How to make an effective campaign addressed to inclusion and no discrimination locally, nationally and internationally. Presented in Marseilles in October 16 for the project CLOSER: http://socialinclusion.info/

1. MAKING
CAMPAIGNS
GIGI GUIZZO
JUAN PEDREGOSA
#MAKINGPROJECTS

2. PROGRAMME
0. What is a campaign?
1. Defining message and main contents
2. Main actors and target groups
3. Example of best practices of local, national & international campaigns
4. Identifying the style: from institutional to peripheral
5. On and offline channels and formats for communication
6. Strategy and calendars
7. Impact and evolution

3. EXPECTED LEARNING
OUTCOMES
• To have the skills to design and implement a
successful campaign
• To experiment with the learning, by developing the
main elements of a tool-kit for the week of social
inclusion of the CLOSER project (may 2017)

4. THE CLOSER THING: SEPTEMBER
2016 – MAY 2017
- Toolbox: templates, instructions, best practices, links, to organizing a
campaign. Used by CLOSER organizations to prepare the campaign
for the Week of Social Inclusion, and for other to replicate.
- Campaign aim: to involve young people in building caring and inclusive
communities and make them care about vulnerable, marginalized or
disadvantaged people.
Actions to prepare the week of social inclusion:
Young people will be involved in designing visual identity of the campaign
A logo campaign competition
CLOSER partners will prepare and test the campaign
The Toolbox will be available on the CLOSER website in 5 languages.

5. METHODOLOGY
• Step by step process
• Dialogue and share in groups
• Consensus and move forward
• Oriented to the application in 5 EU countries:
combining local and international
backgrounds

6. O. WHAT IS A CAMPAIGN??
DEFINITION
Collins dictionary: a series of coordinated activities, such as public
speaking and demonstrating, designed to achieve a social, political, or
commercial goal ⇒ a presidential campaign, ⇒ an advertising campaign
EXAMPLES OF CAMPAIGNS :
- 736 IDEAS delivered to EU Parliament books & posters
http://asceps.org/makingprojects/736ideas/en/about/
- #CARVEdaphne VIDEO http://carve-daphne.eu/about/
- #digitaldiscrimination I:CUD postcards http://digitaldiscrimination.eu/
- #SAMEworld speech bubble campaign on social media
http://www.sameworld.eu/gallery-same-world-baloon/

8. 1. DEFINING MESSAGE AND MAIN
CONTENTS
MISSION/VISION/STRATEGIC OBJECTIVES, ETC.
- There is always something to be changed: we make
projects for things to happen
Where
are we?
Where
are we
going?
How do
we reach
it?
https://www.youtube.com/watch?
v=QNHpjpxkc1U

9. 1. DEFINING MESSAGE AND MAIN
CONTENTS
Mission
-why we are
Vision
-where are you
going
Values
-life style
Promises
SWOT
General
objectives
Specific
objectives
Previsions
STRATEGIC ELECTIONS

10. 1. DEFINING MESSAGE AND MAIN
CONTENTS
What is the key message? Find it by defining your:
- Hashtag and related hastags / key words
- Write one slogan
- List your key messages
Example see same world project:
SLOGAN: Environmental Justice for a #sameworld for all!

11. EXAMPLE
Hashtags and Key words:
#sameworld #changeclimatechange #climateChange #EnvironmentalJustice
#migrants #refugees #refugeeswelcome #HumanRights #sustainability #education
#inclusion #biocide #RightsofNature #discrimination #OneWorld
Key concepts
Environmental justice: We should all have the same opportunities and responsibilities
regarding the environment around us.
Environmental refugees: they should have rights and be protected.
Migration and immigration: Humans have always been moving, we should all have a
right to do so.
Equality: we have all the same human rights and we can all defend the rights of
others.
One world: Highlights the connection of elements in the ecosystem and their
interdependence.
Climate change: The effects are disasters and human suffering.
Rights of Nature: legal and political scholarship advocating legal standing for the
natural environment.

12. EXAMPLE
Main messages to communicate
Environmental Justice is when all people have the same access to safe and healthy
living conditions. Right now, the majority of people from the global south are suffering
the negative environmental consequences caused by the environmentally abusive
living standards of the global north, and injustice that we need alter.
Climate change and environmental damage are the consequences of human abusive
life styles and production systems, and result directly in the suffering of vulnerable
groups (women, the poor, migrants etc.). The causes and effects can only be
remedied and reversed by us.
Environmental Migrants should have recognized rights alike to political refugees,
which at present they do not have. They are people who have to leave their home due
to environmental disasters, which are more and more caused by human action. These
include amongst others: flooding due to climate change; poisoning of air, water and/or
soiled due to spillages from factories or transports; earthquakes caused by aggressive
ground gas extraction; food and water shortage due to climate change and/or abusive
farming.
Join us in the fight against injustice and get involved in promoting: Environmental
Justice, Rights of Nature, Global Citizenship, Migrant and Refugee Rights, Stop
Climate Change, Right to drinking water, One world for all, Intergenerational justice

13. 2. MAIN ACTORS AND
TARGET GROUP
Who am I?
• NGOs
• Individual p
• Professional
• Volunteer
• Public institution
Who is my target
group?
• How do I reach them
• What language do I use
• What barriers do I find
currently

14. #IAmAWitness | Bullying Prevention | by the Ad Council
(US 2015) http://iwitnessbullying.org/
https://www.youtube.com/watch?v=uQW-V-TdBQg
Drawing attention to the hungry and homeless with street art
(New York) by http://crossroadsnyc.org
http://www.foryourconsideration.xyz/#/new-gallery
FIFA's #SayNoToRacism campaign during the World Cup.
500,000+ fans supported it. This video was played on stadium
giant-screen, on the anti-discrimination days.
https://www.facebook.com/video.php?v=1097809346901578&set=vb.
606721589343692&type=2&theater
3. EXAMPLE OF BEST PRACTICES OF
LOCAL, NATIONAL AND INTERNATIONAL
CAMPAIGNS

16. The most boring (and successful?) viral video ever:
https://www.facebook.com/DigitalDiscrimination/videos/
864382763609902/
Article about the video http://thirdforcenews.org.uk/tfn-news/the-most-
boring-video-ever-goes-viral-for-charity
I heart consent campaign by UK NUS (free online info and
material):
http://www.nusconnect.org.uk/resources/i-heart-consent-guide
http://www.nusconnect.org.uk/winning-for-students/women/lad-
culture/i-heart-consent
MORE EXAMPLES

17. 4. IDENTIFYING THE STYLE: FROM
INSTITUTIONAL TO PERIPHERICAL
ONE
Original
Humor
Emotions
Immediate action
Brand style-commercial
Mainstreaming
Conservative
Off-line
Vintage
Hipster
Black and White
Linked to the project
Participation/image of excluded
TWO
Classical
Rigor
Brain
Reflection
Institutional style- EU flag
Radical
Activist
On-line
Web 2.0
Hippy
Coloured
Independent to the project
No participation/image of excluded

18. 5. ON AND OFFLINE CHANNELS AND
FORMATS FOR COMMUNICATION
ONLINE
Website
Newsletter
Digital tool to be
downloaded
App
Social media:
• FB
• Twitter
• Instagram
• Youtube/vimeo/
• Snapchat
OFFLINE
Poster
Brochure
Guide
Postcards
DVD/USB/CD
Merchandising
Event
Performances
Video
Press

19. 6. STRATEGY AND CALENDARS
Strategy: what, when and where? Local and international
debate
Planning long and short term:
Tools: e.g. gantt chart for global vision and social media planner
for daily/weekly/monthly routines

20. https://s-media-cache-ak0.pinimg.com/564x/65/2b/69/652b692ad5f49748ccd847b0f06a3905.jpg

21. 7. IMPACT AND EVOLUTION
• Local, national,
international,
sectorial,
intersectorial
• Indicators, figures,
evidences,metriqcs
• Verification of the
relevance of the
projet with its aims
• Following up of a
project (or spin off),
and/or its effects
and transpher
SUSTAINABILITY
EVALUATION
MULTILEVELMEASURE

22. 7. IMPACT AND EVOLUTION
Tools for social media impact:
A big number of tools: google analytics, facebook insights,
twitter analytics– tweetreach, klout,tagboard
- And simple solutions

23. 7. IMPACT AND EVOLUTION
Participatory and fun evaluation of actions:
Involve the audience / participants! For example:
- on social media encourage debate, comments
- at event pose questions to the participants, provide a board for
post-it answers, use fun questionnaires , encourage live
sharing of comments with hashtags on social media

24. AND FINALLY?
Recap

25. THANK YOU
http://socialinclusion.info/