New Media Advocacy

Introduction

• What is New Media Advocacy?• Types of New Media• Group Activity #1• Case Studies• Group Activity #2• How To Blog• How To Tweet

Agenda

What is New Media Advocacy?

What is New Media?NEW MEDIA is a term meant to encompass

the emergence of digital, computerized, or networked information and communication

technologies in the 21st century

New Media Advocacy

What is Strategic Advocacy? STRATEGIC ADVOCACY is using a

series of tactics to convince a target audience to take action on behalf of a marginalized

group.

New Media Advocacy

New Media + Advocacy =NEW MEDIA ADVOCACY is the use of modern communications and technology

to help human rights and social justice defenders overcome structural obstacles

when fighting for people’s rights

New Media Advocacy

Why New Media?• Can alter the meaning of geographic distance• Allows for a huge increase in the volume of

communication• Provides the possibility of increasing the speed of

communication• Allows forms of communication there were previously

separate to overlap and interconnect

New Media Advocacy

• Creating and giving the information• Dependant on advertisers• Top down approach

• Creating, building upon, sharing information

• Dependant on users• Multidimensional Approach

TRADITIONAL MEDIA NEW MEDIA

New Media Advocacy

Why New Media?

• Print Media• Digital Media• The Internet• Guerrilla Marketing

New Media Advocacy

Types of New Media

Print Media

Print Media

PRINTED MEDIA are materials that are either distributed or placed to provide information about and/or advertise

a certain cause

Print Media

Newsletters / MagazinesPrinted report or

publication which gives news or information of

interest to a specific target group on a

regular basis (monthly, quarterly, annually, ect.)

Print Media

Newsletters / Magazines• Formats need to be

sustained over time• Preparation of quality

content • Delegating, coordinating,

team work and distribution are crucial

• Size and over-all design

Print Media

Newsletters / Magazines

• Provide in-depth coverage• Can include text and graphics• Can be distributed on the

internet• Can encourage long-term

engagement• They can be shared and

passed on

PROS

Print Media

Newsletters / Magazines

• These formats are costly; they demand skills, time and a good team

CONS

Print Media

Brochures / FliersA small booklet, pamphlet,

or piece of paper often containing educational material, key messages

or data

Print Media

Brochures / Fliers• Clear, concise writing and

layout are essential• A striking design to

stand out• One color is usually fine

and less expensive• Include a link to the

website

Print Media

Brochures / Fliers

• Fairly quick to produce• More in-depth. • Online distribution is easy• Generally Inexpensive

PROS

Print Media

Brochures / Fliers

• Distribution• Requires some design skills

CONS

Print Media

Fact SheetsPresents data in a short

format, emphasizing brevity, key points of interest or concern, a sparse design and a desire to convey the

most important information in the

smallest amount of space

Print Media

Fact Sheets• Demands research• Fact-checking• Clear writing

Print Media

Fact Sheets

• Quick and easy production • Relatively inexpensive• More in-depth• Online distribution is easy

PROS

Print Media

Fact Sheets

• Distribution

CONS

Print Media

PostersA typically large visual,

usually including pictures and

illustrations, to advertise or publicize

something

Print Media

Posters• Needs a strong concept

and possibly a designer• Putting it in the right places can have big impact• Include the website URL

Print Media

Posters

• Fast and simple• High impact• Online distribution possible

PROS

Print Media

Posters

• Can be costly, • Potential legal/security issues

for people distributing• Can’t be updated

CONS

Print Media

Books / ReportsOfficially published

content which generally explores a specific

subject in great detail based on studies and/or research

Print Media

Books / Reports• Carefully decide if the

materials will be sold or distributed for free,

• Can also be turned into an e-book and downloaded

Print Media

Books / Reports

• Very in-depth• Can be self-funding

through sales• Online distribution is possible

PROS

Print Media

Books / Reports

• Can be heavy• Expensive to print and

distribute• Sales systems required

CONS

Print Media

T-shirts / StickersPromotional items are

easily distributed and can generally have

anything printed on them.

Print Media

T-shirts / Stickers• Needs a strong concept

and design• Can be printed using

one color• Include website URL

Print Media

T-shirts / Stickers

• Fast and simple• High visibility• Stickers are inexpensive • Durable• Online distribution and sale

PROS

Print Media

T-shirts / Stickers

• T-shirts are costly• Information is not in-depth• Can’t be updated

CONS

Print Media

Maps

Print Media

Graphs

Print Media

Graphs

Print Media

Graphs

2001 2002 2003 2004 2005

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Total ExpenditureGovernment BudgetVertical FundingCommon Funds2

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of U

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Digital Media

Digital Media

DIGITAL MEDIA are materials that are created and disseminated through means of electronic devises such as

televisions and computers

Digital Media

VideoCreating video for advocacy might mean making

a high-impact, tightly edited one-minute piece made up of moving images and sound, an

hour-long documentary, or a short piece of unedited footage showing a key moment.

Video is versatile, need not be costly or very difficult to produce and can be distributed in

many ways

Digital Media

Video

• It is a powerful medium, which can convey high emotion and personal stories

• Video is multi-sensory – it is seen and heard

• Production and distribution are getting easier and more accessible

• It is good for audiences with low literacy levels

ADVANTAGES DISADVANTAGES• Video is not right for all

audiences: it requires access to viewing technology

• It is not best for content such as maps, charts and lengthy text

• May be more expensive than other media and requires technical knowledge

• Can put allies in danger

Digital Media

Video Advocacy Techniques• Providing evidence before a court, meeting or tribunal• A grassroots educational and mobilizing tool for communities,

individuals and groups• Viral, humorous short animations• Mash-ups made of pre-existing material (video, audio, photos),• Footage that illustrates and documents your campaign actions• Public service announcements• Documentaries• Testimonials• News broadcast and archive footage• Focused and action-oriented videos, screened for decision-makers

Digital Media

AnimationAnimation can be a great tool for advocacy communications,bringing life to your story and presenting your idea quickly andattractively. Animation can take the form of a slideshow with floating text or it can emulate a short movie. Color, movement,expressions and action can be effective in attracting the viewer’s attention in ways that text cannot. Animations can also evoke responses from diverse audiences, helping to overcome culturalor linguistic barriers.

Digital Media

Animation• They can be funny• They can attract attention more effectively than a still image or

photograph does• They can be used in lots of different spaces and shared and

distributed in different ways: via e-mail as attachments, on a website or even via mobile phone

• Small banner animations are a great way for you to publicize your blog or campaign; you can put an animated banner on your website, and ask others to include it on their site

• They can help you talk about sensitive issues through fictional characters.

Digital Media

Animation

Save2Life Animation

Digital Media

AudioAudio content can be distributed to audiences

through a variety of ways:• CD’s

• Radio • Mobile Ring Tones

• Websites• Podcasts

Digital Media

Audio• Public – many people can listen at

the same time• Private – people have the option to

listen by themselves• Can be heard by large numbers ofpeople who may not otherwise be

exposed to your message• Very effective to those who are

illiterate

Mobile Media

MOBILE MEDIA is information which is shared through the use of cellular

phones, PDA’s, and other easily portable devices

Mobile Media

Digital Media

Mobile Media – SMS

Digital Media

Mobile Media – Apps

The Internet

The Internet

THE INTERNET is a global system of interconnected computer networks

that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users

worldwide

The Internet

The Internet and Advocacy• Always accessible, anytime anywhere • Cost effective• Flexible• Ideal for collaboration and dialogue

The Internet

WebsitesUnique websites should be designed for

target users. The content should further the goals of this audience and

that of the organization.

The Internet

Website Goals• To educate and inform• To create an organizational identity• To expand your base and mobilize your supporters• To improve media outreach and engagement• To campaign• To influence decision makers and people in power• To serve as a trusted news source• To provide specialized data, research or information which relates to your advocacy• To support a conversation with your audience around a particular issue

The Internet

Website Users• Supporters/members• First time visitors• Press• Funders (small donors or other, larger, funders)• Other organizers and activists• Decision makers

The Internet

Website Users• Who are your audiences?• Name them and rank their importance; for example, primary, secondary, Tertiary• Name three other sites they use regularly• What do you want them to learn or do?• How do they get to your site?• What are they trying to find?• Where do they click on the front page?• What do they do next?

The Internet

Website Content• About Us

— Mission statement— Staff and board

biographies— Contact information— Annual reports— Jobs & volunteering— History & victories— FAQs

• Campaign Updates— About the issues— Event reports— Pictures, audio or video

documentation

— Legislative updates— A link to ways for users to

get involved

The Internet

Website Content• Online Engagement

— Sign up for email newsletters

— Action alerts/Petitions— Contact the media/Letter

to the editor— Contact your

representative in government— Tell a friend— Donate/Become a

member

• Offline Engagement — Volunteering opportunities— Events— Local groups— Toolkits/Action resources

The Internet

BloggingA blog is a type of website that is very easy to publish and to update. The name comes from

‘web-log’, the idea being that it is regularly updated with new ideas and events

The Internet

Blogging• Setting up a blog and adding content is extremely easy• Can exist on its own or be incorporated into an existing website• Can include text, images, audio and video content• Great tool for updating content on a regular basis• Minimal technical skills are required• Posts are published chronologically• Posts are automatically archived• A blog can be interactive• Content is easy to publicize• Posts are searchable• Can be updated remotely

The Internet

Blogging Best Practices• Choose your blog name carefully• Create an ‘About’ page with information about your organization• Keep your design simple• Post often• Write good quality texts• Try not to make your posts too long• Revisit old posts• Get to know your readers• Read other organizations’ blogs and make comments• Register your blog on a blog directory• Change your blog in response to changing needs• Include a ‘Contact Me’ form or provide an e-mail address

The Internet

TwitterTwitter is a service that allows users to send

‘updates’ (text-based posts called tweets) up to 140 characters long via SMS (text

message), instant messaging, e-mail, the Twitter website or any application that can

connect to these services

The Internet

Twitter• Can send updates to one person, to a closed group of contacts or as public

messages that can be seen by anyone• Updates are displayed instantly• Is highly effective in urgent situations because it can be updated by mobile

phone and sent many people simultaneously• Content can be aggregated with the use of #hash tags

The Internet

SOCIAL NETWORKING websites focus on building online communities of people who share interests and/or activities.

Users interact in a variety of ways, such as e-mail and instant messaging

services

Social Networking

The Internet

E-mail MarketingEmail can be an effective way to reach decision

makers and get your message across to thousands of people. Many experts think

email is still the key tactic to use in communicating your cause

The Internet

E-mail Marketing• Reach decision makers directly, with a personal communication• Propagate your message and build awareness. A successful viral email campaign, where people pass the message on to others, has the potential to reach thousands• Keep interested individuals and organizations up-to-date and involved with

your activities via e-newsletters and ad-hoc emails• Save money

The InternetE-mail Marketing Best Practices

• Don’t show all recipients in the ‘To’ box, put them in BCC (Blind Carbon Copy)• Don’t pass on viruses• Don’t spam• Make sure you keep your mailing list up to date• Have a privacy statement in the footer of your email and give people the opportunity to unsubscribe• Take steps to ensure the security and privacy of your list of email addresses• Include a link to your website• Target your emails as accurately as possible• Ask the recipient to forward your message to others who may be interested

The InternetE-mail Marketing Best Practices

• Use a clear and compelling subject line• Send your email as plain text• Personalize the greeting: ‘Dear <name>’• Make sure the main points you wish to make are viewable in the first part of the email• Break your paragraphs up so none are more than four lines in length

Guerrilla Marketing

Guerrilla Marketing

GUERRILLA MARKETING techniques are unconventional interventions in

public or commercial space in order to spread your message to an extended

audience

Guerrilla Marketing

• A personal letter intentionally left on the back seat of a bus• A billboard altered to subvert its message• A banner hung from a bridge• A costumed hero handing out bundled letters of protest

CAPTURES ATTENTION AND IMAGINATION BECAUSE IT IS OUT

OF THE ORDINARY!• Because creativity, imagination and resourcefulness are more

important for successful guerrilla marketing than big budgets and access to mass media, it is particularly suited to NGOs and rights advocates

Guerrilla Marketing

Things to Consider…• Who is your target audience? Where is the best place to reach them?

What is the best time of day or season?• What is your desired outcome? What do you want your audience to experience or do?• Do you have the resources and capacity to undertake your action?

Do you need help from outside professionals or volunteers?• How visible is your target location? Different types of people frequent

different neighborhoods, and different locations have different safety, security and accessibility concerns

Group Activity

Group Activity

Based on your organization’s current advocacy strategy, what would be the most appropriate

new media tools that could be use to help deliver your messaging? Discuss in groups of 2 or 3. After we will share our findings with the

rest of the group.

Case Studies

Case Study – Stop Stock Outs

Case Study – My Body My Rights

Case Study – ICAP

Group Activity

Group Activity

Please create an innovative new media advocacy campaign based on your organization’s current

advocacy messages. Use at least 2 different media discussed earlier today. You will have 20

minutes to work on this in groups of 2 or 3, and we will then present our campaigns to the

whole group.

How To…

BLOG

How To…

TWEET

How To…

Questions & Discussion