It’s best to keep the Action Page text very short and to the point. Try to clearly highlight the sharp edge of the problem, the action, and theory of change (why acting will have an impact)
The goal of this page is to push people to action, not to educate. We educate action takers through follow up emails sent over time.
Think about who is your Audience = likely your average Canadian who isn’t aware of the issue discussed, but will not like the impact the new situation would have on their live (such as a service to be degraded, prices to be increased etc.)
Research/Provide footnotes and cite your sources when needed. Credibility is key.
Showcase a list of logos of partners and allies and include a prompt for organizations to sign up to endorse your campaign to grow your network/coalition over time (see example below).