campaign presentation for innsbruck südwind academy 14 09 13 südwind – agentur für...

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-303, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Campaign?Campaign!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-303, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Principles of Campaigning

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Latin „campania“ - connected series of battles

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Definition 1

A campaign is a dramatic series of connected communicative battles, series of communicative events (actions, press releases, etc.) with the minimum goal to change peoples minds on a certain issue.The higher goal is to motivate people to take a concrete action or to achieve a certain goal in politics/economy.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Definition 2

A campaign is

● dramatic

● focussing on a certain restricted topic

● in a certain time frame (begin, end)

● aiming at public awareness

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Definition 3

A campaign is a strategy to

● raise public awareness/reach a certain goal

● without formal power

● through a wise communicative strategy.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Definition 4

Move the stone,not make people understand it!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

The distinction

Education << >> Campaigning

Genuinely educational genuinely campaign-wisePedagogical practice campaign practiceRange of perspectives single viewpointOwn conclusions single solution

Benefit from each other possible – but only if clear distinction!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

The distinctionEducation << >> Campaigning

understand changetime for understanding urgentlong process, end not defined clear timeframeTopics around the focus clearly restricted topicComplexity Simplicitygoal not defined clear goalown conclusions simple solutionactions? motivate for one action

Benefit from each other possible – but only if clear distinction!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Why a campaign?

to show political constituency and power (voters, consumers)

Don't campaign without lobbying, don't lobby without campaigning

Only lobby where is the constituency for it

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

What do we first need for a campaign?

S=Aw x Ipwcbd

x wid

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

S=Aw x Ipwcbd

x widS = Scandal

Aw = Awfulness

Ip = Immoral profit

wcbd = what can be done

wid = what is done

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

What else we need● issue, topic● information● aim, goal● strategy● target● target group(s)● actions● tools● possible outcomes● success criteria, evaluation

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-303, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Examplesdevelopment campaigns

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

International context of development campaigns● MDGs● Fairtrade● 0,7 % and other ODA-targets● fair working conditions● environmental concerns● fair and ecological lifestyle and consumption● donations● etc. etc.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Play Fair at the Olympics 1

● Alliance of Global Unions, Oxfam and Clean Clothes Campaign● February to August 2004● Aim: Improving working conditions in sportswear industry● target: 7 companies (Puma, Asics, Fila, etc.) and IOC● tools: report, press releases, actions, petition, ...● Outcome: 500.000 signatures, companies improved, IOC only talks

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Play Fair at the Olympics

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Make Trade Fair!● For Oxfam’s Make Trade Fair campaign, the big four

coffee giants were targeted

● They were asked afterwards if the campaign had an impact

● Kraft response: “No – they were not our customers and we only listen to our customers”

● Oxfam didn’t show Kraft they were their customers so Kraft ignored them. Suggests weak power analysis was done/used.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

0,7% of GNP for ODA Austria

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Make poverty history!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Make poverty history!● Recruited 500,000 supporters online in 12 months

● 95% of recruitment was in the first 6 months leading-up to the G8 meeting in Scotland.

● Helped by media coverage and celebrity endorsement

● When media coverage / celebrity endorsement stopped after the G8 meeting (July 05), recruitment dropped dramatically

● No follow up activities with target group!!!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-303, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Campaign Planning,Strategy,

Criteria for success

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Campaign Planning

SOSTAC

ituation analysis (opponent, partners, interests, context, media)

bjectives(Specific, Measureable, Achievable, Realistic, Timed)

trategy (which tools lead to objectives, which way)

actics (how do I go the way, order of tools)

ctivities (think when above clear, think what you can afford)

ontroll (evaluation, say good-bye)

Only public part!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Topic and information

● Topic needs to be clearly defined● Good, reliable information about it

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

AimHas to be:● reasonable● unmistakeably and convincingly formulated, clearly pointed, checkable● positively formulated, not against but for, own alternative concepts.● reachable on your own● of the right size and relevant

same understanding of aim by all involvedinternal aim does not need to be the same as the public demand

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Strategy 1Strategy has to define● target● target groups● topic● time frame● staff● money● impact control● (possible) problems● ...As simple as possible - as complex as necessary!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Strategy 2Ask yourself

● what?

● what for?

● why?

● with whom?

● why in this way?

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Strategy 3● no to certain actions, target groups, topics, certain medias● aim needs to be in line with the available resources● choose a method of attack that the opponent doesn't expect● frontal attack only if the opponent is badly organised and demoralised● Never attack the same way as you already tried and failed.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Strategy 4

● don’t mess with your solutions – keep them till the moment everyone begs for them

● don’t fall into the participation trap!

● BUT participate in realizing your solution!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Strategy 5 – campaign storyAct OneSetup

Act TwoConfrontation

Act ThreeResolution

Inci

ting

inci

dent

Mid

poin

t

Clim

ax

SuccessionAdapted from: “Story Arcs, and the Three Act Structure” at http://digitalworlds.wordpress.com/2008/04/07/story-arcs-and-the-three-act-structure/

Crisis

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Strategy 6

● strategy and plan need to be adjustable

● never loose sight with your aim, when adjusting strategy to changing framework

● strategy for crisis: what happens when nothing happens?

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Target group 1● what moves them?● what is important for them?● which interest can we adress?● clearly defined ● have a local level connection, get people interested, because of their own interest● involve different target groups, not only the obvious, use the media

Don't convert the converted!Get away from the usual suspects!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Target group 2

It's not a fight of the railway workers for their rights, it is a fight of the workers and the customers together against the destruction of the austrian railway by the governmentAustria needs the railway!Wulkaprodersdorf (village) needs the railway!I need the railway!

Make your concern a concern of the target group!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Target

● needs to be clearly defined and as simple as possible

● concrete person(s), company, politician

● needs to be hit where it hurts (e.g. destroy good image of a multinational)

Campaigns are only successfulif they cause pain!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Criteria for success 1● aim has to be reachable and believable● clear strategy, that can react on changes in framework● logistically prepared well● the campaign team is motivated● the topic or the dynamic motivates others● internal and external communication works● management of decisions works● the timing is perfect

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Criteria for success 2● visualise a campaign as exact as possible from the start● make it outstanding from banal, everyday● make it personalised, suitable for TV, create new realities● Hit hard, be merciless!● Like in martial arts: Use the power of your opponent for yourself

Emotionalise and personalise, simplify, acuminate to a point, shorten!

BUTDon't lie! Stick to the proofable reality!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Rules for Radicals, Saul Alinsky, 19721. Power is not only what you have but what the enemy thinks

you have.

2. Never go outside the experience of your people.

3. Whenever possible, go outside of the experience of the enemy.

4. Make the enemy live up to their own book of rules.

5. Ridicule is man's/woman‘s most potent weapon.

6. A good tactic is one that your people enjoy.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Rules for Radicals, Saul Alinsky, 1972

7. Keep the pressure on with different tactics and actions.

8. The price of a successful attack is a constructive alternative.

9. Pick the target, freeze it, personalize it, and polarize it.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

ENJOY THEBREAK!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Which toolsto use what for?

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Which tools what for?

When thinking tools and actions, think:

● which tool for which target group?● to reach what?● time (connect to events Live8 - G8)● Place● what is really doable and achievable for you● fun and motivation for team

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Personalize and create images! 1● have human interest stories (30.000 people die each day, but better Silvia had to die at the age of three because of the lack of medicine)● provoke● create images A picture says more than a thousand words think in advance how the message can be translated in a picture● no action without logo, no logo without action

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Personalize and create images!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Build alliances! 1

● connect with other movements, organisations (peace movement)

● think of innovative, unusual partners! (e.g. VIPs, trade unions, MTV, TV, media, companies, supermarket)

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Build alliances! 2Alliances lead to:● better image, change of image● new competencies and resources● broader impact● learning from each other● recrute new members, supporters for own organisation• Coalition is king! But no lowest-common-denominator coalitions

•example: Stopp GATS campaign Austria: Trade Union Federation, Greenpeace, Attac, students parliament, caritas, etc.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Use the media! 1

● 2% of people get their information from NGOs 80% from TV

● what is not in the media is not

● Use the mainstream media!

● Don't forget the alternative media!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Use the media! 2Work with the media● media sets their own agenda● media work needs to be done on a regular basis, need to build trust● journalists always have absolute priority● have photos, video material in high resolution available on the issue and on the action● what works is accidential ● keep press releases short, they call if they want more

Away from jargon and abbrevations, keep it short and simple - KISS!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

E-Campaigning 1

Use the internet but don't believe the hype!

The internet is not the most important, people still get their informations from TV.

But it can be used to show your own information and especially for petitions to parliamentarians, protest letters to companies can be realised easily, and easy to use.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

E-Campaigning 2Use the social media but don’t believe the

hype!• Email is your key tool for ecampaigning

• Social networks/media are far less effective than email

• Obama Campaign: relied on email. Social media return vs. email low (1-9%)

• Email:

– Predictable e-action results if well managed

– Reliable way to get more people to your web site

– Worldwide standard: works everywhere, for anyone

Email vs. Social Network Users

0,0

0,4

0,8

1,2

1,6

2008B

illi

on

Use

rs

Email UsersSocial Networks Users

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

E-Campaigning 3What can E-Campaigning achieve and what

not

It can achieve:● more pressure● low cost per new supporter● reach new audiences● much faster

It cannot achieve:● no instant results● no zero-cost/zero-effort results● no magic

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

E-Campaigning 4Good practices

● Consistency and focus● online story arc – build momentum and don’t hesitate to ask again – remind● Welcome route followed by supporter journey to more engagement● Frequent actions: urgent, specific, clear, timely, relevant● Promotion mainly via e-mail and other channels (like social media)● One ask at a time in e-mails and action web-pages

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Wild list of toolspublic actions, demonstrations, photo stuntspublic surveys to get in touch with people, balloons, banners, newspaper on the ground,cars as advertising, digger to move away something, award a negative title (best bureaucrate, most unsocial company), christmas tree, presents, street blockade; photos of people on street to a conference, drivers have to ride over them; petitions, human chain, huge bands (white band), projection, direct mailing, think beyond campaign link with longer term activities, like education, longer broader campaign

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Checklist for action 1What is the aim, what are the stop overs to that?What do we want?What is our position?Who is the opponent?Whom do we want to reach?Who will support us?Which action do we choose?Will this form of action reach the aim?Who decides what in the team?Who is responsible for what?Who takes part? How many do we need?Why?

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Checklist for action 2Who should get to know about the action?Which media can help us to reach our aim?Which moment, timeframe to choose?Which place?How to communicate with activists, supporters?How do we reach as many as possible?Which material do we need?What outfit and things do we need?How to thank supporters, acitivists?How to celebrate success/failure?When evaluation and how?Lessons learnt?

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Checklist for action 3

What to do Who When remarks done

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

BREAK THE RULES!

that you just heard

Every campaign that breaks with these rules is sometimes more effective. In reality the majority of

campaigns break with the rules of campaigning.

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Group Work!

Your possible campaigns

Keeping in mind what you heard, please elaborate:● Aim

● Target(s)● Target group(s)

● tools● Alliances

● Images and ….● the scandal

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

After the campaignEvaluation and

measuring impact

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

After the campaign● celebrate success, even small ones

● thanks to activists AND supporters. Show them photos, give them your appreciation through SMS, e-mail...

● tell supporters what they reached by taking part in the campaign, also the media!

● evaluate

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

After the campaign● continue with your target group

● take supporters from one-off actions on a supporter journey to in-depth engagement

● from clictivism or donating to deeper understanding and engagement

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Evaluate and measure impact! 1

Evaluate every campaign and every action, keep best practice and lessons learnt.

Things to count:● media articles, reports● Signatures● E-mails● questions● supporters● sales figures of merchandising● representative survey

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Evaluate and measure impact! 2

Problem-solution-aim● What has been reached?● How to assess what we reached?● Did we move closer to solve the problem?

Environment● What is the assessment of activists, supporters?● How did opponents react?● Did we reach the right reaction of our target group?

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Evaluate and measure impact! 3

communication● Did we reach our communication targets?● Did we reach the target groups?

activists● Did they act according to the common, agreed aim? Why not?● Do they want to remain in the team? Do they want to engage more or less.

Be honest! Don’t believe your own propaganda!

If things didn't work out, why?

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-306, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Criteria for campaign success (again)● make it personalised, suitable for TV● 2% of people get their information from NGOs 80% from TV – use it!

Hit hard, be merciless!

Emotionalise and personalise, simplify, acuminate to a point, shorten!

Campaign Presentation for InnsbruckSüdwind Academy14 09 13

Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit,Laudongasse 40, 1080 Wien, Tel. +43/1/405 55 15-303, Fax +43/1/405 55 19

stefan.kerl@oneworld.at

Thank you for your attention and comments!

Stefan KerlSüdwind

stefan.kerl@suedwind.at+43 1 405 55 15 - 303