DEEEP 2

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DEEEP 2
Development Education Exchange in Europe Project
Development Education, Awareness Raising and
Campaigning
based on a contribution to the Trialog Central
Training, Brno 19 February 2008
This project is co-financed by the European Union
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What is a campaign?
Campaigning is putting a problem on the agenda,
providing a solution and building support to
solve the problem R. Sharma, Advocacy
training guide
A campaign is an effort for change. It is not a
single action, but a combination of a number of
actions, reports and events in a sequenced plan.
UNDP, Blue Book
Politics is the art of the possible
Otto von Bismarck
gt Campaiging is the art of changing what is
possible
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Why to campaign?
because everything else has failed
to solve an urgent problem which has to be made
public in order to be resolved
non-urgent problems may require education or
information but they are unlikely to justify a
campaign
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How to campaign?
Campaign truths
positive perspective focus on hopes and dreams
rather then fears and threads
Campaigns are communication exercises Simplicity
in message and purpose
know your target group They have to identify!
mobilise your target group They have to get
active!
BIG enough to make a difference
manageable enough to get short-term results
for future campaigns and actions
BASE
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How to campaign?
development education active learning process
Campaign model
3 action
2 under- standing
1 awareness
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How to campaign?
- research - plan -gt avoid failure
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How to campaign?
- What do you want to achive? - Who is your
target audience? - What are main challanges and
tasks? - What are your strengths and
weaknesses? - What are opportunities and threats
you might face?
SWOT
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How to campaign?
- What are your long-term and mid-term
objectives? - Are they SMART?
Specific Measurable Agreeable Realistic Time-bound
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How to campaign?
Target audience Who do you need to make the
change?
- Primary target power - Secondary target
pressure
negative
positive
supporters
enemies
competitors
active
allies
opponents
passive
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How to campaign?
Primary message We can eradicate Polio by 2005!
Supporting message adapted to target
group France, Germany and Italy must follow
theire G8 counterparts and fulfill their
financial commitments!
- Keep it simple! - Repeat! - Stick to your
message! - No jargon!
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How to campaign?
possible tools - using media - using networks
and coalitions - lobbying gouvernments - direct
action - using formal political processes - using
the law
crosscheck with - objectives - values - capacities
work out a clear action plan!
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How to campaign?
Who is most effective or credible for your target
group?
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How to campaign?
- staff, members, volunteers - potential? -
reputation - skills - networks - funds
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How to campaign?
check the course along the way - interim
evaluations of the campaign
build base for future actions - final evaluation
with lessons learnt
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DE proof campaigning
development education active learning process

• DE principles checklist
• creative
• use all senses!
• personal
• from local to global!
• participative
• work with the TG, not for them!
• irritating
• dont hide contradictions, use them!
• motivating
• show ways to get active!

action
under- standing
awareness
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more information
CIVICUS campaigning toolkit World Alliance for
Citizen Participation www.civicus.org www.civicus.
org/mdg/title.htm questions, suggestions,
information advocacy_at_deeep.org www.deeep.org