. Make sure you have a clear action presented in some way that your audience can carryout to assist in your goal of creating change.

Deliver Your Message

With all the care you’ve had in developing your message, you want to make sure it is delivered effectively. Utilize multiple platforms when delivering your message – such as social media, traditional media, public spaces, etc. The more platforms you utilize, the more people will be exposed to what you’re doing. Also be sure to utilize multiple delivery formats to engage as many people as possible – such as flash mobs, hashtags on social media, hand-outs, etc. Diversifying your delivery methods will translate to your message being heard by as many people as possible.

Creating change isn’t easy – it takes a lot of hard work, passion, and tenacity. If you are looking for more help on your project – like training or consulting – please feel free to contact me to see how I can be of service.

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About the Author

Joe Scarfone

Joe is a speaker and youth empowerment expert with over 15 years of experience in working with youth and adults who want to make an impact. Based in Raleigh, NC, he travels the country to help others create change in their communities. Learn more at