New Media and Journalism. Day one. Session Tuesday 30 June
Key words: Organising and Leadership, Structuring, Leadership, Teams, Teamwork: mission, rules
roles
1. Overview of campaign strategy and information flow: What makes a successful
campaign? Tanya (60 min)
• Through several case studies, today's session will orient you to campaigning – from public
education to mobilising to political advocacy.
• We will review the building blocks of an online campaign and then go into more detail on
each 4 ways of campaigning.
Identifying and investigatin the goal, message, target audience, media tools, impact of a campaign.
2. Case studies Michael and Marek (30 min)
Campaign Categories:
1. Advocacy
2. Public Education
3. Mobilisation
4. Crowd Sourcing/ Group problem solving
Why are these particular campaigns (different categories) created?
3. Example from 350.org – October 24th events. Phil (5 min overview)
4. Exercises (45 min) Ali
Group work 1
Creating a hypothetical global climate campaign for 350. ( 30 min exercise; groups of 5)
Group work 2 – HOMEWORK for Thursday
Thinking about a campaign from your home country/region that is related to Copenhagen.
Impact on their countries.
Feedback on today's session:
What was good?
• examples
• exercises
• facilitators
• inspiring
• logistics and group work
• hearing others' ideas
• context
• spirit and energy of the session

What could be improved?
• More time to discuss
• more examples
• more exercise time
• more brainstorming
• more interpretation/presentation to people who have a lower level of English
• more activities to break up talking
• too hot, no ventilation
• seating
• more practice exercises