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Campaigning is:
Mobilizing public concern in order to achieve a social, political or commercial aim
A series of activities designed to influence the policies and practices of public or private bodies (e.g. governments, institutions, companies)
Campaigning v Education
Campaigning is a motivational exercise
Awareness often exists already
Narrowing focus of attention
Creating sense of urgency
Desire to ACT
Public Opinion
Campaigning helps to demonstrate that it is not just your organization that is concerned about the issue, but also members of the public, voters and consumers.
A successful campaign is
one that demonstrates the
concern of large numbers of
the public.
Stand Out From the Crowd!
There are so many campaigns nowadays!
To make yours memorable and media-worthy:
Use inspiration & creativity!
Which Campaign?
Progress Towards Mission
Strategic Choice
Internal Considerations: SWOT (See our Advocacy Toolkit)
Resources
Skills/experience
External Considerations: STEEPV (See our Advocacy Toolkit)
Environment
Feasibility
Considerations When Making Your Choice
Level of animal suffering (numbers, severity and duration of suffering)?
Political campaign’s likelihood of success?
Consumer campaign’s likelihood of success?
Media success?
Fundraising potential?
Supporter recruitment/retention?
Cooperation/competition issues?
Cosmetic
testing
Try to achieve
‘softer’ (easier)
successes, along
the way
Primate
testing
Tests where non-
animal methods exist
Work to stop things becoming
even worse (e.g. extra tests for
chemicals, more Genetic
Engineering testing etc.)
Education and ‘culture shifting’
Press general
messages: -
*Ethical
*Science
(animals not
good ‘models’
for humans)
Education
Experimentation Model
Pathway to success
Systematic
Lobbying
Need for Campaigns Strategy
‘If you don’t know where you’re going, you are sure to
end up somewhere else’.
-Mark Twain
Starting Point
Your mission is your starting and finishingpoint
The following show the way:
Research
Analysis
Critical Pathway
Construct a critical pathway:
Start from where your target audience is!
Plan components with this in mind
Find right order for journey along pathway
Plan minor successes along
the way
Take each step at a time
(complexity demotivates)
Success Criteria
Key to successful campaign:
Strategically planned pathway
Ability to take advantage of key opportunities
Keeping big picture in mind
(helicopter view)
Don’t over-allocate time or
resources
Research & Investigations
Vital importance to successful campaigns
Research is essential part of campaigns strategy and planning
Only way to understand subject, and political and consumer environment
Investigations – overt or covert – record abuse and suffering
“A series of campaign ideas, steps or
activities, designed to achieve progress
toward a specific short-term goal”
– Turnstones Campaigns
Tactics Toolkit
Campaign ‘Tactic Toolkits’
In devising tactics toolkit bear in mind :
Target audiences – must be appropriate
Whether the campaign is ‘hard or soft’
Accompanying lobbying tactics
Campaign Managers
Campaign Managers should be:
Good at analyzing and seeing the ‘bigpicture’
Excellent planners and organizers
Good with people – mobilizing and managing
Creative
Artistically imaginative
Good under pressure
Flexible
Campaign Management
Campaign management is like conducting an orchestra:
Selecting the score (music)
Breaking into units/tasks
Coordinating - Conducting
Making sure all are singing from the same ‘hymn sheet’
Taking and sharing the applause!
Managing Your Campaign
Stay on top of everything
Stay flexible & maximize opportunities
Listen to the opposition (but don’t be won over by them)!
Never take ‘No’ for an answer!!
Planning
Campaign Team
Develop critical pathway
Plan stages
Plan campaigns materials
Select tactics from toolkit
Allocate tasks
Timed plan for first stage
Regular reviews
Vital Components!
Commitment and energy are vital components of any successful campaign:
Believing you will win
Dedication and commitment
Being in for the ‘long haul’