"This guide is designed to support civil society organisations, Oxfam teams and partners to develop and deliver ‘influencing strategies’ for social justice that tackle the structural causes of poverty, inequality and environmental crisis - influencing strategies that will shift unequal and unjus
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t power relations, and change policies, practices, attitudes, behaviours and social norms. It describes how to design effective influencing strategies and put them into practice and explains the tactics that you can use to make change happen. The guide is informed by the learning, experiences and courageous influencing and campaigning undertaken by social movements, civil society networks, Oxfam partners, allies and staff over many years, as well as from evaluations and academic research. [...] The guide is split into three parts: Influencing: this part explains some of the context and principles that underpin Oxfam’s approach to influencing; Strategy: this part explains how to develop an influencing strategy to maximize impact. It takes you through the main steps, provides analysis and planning tools and examples of the strategies and tactics you can use; Tactics and tools: this part provides more in-depth guidance and information on the strategies, tactics and skills you can develop to be effective in your influencing and campaigning. Throughout this guide we refer to strategy; strategies, tactics, actions, activities and tools." (Introduction, page 3)
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"Dieses Buch bietet eine systematische Einführung in die wichtigsten Theorien der Kommunikationswissenschaft und Gesundheitspsychologie sowie deren Anwendung in Kommunikationskampagnen. Basierend auf dem aktuellen Forschungsstand wird aufgezeigt, welche Strategien für die gezielte Veränderung von
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Wissen, Einstellung und Verhalten Erfolg versprechend sind und welche Herausforderungen und Risiken dabei bestehen. Weitere zentrale Themen sind die gesellschaftliche Einbettung von Kampagnen und die Kampagnenevaluation." (Verlagsbeschreibung)
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"Many different tools and methodologies can be used to support advocacy work. Some are designed specifically for monitoring and evaluation (M&E) purposes. Others are designed to support the planning and management of advocacy interventions, but can be used or adapted for M&E purposes. CSOs often emp
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loy several different tools and methodologies over the course of an advocacy intervention." (Introduction)
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"Monitoring and evaluation (M&E) systems for advocacy interventions usually include a number of common elements. The nature of advocacy work means M&E systems need to be designed and implemented differently than in conventional projects. M&E systems for advocacy work should be simple and time-effici
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ent, and should be designed to support ongoing advocacy processes." (Introduction)
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"This Guidebook provides simple, easy-to-follow steps on how to use a social behavior change communication (SBCC) approach to plan, implement, and evaluate campaigns to reduce demand for wildlife products. To facilitate understanding and application, each step is illustrated by a case example from t
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he Beautiful Without Ivory campaign implemented by USAID Wildlife Asia in Thailand." (About this guidebook)
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"The research on audience behavior and the effects of Free Media Advocacy Campaign was conducted on a sample of 1,000 respondents, 25 to 55 years of age, and focused on the citizens’ viewpoint towards paying for media content (with the possibility of comparison to 2019 research) and evaluation of
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the campaign “Independent Media Depend on You” (IREX and Agency Communis). In terms of media consumption, respondents from 2019 generally spent more time with media than in the 2020 research. In addition, it is noticeable that respondents in both research cycles spent more time watching television and listening to the radio. The average time respondents spent per day watching television in 2020 was 108.6 minutes, while in 2019 the average time spent watching this media was 161.4 minutes. The average time respondents spent listening to the radio in the research conducted in 2020 is the same as the time spent watching TV (108.6 minutes), while in 2019, radio was the media respondents spent the most time listening to – 166.8 minutes. Social networks are the third most used media in terms of time spent on them per day (average time for 2020 – 87.6 minutes; average time for 2019 – 126.6 minutes). In fourth place are informative online portals and sites, while fifth place is print media with which respondents spend the least time per day (average time – 27 minutes). When it comes to citizens’ trust in media, it is evident that in both research cycles there is a greater distrust than a trust in the media, and this fits in the broader picture of citizen’s distrust in all civil society institutions. A total of 43% of respondents generally do not trust the media in Serbia at all – in 2020, while in 2019 the percentage was lower by two points (41%). On the other hand, a total of 22% of respondents stated that they have full confidence and that they mostly have trust in Serbian media, which is one percentage point more than in the research conducted in 2019. About a third of respondents had a neutral stance about trust in media (31% in 2020, 33% in 2019). A large percentage of respondents were not willing to pay for online content, however, when compared with 2019’s findings, SMS noticed that the willingness to pay for online content is more noticeable in 2020." (Summary)
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"Meine Reise in die Slums von Bangladesch“ heißt ein Video, das Julien Bam im Mai 2019 auf Youtube veröffentlicht. Julien Bam ist mit mehr als fünf Millionen Followern einer der erfolgreichsten deutschen Influencer. Seine aufwändig produzierten Clips sind meist laut und albern, er singt und ta
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nzt, parodiert Musikhits. Auf dem Video aus Bangladesch schlägt der 31-Jährige leisere Töne an. Er reist durchs Land, trifft Menschen, die mit Armut und den Folgen des Klimawandels zu kämpfen haben, und denkt darüber nach, was all das mit ihm zu tun hat. Mehr als 1,9 Millionen Aufrufe zählt das Video auf Youtube. Viel Aufmerksamkeit für das Kinderhilfswerk Unicef, dessen Projekte Bam in Bangladesch besucht hat. „Das Feedback war toll“, sagt Daniel Debray, der bei Unicef für Influencer-Kooperationen zuständig ist. „Es gab 16.000 Kommentare auf Youtube und wir haben durch die Aktion 90.000 Euro an Spenden eingenommen.“ Vor allem hat Unicef eine begehrte Zielgruppe erreicht: junge Menschen, die sich eher über Youtube oder Instagram informieren als über klassische Medien. Taugt das als Vorbild für andere Hilfsorganisationen, die nach Wegen suchen, das Interesse Jugendlicher und junger Erwachsener an entwicklungspolitischen Themen zu wecken? Dieser Frage gingen Fachleute Mitte November bei einer Veranstaltung der Filmtage Globale Perspektiven an der Evangelischen Akademie Frankfurt nach." (Einleitung)
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"This literature review examined selected international research, published from 2010 to the present, to investigate how six fields other than road safety (i.e. healthy eating/physical activity, smoking, alcohol and drug use, workplace health and safety, suicide and juvenile offending) evaluated the
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ir behaviour change communication campaigns. The review also considered best practice for providing evidence of the effectiveness of these campaigns and explored whether these practices could be translated to road safety. Overall, the health and safety literature indicate that there is no single model for best practice in evaluating communication campaigns but there are some general principles that are highly germane to road safety: using a recognised model/theory of behaviour change, multiple measurement methods, measuring target behaviours at each stage, using a control group not exposed to the campaign, and identifying factors that can influence the likelihood of the desired behaviour. While some direct and indirect objective measures of behaviour change were available, by far the most common measure was selfreport surveys. This set of evaluation tools, and their limitations, are consistent with the road safety experience. In conclusion, given adequate resources, all health and safety domains, including road safety, might improve the quality of their evaluations with sound experimental designs and the increased use of objective forms of behaviour measurement, aided by advances in affordable technology." (Abstract)
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"This study examines the representation of violence against women and gender-based violence campaigns in Papua New Guinea (PNG). It explores the contexts surrounding engendered violence and strives to establish the efficacy of the United Nations violence against women campaign, Sanap Wantaim (Stand
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Together), in PNG. The insights of women and men on violence are investigated to determine the relationship between culture, development and violence. The role of the media is also examined in terms of the impact it could have in encouraging more in-depth reporting on the issue of violence and enabling victims to seek help. Data obtained from a range of participants via interviews identified a number of key factors responsible for perpetuating gender-based violence." (Abstract)
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"This guide is about more than just tools and resources, it’s about building community. As with the process of evaluation, we saw an opportunity to learn about how impact happens and to track how films are catalysing social change. That’s the impetus behind the case studies that make up our Impa
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ct Library. We believe that sharing stories of change is inspiring and empowering. This guide is an opportunity for us to learn from each other, to pass on knowledge and equip others in the field." (Chapter 6.7: Wrapping Up)
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"The Lithuania (LT) campaign ran on Facebook (FB) and Instagram (IG) over the course of two weeks in July 2019, first in Lincolnshire, UK followed by Lithuania. The target audience was Lithuanians living in both Lithuania and Lincolnshire at risk of labour exploitation in the UK. The campaign was de
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veloped through secondary research carried out by Stop the Traffik (STT) and primary research with the target audience carried out by Humankind Research (HKR), an independent research agency specialising in social impact. Stop the Traffik also formed a new partnership with Santander, and continued their partnership with Barclays, to deliver frontline staff training in branch and facilitate community awareness raising in Boston. In total the campaign engaged 5 partners in Lithuania and 15 partners in the UK, with a focus on organisations working on the ground to directly support those vulnerable to or with experience of labour exploitation [...] Through an evaluation based on interviews with audience members and key partners and supplemented with social media metrics and pre and post-campaign survey data, the campaign was found to be effective at encouraging the target audience to recognise and seek support for labour exploitation – an issue that is commonly silenced." (Executive summary)
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"Since its inception STOP THE TRAFFIK (STT) has been focused on creating a world where people are not bought and sold. To contribute towards this goal, STT has developed an intelligence-led prevention approach: informing its focus at a local, national and global level. STT believes that it delivers
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this approach using a model that it calls ‘collect-analyse-share’. This evaluation was commissioned as part of STT’s agreement with Comic Relief. The evaluation was co-designed between STT and the evaluators using a participatory approach and focused on the four change areas that STT would like to better understand its impact on: Prevention of human trafficking risk; Knowledge of signs and how to respond appropriately; Behaviour when coming across a potential trafficking situation or in order to prevent one; and Approach of the anti-trafficking sector, promoting collaboration, data use and sharing. This evaluation also considers STTs successes and challenges and any additional results that are highlighted." (Page 2)
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"The Youth Advocacy Guide has been developed by people of varying ages, with different lived experiences, and a passion for change. It was created through an extensive consultative process, which brought together the voices of young people from various parts of Africa. This guide will take you throu
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gh the processes of fact-finding, planning, engaging with policy, building momentum, and making individual lifestyle choices." (www.voicesofyouth.org)
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"Strategic communications for the purpose of countering violent extremism have become widespread in recent years, especially given the communications revolution which has amplified the messages of violent extremists and those that wish to counter them. Despite this, there is little-to-no research wh
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ich collects message data and analyses its design in a systematic way. In this article, we collect data from 10 social media multi-message campaigns and undertake an exploratory analysis of their design using a methodology developed from Ingram’s “Linkage-based” framework for countering militant Islamist propaganda. Our findings include: a prevalence towards highlighting the atrocities of violent extremist groups rather than strategies which challenge their competence; a priority to messages which seize the narrative agenda; differing emotional or rational pulls depending on the language in which the message is delivered; a range of different tactics employed depending on the target audience; as well as a wide range of deployments of different themes of positive and negative messages. We offer a number of possible explanations for these findings, before undertaking a cluster analysis of the data to aid the construction of Weberian “ideal type” campaigns, which offer a contribution to the field for the purposes of future research and exposition." (Abstract)
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"The potential of documentary moving images to foster democratic exchange has been percolating within media production culture for the last century, and now, with mobile cameras at our fingertips and broadcasts circulating through unpredictable social networks, the documentary impulse is coming into
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its own as a political force of social change. The exploding reach and power of audio and video are multiplying documentary modes of communication. Once considered an outsider media practice, documentary is finding mass appeal in the allure of moving images, collecting participatory audiences that create meaningful challenges to the social order. Documentary is adept at collecting frames of human experience, challenging those insights, and turning these stories into public knowledge that is palpable for audiences. Generating pathways of exchange between unlikely interlocutors, collective identification forged with documentary discourse constitutes a mode of political agency that is directing energy toward acting in the world. Reflecting experiences of life unfolding before the camera, documentary representations help order social relationships that deepen our public connections and generate collective roots. As digital culture creates new pathways through which information can flow, the connections generated from social change documentary constitute an emerging public commons. Considering the deep ideological divisions that are fracturing U.S. democracy, it is of critical significance to understand how communities negotiate power and difference by way of an expanding documentary commons. Investment in the force of documentary resistance helps cultivate an understanding of political life from the margins, where documentary production practices are a form of survival." (Publisher description)
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"This guide grows out of the research project “Evidence-based Science Communication with Policymakers” conducted by the four authors and sponsored by the National Academy of Sciences and the Rita Allen Foundation. In order to write these recommendations, we spent over a year studying science com
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munication with policymakers from several vantage points. We reviewed hundreds of scholarly works on the topic published in over a dozen fields as well as numerous practical guides written by scientific societies. We interviewed both Democratic and Republican Congressional policymakers, including 22 Members of Congress and 20 staff members." (Introduction, page 4)
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