This is a glossary of terms used on the platform. You can search for terms alphabetically or browse a list of terms by skill set. If you want to know the same term in English or Arabic, simply change the language at the top of your screen. If you would like to suggest a term, please email in English or Arabic.

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writing prompt

A short writing assignment that usually contains a question or a set of instructions to help you pick a topic to write about.

Tactical goal

A tactical goal describes how you will achieve your influence goals, especially how you will build and exert your influence.

story structure

Starts with small exchanges (beats), which develop scenes, to build into sequences, which turn into acts.

social justice

The principle that everyone deserves equal economic, political, and social rights and opportunities.

social equality

People are treated equally with equal access to healthcare, education and housing.

SMART goal

An impact, influence, or tactical goal that adheres to the criteria of being specific, measurable, attainable, relevant, and time-bound.


A slogan is a short, catchy phrase (no more than one line) that represents your campaign.


resolution or denouement

The conflict is resolved, usually containing a moment of suspense.


Usually, the main character in the story.


How events are presented to create the story. Plots are not always told in a chronological order of the actual events.


a story based on actual events

Messaging strategy

A messaging strategy is a plan for how you will talk about your advocacy publicly and with key audiences. 


A message is how you deliver your argument for change, mobilize supporters, and convince the media to cover your cause. A message can be composed with words, symbols, body language, sound and tone, and images. Even silence can send a message.



An example or single occurrence of something, often used in technology to refer to a local or specialized implementation of a general piece of software or application

Influence goal

An influence goal identifies your target and describes what you need them to do so that you achieve your impact goal.