"This document is not intended as a blueprint for creating communications campaigns, but offers a way of thinking about campaigns from a strategic marketing and communications perspective." (Introduction)
"This manual was written for experienced and novice advocates alike who are eager to use state of the art technology techniques to challenge old policies and create new ones that will enhance the quality of life and access to opportunity for everyone. The case studies, resources, tips, and best prac
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tices included in this report will help readers plan and implement campaigns that use various combinations of online and offline tools to effectively engage their constituencies. Of course, technology changes in a nanosecond, making some strategies and tactics nearly obsolete almost as the words describing them are written. Nevertheless, the underlying ideas and concepts described here will remain relevant and the resources listed in the report will stand as sources for finding new, perhaps not yet imagined, tools to combine online and offline advocacy strategies. The PolicyLink website (www.policylink.org) is one such resource where visitors will find updates on campaigns described in this document and brand new ones." (Preface)
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"The aim of this book is to share stories and learning from alliance-based efforts to improve employment standards for workers, primarily women in export-orientated supply chains. These stories are about people and their organisations building more powerful and effective ways to get their voices hea
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rd. Anyone wanting to learn more about popular campaigning work, and about how change happens, will benefit from reading this book. It will show others who are working in this area how the initiatives it describes led to developing new campaigning components and overcoming obstacles. This book differs from a campaigning manual; the stories show how the relationships were developed and what processes were followed, explain the motivations behind the choices that the different alliances made, and highlight the resulting successes and failures of these alliances." (Introduction)
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"En este cuadernillo, el objetivo es profundizar y explorar el concepto de información a partir de su reflexión en tanto proceso comunicacional. Por esta razón, los contenidos aquí desarrollados se articulan con los abordados en los cuadernillos 1 y 2 y están organizados en cuatro capítulos: E
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n el primero se realiza un recorrido conceptual de los aportes de las estrategias de información, desde el difusionismo, pasando por el marketing social y el entretenimiento educativo. En el segundo se desarrolla el significado y las implicancias de un proceso de información, la diferencia entre información y comunicación, entre informar y conocer. Y fundamentalmente, qué significa que una información sea significativa para las personas, grupos o comunidad a la que está destinada. En el tercero se describe la campaña de bien público como estrategia integral de información y sensibilización, los pasos y tareas para su realización. En el último capítulo se hace una reseña de los diversos canales a utilizar en campañas de este tipo." (Presentación)
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"The guide is divided into 7 sections. Each section explores a different aspect of working with the media on gender and education issues, starting with looking at education campaigning in general before focusing on gender issues in education, and the role of advocacy and the media. You will find pra
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ctical advice for working with the media on gender and education issues and suggestions of activities to help individuals or groups generate discussion and develop their understanding of the issues addressed in more depth. These activities can be used as the basis for training others. A set of worksheets that correspond to these activities accompanies the guide and can be photocopied and used alongside the guide." (Using this guide, page 4)
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"This guide profiles public campaigns from around the world that have already proved their positive impact on the public, including communications on energy savings, water and air pollution, waste management, and natural resources' shortage. The guide is a first step towards the development of an in
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ternational network of public and private communicators working on sustainability campaigns." (Publisher description)
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"Section 1 focuses on campaign strategies. Mats Abrahamsson, a former Greenpeace campaign coordinator and founder of the Swedish consultancy Selene, shows you: how to develop a strategic framework for campaigning that helps campaigners choose the activities that can best meet their objectives and av
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oid rushing into activities that misuse time and resources (Section 1.1); how to conduct a “power analysis” that identifies the powers at play and how they interact in order to deploy limited resources where they can have the greatest impact (Section 1.2); how a Greenpeace campaign convinced Coca-Cola to stop using ozone-destroying chemicals in all its refrigeration equipment (Section 1.3). Section Two shows an example of an IFEX member – the Media Institute of Southern Africa – that has realised the need to build on, and go beyond, the issuing of alerts by developing a strategic vision for defending freedom of expression (chapter 7). Section Three provides 10 campaign tools that IFEX members can use to compliment the issuing of alerts. These tools can be used separately or in combination with each other as part of a campaign. Each tool comprises: a toolbox of tips, ideas and questions to consider; a best practice case study of an IFEX member or other organisation that has successfully used the campaign tool; a list of resources for further information." (Page 7)
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"This toolkit is divided into two key sections. Section One - defines the conceptual issues on gender and media advocacy; looks at why the media should be a focus of gender and feminist activism; highlights the key issues for gender and media advocacy using the findings of the Global Media Monitorin
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g Project (GMMP) 2005; and discusses the various target audiences key to achieve change. Section Two - provides the tactical information on the steps, tools and strategies that are useful in gender and media advocacy; provides tips and pointers on how to engage with the media and how to put gender on the news agenda. Information boxes, case studies and discussion points are provided in the various chapters. At the end of each Section, the user will find a glossary of key terms used in the chapters, and a summary of the key pointers and issues that have emerged from the chapters." (Page 6)
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"Written for the new campaigner and the experienced communicator alike, this is a comprehensive and systematic exploration of what works in campaigning, and a practical how-to guide for using principles and strategy in campaigning as a new form of public politics. Applicable to any issue and from an
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y point of view, the book's 100 key steps and tools provide models of motivation, analysis and communication structure. Content includes how to begin a campaign, motivating people, research and development, issue mapping, planning using the campaign planning star, organizing communications including visual language, constructing campaign propositions, insight into news media, how to keep a campaign going, how to use old and new media and what to do and what not to do. The final chapter reviews the bigger picture, examining how campaigns became a form of politics. It also provides new research material on how issues mature and become 'norms', and the consequent problems for campaigning." (Publisher description)
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"Als Beispiel einer Kampagne habe ich einen Wahlkampf genommen, da Wahlkämpfe gegenüber anderen Kampagnen in aller Regel zwei zusätzliche Komponenten aufweisen: Personalisierung. Zwar ist der Spitzenkandidat für eine Partei, was auch BrentSpar für die Anti-Shell-Kampagne von Greenpeace gewesen
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ist: Person bzw. Einzelsymbol stehen als Teil für das Ganze, sie versinnbildlichen das Anliegen, geben der Kampagne Gesicht. Doch ist der Spitzenkandidat immer auch Subjekt der Kampagne, nie nur Objekt. Das erfordert eine sehr intensive Zusammenarbeit zwischen Kandidat und Kampagnenleitung.
Unmittelbare Konkurrenz. Die Anzahl von Mandaten ist fest gelegt und die Möglichkeit, nach der Aufstellung der Wahllisten auf andere „Stimm-Märkte“ auszuweichen, nicht gegeben. Das erfordert zusätzliche strategische Überlegungen. Dieses Buch zeigt, wie eine Kampagne ablaufen kann und soll – mit Anleihen aus der Theorie, mit Blicken auf die USA, mit einem Beispiel, ... und mit Verweisen auf andere MuP-Bücher, mit denen dieses Buch eng verzahnt ist. Die Inhalte sind auf Kampagnen im Non-Profit-Bereich übertragbar. Die skizzierte Kampagne am Ende zeigt ein Beispiel dafür." (Seite 9)
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"Entre jóvenes. Comunicación y VIH desarrolla estrategias para jóvenes preocupados por dos derechos que les son propios: el derecho a la comunicación y el derecho a la salud. Entre jóvenes. Comunicación y VIH es el resultado del desafío de abrir espacios y construir redes que fortalezcan la p
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articipación de los jóvenes en sus comunidades, promoviendo el ejercicio del derecho y el libre acceso a la información y la libertad de expresión. Es un proyecto pensado para los jóvenes y construido con jóvenes. Entre jóvenes. Comunicación y VIH se propone en todas sus instancias, tanto en los talleres presenciales, en el sitio web, como en este libro, capacitar y promover la participación de los jóvenes." (Prólogo)
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"¿Cuál es su idea del rol que los medios de comunicación comunitarios deben jugar en su comunidad? ¿Qué podrían hacer en su barrio si tuvieran acceso a los medio? Si pudieran hablar y ser oídos por los dueños de los medios, que les dirían? ¿Qué les gustaría mirar, producir y distribuir?
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¿Qué tipo de normas pondrían para asegurar que el medio de comunicación esté al servicio de la gente, toda la gente? Estas grandes interrogantes y la tarea de transformar los medios es una lucha difícil y de largo aliento. Pero hay muchas cosas que pueden hacer para tener un impacto significativo en su comunidad y país. En este manual, ustedes encontrarán información sobre algunas de las muchas campañas organizadas por la justicia en los medios, sus políticas y educación existentes en los Estados Unidos. Esta guía se divide en cuatro capítulos. El Capítulo 1 entrega información sobre cómo funcionan los medios hoy en día, quiénes son los dueños, las normas que los regulan y las organizaciones que están trabajando para cambiar esto. El Capítulo 2 aborda temas más concretos de la organización comunitaria: cómo reclutar a la gente, cómo organizar su grupo, dirigir las reuniones, etc. En el Capítulo 3 hay una guía para investigar sobre sus medios, y en el Capítulo 4 hay varias guías sobre acciones que se pueden tomar." (Página 4)
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"This study, ‘Media Operations during SALW Control Interventions’ attempts to encapsulate best practices for dealing with mass media outlets when implementing SALW [Small arms and light weapons] control projects. It draws on a number of communication and media operation’s studies, but draws it
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s major lessons from case studies of communication during SALW control programmes conducted in South East Europe from 2001 to 2003. The first section of this report sets out the principles for effective media work during SALW control interventions, and offers useful tools for applying them. The case studies from which the principles are derived have been included in Section Two. They summarise the experiences of project staff that have worked with the media during the recent micro-disarmament interventions in the region." (Page 1)
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