3.1.2. Work teams.

Whether you have an internal or external team, the profiles with which you have to count in order to carry out a campaign are the following:

• Design: team that includes creativity profiles and designers. The first steps are to create the main message, the key information that will be disseminated and the graphic line that will be implemented. This team is responsible for developing the main image, and, from there, to create the materials that will be printed, in digital, merchandising, material for institutional advertising, etc.

• Video: Video is necessary if we want to make a campaign on television, YouTube, other video platforms or social networks. According to data collected by Business Insider in 2017 more than 6,000 million video impressions were recorded (in direct and programmatic channels) and visualizations have increased from 26.7% in 2015 to 58.2% in 2017. To create ads, it is necessary to have a video equipment (recording, editing, postproduction, etc.). For the digital environment we have to think about adaptations of advertising to online formats (in the next section more specifications are included) and it is advisable to have several pieces to prove which one works best.

• Advertising: for the insertion of advertising it is necessary to hire a media agency that is responsible for buying offline/online advertising, plan and monitor the campaigns. The agency must receive materials from the creative and design team; must coordinate with the social network team to launch the payed campaigns and with the development team to implement tracking pixels on the platform (it is a transparent image of 1x1 px, which is included in the source code of the page for measure the activity within the web).

• Web development and design: the team that develops and design the layout of the participation platform must collaborate with the advertising team, both to implement the tracking pixels, and to make specific changes in the design or usability of the website with the aim of optimizing campaigns

• Social networks: a team that during the campaign disseminates specific content that encourages participation and that provides public service information to citizens about the processes of direct democracy. Tasks that can be done in coordination with designers are:

-Images with the graphic line of the campaign for the covers of social networks.

-Definition of the key messages that will be launched during the campaign.

-Creation of materials that invite the call to action (GIF, animations).

-Creation of narratives around the participation process: stories and photo galleries for Instagram, threads for Twitter with images, help kits for the participants, etc.

• Project coordinator: the human deployment needed to develop a campaign requires a person who defines needs and deadlines, which contextualizes the work to be developed; connect some teams with others; follow the delivery deadlines; the evolution of the advertising campaign; perform an evaluation once the campaign is finished, etc.