Effective communication for successful campaigns

1. Laura Sancho torné
@lstorne

2. 1863: Red Cross
1920: Service Civil International // CCIVS
1967: 1st humanitarian crisis with Global media coverage
- Biafra (Nigeria)
1971: Doctors without borders
“No pictures, no indignation”
Unesco 1980 – Mac Bride report
85 -95: concentration, commercialization of media
1982: SCI Catalonia
1986: Spanish Voluntary Platform+ CONGDE
1989: Catalan Voluntary Platform
FCONGD // Ethic Code
2003: CONCORD
2006: Ethic Code CONCORD
Well
done!!

3. >> Respect for the dignity of the people
concerned;
>> Belief in the equality of all people;
>> Acceptance of the need to promote
fairness, solidarity and justice.

4. - Respect equality, solidarity, justice;
- Images or depicted situation in its immediate and in its wider context
- Avoid potentially stereotypes, sensationalize or discriminate against
people, situations or places;
- Full understanding, participation and permission of the subjects;
- Ensure those whose situation is being represented have the
opportunity to communicate their stories themselves;
- Conform to the highest standards in relation to human rights,
children’s rights and protection of the vulnerable people.

6. Don Mc Cullin, 1967
Biafra, Nigeria
MEDIA

7. Kevin Carter, 1994 – Pulitzer
Sudan

8. 2013
Somalia
HUMANITARIAN FRAME: emergencies, catastrophes, spectacle…

9. PRIVATIZATION / Media influence….
http://www.dec.org.uk/appeals/haiti-earthquake-appeal
http://www.dec.org.uk/appeals/gaza-crisis-appeal

15. DO WE REALLY CHANGE THE WORLD?

16. Maybe we are
wrong!!!!
Is this the model
we want?
Are we following
our ethic codes?

17. RESEARCHES
Yes, we are
wrong!!!

18. OXFAM, 2011
Finding frames: new ways to engage the U.K.
public in global poverty www.findingframes.org

19. FINDING FRAMES THEORY

21. * Poor understanding of the political causes that generate
global North-South inequalities (EX)
- Northern publics in the rol of “dominant givers” and Southern
“grateful receivers”
* The NGOs have fuelled and strengthened the
“little engagement” model: give money, sign virtual request
- NGO are mere conduits in a predominantly
transactional model
-Business practices, prioritizing fundraising
and campaigning: “cheap participation”!
CONCLUSIONS

22. Dev Reporter Network:
- Network: journalists and communicator
officers for development, human rights, peace
- France, Italy, Catalonia
Catalonia Dev Reporter, two researches
FCONG (FINDING frames), 2013:
- The communication of NGO from FCONG
- The discourse of the catalan media

23. -Code of Ethics, some breaches
-Hybridism of two models: the
traditional and the alternative
-Invisibility of southern countries and
lack of information of quality
- Difficult relationship with media
- Social media to inform, not to speak!

24. WE CAN NOT CONTROL:
-Business/audience pressure (money, publicity)
-Ideological position
-WE CAN INFLUENCE:
- Our press releases can influence the journalistic approach
- Media use NGO as source information
- The citizenship culture and awareness towards a issue. We
have to work with media but also with society!!
- The individual journalist is the one that can help us to publish
good information. We need to build trust relationship!

27. 1. Authentic, genuine NGO 2.0:
- Website as a meeting point
- Transparency
- Dialogue
- Engagement
- Social trust
- Community gardeners
- Use your resources!!!
Organization culture

28. 2. - Messages, proposals and
alternatives to complete collectively:
-Networks of empowered activists
-Processes, not results
To change laws, but promoting
participation, La PAH (tests)
3.- Meeting spaces and activities,
both virtual and face to face:
- Click activism + off line meetings and
actions
- Participation packs, Kony2012

29. 4.- Arguments and emotions,
always collective
-Researches, studies adapted
to our different publics
- Different versions and
formats
- To adapt language
- Take care of the media, but
relax!
We have the best study, but
our target, the youth, don’t
understand anything!!! ;-(

30. 5.- Communication is in the air!
Everyone/ everything is communicating!
6.- Make it simple for participation
- Campaigns without expiration
- Avoid interventionism, control
- Smaller targets
-Different campaign elements for different
engagement levels
- Run away from charity ASAP
- Networking!
- Evaluations with social approaches
PAH, yes we can!

31. Ok, it’s not advocacy,… but the
communication that we are using
to get funds can influence our future
advocacy campaign?
A media campaign of a NGO that
work for Human Rights to find
fundraising, partners and
memberships to sustain the activity

33. https://www.youtube.com/watch?v=Y4MnpzG5Sqc (15)

34. https://www.youtube.com/watch?v=3iIkOi3srLo

37. https://www.youtube.com/watch?v=oJLqyuxm96k
https://www.youtube.com/watch?v=xbqA6o8_WC0

38. Accord on Fire and Building Safety in Bangladesh: H&M, Inditex, C&A, PVH,
Tchibo, Tesco, Marks & Spencer, Primark, El Corte Inglés, Mango, Carrefour,
Sainsbury's, Benetton… Foto: Taslima Akhter

39. Migrant Files
Data Journalism Awards 2014

41. •
@lstorne
@montsanto
@LaFCONG
@CatDevreporter