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Thomas Noirfalisse presentation at the Council of Europe's Forum on the Future of Democracy - Madrid, Oct. 18, 2008
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Oxfam Internationale-campaigning model
Forum for the Future of DemocracyCouncil of Europe - Madrid - October 16, 2008
Presentation by Thomas Noirfalisse
• 13 organizations• 3,000 partners• over 8000 employees• Up to 100 countries
Oxfam International
We believe we can end poverty and injustice,as part of a global movement for change.
Development programs - Emergency and humanitarian work - Campaigns
Research
Advocacy
Media
e-Campaigning
PopularMobilization
Field, grassroot, development work
Oxfam’s campaigning model
Oxfam’s vision of campaigning
A global campaigning force promoting global citizenship
Why?
To shift public opinionin order to make equitythe same priorityas economic growth.
Essential Services Rights in Crisis Economic Justice
Areas of campaigning
Research
Advocacy
Media
e-Campaigning
PopularMobilization
Field, grassroot, development work
Oxfam’s campaigning model
e-campaigning is about…
• Raising awareness about issues
• Engaging with people and encouraging people to engage with each other
• Inspiring a new generation of people to have hope for their country and world
• Channelling the power of public opinion to advance a progressive agenda
Does e-campaigning work?
NO
BRITISH GOVERNMENT OFFICIALS “Mass email campaigns are a complete waste of time.”US DEPT. of the TREASURY : “Do you vote in the USA?”KRAFT FOOD - “The people sending us emails are unlikely to be customers anyway.”
Does e-campaigning work?
• NOVARTIS - A Win for Generic Drugs: Indian Court Rules Against Drug Maker• STARBUCKS & ETHIOPIA - licensing agreement gave Ethiopians control over their specialty coffee brands. • NESTLE - took the issue very seriously and answered every message personnally
YES
So What?
Varies from target to target
… but always creates a SPACE
If you are not a member of the target's constituency, an e-action appealing for a change in behavior will apply little or no pressure.
But in any case, ONE Key learning
Factors of Success
• Global messaging
• Local resonance
• Choice of targets
• Clear & immediate goals
• Segmentation
• Look and feel
• Celebrities
• Multi-channel
• Human Voice
The gaps of e-campaigning
• Weak power analysis • Weak reporting• Poorly planned promotion • Weak segmentation
Communication is less relevant to everyone
• Organisational Issues Planning process, deadlines, budget
• One shot (no relationship)• Broken promises (we’ll email
you the results)
Multi-channel tactic
Inmyname.com Youtube Twitter
Facebook Tumblr Flickr
Politics 2.0
The web is a haven of messy democracy…
…but its ideals of transparency, participation &
openness hasn’t yet infiltrated the parliamentary democracy
Politics 2.0
Challenges
• Listen to your audience’s concerns• Be conversational, not unilateral• Talk to human beings, not demographic sectors• Speak with a human voice• Write for the Web (you’ve got 6 seconds to be read)
Networked conversations= new forms of social organization= knowledge exchange= smarter & more organized citizens
Participation in a network changes people fundamentally.
“Confusion is a word we have inventedfor an order which is not understood.”
Henry Miller (1891 - 1980)
To traditional, well established institutions, networked conversations may appear confused…
Question Time