The document discusses the challenges and strategies in global campaigning, emphasizing the irony of relying on narrow tactics while facing complex humanitarian and environmental issues. It highlights Oxfam's leadership role and addresses crucial factors such as public skepticism, communication styles, and collaboration. Key considerations for effective campaigning include skillsets, relevance, control, and aligning business models with proposed theories of change.

1. Global Campaigns Masterclass:
Digital & Social Media
Oxfam, St Hugh’s
14.3.2013
Prof. Charlie Beckett
Director, Polis, Head of Dept of Media and
Communications, London School of Economics
@CharlieBeckett
E: c.h.beckett@lse.ac.uk

4. Finding frames
• ‘There is an irony at the heart of much
campaigning on global challenges – including
campaigning on humanitarian and
environmental crises: as our awareness of the
profound scale of these challenges and the
difficulty of addressing them grows, we tend
to rely ever more heavily upon a set of issue-
specific tactics which may actually militate
against the emergence of the systemic and
durable solutions that are needed.’

5. Kony Clicked

10. Particular points for NGOs
• Oxfam is a thought-leader on this within
sector
• Increasing public(s) scepticism
• ‘Post-humanitarian’ communications
• Development is being disintermediated and
networked

11. Strategy considerations
• Skills – who works for you?
• Segmentation – what is your relevance?
• Collaboration – who do you work with?
• Control – where is the power?
• Business model – does your theory of change
match your practice?
• Are you agents of change or an institution?