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
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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
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
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