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Insights into global advocacy: Oxfam's GROW campaign
The document summarizes Oxfam's global GROW campaign from 2011-2015. The campaign had 5 objectives: helping grow social movements, stopping land and water grabs, reaching a climate change deal, investing in small-scale food producers, and responding to food crises. It was active in 50 countries through activities like lobbying, media work, and public mobilization. An evaluation found facilitating factors were creating a consistent brand, engaging Southern partners, and combining policy work with public campaigns. Hindering factors included a difficult start, inability to build a global movement, and lack of Northern coalition-building.
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Insights into global advocacy: Oxfam's GROW campaign
- 1. Insights into globaladvocacy: Oxfam’s GROW campaign Executive Certificate Advocacy in International Affairs March 2014 Glenn O’Neil oneil@owlre.com www.owlre.com
- 2. What is GROW? Video:http://www.youtube.com/watch?v=hkg9ADEIPXM#t=29 2
- 3. What is GROW? Afour year food justice global campaign 2011 - 2015 “Find better ways to grow, share and live together, to help build a future where everyone on the planet always has enough to eat.” 1. 2. 3. 4. 5. Five objectives: Helping grow movements Stopping land and water grabs Reaching a global deal on climate change Investing in small-scale food producers, particularly women Responding to global food price crises 3
- 4. Impact chain /theory of change 4
- 5. GROW activities • • • • Active insome 50 countries: 16 north and 34 south Seen as the global unifying campaign for Oxfam worldwide National objectives are combined with international projects and spikes Some 70 Oxfam staff engaged full-time on GROW plus many internal coalitions and external alliances Lobbying Media work Public Policy research mobilization 5 Coalition building Online actions
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- 7. Insights into globalcampaiging • Oxfam commissioned a mid-point external evaluation in 2013 - carried out by Owl RE (Glenn O’Neil & Patricia Goldschmid) Next slides summarise insights from this evaluation as to how Oxfam carried out their campaigning and what results were seen “Deep dives” into three out of five objectives: • • 1. 2. 3. 4. 5. Helping grow movements Stopping land and water grabs Reaching a global deal on climate change Investing in small-scale food producers, particularly women Responding to global food price crises 7
- 8. Helping grow movements Engagedwith up to 5 million people Content creation Online petitions Building coalitions Issues: Sahel Land grabs Pressure on decision makers In the South e.g. : Bangladesh Burkina Faso Guatemala Access to decision makers Consumption & food purchases Food fairs Consumer advice 8 Change to consumer habits
- 9. Stopping land andwater grabs Video: http://www.youtube.com/watch?v=yT_DJmmdsJc 9
- 10. Stopping land andwater grabs Media work Lobbying Policy research Social media Policy research Land Freeze campaign Public African Union The Philippines Vietnam The Netherlands Lobbying South Sudan Burkina Faso Bangladesh Guatemala Policy research Policy change on land Halt illegal land / water practices Stunts Lobbying mobilization Policy change on land mobilization Local activism Public World Bank Stunts Behind the Brands Top ten food companies Social media Media work 10 Policy change on supply chain
- 11. Stopping land andwater grabs 11
- 12. Stopping land andwater grabs Video: http://youtu.be/JsTi8LrTLFg 12
- 13. Investing in small-scalefood producers Building Building capacity coalitions 15 countries Lobbying Events Events Building capacity Female Food Heroes Lobbying Empower food producers 15 countries Access to decision makers Awareness on women’s role Media work 13
- 14. Investing in small-scalefood producers Video: http://www.youtube.com/watch?v=MWo2p5LFVUo 14
- 15. Facilitated campaign success •Created through a broad consultation within Oxfam • Consistent GROW brand adopted widely • Engaging Southern partners in the concept phase ensured ownership • Flexibility of GROW allowed for local adaptation • The critical mass factor for initiatives such as Female Food Heroes and Behind the Brand; • The proximity and relevance to other programmes • The selection of precise policy areas • The combination of media, public mobilisation and policy in campaigning 15
- 16. Hindered campaign success • • • • • • Difficultstart and focus Inability to create a critical mass around most initiatives Inability to build a global movement Coordination, focus and resource issues The lack of coalition building in the North The lack of mechanisms to identify and profile Southern issues • Divergence in focus by some affiliates linked to inconsistencies in supporting campaign priorities • Inconsistency between the North and South about the sensitivity of the land issue • “Battle of interests” to win policy support 16
- 17. Further resources GROW website: http://www.oxfam.org/en/grow/what-is-grow Introductionto GROW: http://www.oxfam.org/sites/www.oxfam.org/files/grow-manifesto-may2011-eng.pdf Mid-point GROW evaluation report: http://www.oxfam.org/sites/www.oxfam.org/files/oxfam-grow-midterm-report-oct2013.pdf Contacts: oneil@owlre.com @glenn_oneil glennoneil www.owlre.com www.intelligentmeasurement.net 17