What Makes a Good Campaign?

I’m Jenny Vaughan This is me. This is a presentation about campaigning.

Think about your favourite campaign… ever

Here’s some for inspiration: Thumbs up for Stephen (raised money for the Teenage Cancer Trust) No Make Up Selfies (raised money for Cancer Research) No More Page Three (campaign to get rid of Page 3) Dove Real Beauty (awareness raising about women’s perception of beauty) Make Poverty History (I hope you don’t need me to tell you about this one!!)

Got one?

Okay, get in to pairs and discuss your campaign…

What made the campaign a success? Who was it aimed at? Did it have an action… if so what was it? What was the outcome of the campaign?

This is one of mine

That was the Greenpeace campaign video to get Lego to stop co-promoting with Shell… And it WON!! Woohoo.

For a great campaign you need to: Set your Strategy!! “Strategy is your overall plan to turn the resources you have into the power you need to win the change you want.” It’s important to be strategic in your campaigning to have the greatest possible impact. Your strategy is more than a planned series of actions over time. It is the sum of the carefully considered choices you make about how to use the resources and opportunities you have to create the greatest possible leverage you can to progress and ultimately win your campaign. Your strategy should be unique because your campaign and circumstances are unique too. Thinking strategically means: Being realistic about your resources and maximising what you do with them (being creative).  Selecting the most effective tactics to influence your targets.  Using external hooks to maximise your impact.  Being responsive to a changing environment and circumstances.

Some steps to help you out… Clarify your aim Analyse the situation Identify your objective (how you will achieve your aim) Map Stakeholders Choose Tactics and Methods Make an action plan Plan your communications Monitor and Evaluate

The aim To come up with this, write down the problem you want to tackle and then flip the statement in to a positive aim… For the Greenpeace campaign… The problem: Lego co-promoting with Shell (and becoming complicit in destroying the artic) The aim: Let’s get Lego to stop co-promoting with Shell! (and save the artic by raising awareness of Shells destructive artic drilling!!)

The situation Describing the external context… Social: Economic: Political:

The objective What you’re going to do to achieve your aim. Greenpeace chose to put pressure on Lego using the viral video to link Lego, Shell and the artic Leverage points: Where are Shell weak? Where are Greenpeace strong? Who cares about Lego? SMARTness: Specific.Measurable.Achievable.Realistic.Time-bound The theory of change: If X (objective) then Y (aim)

The Stakeholders Let’s make a POWER MAP More power Oppose Change Support change Think about allies, supporters and opponents. Less power

The tactics and methods Tactics: Persuasion, discretisation, hit revenues Methods: Stunts, petitions, lobbying, blogs, boycotting, Things to help... Know your enemy (the leverage points we discussed earlier might come in to play here) Do a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)

The action plan Here’s your chance to plot and put together everything you’ve learnt and all the choices you’ve made about your campaign. Activities… Resources… Who’s doing what… When by… What happened (part of M+E)…

Comms You need a name 30 second pitch Counter arguments Facts + figures Media Contacts FAQs Visuals Videos Social media

M+E In order to know that your campaign was successful, you need to monitor and evaluate. This is a continuous process and can take place throughout the campaign, it’s especially important if the external contexts we talked about earlier are changing rapidly, this might mean you need to be adaptive. When you’ve achieved your AIM, you know your campaign has worked…. Take time to reflect to ensure that you learn how to win again… Greenpeace have clearly got this down.

That’s it folks. If you want to know more about campaigning with Progressio then grab me anytime to chat. You can sign up to Empower, our network of youth activists and join up with people like you, striving for change. All I have left to say is… “You’re brilliant, and the earth is hiring”

Thanks. Jenny

Adapted from http://ukfeminista. org