1. CAMPAIGN KIT
Introduction
Amnesty International (AI) began as a campaign in 1961. Ever since, achieving
change through campaigning has been AI's long term mission. As campaigners,
we need to look at how we can contribute to building and sustaining the
fundraising, campaigning and organisational structures in the long term
All of the human rights violations that AI has been combating for decades continue
to blight people's lives around the world. Whilst in some societies, prisoners of
conscience have been freed, in other societies, new forms of repression have
emerged, including extrajudicial executions and "disappearances". The challenge
for AI is to respond to this changing world by developing new ways of inspiring
people to act in defence of human rights and thinking of other ways to approach
governments, our communities and other organisations.
Principles of good campaigning
Some of the key principles are as follows:
1. Focus
• objectives must be specific
• resources and energy must be concentrated
• research and analysis are needed to decide focus.
2. Clarity
• objectives and strategy need to be communicated clearly
• all action needs to be clearly related to the objectives
• communications must be clear, internally and externally.
3. Credibility
• in communications, the messenger can be as important as the message
• AI's motivation and information must be trusted and reliable.
4. Relevance
• AI's campaigning has to connect with the people whom it wants to involve
• AI's campaigning has to offer a solution relevant to the problem
5. Timing
• the same action will have different effects at different times
6. Commitment
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2. • the campaigning will not stop until the violations end
• different strategies and techniques will be tried to discover the most effective.
The preliminary steps to starting a campaign
1. Locate responsibility for the issue
Draw up a list of contacts including the following:
• the Minister responsible;
• contacts at any government agency or council involved in the issue;
• contacts at non-government groups working in the area;
• business people whose commercial interests are involved;
• media people who are reporting or commenting on the issue;
• interested unions or professional associations.
On the list, include the following information:
• where responsibility lies;
• who the relevant contact people are;
• a record of their views on the topic;
• a list of supporters and opponents.
2. Strategy
• You need to communicate:
- your definition of the issue
- your facts and statistics
- your suggested solutions
• Your brief should be succinct and well presented
• If delivering the brief in person a spokesperson should be nominated
• Distribute a news release and encourage any media involvement
The campaign
1. During the campaign you should organise numerous meetings to:
- keep everyone informed;
- pool all available information;
- keep sight of and if necessary, modify goals;
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3. - keep networks alive.
• In order to be effective, the group must be a cohesive unit.
• It is important to keep up the momentum, support each other, to listen for cries
of help etc. It also important to organise a celebration when it is all over.
2. Network with other groups who may have relevant information. If necessary
spread your network over new groups or individuals.
3. Keep a written record of all necessary details such as names, addresses,
telephone numbers of all people involved as well as decisions taken, and all
letters written.
4. Write to the appropriate Ministers, politicians and bureaucrats. Keep copies of
all correspondence.
5. Have a meeting scheduled for the date you estimate your target will reply to
your letters and other contacts. That way, the group's response will be prompt.
6. Consider issuing a media release. These can be used to inform the media of a
coming event, to highlight a speech or meeting or for any other occasion where
you want the media to be informed. Remember the following points:
- only put one or two ideas across
- keep it to one page
- have a heading
- have an introduction, a middle and an end
- address it to one person or an entity
- call for something definite
- sign it and put a contact person's name and phone number at the end
- send it out to all relevant media outlets - TV, radio and newspapers
- have contact person fully briefed and ready to speak to the media
- contact any known sympathetic journalists before the release and keep
them informed
7. Consider a letter campaign.
8. When using a petition, ring the office of a local politician to ensure that the
correct wording is being used. Neither the House of Representative nor the
Senate will accept petitions that are incorrectly filled out..
9. Street rallies or theatres can inform the public of your cause. Also, any media
coverage encourages a response from politicians.
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4. 10.Seek allies wherever relevant, for example, trade unions.
Getting an interview right
When lobbying ministers, politicians or bureaucrats:
• Only present one or two ideas at any one time. Be prepared on those points.
• Nominate the main speaker in advance.
• Others in the group should not speak unless it is agreed on beforehand. Too
many speakers projects an image of disorganisation.
When interviewing politicians and senior bureaucrats there are some points to
observe:
• Ring for an appointment.
• Write a letter of request, stating the reasons for the interview.
• Always be represented by more than one person, support is good to have.
• Be punctual.
• At the end of the interview, try to get a summarised version agreed to.
• Send a copy of your version of the interview, particularly highlighting any
agreements etc. to the person you saw.
• Be polite and never argue.
Year: 2003
Nikos Koulousios
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