From street campaigning to online campaigning: Indian national political p…
ONLINE CAMPAIGNING FOR · Campaigning through a different medium It is still campaigning – we...
Transcript of ONLINE CAMPAIGNING FOR · Campaigning through a different medium It is still campaigning – we...
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Marko Gregović
VUT, 16.6.2014.
(ONLINE) CAMPAIGNING FOR
BETTER TRANSPORTATION
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Learn about campaigning conceptsFind out about campaigning in “little Vienna”
–
Zagreb
Hear about the best practices for (online)
campaigningThink about what you can do to improve your city
TODAY
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What is there to improve?
VIENNA
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Ideal for bicycles
ZAGREB
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Police protects the cyclists
ZAGREB
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Integrated transport
ZAGREB
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Cyclists are plant-
huggers
ZAGREB
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Officially ≈250km of cycling paths –
but they meassure them twice!Existing paths of exceptionally low quality –
discontinous,
with bumps,
randomLow quality of parkingNo public bicyclesLack of public conciousness of the problems of
cyclists
ZAGREB - 2011
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CAMPAIGNING ASSUMPTIONS
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CENTRAL CYCLING CAMPAIGNING ASSUMPTION
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CENTRAL CYCLING CAMPAIGNING ASSUMPTION
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CENTRAL CYCLING CAMPAIGNING ASSUMPTION
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OBJECTIVES
Facebook audience increaseCyclists’
movement
Bike festivalPedestrian crossingFix the streetChange the lawOne bicycle per child in the worldUN’s year of the bicycle
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1970s
AMSTERDAM PROTESTS
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2011
CRITICAL MASS ZAGREB
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WHAT DOES VIENNA NEED?
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WHAT DOES VIENNA NEED?
Wider paths?Cyclists observing rules?More cycling festivals?More parking spaces for bikes?Less space for cars?Less smog?Right of way for cyclists on the Ring?
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RESOURCES
Facebook audienceVolunteersExpertsMediaParents
/ Family
FriendsSound system
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Resource #1
SOUND SYSTEM
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ACTIVITIES
Facebook audience engagement
Critical mass
Bicycle festival
Demonstration
Petition
Letter writing
Reporting
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We are all in this together.
ONLINE WARNING SYSTEM
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CAMPAIGN TRIANGLE*
*Adapted from Chris Rose
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Slacktivism /
Clicktivism
BEWARE
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“Everyone is on the Facebook”
ONLINE CAMPAIGNING
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Campaigning through a different medium It is still campaigning –
we still have objectives,
resources,
activities
Integral part of the wider campaignThe advantage:
cheap,
we control the message and
some additional advantages
ONLINE CAMPAIGNING
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The vizualization of clusters and nodes
SOCIAL NETWORKS
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HIEARCHY OF ONLINE CAMPAIGN
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SOCIAL MEDIA
Integral part of the online campaignUnfortunately,
it can be a full time job
Should be taken seriously
You should not attempt to be present on every social media in the Universe
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WHAT CAN YOU USE IT FOR?
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WHAT CAN YOU USE IT FOR?
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WHAT KIND OF CONTENT?
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“Forever young”
SOFT MESSAGES
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Biking can save 400
million dollars.
Zagreb should follow Portland’s example.
HARD MESSAGES
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ONLINE /
CAMPAIGN RULES
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What works better?QUIZ TIME
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WHAT WORKS BETTER?
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Option 1 Option 2
WHAT WORKS BETTER?
The cops are stopping cyclists on the Ring again.
It’s time to give cyclists a priority.
The cops are stopping cyclists on the Ring again.
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Option 1
•
Press like if you don’t like bicycle thieves
Option 2
WHAT WORKS BETTER?
We hate bicycles thieves.Except Bill Murray.He is awesome.
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ONLINE COMMUNITY
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OFFLINE COMMUNITY
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OTHER COMMUNITIES
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The group campaigning without visible success is likely to soon disintegrate or become isolated Important to achieve something visible,
no matter
how small it is
AND THE SUCCESSES...
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Took more than 20
years to level this crossing
SMALL VICTORIES
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Spreading slowly
ZONE 30
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The path to hell is paved with good intentions.
TINY BIKE FRIENDLY
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It took years to realize that the simplest solutions are often the best.
KISS
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Identify
PROBLEM
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Imagine -
or use Photoshop
SOLUTION
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Changes
REALITY
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In Zagreb -
just a photo manipulation
PUBLIC BICYCLE
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3
years later –
an imperfect reality
PUBLIC BICYCLE
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The problem...
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Imagine a solution...