1. Strategy, Campaigns and Tactics Technology and Human Rights Advocacy

2. What is Strategy? Sun Tzu "The Art of War"

3. Levels of Strategy Strategy Campaigns (Operations) Tactics

4. Strategy στρατηγός (Ancient Greek) - general, commander STRATEGY - A plan of action or policy designed to achieve a major or overall aim. Example: Otpor's Strategy against Milosevic

5. Campaign / Operation campus (Latin) - open field CAMPAIGN - More limited plan of action aimed at achieving a specific objective as part of a wider strategy. Example: "Gotov je" (He is finished) Campaign

6. Tactic τακτική (Ancient Greek) - arrangement of forces TACTIC - specific action or task, within a wider operation/campaign. Example: road blockades and barricades

7. Strategy and Tactics “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” (Sun Tzu, again) TIP: Campaigns serve as links between strategy and tactics!

8. Levels of Planning Planning strategic operational tactical Detaillowmediumhigh Termlong termmid term short term Scopenationalregionallocal

9. First step: Vision and Mission Vision of tomorrow: Where do we see ourselves in the future? Mission: What is our purpose?

10. Planning process Analysis. Analysis. Analysis. "So it is said that if you know your enemies and know yourself, you can win a hundred battles without a single loss." Sun Tzu, The Art of War

11. SWOT Analysis

12. The Role of Strategy Strategy is a science and an art. But it is not a formula. Strategy can help a movement overcome adverse conditions.

13. Strategic Level Goals: What do we want to achieve? Methods: How are we going to achieve this? Structure: What do we need to achieve this?

14. Operational Level Objective: What do we want to achieve? Message: What do we say? Tactics: What do we do? Organization and Resources: How do we do it?

15. Ghandi's Salt March 1930

16. Salt March: Objective Violate the 1882 Salt Act by making your own salt, which is criminal offence. Dramatize Purna Swaraj (Declaration of Independence) in a way that was meaningful to ordinary Indians. Build unity between Hindus and Muslims by fighting a wrong that touched them equally.

17. Salt March: Objective "...on the eleventh day of this month I shall proceed with such co-workers of the Ashram as I can take, to disregard the provisions of the Salt Laws. I regard this tax to be the most iniquitous of all from the poor man's standpoint. As the Independence movement is essentially for the poorest in the land, the beginning will be made with this evil." Ghandi's letter to the Viceroy, Lord Irwin, March 2, 1930

18. Salt March: Message “The British are ruling this country for their own benefit, so why should we help them?”

19. Salt March: Tactics Picketing liquor stores Social boycotts Marching to salt depots Salt raids Boycott of British cloth

20. Salt March: Organization March to the coast (390 km) Replacement leaders after arrest

21. Tactical Level Tactical sequencing: Tactics are more effective when they are sequenced together to reinforce each other and maintain the initiative. Tactical innovation: The same tactic may be done at a new location, timing, participants, target, message, or in a new way. Or an entirely new tactic may be used.

22. Goals and Objectives S.M.A.R.T. criteria George T. Doran, Management Review, 1981. There is no clear consensus about what the five keywords mean

23. S.M.A.R.T. S - specific M - measurable A - attainable/achievable R - relevant T - timely

24. S.M.A.R.T. Example 1 "...on the eleventh day of this month I shall proceed with such co-workers of the Ashram as I can take, to disregard the provisions of the Salt Laws. I regard this tax to be the most iniquitous of all from the poor man's standpoint. As the Independence movement is essentially for the poorest in the land, the beginning will be made with this evil."

25. S.M.A.R.T. Example 2 October 5th 2000, Serbia: Specific: counter electoral fraud Measurable: 1 million people in Belgrade Achievable: 10 day build up, convoys etc. Relevant: Milosevic's source of power Timely: before the run-off elections

26. Questions?

27. Assignment Using the SMART Goal format, define the goal of the human rights advocacy effort in the form of a campaign objective and then present it in one paragraph and less than 150 words to be read by members of the advocacy group who did not take part in defining of the goal. Assignment is due Thursday, October 30th, before the next class.