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The document provides an overview of using digital media for campaigning and advocacy work. It discusses: - The objectives of increasing understanding of digital platforms for campaigning and learning good practices. - Traditional activism approaches like protests versus new digital approaches like online petitions and viral media. - Benefits and critics of digital activism like keyboard activism and spam. - Using social media like Facebook and Twitter to increase awareness, advocacy, and donations for campaigns. - Tools for planning digital campaigns around objectives, influencing targets, and choosing appropriate digital tools.

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1  sur  15
Objectives • Increase understanding of digital media platforms and how they are used for campaigning. • Share and learn from good practices on digital activism • Explore how to use digital media in our campaigning and advocacy work How • Presentation (1 Hour) • Group Exercise (1 Hour) • Sharing and Discussion (30 minutes)
What is a digital campaign?
Traditional Activism New Activism Street protest/ boycotts, strikes, traditional forms of non-violent direct action ‘Hacktivism’ – Denial of Service Attacks Occupations, leaflets, petitions, non-violent Online protests, email confrontation campaigns, petitions, e-mobilization, viral online media Lobbying members of parliament Blogging, online forums, email, online campaigns Culture jamming/ “subvertising” Web spoofing and digital impersonation Benefits/ Fundraisers Flash mobbing
Critics • Keyboard activism • Spam • Culturally sensitive
How does it work?
Social media What is social media? Social media refers to online communication channels that facilitate interaction and media distribution between people. Unlike more traditional online channels, social media allows for participation, engagement and real-time feedback on the part of supporters and constituents. Why is social media important to Oxfam India? Three central goals: • increase awareness of our brand and work • advocacy and campaigning • increase online and offline donations
Using the online space for advocacy 1. Awareness and public engagement 2. Organisation and Mobilization 3. Action / Reaction
Working online • Plan, Focus Target • “Hub your website” • KISS • React and respond in real time • Build communities of collaboration
Which tools do I use?
Digital Snapshot of India
Digital Snapshot of India
Indian Social media Usage
Planning your campaign • Break into groups • What is a current campaign you are working on? • Do you want to use digital tools to raise awareness, engagement, mobilize or create a change? 1. 2. 3. 4. 5. Choose a campaign goal/objective Shape the campaign Who can help us achieve the goal Who can influence them Who can we influence What digital tools can help us make this possible?

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Digital training

  • 1.
  • 2. Objectives • Increase understanding of digital media platforms and how they are used for campaigning. • Share and learn from good practices on digital activism • Explore how to use digital media in our campaigning and advocacy work How • Presentation (1 Hour) • Group Exercise (1 Hour) • Sharing and Discussion (30 minutes)
  • 3. What is a digital campaign?
  • 4.
  • 5. Traditional Activism New Activism Street protest/ boycotts, strikes, traditional forms of non-violent direct action ‘Hacktivism’ – Denial of Service Attacks Occupations, leaflets, petitions, non-violent Online protests, email confrontation campaigns, petitions, e-mobilization, viral online media Lobbying members of parliament Blogging, online forums, email, online campaigns Culture jamming/ “subvertising” Web spoofing and digital impersonation Benefits/ Fundraisers Flash mobbing
  • 6. Critics • Keyboard activism • Spam • Culturally sensitive
  • 7. How does it work?
  • 8. Social media What is social media? Social media refers to online communication channels that facilitate interaction and media distribution between people. Unlike more traditional online channels, social media allows for participation, engagement and real-time feedback on the part of supporters and constituents. Why is social media important to Oxfam India? Three central goals: • increase awareness of our brand and work • advocacy and campaigning • increase online and offline donations
  • 9. Using the online space for advocacy 1. Awareness and public engagement 2. Organisation and Mobilization 3. Action / Reaction
  • 10. Working online • Plan, Focus Target • “Hub your website” • KISS • React and respond in real time • Build communities of collaboration
  • 11. Which tools do I use?
  • 15. Planning your campaign • Break into groups • What is a current campaign you are working on? • Do you want to use digital tools to raise awareness, engagement, mobilize or create a change? 1. 2. 3. 4. 5. Choose a campaign goal/objective Shape the campaign Who can help us achieve the goal Who can influence them Who can we influence What digital tools can help us make this possible?

Notes de l'éditeur

  1. What questions do you have have around digital campainging that you want answered?
  2. What questions do you have have around digital campainging that you want answered?
  3. Campaign and country specificWhats the best tool to use