campaign strategy – action - evaluation
the difference.

I’m constantly inspired by the passion
that brings people together to make
the world a better place.
It’s that passion, together with
brilliant creative and technical
expertise, that I bring to the table.
the difference.

I love working with projects
functional or dysfunctional,
organisations big or small,
and pockets deep or shallow.
And for me, campaigning is a holistic
fusion of art and science – so I focus
on both digital and grassroots
work.
the difference.

I offer expertise in three key
areas:
Strategy
Action
Evaluation
the difference.

Strategy
I’ll help you think laterally,
stay one step ahead
and get the change you want.
the difference.

Dangerous pavements in the UK A major UK charity
A UK charity wanted to press Local Authorities to repair
pavements and prevent the 2300 falls every day
among older people in the UK. Only a dynamic
approach would help them do that.
I devised a strategy encompassing:
- a Freedom of Information investigation and report
- ‘murder scene’ campaign stunts across the UK,
compelling the public to solve the mystery why
councils were not doing more to address the issue;
- a celebrity tie-in with former London Met Deputy
Assistant Police Commissioner Brian Paddick;
- a digital and offline mechanism allowing the
public to report dangerous pavements to their
local council, with whom the charity then
followed up.
the difference.

Dangerous pavements in the UK A major UK charity
The campaign yielded more than 2.5 million
opportunities to view in the media, a 1% action
rate from cold flyering, and hundreds of faulty
pavements reported and repaired.
the difference.

Action
I’ll help you cut through the outside
noise
and use the tools at your disposal
to turn policy around.
the difference.

Age discrimination in the UK A major UK charity
In 2009, the Labour government was in danger of
taking a U-turn on its decision to make age
discrimination illegal as part of its forthcoming
Equality Bill.
I used an ‘Age Cage’ - a prop representing the
barriers that older people faced in society due to
ageism - as the focus of a photo petition. With it:
- I led a team across the country to collect the
support of constituents of key target cabinet
ministers to stop this reversal;
- I briefed constituents to hand over the
thousands of signatures; and
- I launched e-actions, SMS petitioning, above-the-line and online
advertising to shame the government into action.
the difference.

Age discrimination in the UK A major UK charity
Alongside precisely timed and targeted advocacy and media work, this array
of actions ensured that the government passed the historic legislation.
the difference.

Evaluation
I’ll separate your outputs from
your outcomes and tell you what
you need to know to go further,
faster.
the difference.

Strategic planning, monitoring A major international
and evaluation for international NGO
advocacy
This organisation lacked
standardised strategic
campaign planning and
evaluation systems - making it
difficult to maintain strategic
operations across its workforce,
prove impact and know
where to improve.
I devised and implemented a campaign planning and management toolset as
well as monitoring and evaluation reporting across the organisation.
the difference.

Strategic planning, monitoring A major international
and evaluation for international NGO
advocacy
With the resultant systems in
place and clear explanations
of the organisation’s
contributions to change, the
organisation met its
fundraising targets 6 months
early in 2010.
the difference.

If you want support, training or just a different
kind of campaigning, you can call on me.
Hugh Mouser
Email: hugh@the-difference.org.uk
Mobile: +44 (0) 7590 920 778
Skype: hughmouser
Twitter: @hughmouser
the difference.