This is a presentation delivered at the first Nairobi Summer School on Climate Justice held at the Kenyatta University on 7 September 2921

1. CAMPAIGNS
Henry Neondo
PACJA Communications
neondohenry@yahoo.com
+254703618872

2. Structure
Appetizer: Philosophical
foundation of Climate
Justice
Definition
Simple steps in campaign
planning
Implementation (tactics and
techniques)
Evaluation

3. Why CJ matters for Africa?
 Not all human populations are equal in the
face of the climate challenge.
 Paradoxically, the poorest countries are often
those most affected by the uncontrolled
global warming. –
Making matters worse for Africa is that we do
not have the technological know-how and the
needed resources for effective;
a) Response Mechanism –often disjointed
b) Coping mechanism (strategies people often
use in the face of stress) – inadequate

4. Africa and CJ…
b) Resilience (the capacity to
recover quickly from difficulties )--
are often insufficient
 Feltz (2019) noted that response
to environmental concerns must
be consistent with ethical
considerations, namely respect
for human rights and equal
consideration for all human
beings.

5. Justice
By justice, we mean
International solidarity,
Responsibility for future
generations and
An equitable management of
the ecological crisis.
Feltz (2019)

6. Public Communication campaigns –
“purposive attempts to inform or
influence behaviors in large audiences
within a specified time period using an
organized set of communication
activities featuring an array of
mediated messages in multiple
channels generally to produce non-
commercial benefits to
Definition

7. Campaign?
 It begins with the identification of
the issue.

8. In identifying the issue
 How do you know that an issue
is worth campaigning for or
against?
i. If the issue affects
many people
ii. If the issue hinders
service delivery –either
through lack of policy /
inadequate policy/
obsolete policy

9. How do you go about identifying
the issue?
Through Research…
Why conduct a research
to identify the issue?
contribution
Get facts
Your campaign must be fact-based
Must campaign with convincing and
factual data

10. Types of Research: Informal or
Formal research
Informal: Research method
that gathers data/
information/evidence
anecdotally or based on
convenience rather than in
accordance with the
systematic methods
prescribed by methodological

11. Informal
For example, conducting a
simple survey, informal
interviews with a target
audience, seeking opinions
of colleagues, searching
through company files

12. Formal research
 Style of research in which data is
gathered in a very controlled,
structured, systematic and
objective way
 Can be qualitative or quantitative

13. Ways to researching the issue
Method Definition Advantages Challenges
Questionnaires
and Surveys
A form containing
a set of questions
Easy to
administer to
many group of
people
Impersonal
Informal
interviews
A conversation
with note taking
Flexible and
intimate
Time intensive
and difficult to
analyse
objectively
Desk reviews Review literature
about the
problem
Comprehensive Time intensive
and inflexible
Observation Gathering info
within a
community
Views operations
as they occur,
adaptable
Subjective and
complex
Focus Group
Discussion
Gather a small
group of key
In Depth
examination of a
Difficult to draw
conclusions

14. Planning
An issue has been
identified and now planning
is the next step

15. Theory of Change
 Before you embark on planning, seek
to know where you are and where you
want to go– develop your theory of
change.
 As part of this process, it is important
to assess your strengths and
limitations
(SWOT/PESTEL Analysis)
 Take into account your size, location,

16. Steps to planning a campaign
Planning begins with
objectives

17. Campaign Objectives
examples
 Campaign objectives may be any
of the following
i. Raise awareness by
disseminating information
ii. Shift perceptions to mobilise
public support, or simply
iii. It may seek to effect legislative
change.

18. Target audience
 Identify stakeholders – List people
directly or indirectly affected by the
issue -People who can help you
address the issue

19. Stakeholders
 Identify allies, opponents –
Allies Opponents

20. Power and interest
High power
High
interest
Low power
Low
interest

21. Message
 A message is your story
 Message is in two
i. Core message:
- Your Core Message is the big
idea you want to share with the
world
- Key messages create focus,
control, and intensity in influencing
your target audiences

22.  Must be simple, clear, and
powerful presentation of the issue
as it affects real people
 It captures the emotional core of
who you are and what you stand
for.
 NB: Always bear in mind that
communication is not about what
you say or send: It is about what
the receiver perceives it to be and
what they do with it

23. Message cont…
Your Core Message isn't WHAT you do,
but WHY you do it.
ii. Supporting Messages – could be 2-3
that back up the core message
Broadly, key messages are communicated
through;
i. written,
ii. visual,
iii. verbal and nonverbal

24. Message development
 Based on consideration of your
campaign’s/organizational
purpose, goals and audience
 Research is critical in messaging
as a part of a communication
strategy
 Developing effective messages
means knowing as much about
that public as possible

25. DEVELOPING ACTIVATION
MESSAGES
Always bear in mind that
communication is not about what
you say or send: It is about what
the receiver perceives it to be and
what they do with it
 Communication trends have
changed: in the past communication
seen as a linear (Lasswell model)
process
Sender Receiver

26. Model 1 cont..
Pros: Good at audience persuasion
and propaganda
Intentional results
Con: not sure of effectiveness

27. Model 2
 But it is cyclic (transactional)-
Sender Receiver
Comm is simultaneous
and instant feedback
Sender and receiver contribute into the
discourse
Used in IPC

28. Models 3
 interactional process; hence
messages need to be carefully
evaluated if they are to influence or
bring social change required.
Sender Receiver
Receiver Sender
This is the internet era model of comms
Delay happens when receiver is not
online

29. ACTIVATION MESSAGES
cont//
 Message Objective: An activation
point occurs when the right people at
the right time are persuaded to take
an action that leads to measurable
changes for important social issues.
 It is not the message itself but the
impact of the message hence identify
your objective or the results expected
from the message.

30. Message Development

31. Message cont..
i. Your message should
encapsulate a
relevant and timely problem,
a practical solution, and
an urgent action.

32. Features of key messages
 Concise: Maximum 3 key messages per
page; each statement only 1-3
sentences long or under 30 seconds
when spoken.
 Strategic: Define, differentiate and align
with benefits/value proposition.
 Relevant: Balance what you need to
communicate with what your audience
needs to know.
 Compelling: Meaningful information
designed to stimulate action.

33. Features…
 Simple: Easy-to-understand language;
minimal jargon and acronyms.
 Memorable: Easy to recall and repeat;
avoid run-on sentences.
 Relatable: Active rather than passive
voice; no advertising slogans.
 Tailored: Adaptable to different target
audiences, with flexible language and
depth of information.

35. Tactics and techniques
 The next step is to devise
effective ways of getting the target
audience take the necessary
action to achieve the desired
outcomes and eventually reach
the campaign goal, i.e. to decide
on tactics and choose appropriate
techniques.

36. Tactics
 Ways resources are deployed and
directed within a broader strategy
so as to reach the desired
outcomes.
 Tactic of choice is dependent on
i. Objective
ii. Audience
iii. Fund/ financial resources

37. Technique
 Different techniques may contribute to
a single tactic or theory of change
Common campaign techniques
i. Campaign advertising (e.g. using
posters, radio and TV announcements)

38. ii. Attracting media attention (e.g. with
press conferences and stunts)
Choose appropriate
place and time
Invite the media a week
before the day
Prepare core message
in a statement to share
with the media
Prep spokespersons
Let the media know
who is speaking

39. Demonstrations, rallies, marches
and other forms of mass
meetings
Design banners
Posters/placards
T-Shirts/caps
Mobilise people
End it with a petition to a
policy maker

40. Using traditional arts to raise awareness
or initiate community dialogue

41. Electronic action-alerts via the internet and
mobile phones

42. Using new media channels to
spread messages (eg. social
networks, videos, blogs, twitter,
etc)

43. Mobilizing volunteer campaign activists
to influence peer groups, e.g. by
organizing community events or private
house parties

44. Distribution of campaign
merchandise, such as caps, bags
and wristbands

45. Organization of or participation in
specialized conferences

46. Lobbying key decision-
makers
Lobbying: This is meeting with policy makers. Have facts/policybriefs
/research outcomes etc to share
Dress for the occasion.
Meet at the right places

47. Techniques
 Launch of the report from research
findings
 make a submission, or seek to
address a parliamentary committee
 Lobby decision makers: directly
contact members of parliament or
local councils (or their advisors) to
discuss a particular issue and try to
influence amendments, repeal or
enact a law.

48. Media advocacy
Make good use of the media:
opinion pieces, media
releases and press
conferences are all excellent
ways to highlight a particular
problem

49. Build awareness and public
support
 Build awareness and public support as
a way to reach communities, facilitate
participation, increase understanding
and generate support for your
campaign.
 Ways to do this include writing open
letters, organising petitions, holding
community meetings or running public
education programs.

50. Litigation and test cases
Irish Climate activists take their government to court over
environmental misdeeds. Litigations is one route to campaigning

51. Working with other organisations
 Working with other organisations: You
may partner with other centres or
agencies to collaborate on a short-
term project or a single campaign, or
establish informal networks to share
information, ideas and support one
another.
 Or, join a coalition and take formal
joint action.

52. Evaluating your campaign
 Keep it simple – develop a small
number of indicators to capture
changes.
 Aim to gather a mix of evidence from
internal and external sources.
 Looking at whether you achieved your
objectives
 Whether you worked within your set
budget