Building National Campaigns
Activists, Alliances, and How Change Happens
This presentation
introduces a new book
from Oxfam GB
The slides:
• present the contents of
the book
• show how it can be useful
• encourage you to add your
own experiences to the
content
Paperback, 216 x 138mm, 104pp,
£10.95, ISBN 978-085598-574-5

Book contents
Introduction
1. Contexts
2. Building an alliance
3. Developing a strategy
4. Incorporating gender equality
5. Using the media
6. Developing policy
Conclusion
Notes
Appendix
Resources
Index

Introduction
Draws general lessons about setting up, co-
ordinating, and delivering campaigns in alliances, on
any issue
Looks in detail at experiences from campaigns on
labour standards in five countries
Describes how international NGOs can work with
local partners
Has case studies from Colombia, Morocco, Nicaragua,
Sri Lanka, and the USA
Q: What can our organisation contribute to the
experience in this book?
Q: What campaign stories do we want to share?

Chapter 1: Contexts
Different countries: different activities
Colombia Raises awareness of harmful effects of
labour-law reform and impact on women
Morocco Lobbies the government to implement a
new national labour law
Nicaragua Lobbies for new legislation on
occupational health; trains women in
campaigning activities
Sri Lanka Carries out research, training, and
awareness-raising in the garment
industry
USA Campaigns for union recognition for
male migrant workers
Q: Which activities have we used/do we
plan to use in our programme?

Chapter 2: Building an alliance
Learning from the start
Strong alliances create
good campaigns
Choose your allies carefully
Be ready to make
compromises
Be aware of local attitudes
and beliefs
Record and share action
points
Account for funds in a
transparent way
Q: Who do we work with
in alliances? How did we
choose our allies?

Chapter 3: Developing a strategy
Learning while planning
Your strategy must include a
vision of how people’s lives
will change as a result of
your activity
Choose strategies that will
build people’s capacity
Establish goals that are
‘winnable’ as well as aiming
for more long-term changes
Understand your allies’
strengths and weaknesses
Allocate work appropriately
Q: What are our
‘winnable’ goals?

Chapter 3: Developing a strategy (2)
‘Why do we need a strategy?’ Because without one you will
be reacting to events. You need to be in charge! A strategy
should provide answers:
• What is the problem?
• What is our preferred solution?
• Who are our allies?
• What skills/contacts/expertise do our allies bring?
• Who and what are our targets and audiences?
• What actions should we take, led by whom, and
when?
Q: Can we answer all the questions?
What else can we add?

Chapter 4: Incorporating gender equality
‘Just because a campaign concerns women’s rights…does
not necessarily mean that it addresses gender inequality’
Incorporate gender equality
in campaign aims, messages,
and actions
Challenge gender
stereotypes, even among
your allies
Value the contribution of
women and men
Encourage dialogue between
alliance member
organisations
Q: How do we incorporate
gender equality in our
campaign work?

Chapter 4: Incorporating gender equality (2)
Gender mainstreaming
Including a gender perspective in all aspects of a
campaign can produce tensions
How do we keep a focus on the main campaign
theme and on gender issues?
There may need to be external campaigning on
gender issues at the same time as internal lobbying
of allies/partners to keep gender issues central to
the campaign
Gender-mainstreaming work can raise questions
about different levels of commitment of allies to
gender issues
Q: How far are gender issues and approaches
embedded in our activities?

Chapter 5: Using the media
Effective media work
can be very influential
Carry out a power
analysis of all media
Personal testimonies
are very powerful
Ensure you target your
media message at the
right people
Make sure you choose
the right medium to
reach those people
Q: Are we engaging with
the media effectively?

Chapter 5: Using the media (2)
Effective media work:
has a strategy
has clear agreed messages that can be adapted by
alliance members for different situations and
audiences
responds to media expectations: press releases,
press conferences, photo opportunities, etc.
cultivates friendly journalists
creates opportunities for media coverage
reacts to opportunities within an agreed plan
identifies stories for audiences
matches audiences with specific media types and
channnels
Q: What else can we add
to this list?

Chapter 6: Developing policy
Move beyond identifying
problems to proposing
alternatives
Explain your policy
analysis
Clarify what alliance
members are willing to
campaign for
Consider international
research and global
backing
Q: Do we have good policy
suggestions based on
thorough research?

Conclusion and resources
The stories in Building National Campaigns describe the ups
and downs, the steps forward and the setbacks of
campaigning organisations just like yours!
It is important to remember that the ideals of justice and
development are well worth all the hard work of
campaigning.
For further information, and online support materials visit
www.oxfam.org.uk/nationalcampaigns
To purchase the book visit www.oxfam.org.uk/publications