Campaign Presentation for Innsbruck Südwind Academy 14 09 13 Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit, Laudongasse.

Präsentation zum Thema: "Campaign Presentation for Innsbruck Südwind Academy 14 09 13 Südwind – Agentur für entwicklungspolitische Bildungs- und Öffentlichkeitsarbeit, Laudongasse."—  Präsentation transkript:

1 Campaign Presentation for Innsbruck Südwind Academy 14 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!

2 Campaign Presentation for Innsbruck Südwind Academy 14 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

3 Campaign Presentation for Innsbruck Südwind Academy 14 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

4 Campaign Presentation for Innsbruck Südwind Academy 14 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.

5 Campaign Presentation for Innsbruck Südwind Academy 14 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

6 Campaign Presentation for Innsbruck Südwind Academy 14 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.

7 Campaign Presentation for Innsbruck Südwind Academy 14 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!

8 Campaign Presentation for Innsbruck Südwind Academy 14 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 educationalgenuinely campaign-wise Pedagogical practicecampaign practice Range of perspectivessingle viewpoint Own conclusionssingle solution Benefit from each other possible – but only if clear distinction!

9 Campaign Presentation for Innsbruck Südwind Academy 14 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 understandchange time for understandingurgent long process, end not definedclear timeframe Topics around the focusclearly restricted topic ComplexitySimplicity goal not definedclear goal own conclusionssimple solution actions?motivate for one action Benefit from each other possible – but only if clear distinction!

10 Campaign Presentation for Innsbruck Südwind Academy 14 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

11 Campaign Presentation for Innsbruck Südwind Academy 14 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= Awx Ip wcbd x wid

12 Campaign Presentation for Innsbruck Südwind Academy 14 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= Awx Ip wcbd x wid S = Scandal Aw = Awfulness Ip = Immoral profit wcbd = what can be done wid = what is done

13 Campaign Presentation for Innsbruck Südwind Academy 14 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

14 Campaign Presentation for Innsbruck Südwind Academy 14 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 Examples development campaigns

15 Campaign Presentation for Innsbruck Südwind Academy 14 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.

16 Campaign Presentation for Innsbruck Südwind Academy 14 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

17 Campaign Presentation for Innsbruck Südwind Academy 14 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

18 Campaign Presentation for Innsbruck Südwind Academy 14 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 Oxfams 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 didnt show Kraft they were their customers so Kraft ignored them. Suggests weak power analysis was done/used.

19 Campaign Presentation for Innsbruck Südwind Academy 14 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

20 Campaign Presentation for Innsbruck Südwind Academy 14 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!

21 Campaign Presentation for Innsbruck Südwind Academy 14 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!!!

22 Campaign Presentation for Innsbruck Südwind Academy 14 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

23 Campaign Presentation for Innsbruck Südwind Academy 14 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 S O S T A C 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!

24 Campaign Presentation for Innsbruck Südwind Academy 14 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

25 Campaign Presentation for Innsbruck Südwind Academy 14 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 Aim Has 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 involved internal aim does not need to be the same as the public demand

26 Campaign Presentation for Innsbruck Südwind Academy 14 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 1 Strategy has to define target target groups topic time frame staff money impact control (possible) problems... As simple as possible - as complex as necessary!

27 Campaign Presentation for Innsbruck Südwind Academy 14 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 2 Ask yourself what? what for? why? with whom? why in this way?

28 Campaign Presentation for Innsbruck Südwind Academy 14 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.

29 Campaign Presentation for Innsbruck Südwind Academy 14 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 dont mess with your solutions – keep them till the moment everyone begs for them dont fall into the participation trap! BUT participate in realizing your solution!

30 Campaign Presentation for Innsbruck Südwind Academy 14 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 story Act One Setup Act Two Confrontation Act Three Resolution Inciting incident Midpoint Climax Succession Adapted from: Story Arcs, and the Three Act Structure at http://digitalworlds.wordpress.com/2008/04/07/story-arcs-and-the-three-act-structure/ Crisis

31 Campaign Presentation for Innsbruck Südwind Academy 14 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?

32 Campaign Presentation for Innsbruck Südwind Academy 14 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!

33 Campaign Presentation for Innsbruck Südwind Academy 14 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 government Austria needs the railway! Wulkaprodersdorf (village) needs the railway! I need the railway! Make your concern a concern of the target group!

34 Campaign Presentation for Innsbruck Südwind Academy 14 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 successful if they cause pain!

35 Campaign Presentation for Innsbruck Südwind Academy 14 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

36 Campaign Presentation for Innsbruck Südwind Academy 14 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! BUT Don't lie! Stick to the proofable reality!

37 Campaign Presentation for Innsbruck Südwind Academy 14 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 1. 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/womans most potent weapon. 6. A good tactic is one that your people enjoy.

38 Campaign Presentation for Innsbruck Südwind Academy 14 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.

39 Campaign Presentation for Innsbruck Südwind Academy 14 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 THE BREAK!

40 Campaign Presentation for Innsbruck Südwind Academy 14 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 to use what for?

41 Campaign Presentation for Innsbruck Südwind Academy 14 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

42 Campaign Presentation for Innsbruck Südwind Academy 14 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

43 Campaign Presentation for Innsbruck Südwind Academy 14 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!

44 Campaign Presentation for Innsbruck Südwind Academy 14 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)

45 Campaign Presentation for Innsbruck Südwind Academy 14 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! 2 Alliances 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.

46 Campaign Presentation for Innsbruck Südwind Academy 14 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!

47 Campaign Presentation for Innsbruck Südwind Academy 14 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! 2 Work 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!

48 Campaign Presentation for Innsbruck Südwind Academy 14 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.

49 Campaign Presentation for Innsbruck Südwind Academy 14 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 2 Use the social media but dont 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

50 Campaign Presentation for Innsbruck Südwind Academy 14 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 3 What 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

51 Campaign Presentation for Innsbruck Südwind Academy 14 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 4 Good practices Consistency and focus online story arc – build momentum and dont 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

52 Campaign Presentation for Innsbruck Südwind Academy 14 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 tools public actions, demonstrations, photo stunts public 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

53 Campaign Presentation for Innsbruck Südwind Academy 14 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 1 What 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?

54 Campaign Presentation for Innsbruck Südwind Academy 14 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 2 Who 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?

55 Campaign Presentation for Innsbruck Südwind Academy 14 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 doWho When remarks done

56 Campaign Presentation for Innsbruck Südwind Academy 14 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.

57 Campaign Presentation for Innsbruck Südwind Academy 14 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

58 Campaign Presentation for Innsbruck Südwind Academy 14 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 Evaluation and measuring impact

59 Campaign Presentation for Innsbruck Südwind Academy 14 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

60 Campaign Presentation for Innsbruck Südwind Academy 14 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

61 Campaign Presentation for Innsbruck Südwind Academy 14 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

62 Campaign Presentation for Innsbruck Südwind Academy 14 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?

63 Campaign Presentation for Innsbruck Südwind Academy 14 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! Dont believe your own propaganda! If things didn't work out, why?

64 Campaign Presentation for Innsbruck Südwind Academy 14 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!

65 Campaign Presentation for Innsbruck Südwind Academy 14 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 Kerl Südwind stefan.kerl@suedwind.at +43 1 405 55 15 - 303