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All Out Russia4Love
- 6. Proprietary & Confidential
© ALL OUT 2014
TABLE OF CONTENTS
Recap: Campaign Highlights
All Out Members…Are Amazing!
1
2
3
What’s Next…
4
All Out Campaigners: Winning with Data-Driven Creativity
- 9. Proprietary & Confidential
© ALL OUT 2014
Build momentum to repeal national
and regional anti-gay “propaganda”
laws; prevent a quick succession of
anti-gay legislation
Campaign Highlights: SOCHI 2014 GOALS
1
- 10. Proprietary & Confidential
© ALL OUT 2014
Build momentum to repeal national
and regional anti-gay “propaganda”
laws; prevent a quick succession of
new anti-gay legislation
Campaign Highlights: SOCHI 2014 GOALS
1
Challenge: There is no political,
economic or cultural gain for Putin
in changing course.
- 11. Proprietary & Confidential
© ALL OUT 2014
Build momentum to repeal national
and regional anti-gay “propaganda”
laws; prevent a quick succession of
new anti-gay legislation
Campaign Highlights: SOCHI 2014 GOALS
1
Strategy Long-term: Build power and
resources for leaders in Russia; Unite
a movement to add global diplomatic
and economic pressure.
- 12. Proprietary & Confidential
© ALL OUT 2014
Build momentum to repeal national
and regional anti-gay “propaganda”
laws; prevent a quick succession of
new anti-gay legislation
Campaign Highlights: SOCHI 2014 GOALS
1
Strategy Short-term: Hit them with
everything we’ve got to expose
vulnerabilities and bring millions into
the story on the side of Russian LGBT.
- 13. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: SOCHI 2014 GOALS
2 Get corporate leaders and policymakers
to act in support of Russian LGBT
movement and hold Putin regime
accountable
- 14. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: SOCHI 2014 GOALS
3 Give journalists around the world the
stories, content and access they need to
make Russian anti-gay crackdown a part
of the story of the Olympics. No mention
of Sochi without mention of anti-gay laws.
- 15. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: SOCHI 2014 GOALS
4 Build momentum to make sure this
never happens again by permanently
changing the IOC’s position on LGBT
issues.
- 17. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: Overview
1,000,000 SIGNATURES
All Out members from every country in the world have taken action at so many
critical moments, calling for an end to the anti-gay laws in Russia.
PROTESTS IN 50 CITIES
Thousands of All Out members joined Global Speak Out events on the eve of the
G20 Summit in September 2013 and before the Sochi Olympics, to push world
leaders to speak out against Russia's anti-gay law. Key world leaders joined in, from
British Prime Minister David Cameron to US President Barack Obama.
INTERNATIONAL OLYMPIC COMMITTEE
More than 50 Swiss All Out members delivered the biggest petition ever received
by the IOC with 300,000 signatures in August 2013. As a result, for the first time in
its history, the IOC publicly stated that the Olympic charter also prohibits
discrimination based on sexual orientation. After further All Out campaigning, the
committee also said it was open to adding a clause on non-discrimination.
- 18. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: Overview
PRINCIPLE 6
In partnership with Athlete Ally, more than 50 Olympians joined the Principle 6
campaign to speak out against anti-gay discrimination in sports before the 2014
Winter Olympics in Sochi.
OLYMPIC SPONSORS
150,000 All Out members emailed Coca-Cola's CEO urging the company to
denounce the anti-gay laws in October 2013, followed by a massive day of action
in front of Olympic sponsor McDonald’s locations worldwide. Three Olympic
national sponsors spoke out to denounce the anti-gay law.
BUILDING THE OUTCRY: 1 MILLION VIEWS, 13,000 ARTICLES
In solidarity with Russian partners, All Out members built a global outcry 3 years in
the making. Just before the Sochi Olympic Games’ Opening Ceremony, All Out
had already been mentioned in 13,000 articles in multiple languages. The
#LoveAlwaysWins videowent viral and received over 1.5 million views on YouTube
since its launch in November 2013.
- 20. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: 25 foot mobile billboards circling Coca-Cola headquarters
PAID FOR BY:
1,759 ALL OUT
MEMBERS
- 22. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: Global Speak Outs Organized in More than 50 Cities
2 SPEAK OUTS
50 CITIES,
5 CONTINENTS
- 23. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: #LoveAlwaysWins viral written and directed by All Out reaches 1.5 million
- 24. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: #LoveAlwaysWins viral written and directed by All Out reaches 1.5 million
1.5 MILLION
VIEWS
4 LANGUAGES
- 26. Proprietary & Confidential
© ALL OUT 2014
Get Creative: 50 Olympians Join Principle 6 Campaign with Athlete Ally and American Apparel
50 OLYMPIANS,
13K ARTICLES,
VIRAL SPREAD
- 28. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: 100 All Out members show up at the IOC in Switzerland
OLYMPICS
PROTECT
LESBIANS,GAYS
- 30. Proprietary & Confidential
© ALL OUT 2014
We helped unified the opposition
and built a global movement
committed to the fight for the long-
term.
1
- 31. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: SOCHI 2014 GOALS
2 Dozens of governments spoke out
against the laws, several directly to Putin.
National Olympic sponsors speak out
against them directly.
- 32. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: SOCHI 2014 GOALS
3 13,000 articles in dozens of countries
educate millions and raise the profile of
Russian LGBT leaders.
- 33. Proprietary & Confidential
© ALL OUT 2014
Campaign Highlights: SOCHI 2014 GOALS
4 IOC acknowledges that Olympic
Charter protects gays and lesbians;
opens up the process for reform.
- 34. Proprietary & Confidential
© ALL OUT 2014
TABLE OF CONTENTS
Recap: Campaign Highlights
All Out Members…Are Amazing!
1
2
3
What’s Next…
4
All Out Campaigners: Winning with Data-Driven Creativity
- 36. Proprietary & Confidential
© ALL OUT 2014
Globally, the field has been focused on major decision-makers within a human rights framework
PREDOMINATELY
RESEARCH,
REPORTING, AND
ELITE LOBBYING OF
GOVERNMENTS AND
MULTINATIONALS
- 37. Proprietary & Confidential
© ALL OUT 2014
ENGAGING A MASS
BASE OF PEOPLE TO
PUSH WIDESPREAD
CULTURAL &
POLITICAL CHANGE
All Out was created to dramatically accelerate the pace of change by mobilizing global people power
to respond to moments of crisis & opportunity
- 40. Proprietary & Confidential
© ALL OUT 2014
893,359
336,154
Sales
Jun-13
Apr-14
JOINED
All Out Members: Highly Engaged, Highly Motivated
650,324
556,957
3+ Actions
2013 2014
HIGHLY ACTIVE
JOINED
HIGHLY ACTIVE
- 41. Proprietary & Confidential
© ALL OUT 2014
TABLE OF CONTENTS
Recap: Campaign Highlights
All Out Members…Are Amazing!
1
2
3
What’s Next…
4
All Out Campaigners: Winning with Data-Driven Creativity
- 43. Proprietary & Confidential
© Purpose Foundation 2013
Reading news and listservs
All Out Campaigners: Understand the issue….
1
2
3
4
Working with local staff online and in
person
Brainstorms! Lots of ideas, few
campaigns
Tapping into existing expertise
- 44. Proprietary & Confidential
© Purpose Foundation 2013
Surveys (What should we do next?
What are your skills? How do you
feel?)
…. to create inspiring opportunities for you that lead to real impact.
1
2
3
4
Data helps us know if we’re doing a good
job.
Sharing is caring.
Direct member feedback (email to
info@allout.org, tweets, comments
on Facebook, etc)
- 46. Proprietary & Confidential
© Purpose Foundation 2013
Survey: What do you want to do
next? Answer: target sponsors
1
2
3
Find someone who makes giant
billboards…
Test the campaign to a segment of All
Out members to make sure we’ve told
the story well and made it compelling.
Data-Driven Creativity: One tactic from concept to global campaign
- 47. Proprietary & Confidential
© Purpose Foundation 2013
All Out campaigners: Sometimes things don’t work out exactly as we plan, but being nimble is our
strength.
- 48. Proprietary & Confidential
© Purpose Foundation 2013
TABLE OF CONTENTS
Recap: Campaign Highlights
All Out Members…Are Amazing!
1
2
3
What’s Next…
4
All Out Campaigners: Winning with Data-Driven Creativity
