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Write for Rights 2022 Campaign Report

Amnesty International (2023), 62 pp.

"For the twenty-second consecutive year, Write for Rights activities took place across the world. While online actions continued to increase, we also saw a major return to offline events, as Covid 19 restrictions were lifted in most countries. From running marathons in Zimbabwe, to music concerts in ... more

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Women's Activism Online and the Global Struggle for Social Change

Carmit Wiesslitz (ed.)

Cham: Palgrave Macmillan (2023), xxi, 310 pp.

"This book showcases the online activism of women's groups around the world in the post-#MeToo era, and presents an overview of the diversity of its current expressions. The focus of this book extends beyond campaigns against rape culture to include women's struggles on other political and environme ... more

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Talking about poverty: Lessons learnt

York: Joseph Rowntree Foundation (JRF);Rights Evaluation Studio (2023), ii, 98 pp.

"The Talking about Poverty (TaP) project, which ran from 2016 to 2021, aimed to develop a more effective way of communicating about UK poverty through ‘framing’ – an evidence-based communications strategy. For this project, the Joseph Rowntree Foundation (JRF) worked with the FrameWorks Instit ... ute, which is a not-for-profit communications research organisation based in the United States. In 2021, a sister organisation, FrameWorks UK, was established in the United Kingdom (UK), which focuses on supporting mission-driven organisations to apply strategic communications research in practice. The TaP project set out to understand the public’s attitudes to poverty in the UK and used insight from research with 20,000 people (Volmert et al, 2016) to develop ways to talk about poverty in a more effective way. To challenge the unhelpful narratives identified in the research, the project developed an evidence-based communications strategy (‘poverty framing’) to increase the public’s understanding of UK poverty and provide support for measures to address it. [...] There are some key development areas for future framing projects such as stronger project planning and management, monitoring and evaluation, and sustainability planning. However, the TaP project made PWLE who were engaged in the project feel more hopeful about the future and confident that the project would have a positive, accumulative effect on how poverty is being talked about in public discourse, with some indications that the project may have had some influence in the media and the House of Commons. The TaP project created a buzz in the third sector and was credited with helping to build a movement, leading to a more co-ordinated sector. While we identified a need and desire to engage the third sector and PWLE earlier on in the project, the vast majority of third sector partners and allies who were engaged in our evaluation both valued and used the framing in their work, crediting the framing with adding more dignity, positivity and effectiveness to their communications. The TaP project brought hundreds of organisations together for the Keep the Lifeline campaign and provided a robust and evidence-based communications strategy for their internal staff and external allies." (Executive summary, pages 3-6) more

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How #NiUnaMenos Used Discourse and Digital Media to Reach the Masses in Argentina

Alyssa Bedrosian

Latin American Research Review (LARR), volume 57 (2022), pp. 100-116

"In March 2015, a group of feminist writers and academics in Argentina organized a marathon reading event to protest femicide, using the slogan “Ni Una Menos.” Less than three months later, more than 250,000 Argentines participated in the first #NiUnaMenos demonstration in Buenos Aires. Since th ... more

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Can Social Media Output Help Shift Perceptions About Informal Waste Pickers in Bengaluru, India?

BBC Media Action (2022), 4 pp.

"Bengaluru […] generates 5,757 metric tonnes of solid waste per day. Estimates suggest that approximately 20,000-30,000 people are engaged in waste picking in the city. BBC Media Action's 'A Pathway to Respect, Identity, Dignity and Empowerment' (PRIDE) project aims to shift negative perceptions a ... more

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Art & Climate Justice: Voices for Just Climate Action

Diana Quiroz, Manon Stravens, Eline Achterberg

Amsterdam: Profundo Research & Advice;Hivos (2022), 66 pp.

"To learn how the climate justice movement can engage in, with and through art, this report aims to learn from existing climate justice advocacy work that integrates art. The outcomes of this mapping exercise are used to understand how art campaigns impact climate justice advocacy and learn how art ... more

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Assessing the Effectiveness of Online Facebook Campaigns Targeting Potential Irregular Migrants: A Pilot Study in Three West African Countries

Esther Haarman, Jasper Tjaden, Gustavo López

Geneva: International Organization for Migration (IOM) (2020), 41 pp.

"Studies have shown that many irregular migrants embark on journeys without accurate or complete information about migration. In response, IOM and other organizations run information campaigns intended to inform potential migrants of the dangers associated with irregular migration and to facilitate ... informed decisions. The use of online and social media platforms for these campaigns has become increasingly popular in recent years, due to their potential for quickly reaching millions of people at low cost. While the evidence base for offline information campaigns has been gradually improving, it remains unclear how online communication campaigns affect potential migrants, and methodologies to do this remain underdeveloped. This report therefore presents results from a pilot impact assessment of an online campaign based on Facebook posts in Guinea, Nigeria and Senegal during September 2019 and February 2020 [.] Conclusion: Facebook ad campaigns can reach many people quickly. However, large audience sizes and relatively cheap costs come with a trade-off. The impact of an information campaign on potential migrants’ perceptions, attitudes, knowledge and behaviour remains largely unknown because many Facebook users that engage with the campaign do not fit the intended target group. The advantage of offline over online campaigns is that implementers have more control and information about who attends activities or who is exposed to campaign content. The engagement of users with campaign posts varies largely by audience and post characteristics. Campaign and social media teams are well advised to conduct pilot tests before scaling up activities. Pilot tests can inform a customized approach for each online activity on Facebook, and thereby maximize impact. In addition to A/B tests, lift tests may offer a useful opportunity to test the impact of Facebook posts. Compared to impact assessments of offline information campaigns, measuring the impact of Facebook ads on potential migrants presents several unique challenges, including: Many potential migrants are not on Facebook or do not use ad content to seek information about migration. Internet connectivity is also limited in many West African countries. While Facebook allows users to narrow down target groups, it is not clear whether those Facebook users that are exposed to the content fit the profile of potential migrants. Whether the intended target group is reached can be affirmed only through surveys, which have a low response rate; It is not possible to interview the same Facebook users several times to track changes in their perceptions. Engagement metrics like post reactions, link clicks or video plays can be useful indicators. However, these low-engagement metrics do not offer clear evidence of the short- or long-term effects on Facebook users." (Executive summary) more

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#KeepItOn: Organising the Global Effort to End Internet Shutdowns

Sarah Pugh, Deborah Doane

International Civil Society Centre (2020), 7 pp.

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Brazil’s Digital Resistance Against Corruption

Shaazka Beyerle

Tokyo: Toda Peace Institute (2019), 13 pp.

"From 2008 to 2010, 3.6 million Brazilians took part in the “Ficha Limpa” movement to impact political corruption by ensuring that anyone who runs for office has a “clean record.” This case study on the combination of a grassroots social movement paired with the Avaaz global web movement’s ... more

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Violence Against Women in Papua New Guinea: The Representation of Women in Anti-Violence Campaigns

Pauline Mago-King

Aotearoa (NZ): Auckland University of Technology, Pacific Media Centre, Master Thesis (2019), x, 116 pp.

"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 ... more

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Linkages as a Lens: An Exploration of Strategic Communications in P/CVE

Joe Whittaker, Lilah Elsayed

Journal for Deradicalization, issue 20 (2019), pp. 1-45

"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 ... more

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Research Report: A Report Summarising Campaigns, Training Resources and the Current State of Thinking on Counter Radicalisation Throughout the World
Inspiring Practice

Hannah Richter

GameChanger;Fundacja TechSoup – techsoupeurope;Radio Nederland Training Centre (RNTC) (2019), 87 pp.

"The report is split into three chapters: chapter one looks at over one hundred different campaigns, highlighting effective and successful campaigns, and the evaluations of them where possible. Those that are not evaluated can be used as inspiration. The categorisation of the different campaigns was ... more

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Google Scholar (14)

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Ascendant India, Digital India: How Net Neutrality Advocates Defeated Facebook’s Free Basics

Revati Prasad

Media, Culture & Society, volume 40, issue 3 (2017), pp. 415-431

"This article analyzes the 2015 campaign by net neutrality advocates against Facebook’s Free Basics service in India, and argues that their victory can be best understood by analyzing their privileged place in an India that imagines itself high tech and global. The advocates, predominantly tech wo ... more

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Perception Management: Deterring Potential Migrants Through Information Campaigns

Charles Heller

Global Media and Communication, volume 10, issue 3 (2014), pp. 303-318

"How are images used in the aim of governing migration? This article probes this question through the example of the International Organization for Migration’s (IOM) information campaigns (ICs) in Cameroon, through which it seeks to ‘manage the perception’ of potential illegal(ized) migrants t ... more

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Manual de comunicación ambiental: Del greenwashing a la sostenibilidad

Olga Roger Loppacher, Pilar Buil Gazol

Pamplona: EUNSA (2014), 192 pp.

"En Manual de comunicación ambiental, el lector encontrará una guía para definir una política de comunicación ambiental. Con tal fin se aclara este término diferenciándolo de otras prácticas que se apropian del «discurso verde» sin creer en él. Además, se esbozan las estrategias, las cla ... more

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Oxfam's Grow Campaign: Mid Point External Evaluation

Glenn O'Neill, Patricia Goldschmid

Owl RE (2013), 87 pp.

"On 1 June 2011, Oxfam launched the GROW campaign to tackle food injustice and build a better food system. The GROW campaign is broad and diverse, operating at national, regional and international levels, across 4 thematic areas – land, investment in small-scale agriculture, climate change and foo ... more

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Public Communication Campaigns

Ronald E. Rice, William J. Paisley (eds.)

Thousand Oaks et al.: Sage, 4th ed. (2013), xiii, 376 pp.

"In this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun ... more

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Changing Norms is Key to Fighting Everyday Corruption

Sabina Panth

Washington, DC: World Bank, Communication for Governance and Accountability Program (CommGAP) (2011), 25, 55 pp.

"Based on CommGAP’s interactions with the global anticorruption community as well as earlier research, we were able to collate 18 representative instances (case studies) from around the world, with real-life examples of citizens coming together to speak up against corruption and social norms vis-� ... more

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PR-Kampagnen

Ralf Spiller, Christina Vaih-Baur, Hans Scheurer (eds.)

Konstanz: UVK (2011), 278 pp.

"Das vorliegende Buch vermittelt Grundlagenwissen über PR-Kampagnen und erklärt am Beispiel von Case Studies, wie man erfolgreiche Kampagnen plant, durchführt und bewertet. Es gliedert sich in die drei Teile Theorie, Praxis und Ausblick. Nach drei Beiträgen zu grundlegenden Fragen von Kampagnen ... more

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Comunicación estratégica: Valor agregado para una ONG. Caso testigo: Vecinos por la Carta y su incidencia en la reforma de la Carta Orgánica de Bariloche

Noelia García Villamil

Buenos Aires: Vecinos por la Carta;Avina (2010), 141 pp.

"Para los que trabajamos en la Representación Patagonia de la Fundación AVINA Argentina fue una oportunidad extraordinaria poder acompañar, muy próximos, a un puñado abierto y generoso de ciudadanos de San Carlos de Bariloche que decidió incidir directamente en el proceso de la reforma de su C ... arta Orgánica. Ello les significó organizarse, capacitarse, obtener recursos, planificar, evaluar durante la marcha y ejecutar una gran variedad de acciones para cumplir con las metas que se fijaron oportunamente. El resultado fue exitoso pues, sobre todo, a través del grupo que conformaron: Vecinos por la Carta, adquirieron una enorme experiencia ciudadana, afianzaron sus relaciones y confianzas mutuas y, más aún, lograron que al menos unos veinte artículos del nuevo texto legal reflejara sus propuestas. También trabajaron para que el Reglamento Interno de la Convención contribuyera decididamente a la participación de todo quien lo quiso hacer. Desde las incipientes reuniones preparatorias quedó en claro que una de las herramientas principales que deberían emplear con profesionalismo, astucia y perseverancia era los medios de comunicación social convertidos como tales pues, los mismos, también contribuyen a informar, formar opinión, alentar intercambios de ideas y pueden llegar a incidir en las reflexiones y propuestas de quienes deben, en última instancia, votar a favor o en contra de las decisiones colegiadas. Entonces comenzó la búsqueda de un conocedor en la materia y, afortunadamente, encontraron a Noelia García Villamil quien, con entusiasmo y ciencia, asumió la tarea de asistir a Vecinos por la Carta en cuanto a la planificación, preparación, ejecución y evaluación de un Plan específico con respecto a los medios de comunicación social como extraordinarios vehículos de información y debate de acceso público. Una vez finalizado el notable proceso de incidencia pública, a través del involucramiento activo y responsable de ciudadanos, Vecinos por la Carta y la Fundación AVINA seguimos mancomunados, con el acompañamiento de Silvana De Falco y los aportes de Ramiro Fernández. Este libro es una sistematización de la tarea realizada exitosamente que busca, entre otras cuestiones, difundir lo realizado para que otros pobladores perciban la importancia de contar con el concurso de profesionales en la materia, analizar el comportamiento de los distintos diarios, cotejar los contenidos y las formas de la inserción en las páginas publicadas, la gravitación pública del grupo autoconvocado con relación a los partidos políticos con abundantes recursos económicos y humanos, etcétera." (Prólogo, páginas 9-10) more

Research Report: A Report Summarising Campaigns, Training Resources and the Current State of Thinking on Counter Radicalisation Throughout the World Inspiring Practice

Research Report: A Report Summarising Campaigns, Training Resources and the Current State of Thinking on Counter Radicalisation Throughout the World
Inspiring Practice