CampaigningModule 5

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?

Campaigns Mix

Campaigns Mix:

Major Issue

Gateway campaign(s)

Likely successes

Threat(s) to counter

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

Campaigns Management

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’

Belief is Key!

“Never doubt that a small group of dedicated citizens

can change the world. Indeed, it's the only thing that

ever has."

-Margaret Mead