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Digital Communications Conference
Cyberpressure: bringing activism into the mainstream
Justine Pannett, Senior Campaigns Manager
Mel Andrews, Digital Communications Manager
Cyberpressure: bringing activism into the mainstream
Justine Pannett, Senior Campaigns Manager
Mel Andrews, Digital Communications Manager
1. Challenges and opportunities
Challenges
Opportunities
2. Understanding our supporters
Negative ‘campaigner’ association“Act i vi st ”
“An t i -Es t ab l i s h
me n t ”“ Extr em
is t”
“I n y o u r fac e”
“C onf r onta tiona l”
“Angry”
“ I n tim id atin g”“S wampy ”
“They're quite ‘extreme’ and
I don't think that that's the
way to get people on side. It
can always be a bit
intimidating if you can't
relate to what somebody's
talking about.”
“[Campaigners] are giving
animal rights a really bad name
when there are so many of us
out there who just want to be
polite and yet get the message
through”
All of the people we spoke to said they would define
themselves as supporters rather than campaigners
Find actions for the mainstream
Different levels of effort
Send an email to
their MP
Sign a petition or
pledge
Follow campaign
on twitter
Read a news post
Forward
campaign e-mails
Comment on
Facebook post
Change Facebook
status
Personalise e-mail to
MP
Share a link on
social media
Low Medium High
Get involved in
the solution
Segment campaigners according to what they
are willing to do
Sign petition
Follow campaign on twitter
initiators
connectors
followers
Forward campaign e-mails
Comment on Facebook post
Change Facebook status
Blog
Write a news article
Get involved in the solution
Target key contacts on Twitter
Send an email to their MP
Leve
l of in
vo
lve
me
nt in
a ca
mp
aig
n
Insert Anne elephant
photo
3. The Big Stop Case Study
Case Study: The Big Stop
May 2011April 2011 June 2011 July 2011
Anne Elephant
video published
29 March
Cameron
Email MP
Tweet MP
Low
RS
PC
A A
ctio
ns
H
igh
MP
debate
called
Govt ignore
public and MPs
vote
MPs vote
for ban
23 June
Support The
Independent
petition
Huge
public
support
Anne
Elephant
Released
Cameron won’t
support ban
Be prepared to react to changing
circumstances
Anne
Elephant
news story
breaks
MP debate in
Parliament
Monitor and understand trends
All mentions of
‘circus AND ban’
(via Heartbeat social media
monitoring)
Date Range: 25 March to 16 September
MP
debate
23rd JuneGovt
announce
licensing
Scheme
All mentions of
RSPCA and circus
(via Heartbeat social media
monitoring)
Date Range: 25 March to 16 September
Monitor and understand trends
4. Delivering accessible digital actions
http://www.flickr.com/photos/uk_parliament/2700549765/sizes/m/in/photostream/
Email learnings:Two email MP actions:
• Too close together
• Email & landing page
looked too similar.
Ask MP to Urge Cameron
to banAsk MP to attend debate
http://tweetminster.co.uk/
Tom Blenkinsop (Labour)
@TomBlenkinsop - Saltburn-by-the-sea
“I'll try and get there.but I'll definitely be voting on circus
animals debate & supporting rob flello in the lobbies”
Nic Dakin (Labour)
@NicDakinMP - Scunthorpe, UK
“absolutely against wild animals in circuses.”
Key learnings:• RSPCA and ‘Connectors’ could
hold conversation with MPs
• MP responses were public - more
accountable
• Easy for all to see momentum
building
• Quick turn around only 4 days to
influence MPs
John Leech (Lib Dem)
@johnleechmcr - Manchester
“I have rearranged my meetings in the constituency and
will be there to vote and hopefully speak.”
#circusban
Twitter learnings:
•Able to collaborate informally
between all orgs to create
groundswell of support – avoids
delays of more formal
collaborations
5. Key learnings
Key learnings:
Huge recognition to all the other
organisations also campaigning for a
ban on wild animals in circuses
including:
ADI, Animal Aid, Born Free, BVA,
CAPS, Care for the wild, Four Paws,
WSPA