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How to make an effective campaign addressed to inclusion and no discrimination locally, nationally and internationally.
Presented in Marseilles in October 16 for the project CLOSER: http://socialinclusion.info/

Publié dans : Formation
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  2. 2. PROGRAMME 0. What is a campaign? 1. Defining message and main contents 2. Main actors and target groups 3. Example of best practices of local, national & international campaigns 4. Identifying the style: from institutional to peripheral 5. On and offline channels and formats for communication 6. Strategy and calendars 7. Impact and evolution
  3. 3. EXPECTED LEARNING OUTCOMES •  To have the skills to design and implement a successful campaign •  To experiment with the learning, by developing the main elements of a tool-kit for the week of social inclusion of the CLOSER project (may 2017)
  4. 4. THE CLOSER THING: SEPTEMBER 2016 – MAY 2017 -  Toolbox: templates, instructions, best practices, links, to organizing a campaign. Used by CLOSER organizations to prepare the campaign for the Week of Social Inclusion, and for other to replicate. -  Campaign aim: to involve young people in building caring and inclusive communities and make them care about vulnerable, marginalized or disadvantaged people. Actions to prepare the week of social inclusion: Young people will be involved in designing visual identity of the campaign A logo campaign competition CLOSER partners will prepare and test the campaign The Toolbox will be available on the CLOSER website in 5 languages.
  5. 5. METHODOLOGY •  Step by step process •  Dialogue and share in groups •  Consensus and move forward •  Oriented to the application in 5 EU countries: combining local and international backgrounds
  6. 6. O. WHAT IS A CAMPAIGN?? DEFINITION Collins dictionary: a series of coordinated activities, such as public speaking and demonstrating, designed to achieve a social, political, or commercial goal ⇒ a presidential campaign, ⇒ an advertising campaign EXAMPLES OF CAMPAIGNS : -  736 IDEAS delivered to EU Parliament books & posters http://asceps.org/makingprojects/736ideas/en/about/ -  #CARVEdaphne VIDEO http://carve-daphne.eu/about/ -  #digitaldiscrimination I:CUD postcards http://digitaldiscrimination.eu/ -  #SAMEworld speech bubble campaign on social media http://www.sameworld.eu/gallery-same-world-baloon/
  7. 7. 1. DEFINING MESSAGE AND MAIN CONTENTS MISSION/VISION/STRATEGIC OBJECTIVES, ETC. -  There is always something to be changed: we make projects for things to happen Where are we? Where are we going? How do we reach it? https://www.youtube.com/watch? v=QNHpjpxkc1U
  8. 8. 1. DEFINING MESSAGE AND MAIN CONTENTS Mission -why we are Vision -where are you going Values -life style Promises SWOT General objectives Specific objectives Previsions STRATEGIC ELECTIONS
  9. 9. 1. DEFINING MESSAGE AND MAIN CONTENTS What is the key message? Find it by defining your: -  Hashtag and related hastags / key words -  Write one slogan -  List your key messages Example see same world project: SLOGAN: Environmental Justice for a #sameworld for all!
  10. 10. EXAMPLE Hashtags and Key words: #sameworld #changeclimatechange #climateChange #EnvironmentalJustice #migrants #refugees #refugeeswelcome #HumanRights #sustainability #education #inclusion #biocide #RightsofNature #discrimination #OneWorld Key concepts Environmental justice: We should all have the same opportunities and responsibilities regarding the environment around us. Environmental refugees: they should have rights and be protected. Migration and immigration: Humans have always been moving, we should all have a right to do so. Equality: we have all the same human rights and we can all defend the rights of others. One world: Highlights the connection of elements in the ecosystem and their interdependence. Climate change: The effects are disasters and human suffering. Rights of Nature: legal and political scholarship advocating legal standing for the natural environment.
  11. 11. EXAMPLE Main messages to communicate Environmental Justice is when all people have the same access to safe and healthy living conditions. Right now, the majority of people from the global south are suffering the negative environmental consequences caused by the environmentally abusive living standards of the global north, and injustice that we need alter. Climate change and environmental damage are the consequences of human abusive life styles and production systems, and result directly in the suffering of vulnerable groups (women, the poor, migrants etc.). The causes and effects can only be remedied and reversed by us. Environmental Migrants should have recognized rights alike to political refugees, which at present they do not have. They are people who have to leave their home due to environmental disasters, which are more and more caused by human action. These include amongst others: flooding due to climate change; poisoning of air, water and/or soiled due to spillages from factories or transports; earthquakes caused by aggressive ground gas extraction; food and water shortage due to climate change and/or abusive farming. Join us in the fight against injustice and get involved in promoting: Environmental Justice, Rights of Nature, Global Citizenship, Migrant and Refugee Rights, Stop Climate Change, Right to drinking water, One world for all, Intergenerational justice
  12. 12. 2. MAIN ACTORS AND TARGET GROUP Who am I? • NGOs • Individual p • Professional • Volunteer • Public institution Who is my target group? • How do I reach them • What language do I use • What barriers do I find currently
  13. 13. #IAmAWitness | Bullying Prevention | by the Ad Council (US 2015) http://iwitnessbullying.org/ https://www.youtube.com/watch?v=uQW-V-TdBQg Drawing attention to the hungry and homeless with street art (New York) by http://crossroadsnyc.org http://www.foryourconsideration.xyz/#/new-gallery FIFA's #SayNoToRacism campaign during the World Cup. 500,000+ fans supported it. This video was played on stadium giant-screen, on the anti-discrimination days. https://www.facebook.com/video.php?v=1097809346901578&set=vb. 606721589343692&type=2&theater 3. EXAMPLE OF BEST PRACTICES OF LOCAL, NATIONAL AND INTERNATIONAL CAMPAIGNS
  14. 14. The most boring (and successful?) viral video ever: https://www.facebook.com/DigitalDiscrimination/videos/ 864382763609902/ Article about the video http://thirdforcenews.org.uk/tfn-news/the-most- boring-video-ever-goes-viral-for-charity I heart consent campaign by UK NUS (free online info and material): http://www.nusconnect.org.uk/resources/i-heart-consent-guide http://www.nusconnect.org.uk/winning-for-students/women/lad- culture/i-heart-consent MORE EXAMPLES
  15. 15. 4. IDENTIFYING THE STYLE: FROM INSTITUTIONAL TO PERIPHERICAL ONE Original Humor Emotions Immediate action Brand style-commercial Mainstreaming Conservative Off-line Vintage Hipster Black and White Linked to the project Participation/image of excluded TWO Classical Rigor Brain Reflection Institutional style- EU flag Radical Activist On-line Web 2.0 Hippy Coloured Independent to the project No participation/image of excluded
  16. 16. 5. ON AND OFFLINE CHANNELS AND FORMATS FOR COMMUNICATION ONLINE Website Newsletter Digital tool to be downloaded App Social media: •  FB •  Twitter •  Instagram •  Youtube/vimeo/ •  Snapchat OFFLINE Poster Brochure Guide Postcards DVD/USB/CD Merchandising Event Performances Video Press
  17. 17. 6. STRATEGY AND CALENDARS Strategy: what, when and where? Local and international debate Planning long and short term: Tools: e.g. gantt chart for global vision and social media planner for daily/weekly/monthly routines
  18. 18. https://s-media-cache-ak0.pinimg.com/564x/65/2b/69/652b692ad5f49748ccd847b0f06a3905.jpg
  19. 19. 7. IMPACT AND EVOLUTION • Local, national, international, sectorial, intersectorial • Indicators, figures, evidences,metriqcs • Verification of the relevance of the projet with its aims • Following up of a project (or spin off), and/or its effects and transpher SUSTAINABILITY EVALUATION MULTILEVELMEASURE
  20. 20. 7. IMPACT AND EVOLUTION Tools for social media impact: A big number of tools: google analytics, facebook insights, twitter analytics– tweetreach, klout,tagboard -  And simple solutions
  21. 21. 7. IMPACT AND EVOLUTION Participatory and fun evaluation of actions: Involve the audience / participants! For example: -  on social media encourage debate, comments -  at event pose questions to the participants, provide a board for post-it answers, use fun questionnaires , encourage live sharing of comments with hashtags on social media
  22. 22. AND FINALLY? Recap
  23. 23. THANK YOU http://socialinclusion.info/