Unpacking anActivist Toolbox

EFF's Tools and Tips for

Effective Copyright Advocacy

Maira Sutton, Global Policy AnalystParker Higgins, Activist

CC Summit, 2015-10-16

The Challenges• Diffuse interest countering a concentrated

power• Sorry to break it to you folks, but copyright policy

is not, by default, very interesting to mere mortals

• The irrational arguments against sensible policy can feel very strong

– Starving artists!– That's stealing!– Property!

CC Summit, 2015-10-16

Theory of change● “I am increasingly convinced that the

difference between effective and ineffective people is their skill at developing a theory of change.” –Aaron Swartz

● Move backwards from the outcome you want, not forwards from what you know

CC Summit, 2015-10-16

● Not always explicit, but it can help!● Will “awareness” drive policymakers to

make better decisions?● Can public pressure convince a platform to

implement better policies?● Will a well-placed message or anecdote

reframe the debate?

CC Summit, 2015-10-16

● OR do we really need something less glamorous, but just as important? Is it just about making sure the right people hear the right thing at the right time?

● Not every campaign has to be a blow-out grassroots uprising

CC Summit, 2015-10-16

Walking the talkEFF's core values, around privacy and empowering users, shapes the campaigns we run

CC Summit, 2015-10-16

● We don't collect more data than necessary or use “tricks,” so our absolute numbers may be lower

● BUT we can really embrace the sharing ethos, and our campaign messages spread further than we could push it

CC Summit, 2015-10-16

What did we need from our tools?● Deploy attractive web pages quickly that

explain issues and urge users to action● Contacting legislators, signing a petition,

picking up the phone, tweeting a message*

● Control as much of the stack as possible, after SOPA headaches

CC Summit, 2015-10-16

*an aside on tweeting● Often lumped in with “clicktivism,” but

let's talk theory of change!● Lawmakers still frequently check their

own Twitter accounts, and a few well-placed tweets matter

● It comes up in hearings! It's wild!

CC Summit, 2015-10-16

The result: Action Center

CC Summit, 2015-10-16

Petition action

CC Summit, 2015-10-16

Contact congress action

CC Summit, 2015-10-16

Tweet action

CC Summit, 2015-10-16

Built on contact-congress

CC Summit, 2015-10-16

democracy.io

CC Summit, 2015-10-16

What about social media?● Awareness-raising and messaging efforts

are totally valid and can be exciting campaigns

● Where do we do these? Follow Sutton's Law, and go to the platforms people use

● But prepare to invest time. It takes effort to meet people where they are.

CC Summit, 2015-10-16

Twitter campaigns● Images, images, images. Current trend is

~2:1● Look at how SOPA coverage unfolded!● Think about theory of change. Right now,

you can ask yourself the Snowden question.

CC Summit, 2015-10-16

● Really, can't overstate the importance of knowing the platform. This is a cost of doing business.

● You should be able to tell a story of who will be taking part

CC Summit, 2015-10-16

Hashtags?● EFF basically does not use hashtags.● Why? Well, for one thing, they make your

tweet uglier.● But also, you lose control of the arena.● And, they don't provide much value to the

people you're trying to convince

CC Summit, 2015-10-16

Exceptions!● Hashtags are great for names of people,

for news around a story, or that very rare opportunity where people can run with it

CC Summit, 2015-10-16

#freebassel

CC Summit, 2015-10-16

#tellviceverything

CC Summit, 2015-10-16

Other messaging guidelines● Think about the words you're using

– Can we avoid “intellectual property”?

– Do you mean copyright “protection”? Or do you mean “restriction”?

● Verbs. Gotta love verbs. Especially action verbs.

● First few characters before people stop reading

CC Summit, 2015-10-16

Big room discussion● Let's talk about campaigns or strategies or

tactics that you've led, worked on, participated in, or just observed. Local and regional are a big plus!

● What worked, and what didn't?● What software or tech would have helped

you? How can we get that to you?

CC Summit, 2015-10-16

questions?

Parker Higgins // parker@eff.org // @xor Maira Sutton // maira@eff.org // @maira