Devising Your 'Tactics Toolkit'
In devising your tactics for the campaign, always bear in mind:
- The target audience – the tactics must be right for the audience and culture.
- Whether the campaign is to be ‘hard-hitting’ or ‘softer’. A hard-hitting campaign might ‘name names’ or overtly criticize officials. A softer campaign might rely on more friendly messages, music, fun events etc.
- Developing messages – refine the ‘ask’ into a few key points to make and develop communications to reach large numbers of people.
- Accompanying lobbying. A public campaign will also have behind-the-scenes meetings with decision-makers. Ensure your timing and coordination is effective.
For example, here are just some of the tactics included in Compassion in World Farming (CIWF)’s Tactic Toolkit for its battery egg campaign:
- Meetings with Minister
- Lobbying letters
- Human sized cage events
- National opinion poll
- Embassy tour - free-range cake
- Send-a-hen campaign
- Report on economic impacts of a ban
- Newspaper advertising
There are further examples of successful campaigns, including a variety of campaign tactics in the chapter on ‘Campaigning for Social Change’ in WAN’s publication on ‘Professional Animal Protection Society Management’.