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Global Campaigns Masterclass: Digital & Social Media Oxfam, St Hugh’s 14.3.2013 Prof. Charlie Beckett Director, Polis, Head of Dept of Media and Communications, London School of Economics @CharlieBeckett E: [email protected]

Oxfam pres14.3.2013

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These are some slides from a presentation I gave to Oxfam International advocacy and campaigning staff - the 'masterclass' bit was their title not mine!

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Page 1: Oxfam pres14.3.2013

Global Campaigns Masterclass:Digital & Social Media

Oxfam, St Hugh’s 14.3.2013

Prof. Charlie BeckettDirector, Polis, Head of Dept of Media and

Communications, London School of Economics@CharlieBeckett

E: [email protected]

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Finding frames

• ‘There is an irony at the heart of much campaigning on global challenges – including campaigning on humanitarian and environmental crises: as our awareness of the profound scale of these challenges and the difficulty of addressing them grows, we tend to rely ever more heavily upon a set of issue-specific tactics which may actually militate against the emergence of the systemic and durable solutions that are needed.’

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Kony Clicked

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Particular points for NGOs

• Oxfam is a thought-leader on this within sector

• Increasing public(s) scepticism• ‘Post-humanitarian’ communications• Development is being disintermediated and

networked

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Strategy considerations

• Skills – who works for you?• Segmentation – what is your relevance?• Collaboration – who do you work with?• Control – where is the power?• Business model – does your theory of change

match your practice?• Are you agents of change or an institution?