Oxfam International ecampaigning model

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Oxfam Internationale-campaigning model

• Forum for the Future of Democracy
• Council of Europe - Madrid - October 16, 2008
• Presentation by Thomas Noirfalisse

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Oxfam International

• 13 organizations
• 3,000 partners
• over 8000 employees
• Up to 100 countries

We believe we can end poverty and injustice,as
part of a global movement for change.
Development programs - Emergency and
humanitarian work - Campaigns
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Oxfams campaigning model
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Oxfams vision of campaigning
A global campaigning force promoting global
citizenship
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Why? To shift public opinionin order to make
equitythe same priorityas economic growth.
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Areas of campaigning
Essential Services
Rights in Crisis
Economic Justice
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Oxfams campaigning model
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e-campaigning is about

• Raising awareness about issues
• Engaging with people and encouraging people to
  engage with each other
• Inspiring a new generation of people to have hope
  for their country and world
• Channelling the power of public opinion to
  advance a progressive agenda

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Does e-campaigning work?
NO
BRITISH GOVERNMENT OFFICIALS Mass email
campaigns are a complete waste of time. US DEPT.
of the TREASURY Do you vote in the USA? KRAFT
FOOD - The people sending us emails are unlikely
to be customers anyway.
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Does e-campaigning work?
YES

• NOVARTIS - A Win for Generic Drugs Indian Court
  Rules Against Drug Maker
• STARBUCKS ETHIOPIA - licensing agreement gave
  Ethiopians control over their specialty coffee
  brands.
• NESTLE - took the issue very seriously and
  answered every message personnally

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So What?
Varies from target to target
but always creates a SPACE
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But in any case, ONE Key learning
If you are not a member of the target's
constituency, an e-action appealing for a change
in behavior will apply little or no pressure.
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Factors of Success

• Global messaging
• Local resonance
• Choice of targets
• Clear  immediate goals
• Segmentation
• Look and feel
• Celebrities
• Multi-channel
• Human Voice

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The gaps of e-campaigning

• Weak power analysis
• Weak reporting
• Poorly planned promotion
• Weak segmentationCommunication is less relevant
  to everyone
• Organisational Issues Planning process,
  deadlines, budget
• One shot (no relationship)
• Broken promises (well email you the results)

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(No Transcript)
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Multi-channel tactic
Inmyname.com
Youtube
Twitter
Facebook
Tumblr
Flickr
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Politics 2.0

• The web is a haven of messy democracy

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Politics 2.0

• but its ideals of transparency, participation
• openness hasnt yet infiltrated the parliamentary
  democracy

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Challenges

• Listen to your audiences concerns
• Be conversational, not unilateral
• Talk to human beings, not demographic sectors
• Speak with a human voice
• Write for the Web (youve got 6 seconds to be
  read)

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Networked conversations new forms of social
organization knowledge exchange smarter
more organized citizens
Participation in a network changes people
fundamentally.
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To traditional, well established institutions,
networked conversations may appear confused
Confusion is a word we have inventedfor an
order which is not understood. Henry Miller
(1891 - 1980)
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Question Time