Running Effective Campaigns Rachel Evans Representation and Democracy Manager R'Evanskent'ac'uk

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Running Effective CampaignsRachel
Evans(Representation and Democracy
Manager)R.Evans_at_kent.ac.uk
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Why do we campaign?

• Achieving change
• Changing mass attitude
• Raising awareness
• Tackle injustices

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How Campaigning has evolved?

• 20th Century, petitions/ pickets/ mass
  demonstration
• 21st Century, low intensity techniques focused on
  research, the use of the media and the law,
  targeted lobbying
• The new trends, virtual organising, powerful
  partnership, legal action (human rights law),
  direct action and supply side (against companies
  focused on marginal measures which effects
  companies competitiveness)

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Identifying Issues

• What is the problem (is it widely and deeply
  felt)
• What is the solution (your vision)
• Who has the power to make the change (blockers/
  floaters/ champions)
• How do we get them to do what we want (action)

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Do your Research

• Comment is Free but facts are sacred (CP Scott)
• Conduct Primary research
• Use existing research- newspapers/ libraries/
  government paper/ charities/ think tanks/
  academia/ market research

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Campaign Approaches

• Media work- STUNTS (good photo opportunities)!
  Press Releases (tips and example)
• Lobbying
• popular Mobilisation- face to face campaigning,
  demonstrations
• Working with others in a coalition e.g. Jubilee
  2000

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Key People to approach and work with

• local community for identifying issues/ local
  authority/ consider socio-economic factors/ local
  media/ educational institutions
• Peers
• Politicians

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Advertising your Campaign

• Copywriting
• A attract the attention of the target
• I raise interest in the message
• D encourage a feeling of desire
• A prompt action
• Tips for advertising a campaign
• Keep it Simple
• Keep repeating your message
• Have a corporate Identity

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Successful Campaigns

• Land mines
• NUS/ HSBC Campaign
• Cancellation of Third World debt
• Womens right to vote

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Elements of a successful campaign

• A simple, engaging and morally powerful message
• Clear, simple objectives
• A strong network, working towards a common
  purpose
• Involvement of public figures who will attract
  attention
• Support from those who have power to affect
  change
• Experiences
• Media coverage
• Grassroots education of supporters and the
  creation of public pressure
• Integration of different campaigning techniques

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Evaluating our Campaign

• Why do we bother?
• To measure our success
• Other people want to know the outcome of the
  campaign
• Justify resources
• To learn what was good/ bad
• How do we evaluate our success?
• Have the objectives been met?
• Was there a change in attitude and beliefs?
• Did you succeed in raising awareness on the issue?

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Thank You

• Any Questions?