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Our Programs Module 5

Module 5: Top Tips


  • Use campaigning if you need to demonstrate public support for your advocacy issue.
  • To give impact, you must use inspiration and creativity!
  • It is vital for a campaign to have both a final aim and interim steps along the way –to provide motivational ‘high points’ to maintain interest and ensure progress towards success.
  • Use a range of tactics and actions to keep your campaign interesting.
  • Use a range of targeted campaign materials to support your campaign.
  • Study other campaigns around the world, making sure to adapt the pick of these to your own situation before use
  • To mobilize supporters and the public remember the advice given in Module 4 (on Networking & Alliances).
  • Effective use of the media is a winning way to reach the public. There will be useful advice on ‘Media and Communications’ in Module 6.

Further Resources



World Animal Net: 'Professional Animal Protection Society Management', Chapter on 'Campaigning for Social Change'

Amnesty International: Strategic Campaigning

Campaign Central (Tips and resources for campaigners)

Campaign Planning Website


Campaigning: The A to Z of Public Advocacy
By: Des Wilson, Leighton Andrews
Publisher: Hawksmere Ltd
ISBN: 1854180363

How to Win Campaigns: 100 Steps to Success
By: Chris Rose
Publisher: Earthscan
ISBN: 1853839620

The Campaigning Handbook
By: Mark Lattimer
Publisher: Directory of Social Change
ISBN: 1900360632

Campaign against Cruelty – an activists handbook’
By Alex Bourke and Ronny Worsey
Publisher: Scamp Media
ISBN 1-898462-02-X
Available from: Vegetarian Guides, PO Box 2284, London WIA 5UH.
A UK-based animal rights approach

The Art of Strategy: A New Translation of Sun Tzu's ‘The Art of War’
By: Wing
Publisher: Bantam Doubleday Dell Publishing Group
ISBN: 0385237847

Animal Welfare Handbook
By: Caroline Clough and Barry Kew
Published by: Fourth Estate, London
ISBN 1-85702-047-2
A good basic introduction to animal welfare issues.

Campaign Tactics


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.

Advocacy Tool

Tool 36. Campaign Tactics
Contains suggested campaign tactics

CIWF Example

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
  • Vigil
  • Human sized cage events
  • Demonstrations
  • National opinion poll
  • Embassy tour - free-range cake
  • Send-a-hen campaign
  • Report on economic impacts of a ban
  • Newspaper advertising

Further Examples

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’

Campaign Materials


Types of Campaign Materials
Petitions and Postcards
New Technology
Old and New Methods
Campaign Videos

Types of Campaign Materials

There are various types of campaign materials that can be used to reinforce the campaign visibility, impact and messages. You should also assess if you need to raise funds from some of these materials. They include:

  • Websites or web articles
  • Newsletters (your own or articles for other organizations) - paper or email
  • Newspaper or magazine articles or letters (No cost)
  • Campaign videos or DVDs
  • Music/music videos
  • Reports -fully researched, with all the background facts about your campaign
  • Leaflets, brochures or factsheets
  • FAQs - Answers to most frequently asked questions
  • Posters or billboards
  • Banners and placards
  • Campaign T-shirts/caps etc.
  • Car or lorry stickers
  • Campaign postcards, badges or calendar
  • Campaign merchandise gifts (e.g. toy, pen, T-towel, mug, mouse mat etc.)
  • Campaign calendar
  • Photos (for magazines, newspapers etc.) e.g. photo CD
  • Action pack - to enable activists to play an active part in the campaign
  • Flyers - listing all campaign resources

Sometimes, international animal welfare organizations help collaborating societies and contacts by making generic versions of campaigns materials for translation and use in various countries. Campaign materials bearing the logos of a large collection of collaborating societies can be most effective (showing the strength and outreach of the campaign).

Petitions and Postcards

Petitions and postcard campaigns are a popular means of sending representations from a large number of supporters. For petitions, you only have to produce one short, simple product; then get many people to sign it. They are cheap and easy to run. Handing over a pile of petitions is also a media opportunity. One disadvantage is that decision makers generally treat mass-produced postcards less seriously than individual letters. And a petition is not worth giving to the target if you only have a few signatories.

New Technology

Newer communication technologies are increasingly used for mobilizing support for advocacy campaigns. These include:

  • Electronic petitions
  • Internet/websites
  • SMS (texts)
  • Email lists are widely used to activate collaborators and supporters. Email is becoming an acceptable form of communication with policymakers, at least in the North

This aspect of campaigning should be constantly reviewed and updated. There is more on it in Module 6 – Media and Communications.

Old and New Methods

International grassroots advocacy is becoming better-organized and more vocal, thanks to new communication technologies, especially social networking. For example, groups were highly organized for the anti-globalization protests at Seattle – mainly thanks to Internet coordination. Greenpeace make use of this technology through the ‘Cyber Activism’ center on its Website. New technology can also assist with mass lobbying, through software programs (such as membership software, which includes an automatic lobbying facility).

In fact, conventional campaigning methods such as small-scale demonstrations with homemade placards and campaign mascots are becoming increasingly outdated and useless for all but local animal rights events. So many NGOs are active and using compelling new methods and images, ensuring that the ‘routine and boring’ quite simply fails to make an impact nowadays. However, creative and visual campaign events can attract public and media attention.


Advertising can be expensive, unless free advertising can be won (for example, through designing attractive advertisements which will be used to fill blank magazine space). Advertising could be through: magazines, newspapers, direct mail, inserts in other publications or mailings, billboards, in hotels etc.


  • To be successful, creative visual impact is needed.
  • Repeat advertising is needed for impact (recognition and awareness).
  • A banned advertisement often gains more publicity and impact then a placed one!

Campaign Videos

Campaign videos are impactful campaign tools. They can be expensive to produce, and difficult to get right without professional help. The campaign message and impact can be diluted if they attempt organizational promotion at the same time.

Compare the following videos – the ‘good, bad and the ugly! - looking at their approach, design, length and impact:

IFAW Campaign Video - Icelandic Whaling

ACRES (Singapore) Video on campaign Against Live Shark Finning (for soup)

The Meatrix - Highlighting Factory Farming Problems (used by many AWOs)

WSPA - Farm Animal Welfare

Animals Asia - Bear Bile Campaign

Campaign Management


Campaign Managers
Managing Your Campaign
Campaign Coordination
Inspiration and Creativity

Campaign Managers

The following qualities are useful in a Campaign Manager:

  • Creative
  • Artistically imaginitive
  • Good at analyzing and seeing the 'big picture'
  • Excellent planners and organizers
  • Good with people - mobilizing and managing
  • Good under pressure
  • Flexible

Managing Your Campaign

Here are some tips and advice for managing campaigns:

  • Stay flexible and maximize opportunities
  • Liseten to the opposition!
  • Stay abreast of political opportunities
  • Never take 'No' for an answer!!

Campaign Coordination

Campaigns will probably involve different staff members. Effective campaign co-ordination is vital to success. Campaign management should take overall responsibility for coordination. A Campaign Team, which meets regularly to review strategy and operational progress, is an excellent way of ensuring that all are ‘on board’ with the plan.

Inspiration and Creativity

As we saw in ‘What is Campaigning’ - you are seeking to interest and motivate the public about your issue (when many others are competing). This takes inspiration and creativity. It is vital that campaigners are given time to develop their full creative potential. This requires a special management style – motivational, non-directional (give end results required, leave the direction and means up to the team), and ensuring that they are not too tied down by other organisational duties and bureaucratic ‘red tape’.

When the campaigns team is dreaming up new campaign ideas, they should be free to work in a creative atmosphere – watching other campaigns videos, studying latest advertising and marketing techniques etc. There need to awaken their creative ‘right brain’ hemisphere. Other techniques to help this process could be carried out at home, including meditation (or quiet time), listening to music, dancing, playing games and reading poetry! The idea is to quieten the intellect, to leave space for creativity and imagination.

Campaign team meetings seeking to generate new ideas should be fast-moving, playful, supportive and non-judgemental. Have dedicated meetings for this purpose; separating other business/organisational matters.


Commitment and energy are vital components of any successful campaign:

  • Believing you will win
  • Dedication and commitment
  • Being prepared for the 'long haul' (People always underestimate the time it will take to achieve animal welfare campaigns. If you are realistic at the beginning, it will stop you from becoming de-motivated.)
"Never doubt that a small group of dedicated citizens can change the world. Indeed, it's the only thing that ever has." Margaret Mead

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