1. Campaign Accelerator
People-Powered Campaign Planning
Michael Silberman
michael@mobilisationlab.org

2. “A Colossal Failure”
© Greenpeace / Robert Keziere

3. A new generation of
“digital first” campaigning
organisations
© Avaaz

4. We can continue with business as usual, do a
lot of actions, hold a lot of protests, but fail –
and betray our constituency in the process.
Or we can press the reset button.
Kumi Naidoo
Former International Executive Director, Greenpeace

5. Greenpeace launches MobLab
• Digital Mobilisation “Centre of Excellence”
• Mission:
• Campaigns win with people
• Build digital / engagement capacity
• Accelerate innovation
• Source of best practices, testing, and
strategy development for network of 25+
regional offices, 3,000 staff

7. Credit: Content+ Magazine

8. Strategy Development
+ Collaborative Processes
+ Design Thinking
Bigger wins
(with people)

13. Current System Who
is losing under the
current system?
What Supports?
Who or what substaintually
supports the system but is not
directly involved in it? How?
Disruptions
Who and What is/can disrupt the current system?
Where is there disruption/vulnerability
in thesupporting systems?
Who wants/needs to disrupt
the current system?
WHICH RELATIONSHIPS
THAT YOU IDENTIFY
ARE SYSTEM CRITICAL?
Who and What maintains or
advances the status quo?
What are the key relationships?
Who has power in this scenario?
Produced by Mobilisation Lab | www.mobilisationlab.orgThis work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

23. Produced by Mobilisation Lab | www.mobilisationlab.org | Original Design Credit: UK Design CouncilThis work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
?
Select ideas that have
creative potential.
!Evaluation
& Selection
Idea
Development
Idea
Concretisation
Idea
Generation

27. Project Plan Outline
• Campaign story
• Engagement strategy
• Timeline of activities
• Responsibilities
• Success metrics
• Immediate next steps

28. RisksAssumptions
What’s the story?
What are the key elements of the story that will inspire key
audiences and allies to act and show that their efforts have impact?
What do people need to do?
How can key audiences and allies help bring about this change?
What are our asks to them?
What do we need to do?
What are the key activities and tasks that we need to do to support
people to take action and create a shift?
9
10
11
13 14
Tracking & measuring
What else will we track and measure to show we are making
progress towards our objectives?
Outcomes &
indicators
What does success look like?
How will we know we’re on
the right path?
Goals &
objectives
What is the specific goal
for the project? What do
we need to bring this about?
8
7
How can we create
that change?
What are the key power
dynamics, relationships
and mindsets that need to
change? What else can create
the shift needed to bring
about change?
What influences?
What relationships, trend
or events currently has
influence/helps sustain the
current situation?
What needs to
change?
Based on the problems we’ve
identified that contribute to
the current situation, what
needs to change?
What power dynamics need
to change?
What mindsets need to shift?
Vision
1
3
2 4
Contributing
factors
What trends, events and
relationships do we need to
keep an eye on that could
shift the situation?
5
Who can help?
Who do we need to bring
about this change? Who has
influence? Who is affected?
And who can we collaborate
with?
6
12
Produced by Mobilisation Lab | www.mobilisationlab.orgThis work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

29. § Get TRAINED
§ Download TOOLKITS
§ Schedule WORKSHOPS
mobilisationlab.org/accelerator

30. Effective advocacy organisations today
need to become as
ü CREATIVE
ü COLLABORATIVE
ü PEOPLE POWERED
as the world in which they now operate.

31. MobLab is a global innovation, training, and research hub
dedicated to enabling a diverse network of changemakers
to build a more just, peaceful, and sustainable world.
Amidst growing threats -- to people, the planet, and the
very right to advocate for change -- we equip campaigners
around the world with the strategies, tools, tactics, and
partners needed to win in the digital era.

32. Innovations in people-powered campaigning and
digital mobilisation from around the world:
MobilisationLab.org
Join 3,000+ campaigners from Amnesty Intl, 350.org, Oxfam, Doctors
Without Borders, and other leading organisations.