1. Campaign
Training for students

2. What is campaigning to me?
A Couple of Questions…
What is a campaign?
What is campaigning to me?
How can I run a campaign?

3. NCVO Definition
“The mobilisation of forces by organisations or individuals to influence others, in order to effect an identified and desired social, economic, environmental or political change.”

4. Activity 1: Different campaigning methods
Leaflets and materials
for public distribution
Posters and adverts
Public meetings
Media work- newspapers, TV etc.
‘Stunts’
Using celebrities to support
a cause
Mass lobbying/ demonstrations
Mass events- fasts, cycle rides etc
Running an active website/ creating a website
Letter writing campaigns
Petitions
Competitions

5. Leaflet: MacMillan, Do something great
Posters and adverts: #ActfortheAct, A group of Human Rights Lawyers.
Media Work: Dumb ways to Die- by Metro Trains Melbourne

6. Celebrity endorsement: ST Mungo’s Wooly Hat Campaign
Stunts: Greenpeace #SaveTheArctic
Mass Lobbying/ Demonstration: Close Guantanamo, Amnesty International

7. Mass events: British Heart Foundation, Regents Park Run
Creating websites: Presidential race
Letter writing Campaign: Sincerely Yours, St Jude’s Children’s Research Hospital
Petitions: Don’t Cut Benefits, Disability Rights UK (through 38 Degrees) over 100,000 signatures
Competition: Wing Glasto Tickets, Oxfam (by donating 5 pound to Syrian refugees campaign)

8. WHAT MAKES A GOOD CAMPAIGN?
CLEAR OBJECTIVES & IMPACT
KEY TARGETS
SIMPLE MESSAGE
CALL TO ACTION

9. Campaigns can be used to…
Raise Awareness
As a way to inform the public
Lobby parliament, a council and other governing bodies
Change policy
Increase the number of supporters in a charity/ for a cause
Raise money for a particular cause

10. Campaigning audience- what you should consider
Decision maker - The person/group with the ultimate
power to say yes or no to your campaign ask
Influencer - Any person/group in a position to shape the decision maker’s opinion
Ally - Any person/group who will benefit from your campaign

11. Now for the longer bit… Identifying issues to campaign on
Who does this issue affect? Directly? Indirectly?
In what ways does it affect them? To what extent?
How many people care about this issue currently? Might be persuaded to care?
What evidence do you have of this being a problem? Could you get evidence?
Consider all the possible solutions
What is the best solution?

12. Campaigning for UWSU
From recent research and analysing student surveys we have identified several key issues that we feel need to be addressed:
Education/ anything that affects a students studies e.g. plagiarism and referencing
Money management issues
Housing for students
Mental health
Everyday issues that affect students on a day to day basis

13. SMART Campaigning Specific Measurable Agreed Upon Realistic Time-Based
Clear to anyone that has a basic knowledge of the project
Measurable
Know if the goal is obtainable and how far away completion is
Agreed Upon
Agreement with all the stakeholders what the goals should be
Realistic
Within the availability of resources, knowledge and time
Time-Based
Enough time to achieve the goal

14. Activity 2: Problem Tree
EFFECTS/ CONSEQUENCES
CAUSES
PROBLEM

15. LONGER AND SHORTER TERM EFFECTS
3. Solution Tree
LONGER AND SHORTER TERM EFFECTS
SOLUTIONS
VISION

16. Activity 4: Planning a campaign
In groups plan a campaign, based on your Problem Tree and Solution tree- use the campaign planning form to guide you!
Give yourself 30 minutes and then take 5 mins to pitch and then the rest of the group
Remember no campaign is too small if it seeks to achieve change!

17. Theory of Change What is it?
Theory of change provides a framework for organisations to measure their impact.
What is it used for?
Theory of change is often used in the strategy stage of campaign planning and sets out clear outputs, inputs, impacts, activities and outcomes for the campaign.
Why?
A good theory of change should show what you want to achieve and how, and set out the links between your activities and the end goal.

18. Theory of Change: Example

19. Theory of Change Activity
Get into groups and create a basic theory of change which includes your outcomes, inputs, outputs, how you will measure the campaign and the impact you hope to achieve.

20. Case studies from other SU’s Using what you have learnt give each group a case study of campaign by another SU.
In your groups:
Identify what the problem was and solutions
Identify the call to action/s- what actions/ activities they used
Who the audience were/ ally, decision maker etc.
What is the message? What are/were the objectives and impact?

21. Summary… What a campaign is How to plan a campaign
The different types of ‘call to actions’
Theory of Change
Analysing other SU campaigns