Campaign bench marks/strategies

In our one of lectures, we covered the important aspects when doing a campaign and was also asked to complete campaign benchmarks. Firstly, I will cover the important aspects of a campaign and then I will cover my benchmarks

1. Getting people to care

If one commits to an issue, it shows/means that you care, people have got to care enough to affect change, see things as they are and also as they ought to be. People care because of the emotional commitments to something/some. The emotional commitments are perhaps the strongest form of caring.

The success of this depends on the critical maps of individuals where things start to have an effect- hence mobilization and solidarity between groups. Basically, giving a shit. For example, in the lecture there was a group discussion on University marks and how harsh the marking system is. This showed that the power of groups/solidarity makes a campaigning voice louder…not just an individual’s voice. You have to appeal to the values of the group and what is important to you. For example, ‘indignation’- the feeling one gets when he/she feels that the values are being trodden on, propelled people to campaign in, say, Spain, Italy. You have to consider if people’s values are being trodden on. do values need to change or substituted? Can an image carry a whole discourse?  In the lecture we were showed, An old couple holding hands in a field. The care depends on the ‘connection’ with someone/thing, for example, care more about the homeless or caring for your pet animal. You have to tap into emotional commitments, try to extend people’s care,i.e their circle of care. For example, care for all dogs not just your own or care for all your relatives abroad. Thereby, campaign to harness care. i.e influence people to care.

This is where activism comes in, and is moving from the state we’re in today, you have to consider what is a better/brighter future for the issue you have. Activism must improve things, you need to know your audience.

Who does it apply to?

whose values are you appealing to?

Who do you want to extend their care

The 4 factors to be worked out:-

Information to choose

The design of information

The network employed to get information across

Technology used to design information

Strategies for a successful campaign

  • Interruption – Questioning the dominant narrative. For example, our lecturer suggested that having motor care sounds in the old couples picture could suggest suicide. Interruption also refers to the disruption of usual strategies, being ‘wacky’ and succeeding with it. Delivering the punch line and getting the timing right.
  • Education- Shift of the dominant narrative, get people to understand the issue in a new way
  • Coercion – Compel action by a force which usually involves challenging dominant narrative to reveal what has been concealed. It’s also important to consider the technology tools and media can be effective here.

Campaign examples

‘Black Cloud’

The Black cloud campaign  was used by the NWF in China, it was used to disrupt the existing patterns of thinking and challenge own assumptions using a striking graphic image to consider the growth of car use in China. This was shown by an inflating black balloon/cloud, it showed the visualisation of car emissions, the text was trying to say that not driving for one day keeps CO2 emissions out of the atmosphere. I liked this campaign because it disrupted people’s views and their understandings of the air and the car connection between the black bubble contain fumes. Hence the making of the ‘normally visible, visible’. It makes one want to make a difference and see the difference. Again, giving a shit.

Re Coercion

Coercion attempts to influence people directly opposed to a position …to people unlikely to change an approach. for example, the expenses for parliamentarians, they are not prepared to foot the bill for expenses, and the attempts to change this failed. Hence, the name and shame campaign (coercive) and threatening legal and financial repercussions, The campaign on expenses used visualisation- MP’s faces in ‘Pie’ chart.

Green peace 

The Green peace campaign (also in one of my previous blogs) started out with photogrophers spotting an Artic bird (dead) and opened up that bird (Don’t know why..) they noticed that the stomach was too full (This is where the emotional appeal comes in) the photos picked up by Greenpeace who added the caption ‘How to starve to death on a full stomach. It highlighted littering in the sea and how plastics are polluting the sea and what it’s doing to the planet. The moral claim was.. what are you going to do about it ? do you care…?


Campaign: Try and reduce student loneliness (Campaign to take place at University building)

What’s your aim?
• Reduce the amount of students being lonely
• The figures of student loneliness are quite surprising
• To try and get more individuals to spot loneliness and try and integrate them into their groups and make them feel happier.
• Putting up posters at Universities, showing everyone our Facebook Page and Youtube Video

Student loneliness is a serious matter, students tend to have this perception that university is the time of your life and how it will be an exciting period, and not really told about the negatives or perceived negatives

  • What’s your benchmark?
    To try and see how much awareness we can raise and see if it makes a change to students lives
    Who will get you there? (Who is the audience?)
  • Students
    • What audience will create more change? Vocal students and possibly lecturers

How are you going to do it?
I want to campaign  at the university distributing posters and having free food available and telling students at the universities about loneliness while distributing posters. Additionally, encouraging students to tweet a sentence using the hashtag #saynottostudentloneliess

Aversion therapy?
Emotional appeal via the Youtube video, or ask students to participate in the hashtag with a selfie on how loneliness should be described.

Tweeting with the hashtag #saynotostudentloneliness

A student loneliness poster will be distributed

Moral appeal: Try and help your fellow students as it can go a long way, we are all students so we know what student life can be like.
How will you implement the design?

Designing posters by  Microsoft Publisher
Using networks; Twitter, Facebook, and Youtube

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