Global Campaigns Masterclass:    Digital & Social Media               Oxfam, St Hugh’s                  14.3.2013         ...
Finding frames• ‘There is an irony at the heart of much  campaigning on global challenges – including  campaigning on huma...
Kony Clicked
Particular points for NGOs• Oxfam is a thought-leader on this within  sector• Increasing public(s) scepticism• ‘Post-human...
Strategy considerations• Skills – who works for you?• Segmentation – what is your relevance?• Collaboration – who do you w...
Oxfam pres14.3.2013
Oxfam pres14.3.2013
Oxfam pres14.3.2013
Oxfam pres14.3.2013
Oxfam pres14.3.2013
Oxfam pres14.3.2013
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Oxfam pres14.3.2013

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These are some slides from a presentation I gave to Oxfam International advocacy and campaigning staff - the 'masterclass' bit was their title not mine!

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Transcript of "Oxfam pres14.3.2013"

  1. 1. Global Campaigns Masterclass: Digital & Social Media Oxfam, St Hugh’s 14.3.2013 Prof. Charlie Beckett Director, Polis, Head of Dept of Media andCommunications, London School of Economics @CharlieBeckett E: c.h.beckett@lse.ac.uk
  2. 2. Finding frames• ‘There is an irony at the heart of much campaigning on global challenges – including campaigning on humanitarian and environmental crises: as our awareness of the profound scale of these challenges and the difficulty of addressing them grows, we tend to rely ever more heavily upon a set of issue- specific tactics which may actually militate against the emergence of the systemic and durable solutions that are needed.’
  3. 3. Kony Clicked
  4. 4. Particular points for NGOs• Oxfam is a thought-leader on this within sector• Increasing public(s) scepticism• ‘Post-humanitarian’ communications• Development is being disintermediated and networked
  5. 5. Strategy considerations• Skills – who works for you?• Segmentation – what is your relevance?• Collaboration – who do you work with?• Control – where is the power?• Business model – does your theory of change match your practice?• Are you agents of change or an institution?
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