How To Coordinate A Campaign For Change1
How To Coordinate A Campaign For Change2
Introduction - p.3Chapter One: Campaign Basics - p.7
What is a campaign?What is the difference between campaigning and raising awareness?Form and coordinate a campaign groupUnderstand the journey of an activist
Chapter Two: Developing a Campaign Strategy - p.20
Establish your mission statementSet yourself winnable goalsAccess if your goals are SMARTUtilise Campaign MappingUnderstand the strengths and weaknesses of your campaignInternal and External Support
Chapter Three: Campaign Communication - p.36
Engage your target audience, the public.Write and Deliver a successful speech
Chapter Four: Campaign Marketing – p.53
The importance of marketingMarketing theory – Principles of Marketing and Campaign MarketingWhat’s in a word? Framing the ArgumentThis chapter will then enable you to:Put the theory into practiseAnalyse successful marketing
Chapter Five: Utilising the Media - p.69
Develop a media strategyUnderstand how to use the local, regional and national media to youradvantageUnderstand the value of NewsConstruct a press release
Chapter Six: Organising Events – p.82
Coordinate a successful eventAn Action DayHosting a debateOrganising a March, Demonstration or RallyManage campaign stuntsLobby OfficialsEffective PetitioningUnderstand the law
Utilising political parties by Morys Ireland - p.110Conclusion - p.113
How To Coordinate A Campaign For Change3
Introduction
“Be the change you want to see in the world”Mahatma GhandiThe inspiration for this book has slowly matured during my past four yearscoordinating campaigns and working alongside campaigning organisations,both during and after my time at University. Many believe that activism andcampaigning are the soul preserve of the young and the militant, that to be anactivist you have to hold far-fetched notions or buy into political dogma.Nothing could be further from the truth. During the past four years I haveworked with a wide variety of campaigners, with a wide variety of aims. Fromstudent groups fighting against increasing fees, or for fair trade status to widergroups calling for an end to war, to defend human rights, to protect theenvironment or to safeguard the weak. All of these people share something, itisn’t their aim, nor is it their political persuasion. It isn’t their lifestyle or theirfashion sense, it’s not a desire to be different or to stand apart from society,but rather it is their desire for change, real, positive change. It is the fact thatthey could identify something wrong in their world and they took the consciousdecision to do something about it. Young and old, student and lecturer,college pupil and senior citizen all understand that something can be doneand all stand together to achieve that aim.Many people believe that campaigning is not suitable for everyone and that itis simply something that comes naturally to some activists and that somecampaign as a chosen way of life or even as a hobby. Once more nothingcould be further from the truth, each campaigner has their own unique story ofhow they became involved in campaigning and the journey this has takenthem on. I myself had little intention of ever getting involved in activism orcampaigning. Indeed it was a miserable, cold night outside the Students’Union building where I first met Ryan Cloke a student who had recentlyhelped establish a student campaigning society, Portsmouth SocialistStudents. It was by sheer chance that I took a leaflet from Ryan and thenattended his first meeting. It was at this moment I that started my journey intothe world of campaigning. Over the next three years we coordinated a broadrange of campaigns for change both on a local and regional level, but with anational and international focus. These actions started small, first we attendedlocal debates and won before we then started to build our own campaigns,first with a small group of supporters and later forming coalitions with othersmall student and non-student groups. We organised boycotts of unethicalproducts from our campus, worked to raise awareness of the humanitariancrisis in Palestine, and organised a grass roots student led campaign againstincreasing tuition fees. We, along with an entire new generation ofcampaigners, also found ourselves involved in national campaigns such asmarching though London calling for an end to the wars in Afghanistan andIraq or in cities such as Barking campaigning against the rise of fascism.These years not only taught us valuable lessons in campaigning skills but also
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