New Media for Social Change

Social networking, blogging, wikis, texting, podcasting, twitter and other recent innovations are quickly being adopted by campaigners looking to maximise the impact of their campaigns. Developments in new media or new technologies offers us more and more opportunities to reach and engage with wider audiences and get people involved in influencing the activities and decisions that affect them. They can also help to increase the speed of mobilisation, enabling instant two way communications. But finding the resources in terms of time, money and skills to get to grips with this can seem quite daunting, so where exactly do you start?

Getting started

Things to think about…

Don’t do it just because everyone else is. An e-petition or facebook group shouldn’t just be an ‘add on’ but part of a broader campaign strategy. So when you are planning your campaign think about what new tools could for example help you build up an evidence base or help get your campaign messages out.
Understand who you are trying to reach. How and where do your supporters, beneficiaries, targets etc. access technology? Map where they are how to engage with them.
Don’t expect people to come to you. Get involved in existing communities, offer actions and make it easy for people to participate

How to…

Keep your communications brief and focussed. Make it personal. Send targeted messages to the right people and remember to feedback to people how the campaign is going.
Be reactive. Keep up to date with the news and get on the back of stories related to your issue.
Build a database of who you are contacting and what actions they have taken. This will help you to take your supporters to different levels of engagement.
Get creative.
Make the most of all the free tools, guides and case studies that are out there

What next...

There are examples and reources listed below. If you would like to keep up to date with the latest developments in this area and network, share information and collaborate with others are up to join our New Media for Social Change group on the Forum for Change.

Here are some examples of new media campaign tactics that have caught our eye.

Spread the word

Colalife founder Simon Berry utilised twitter, facebook, blogs and youtube to get his message out 'I had no mechanism for convening people around the idea. To do the convening I went to where people already were online. I did not expect them to come to me.' Read more on how he did this on the social by social site.

Get creative

Greenpeace’s campaign for Apple to be at the forefront of green technology capitalises on the creative talents of mac users, encouraging them to download campaign footage and graphics and personalise their own video messages of support for the campaign.

View some of the films (on Greenpeace.org)

As part of their 'Growing Strong' campaign, which aims to develop the emotional resilience of young people, Action for Children have teamed up with the BBC writersroom to support children and students from Liverpool to create an animated online drama. Online films can be broadcast sooner than a TV script and also downloaded to mobile phones. The project works with some of the country's most vulnerable children and as well as developing creative skills it aims to boost confidence, resilience and self esteem.

View the film (on www.actionforchildren.org.uk)

Make the most of what's out there

Free tools

Action Medical Research have created an interactive MP map of the UK which shows who is backing their Stand Up for Tiny Lives Campaign which calls for a 10 year National Research Strategy to tackle premature birth.

View the map (on www.standupfortinylives.org)

The interactive map was created through freely available software - google maps, word press and data from the Office of National Statistics for MP constituency details. A campaigner can look at the site, type in their postcode to see if their MP is supporting the campaign and if not they can email them directly. The MP will receive the campaigners email and a link to sign up to the campaign where they then receive a press release to use with their local media

To raise awareness for their campaign to conserve and restore plantations on ancient woodland sites the Woodlands Trust has created a series of short films, view their latest on you tube.

Caught in the act - Woodland destruction LIVE! (YouTube.com)
Magic trees visit London (YouTube.com)

Case studies and examples

1 in 10: A case study in social media campaigning. Amnesty UK looked at all the stats and put together a full case study of the 1:10 campaign for International Women’s Day and the impact it had the report shows how simple online action can maximise the effectiveness of your campaign.

View their learning on Protect the Human blog

Linking up

Oxfam Climate Orb is a portal aiming to unify Oxfam campaigners across the world, sharing videos, articles, pictures and blogs of personal stories and experiences on climate change.

View the Climate Orb (on www.oxfam.org.uk)

Case Study

Campaign to save Morden Park

Local residents campaigned successfully against Merton Council's proposal to allow a private company to build a private football pitch complex, complete with car park and bar, over one of the largest green areas in the borough. To raise awareness of the issue they produced a short film that highlights the impact of that will be felt by the community.

Video logo Watch the film (on YouTube)

As a small local group the campaigners do not have vast resources but would definitely recommend using films as a campaign tactic. Below is advice from Jackie Schneider, Campaign to save Morden Park.

How it could help your campaign

It is easier to persuade someone of your case if they can see graphically what it involves
It makes it easier to spread the campaign
It helped to re-invigorated supporters. Many of them were so taken by the images in the film that they doubled their efforts in campaigning terms!

Overcoming any challenges

There were some issues such as the weather - the lack of daylight were challenging to overcome but we rounded up lots of our supporters to film at different times over the weekend so we ended up with enough footage.
We didn't really need to do any sophisticated editing and could utilise youtube to post the film and send the weblink to supporters and it was non speaking so we didn't have to worry about sound levels.

Don't be scared by the technology. If we can do it anyone can!

What next?

The Morden Park campaigners now aim to record a series of vox pop style interviews where we ask individuals what they would like to see happen to the field.

More information on the campaign

With thanks to Jackie Schneider, Campaign to save Morden Park.

Resources

Guides

NCVO and the Media Trust have produced a free introductory guide on how to use new media specifically designed for the voluntary sector, with explanations, advice and examples. Download How to use new media guide from the Media Trust website.

ICT Foresight: Campaigning and consultation in the age of participatory media free report (PDF 580KB). This report explores how new technologies are changing the way organisations consult and represent their stakeholders. It explains technological, political and social trends outlining future risks and opportunities and highlighting innovative use of ICT. With examples from Make Poverty History, Netmums and Crisis.

Campaigning insights A collection of campaigning expertise from Fair Say to help you learn and improve, including E-campaigning resources pack 2008 and 2009 e-campaigning review

What does social media mean to you guide by the ICT hub

Multimedia - 10 tips to get you started

Tools

Louder.org.uk

Louder.org.uk is the new home for e-campaigning. The free and easy to use site draws together a range of online activist tools for people who want to change the world, enabling you to create and run your own campaigns and connect with others. Through Louder.org.uk you can:

• Set up and run your own e-campaigns
• Track supporter actions such as e-petitions, supporter sign-ups and letters sent to MPs and councillors
• Connect and manage your profiles on other social media sites, helping you better coordinate supporter action
• Embed and disseminate videos, photos and blogs
• Meet and collaborate with other relevant campaigners
• Upload and share your own campaign materials

Forums

New Media for Social Change Group

Keep up to date with the latest developments and network, share information and collaborate with others are up to join our group on the Forum for Change.