Published

Campaign

vr.wm-act-028 · wm-act-028-campaign

Represent a governed, coordinated set of activities directed at defined audiences, subjects or environments to produce intended outcomes over a bounded period without absorbing the masters it coordinates.

World Models Activities and processes ACT.CAM

Bundle → Layer → Finding → Questions Classifiers What it is Why it exists Distinguishing features What robots and AI may and may not do Moral aspects Owners Links to other meta-models Identity and identifiers Direct properties Recognition Capabilities and actions Hazards and failure modes Standards and interfaces Context of use Sources

Bundle → Layer → Finding → Questions Filled

6 bundles · 12 layers · 24 findings · 72 questions

Identity, mandate, boundary and context Defines the campaign root, mandate and problem context.

Campaign definition, identity and classification

Distinguishes the aggregate and pins its source-qualified class and lineage.

Campaign definition, type, profile and neighbor boundaries

Cross-sector definition, inclusion and exclusion criteria, profile, sector and distinctions from projects, initiatives, operations and events.

What identifiers, types, roles, scope, versions and values define campaign definition, type, profile and neighbor boundaries? definition
Which authority, source, method, evidence, event time and knowledge time support campaign definition, type, profile and neighbor boundaries? provenance
How is campaign definition, type, profile and neighbor boundaries validated, accessed, changed, contested, corrected and retained? validation

Campaign identifier, name, alias, version, source and lineage

Authoritative campaign ID, names and aliases, class and profile versions, source system, predecessor, successor and duplicate assertions.

What identifiers, types, roles, scope, versions and values define campaign identifier, name, alias, version, source and lineage? identity
Which authority, source, method, evidence, event time and knowledge time support campaign identifier, name, alias, version, source and lineage? provenance
How is campaign identifier, name, alias, version, source and lineage validated, accessed, changed, contested, corrected and retained? validation

Mandate, owner, scope and problem context

Records why the campaign exists and who may direct it.

Sponsor, owner, steward, mandate, authority and jurisdiction

External actors and roles, mandate source, authority scope, approval, delegation, jurisdiction and effective interval.

What identifiers, types, roles, scope, versions and values define sponsor, owner, steward, mandate, authority and jurisdiction? authority
Which authority, source, method, evidence, event time and knowledge time support sponsor, owner, steward, mandate, authority and jurisdiction? provenance
How is sponsor, owner, steward, mandate, authority and jurisdiction validated, accessed, changed, contested, corrected and retained? validation

Problem, opportunity, baseline, scope, population, place and assumptions

Problem statement, evidence baseline, intended and excluded scope, affected population, geography, operating context, assumptions and constraints.

What identifiers, types, roles, scope, versions and values define problem, opportunity, baseline, scope, population, place and assumptions? definition
Which authority, source, method, evidence, event time and knowledge time support problem, opportunity, baseline, scope, population, place and assumptions? provenance
How is problem, opportunity, baseline, scope, population, place and assumptions validated, accessed, changed, contested, corrected and retained? validation

Strategy, objectives, outcomes and audiences Connects intended change to defined audiences and testable intervention hypotheses.

Strategy, objectives and logic model

Defines intended change and the reasoning linking activity to outcome.

Vision, goal, objective, target, indicator and success criterion

Purpose hierarchy, objective owner, target value and date, indicator reference, acceptance threshold, priority and trade-off.

What identifiers, types, roles, scope, versions and values define vision, goal, objective, target, indicator and success criterion? requirement
Which authority, source, method, evidence, event time and knowledge time support vision, goal, objective, target, indicator and success criterion? provenance
How is vision, goal, objective, target, indicator and success criterion validated, accessed, changed, contested, corrected and retained? validation

Input, activity, output, outcome, impact, hypothesis and causal path

Logic-model nodes and links, intervention hypothesis, assumptions, dependencies, external influences, evidence and uncertainty.

What identifiers, types, roles, scope, versions and values define input, activity, output, outcome, impact, hypothesis and causal path? relationship
Which authority, source, method, evidence, event time and knowledge time support input, activity, output, outcome, impact, hypothesis and causal path? provenance
How is input, activity, output, outcome, impact, hypothesis and causal path validated, accessed, changed, contested, corrected and retained? validation

Audience, targeting, eligibility and protection

Defines intended, reached and affected populations without copying person masters.

Audience, segment, beneficiary, target, affected party and exclusion

Audience definitions, segment criteria and version, intended beneficiary, action target, affected non-target groups, inclusion, exclusion and geography.

What identifiers, types, roles, scope, versions and values define audience, segment, beneficiary, target, affected party and exclusion? classification
Which authority, source, method, evidence, event time and knowledge time support audience, segment, beneficiary, target, affected party and exclusion? provenance
How is audience, segment, beneficiary, target, affected party and exclusion validated, accessed, changed, contested, corrected and retained? validation

Eligibility, membership, consent, suppression, frequency and safeguard

Source-qualified eligibility or membership assertion, purpose, effective interval, consent or other authority, opt-out, suppression, contact frequency and vulnerable-group safeguard.

What identifiers, types, roles, scope, versions and values define eligibility, membership, consent, suppression, frequency and safeguard? privacy
Which authority, source, method, evidence, event time and knowledge time support eligibility, membership, consent, suppression, frequency and safeguard? provenance
How is eligibility, membership, consent, suppression, frequency and safeguard validated, accessed, changed, contested, corrected and retained? validation

Waves, activities, messages, assets and channels Coordinates campaign-scoped work and references the masters used to deliver it.

Phases, waves, work and schedule

Decomposes execution into governed units with time and dependency.

Phase, wave, work package, activity, intervention, experiment and variant

Campaign-scoped decomposition, sequence, external project or activity references, control and treatment variants, hypothesis and assignment rule.

What identifiers, types, roles, scope, versions and values define phase, wave, work package, activity, intervention, experiment and variant? composition
Which authority, source, method, evidence, event time and knowledge time support phase, wave, work package, activity, intervention, experiment and variant? provenance
How is phase, wave, work package, activity, intervention, experiment and variant validated, accessed, changed, contested, corrected and retained? validation

Schedule, window, milestone, dependency, coordination and blackout

Planned and actual intervals, milestone, dependency, partner coordination, release window, blackout and local-time rule.

What identifiers, types, roles, scope, versions and values define schedule, window, milestone, dependency, coordination and blackout? temporal
Which authority, source, method, evidence, event time and knowledge time support schedule, window, milestone, dependency, coordination and blackout? provenance
How is schedule, window, milestone, dependency, coordination and blackout validated, accessed, changed, contested, corrected and retained? validation

Message, offer, asset, channel and touchpoint

Connects intent and audience to externally managed delivery objects.

Narrative, message, claim, offer, call to action, asset and localization

Campaign-scoped message intent and external content, claim, offer and asset references, version, language, locale, approval, accessibility and expiry.

What identifiers, types, roles, scope, versions and values define narrative, message, claim, offer, call to action, asset and localization? definition
Which authority, source, method, evidence, event time and knowledge time support narrative, message, claim, offer, call to action, asset and localization? provenance
How is narrative, message, claim, offer, call to action, asset and localization validated, accessed, changed, contested, corrected and retained? validation

Channel, touchpoint, placement, delivery rule, frequency and capability

External channel and account, touchpoint or placement, supported media, delivery rule, audience constraint, frequency, availability and platform status.

What identifiers, types, roles, scope, versions and values define channel, touchpoint, placement, delivery rule, frequency and capability? interoperability
Which authority, source, method, evidence, event time and knowledge time support channel, touchpoint, placement, delivery rule, frequency and capability? provenance
How is channel, touchpoint, placement, delivery rule, frequency and capability validated, accessed, changed, contested, corrected and retained? validation

Roles, decisions, resources, budget, risk and controls Governs responsibility and references capacity and funding needed for execution.

Participants, responsibility, decisions and exceptions

Makes campaign authority and operational accountability explicit.

Team, partner, role assignment, responsibility, delegation and capability

External actor, campaign role, accountable, responsible, consulted or informed assignment, delegated authority, capability and validity.

What identifiers, types, roles, scope, versions and values define team, partner, role assignment, responsibility, delegation and capability? ownership
Which authority, source, method, evidence, event time and knowledge time support team, partner, role assignment, responsibility, delegation and capability? provenance
How is team, partner, role assignment, responsibility, delegation and capability validated, accessed, changed, contested, corrected and retained? validation

Decision, approval, gate, exception, escalation and change authority

Decision or approval reference, criteria, alternatives, rationale, gate, exception, escalation path, deciding authority and effective time.

What identifiers, types, roles, scope, versions and values define decision, approval, gate, exception, escalation and change authority? decision
Which authority, source, method, evidence, event time and knowledge time support decision, approval, gate, exception, escalation and change authority? provenance
How is decision, approval, gate, exception, escalation and change authority validated, accessed, changed, contested, corrected and retained? validation

Funding, resources, risks, safety and compliance

Records campaign-scoped commitments and controls without owning source masters.

Budget, funding, contract, resource, capacity, cost and commitment reference

Approved envelope, source of funds, external budget, contract, resource and commitment IDs, allocation, forecast, actual cost and currency.

What identifiers, types, roles, scope, versions and values define budget, funding, contract, resource, capacity, cost and commitment reference? measurement
Which authority, source, method, evidence, event time and knowledge time support budget, funding, contract, resource, capacity, cost and commitment reference? provenance
How is budget, funding, contract, resource, capacity, cost and commitment reference validated, accessed, changed, contested, corrected and retained? validation

Risk, hazard, adverse effect, constraint, control, compliance and incident

Risk or hazard, affected group, likelihood and impact, safety or legal constraint, control, owner, residual risk, incident reference and response.

What identifiers, types, roles, scope, versions and values define risk, hazard, adverse effect, constraint, control, compliance and incident? security
Which authority, source, method, evidence, event time and knowledge time support risk, hazard, adverse effect, constraint, control, compliance and incident? provenance
How is risk, hazard, adverse effect, constraint, control, compliance and incident validated, accessed, changed, contested, corrected and retained? validation

Lifecycle, execution, observation, measurement and learning Preserves intended, released and observed campaign states and results.

Lifecycle, release, change and operating state

Represents campaign transitions and revisions without destructive history changes.

Draft, review, authorize, launch, pause, resume, terminate and close event

Typed transition, prior and next state, actor, authority, reason, event and effective time, scope, evidence and reversibility.

What identifiers, types, roles, scope, versions and values define draft, review, authorize, launch, pause, resume, terminate and close event? lifecycle
Which authority, source, method, evidence, event time and knowledge time support draft, review, authorize, launch, pause, resume, terminate and close event? provenance
How is draft, review, authorize, launch, pause, resume, terminate and close event validated, accessed, changed, contested, corrected and retained? validation

Plan release, change, supersession, drift, incident and recovery

Immutable release, change request, prior and next values, impact, decision, successor, deviation from plan, incident and recovery reference.

What identifiers, types, roles, scope, versions and values define plan release, change, supersession, drift, incident and recovery? lifecycle
Which authority, source, method, evidence, event time and knowledge time support plan release, change, supersession, drift, incident and recovery? provenance
How is plan release, change, supersession, drift, incident and recovery validated, accessed, changed, contested, corrected and retained? validation

Metric definition, observation and result chain

Separates measurement design from source-qualified observations and aggregates.

Metric, indicator, formula, unit, denominator, baseline, target, window and segment

Metric ID and version, definition, formula, unit, numerator and denominator, baseline, target, time window, segment, exclusions and owner.

What identifiers, types, roles, scope, versions and values define metric, indicator, formula, unit, denominator, baseline, target, window and segment? measurement
Which authority, source, method, evidence, event time and knowledge time support metric, indicator, formula, unit, denominator, baseline, target, window and segment? provenance
How is metric, indicator, formula, unit, denominator, baseline, target, window and segment validated, accessed, changed, contested, corrected and retained? validation

Delivery, reach, exposure, engagement, conversion, outcome and impact observation

Observation level, source dataset, subject or segment, period, value, unit, denominator, method, quality, uncertainty, freshness and revision.

What identifiers, types, roles, scope, versions and values define delivery, reach, exposure, engagement, conversion, outcome and impact observation? evidence
Which authority, source, method, evidence, event time and knowledge time support delivery, reach, exposure, engagement, conversion, outcome and impact observation? provenance
How is delivery, reach, exposure, engagement, conversion, outcome and impact observation validated, accessed, changed, contested, corrected and retained? validation

Evaluation, attribution, interoperability, access and retention Supports cautious evaluation, loss-aware exchange and safe autonomous operation.

Attribution, evaluation, decision and learning

Records how observations support bounded conclusions and future action.

Attribution method, counterfactual, credit window, model, confidence and limit

Method and version, exposure and outcome definitions, comparison or control, attribution window, credit rule, assumptions, confounders, confidence and causal limit.

What identifiers, types, roles, scope, versions and values define attribution method, counterfactual, credit window, model, confidence and limit? evidence
Which authority, source, method, evidence, event time and knowledge time support attribution method, counterfactual, credit window, model, confidence and limit? provenance
How is attribution method, counterfactual, credit window, model, confidence and limit validated, accessed, changed, contested, corrected and retained? validation

Evaluation finding, interpretation, decision, lesson and recommendation

Evaluation question and method, result set, analyst, interpretation, supporting and contradicting evidence, decision, lesson, recommendation and applicability.

What identifiers, types, roles, scope, versions and values define evaluation finding, interpretation, decision, lesson and recommendation? decision
Which authority, source, method, evidence, event time and knowledge time support evaluation finding, interpretation, decision, lesson and recommendation? provenance
How is evaluation finding, interpretation, decision, lesson and recommendation validated, accessed, changed, contested, corrected and retained? validation

Projection, access, provenance, retention and safe operation

Controls exchange, audience views and lifecycle operations.

STIX, ActivityStreams, Schema.org, Data Cube and platform crosswalk

Pinned source and target versions, identity, activity, audience, status and metric mappings, omissions, semantic conflicts and round-trip class.

What identifiers, types, roles, scope, versions and values define stix, activitystreams, schema.org, data cube and platform crosswalk? interoperability
Which authority, source, method, evidence, event time and knowledge time support stix, activitystreams, schema.org, data cube and platform crosswalk? provenance
How is stix, activitystreams, schema.org, data cube and platform crosswalk validated, accessed, changed, contested, corrected and retained? validation

Role view, access, disclosure, provenance, retention, agent authority and audit

Audience and purpose, authority, included and redacted data, generation and revision provenance, retention, hold, disposition, expected revision, rollback and audit evidence.

What identifiers, types, roles, scope, versions and values define role view, access, disclosure, provenance, retention, agent authority and audit? access
Which authority, source, method, evidence, event time and knowledge time support role view, access, disclosure, provenance, retention, agent authority and audit? provenance
How is role view, access, disclosure, provenance, retention, agent authority and audit validated, accessed, changed, contested, corrected and retained? validation

Classifiers Filled

Family: World Models
Category: Activities and processes
Entry kind: aggregate
Navigation path: NAV.ACT.CAM
Domain: ACT.CAM
Industry: Cross-industry
Tags: campaignact.cam

What it is Filled

Owns campaign identity and lineage, mandate and problem context, campaign strategy and logic model, objectives, audience and segment definitions, phases and waves, campaign-scoped assignments and variants, message and channel intent, lifecycle, metric definitions and campaign aggregation views, attribution and evaluation assertions, projections, access and retention. Party, project, program, initiative, activity, content, channel, budget, contract, order, payment, event, incident, observation, dataset, policy and generic audit masters remain external.

In scope

Campaign identity, class, mandate, owner, problem baseline, scope, objectives, outcome logic, audiences, segments, safeguards and exclusions
Phases, waves, activities, experiments, messages, offers, assets, channels, schedules, roles, assignments, budgets and resource references, risks and controls
Authorization, release, launch, pause, resume, change, termination, observations, metrics, evaluation, attribution, learning, interoperability, access, retention and agent operations

Out of scope

Party, project, program, initiative, activity, content, channel, account, budget, contract, order, payment, event, incident, observation, dataset, policy or audit-log master lifecycle
Inferring individual audience membership, delivery, exposure, engagement, conversion, behavior change, impact or causation without a source-qualified assertion and method
Implementing advertising exchanges, social networks, campaign schedulers, content management, payments, analytics engines or universal legal compliance and claiming lossless cross-platform equivalence

Why it exists Filled

Distinguishing features Filled

Models a coordinated time-bound effort toward objectives through audiences, messages and channels, unlike a project that delivers an output.
Keeps reach, exposure, engagement, outcome and causal impact as separate assertions.
Versions audience criteria, suppression and safeguards with the campaign.
Excludes threat campaigns in security and paid advertising campaign objects as different classes.

What robots and AI may and may not do Filled

Must not

Launch or release campaign material without approval.
Target people without lawful basis or against suppression and opt-out.
Use sensitive traits or vulnerable-group status for targeting without safeguards.
Claim causal impact from reach or engagement figures alone.
Copy personal data from audience masters into the campaign record.

Only with a human decision

Approving campaign launch, material and audience definitions.
Terminating a campaign or changing its objectives.
Any targeting of children or other vulnerable groups.

May

Validate audience criteria against consent and suppression lists.
Plan waves and channels and draft message variants for approval.
Record delivery and result observations from channel reports.
Pause a wave when an adverse-effect threshold is reached and alert the owner.

Moral aspects Filled

Persuasive messaging can manipulate people; targeting must respect autonomy and consent.
Exclusion or inclusion of groups in audiences can discriminate.
Public-interest campaigns need honest evaluation, not inflated reach figures.

Who is affected

People in the targeted audiences
Groups excluded from the campaign
Sponsors and the public

Owners Filled

Steward

Dimension identity, owner, campaign governance authority and strategy, audience, safety, privacy and records stewards

Roles

Campaign sponsor or owner: Own mandate, strategic outcome, authorization and accountable closure.
Campaign strategist or steward: Own boundary, logic model, audiences, plan and change lineage.
Audience, safety and ethics steward: Own targeting safeguards, exclusions, consent or authority and adverse-effect controls.
Content and channel steward: Own approved messages, assets, placements, rights and delivery constraints.
Delivery partner or operator: Execute assigned activities and emit source-qualified delivery evidence.
Measurement and evaluation steward: Own metric definitions, data quality, evaluation and attribution limits.
Privacy and records steward: Control protected data, disclosure, retention, legal hold, disposition and auditability.

Links to other meta-models Filled

references

Project, Program, Initiative, Operation and Activity models - Coordinate delivery work while preserving each external lifecycle and accountability boundary.
Party, Audience, Segment, Role and Mandate models - Resolve owners, partners, audiences, affected groups, eligibility and delegated authority.
Content, Message, Offer, Channel, Budget, Contract, Event, Observation, Policy and Audit models - Bind approved external masters to campaign purpose without duplicating their lifecycle.

aligned

OASIS STIX 2.1 Campaign - Project adversarial campaign identity, objective, observed interval, targets, resources, confidence and markings.
ActivityStreams, PROV-O, Data Cube, Schema.org and Google Ads API - Project activities, provenance, observations, audiences, actions and one platform campaign resource with declared loss.

neighbor

Project / Program / Initiative / Operation - A campaign may be governed as a project or participate in a program, but this root owns audience or target-directed strategy, waves, messages and campaign measurement, not generic delivery governance.
Audience / Party / Segment - The campaign owns versioned target definitions and eligibility rules; external person, organization, group and membership assertions keep their identity, authority and lifecycle.
Activity / Message / Content / Channel - Campaign-scoped assignments and release bindings are owned here, while executable activities, messages, assets, channels, placements and accounts remain external masters.
Observation / Metric / Evaluation / Decision - The campaign defines metric use and aggregation and records campaign-specific evaluation; source observations, datasets and external decisions keep independent provenance.
Threat Campaign / Advertising Campaign - STIX and Google Ads are sector or platform projections. Neither narrows the vendor-neutral root to malicious activity or paid advertising.

parent

WM-ACT-005

What else AI and robots need to interact with it Filled

Sources Filled

STIX Version 2.1 - OASIS Open
Activity Vocabulary - World Wide Web Consortium
Activity Streams 2.0 - World Wide Web Consortium
PROV-O: The PROV Ontology - World Wide Web Consortium
The RDF Data Cube Vocabulary - World Wide Web Consortium
ISO 21502:2020 Project, programme and portfolio management - Guidance on project management - International Organization for Standardization
Evaluate complex campaigns - World Health Organization
Applying communication for health: planning guide - World Health Organization
Module 1: Communication Planning - Centers for Disease Control and Prevention
Audience - Schema.org Community Group
Action - Schema.org Community Group
Google Ads API Campaign resource - Google
Date and Time on the Internet: Timestamps - Internet Engineering Task Force

Open questions

Cross-sector adversarial review of the Campaign root by political communication, public-health, marketing, fundraising, advocacy, security and legal reviewers, since the current source base leans on two public-health bodies, one project-management standard, four W3C vocabularies and one advertising platform.
Identify and live-verify standards support for the four weakly grounded areas: money, cost and commitment representation (currency-code standard as a candidate), risk and control management, records retention and disposition, and consent or processing-purpose vocabulary. Each candidate must be resolved and version-pinned before it is cited.
Author the missing neighbor boundary notes for Experiment or Trial, Consent or Permission, and Budget, Contract or Order, and decide explicitly whether experiment design, randomization unit, assignment rule and variant belong to a separate Experiment aggregate rather than inside the campaign wave finding.
Resolve the canonicalization tension by stating whether the current lineage head is part of canonical identity or only a resolution pointer, and define what supersession, duplicate merge and campaign-successor do to the root identifier and to already-released artifacts.
Define a retention class for suppression, opt-out and withdrawal evidence that survives campaign closure and working-copy deletion, and reconcile it with data minimization, legal hold and the deny-by-default person-level access rule.
Re-scope access control over the subject graph (campaign, release, wave, audience, segment, assertion, observation) and specify how participant-self disclosure answers a membership question without minting a new membership assertion.
De-duplicate the three findings that each carry incident semantics (risk and compliance, lifecycle transition, plan release and recovery), decide which definition-only findings should be inline_only rather than producing a serial artifact, and split the overloaded project-validate-retain-and-audit function into projection, validation, retention and audit operations.
Decide whether a distinct honor-withdrawal, suppression-enforcement and adverse-effect-response function is required, since the current function set defines audiences and safeguards at plan time but has no runtime operation that enforces a withdrawal or halts delivery on a safety signal short of a full pause or terminate.
Attempt bounded supplemental Claude and Grok passes when either becomes available, admitting a result only if it is locally schema-valid and its sources and boundaries survive the same adjudication, so that the absence-of-external-review hold can eventually be lifted rather than permanently waived.
No successful independent Claude or Grok result was available; later cross-sector, political, public-health, marketing, fundraising, advocacy, security and legal review is required before canonical promotion.
No approved relation rows were supplied; the registry parent link to Project and proposed party, activity, content, channel, budget, event, observation, policy and audit links remain holds.
Sector profiles need their own legal controls, vocabularies, delivery semantics, safety constraints, measurement conventions and interoperability tests.
Google Ads v23 is only one commercial platform mapping and must never define vendor-neutral campaign semantics.

Machine files

Card as JSON Specification AGENTS.md Source Card backlog vercy.card/1

Provenance

world-models research · reviewable-draft

Built from: models/wm-act-028-campaign/spec.yaml, ver-cy/world-models/card-supplements/wm-act-028-campaign.json