Campaign Planning

Medsin Campaigns in conjunction
with Zero Generation Training

• 9 arrive and settle in for day
• 9:30 Intro (this needs a fancier title, I like:

"Medsin Campaigns: Motivate, Communicate
& Mobilise" or "Medsin Campaigns: Passion,
Perserverance & Power" either one fits in with
the theme of my personal section of the intro
speech :-)
• 10:00 workshop 1 (L1: Self Motivation:

Interests & Power, L2:
Medsin CampaignsCampaign
in conjunction
Planning:
Self Motivation: Interests &
Empowerment
Participating In Campaigns
Medsin Campaigns Training

Outline
• What motivates you?
• Understanding Self interest
• Empower yourself
• Maintaining Motivation

Learning Outcomes
• Understanding motivation, needs and
what motivates you
• Understand the relationship between
interests and motivation
• Understand the link between self
empowerment and campaigning
• Learn tricks to maintain motivation

What motivates you?
• External
– Carrot What is your
– Stick WHY?
• Internal
– Drivers
– Values

What motivates you?

Understanding Self Interest
Interest = inter esse (Latin) = to be among
Self Interest = Self among others
Where do my needs fit into those of larger

society

People are motivated to take part in campaigns
by self interest
To get something out of it for:
Self, family, friends or community
Sense of moral justice or idealology

• What makes people feel good about
themselves?
• What materially benefits them?

• Material Interests
– Housing, healthcare, education, financial
• Social Interests
– Friends, respect, recognition, feeling
useful, feeling important, feeling a part of a
larger community
• Generational Interests
– Helping your children, grandchildren

• Common Campaigner Motivations
– Need to take responsibility of citizenship & play a

role in shaping public affairs
– Desire to work with different races/cultures to

broaden perspective/ combat prejudice
– Drawn to international issues because of want to

make global difference

Empower yourself
• Campaigning is about addressing the balance
of power in society!
• Regain some power!
• Power comes from relationships, respect and

reason!

Empower yourself
• Relationships = Resource
• Forming relationships = Talent/Power
• Relationships need
– Trust & Respect
– Commitment & Honesty
– Straightforward communication

Empower yourself
• You will be known by your values:
– CARE about others & let people see it
– Treat everyone with RESPECT, whether they are big or

small
– JUDGE NOT, give others the benefit of doubt & refuse to talk
negatively about anyone

Maintaining Motivation
Task Tools and

matching training
MOTIVATION
Feedback
• Task matching
– Is this the right job for you?
– Does it match your characteristics?
• Tools & Training
– Do you have the tools you need?
– Have you received adequate training?
• Feedback
– Ask for constructive feedback on your
performance
– Focus on your behaviours and processes
• And finally….
• Recognise your achievements

– Big & small
• Remember why you are here!

And finally…
A good campaigner is motivated by…
Strong feelings of love and caring towards

people/environment/animals
Strong feelings of outrage and anger at how

people/environment/animals are treated
Tap into your emotions!

Summary
• Understand your Motivators
• Recognise your Self Interests
• Empower yourself through relationships
• Keep your motivation going
Start contributing to SOCIAL CHANGE!

Evaluation!
• Please fill out the evaluation forms and
hand them in
• Thank you!

Campaign Planning: Issues &
Strategy
Leading Campaigns
(Level 2)

Outline
• What is an Issue Campaign?
• Choosing your issue
• Power & Influence
• Tactical Guide to Power
• Strategy Development

Learning Outcomes

Issues vs Problems
• Problem = What’s wrong
• Issue = specific solution to a problem
– Ie. A new law
Focus on winning something

NOT
just expounding on a problem!

Issue Campaigns
• Campaign
= series of connected events over time
= build strength & bring victory

Issue Campaigns
≠ education campaign
≠ election campaign
≠ fundraising campaign
≠ service delivery campaign

Issue Campaigns
= specific victory
= gain
= beginning, middle, end
= method to build POWER &
ORGANISATION

Key Issue Criteria
1) Win REAL, concrete, immediate
improvement’s
– Breakdown into short term attainable goals
– No issue = no reality principle = no
measure of success

Key Issue Criteria
2) Give people a sense of their own
POWER
– Mobilise the power that people have
– Teach the value of united action by
example
– Build self confidence of the organisations
and indviduals
– Avoid disempowering short cuts
Key Issue Criteria
3) Alter the Relationships of POWER
– Make hearing what “we” have to say a
necessity
– Strengthen our image so “we” must always
be consulted/ considered on decisions
– Build Medsin’s political role
– Press for power allocation

Choose your issue
1) Result in real 9) Have a clear target?
improvement? 10) Have a clear time frame that
2) Give people a sense of works for you?
their own power?
11) Be non-divisive?
3) Alter the relations of
power? 12) Build leadership?
4) worthwhile? 13) Set your organisation up for
5) winnable? the next campaign?
6) widely felt? 14) Have a pocketbook angle?
7) deeply felt? 15) Raise Money?
8) easy to understand? 16) Be consistent with your
values & vision?

Tactical Guide to Power
POWER = Money or People
Our ability to win = doing with people

what the “otherside” can do with money!

1) DEPRIVE the “other side” of
something it wants
2) GIVE the “other side” something it
wants
3) ELECT someone who supports your
issues

Power analysis
• Who has the power to deliver the change in
your area
• What are their current positions
– Construct an influence graph:
• What are their relationships to one another
• What are their relationships to Oxfam/allies

Influence Graph
High
Influence
Medium
Influence
Low
Influence
Blocker Floater Champion

Illusions About Power
• Groups believe they will win because:
– They are morally right
– Truth is on their side
– They have the best information
– They speak for large numbers of people
• Opponents often have none of these and still

Win!
• However, everyday people can gain power!

Influencing your targets
• Identify key individuals who have the power to bring
about the change you are looking for
• Identifying your audiences - those who have
influence on your target.
– Powerful public figures/Celebrities
– Close allies of the target
– Institutions
– Journalists
– The Masses
• Influence map

Influence map
Employees Customers
TARGET
Trade Unions HEAD OF BIG Media
COMPANY
Shareholders Financial sector Governments

Tactics
How are you going to achieve your objectives?
– Influence your targets directly
– Using your target audiences to influence your target
• Research
• Policy Development
• Lobbying
• Working with the media
• Popular mobilisation
• Alliance building

• Political/ Legislative Power
– Getting something passed by elected body
• Primary: Voters
• Secondary: Money & Media
• Timing: Prior to election
• Q’s
– Is the decision made by Committee or Leadership?
» If Leader: are they dependent on your votes, are they trying
to move up ranks, will they need your votes in future?
» If Committee: you need 1/2 +1 of voting members, how many
definite & how many never? Can you influence them? Is it
possible to win?

• Consumer Power:
– The ability to conduct a boycott
• Primary: Cut profits/change consumer choices
• Secondary: Media coverage that could influence
purchasing
• Timing: Time of stress for company
• Q’s
– What is their profit margin?
– Is their market local/regional/national/ international?
– Who or what really owns the company?
– Can you really hurt profits?

• Legal/ Regulatory power
– The ability to win in court or in a regulatory
process
• Primary: Clear laws and tight regulations
• Secondary: Money, voluntary professionals & Media
• Timing: Must be prepared to carry on for several years.
Sometimes you do this to delay and actually want the
process to last many years.
• Q’s:
– Are laws or regulations clearly on your side?
– Have similar cases been won before/elsewhere?
– What are the extra costs?

• Strike/Disruptive power
• Primary: Cutting profits/ income by stopping a
company/ agency from functioning
• Timing: During times of stress for company/
agency
• Q’s:
– What is the comapany’s profit margin?
– Can you make a significant dent by stopping/
disrupting work or customers?
– How costly will it be to replace or get rid of you?

Achieving Change
lasting change
=
convinced decision makers
credible arguments + sufficiently broad and
intense support
+
an infrastructure that sustains change
+
mass attitudes and beliefs that also sustain
change (and sometimes are the change)
Strategy Development
Strategos (Greek) = rank of general in army
= design of the campaign combined w/ an

analysis of power relationships
= relationship of power between you & the

official/body
≠ Tactics = individual steps in carrying out a

strategy Medsin Campaigns in conjunction
• What is the problem we are wanting to
address
– Being specific and focused
• What is the solution:
– What do we think will address the problem
• Power analysis
– Who has the power to deliver the change you
want to see.
• What do we need them to do.

• 1st Aim: Voluntary agreement
– Tactics = letters/ meetings/ conversation/
fact/ explanation/ persuasion/ people’s
needs/ morally right
• 2nd Aim: Pressured agreement
– Tactics = build power to compel

• Target = public or voters
– Simple plan NOT strategy
• Target = decision maker
– strategy

• Goals = Power
• Tactics = Cost to target

Chart Preparation
• Maps
• Election returns
• Someone who know s about the organisation/
function of the target
• Phone directory and internet access
• Members/ affiliates list
• Time
• Facilitator
Goals Organisational Constituents, Targets Tactics
Considerations allies, and
opponents
1) List the long term 1) List resources 1) Who cares about 1) Primary targets For each target list
objectives of your That your org. this issue enough to the tactics that each
Campaign Brings to the join in or help the constituent group
can best use to
campaign. Include org? 2) Secondary make it’s power felt.
2) State the
money, number of targets
intermediate goals
staff, facilities, 2) Who are your
for this issue
campaign victory? reputation. opponents?
3) What short-term 2) List specific ways

partial victories can in which you want
you win as steps your org. to be
towards your goal? strengthened by
this campaign.
3) List internal
problems that have
to be considered if
the campaign is to
succeed

Stages of a Campaign
1. Choose the issue
2. Develop strategy
3. Open communication with the target
4. Announce the Campaign
5. Begin outreach activities
6. Stage direct encounters with decision
makers
7. Build the organisation!
Selling Your Campaign
Participating in Campaigns
(Level One)

Outline
• Understanding the Issue
• Communication Methods
• Public Speaking Skills
• Elevator Pitches

Learning Outcomes
• Understand how campaigns address
problems by focusing on issues
• Be able to identify different
communication techniques, including
story telling styles
• Learn tips for strong public speaking
• Practice delivering an elevator pitch

Understanding the Issue

Issues vs Problems
• Problem = What’s wrong
• Issue = specific solution to a problem
– Ie. A new law
Focus on winning something

NOT
just expounding on a problem!

Issue Campaigns
• Campaign
= series of connected events over time
= build strength & bring victory

Issue Campaigns
≠ education campaign
≠ election campaign
≠ fundraising campaign
≠ service delivery campaign

Issue Campaigns
= specific victory
= gain
= beginning, middle, end
= method to build POWER &
ORGANISATION

Know your Issue
• What is the problem?
• What are the long, intermediate and
short term goals?
• What is the issue?
• Who is your target?
• What tactics are you using?

Communication Methods

Stories
• Engages both sides of the brain
– Processing words, fact & rationality
– Imagination fills in the gaps, inspires
emotions & feelings
• Relating values
– Memorable
– Identifiable
– Human interest

Story types
1) Cinderella – Unrecognized virtue recognized in the end.
2) Achilles – The Fatal Flaw
3) Faust – The fate that catches up with all of us sooner or later
4) Tristan and Isolde – That standard triangular plot of two women
and one man, or two men and one woman
5) Circe – The spider and the fly
6) Romeo and Juliet – Boy meets girl, boy loses girl, boy either finds or
does not find girl
7) The gift taken away - either the tragedy of the loss itself, or it may be
about the search that follows the loss
8) The hero who cannot be kept down - This is demonstrated in stories of
perseverance and determination that result in either joy or destruction
for the protagonist
Story Structure
• The inciting incident
• The progressive complications
• The crisis
• The climax
• The resolution

Stories
• Based around real people
– Your story
– Collect the stories of others

Techniques
• Words (linguistic intelligence)
• Pictures (visual-spatial)
• Music (musical)
• Self Reflection (intrapersonal)
• Physical experience (bodily-kinaesthetic)
• Social experience (interpersonal)
• Natural world experience (naturalist)

Talking about it

Talking about it
• Presentation Skills
• Elevator Pitch

Nervousness
Benefits of nervousness:
➢ Activates adrenaline supply

➢ Makes eyes shine
➢ Puts the edge on the presentation
➢ Creates an atmosphere with a bit of a drama
➢ A sign that you are alive! ☺
➢ A sign that your audience is important for you!

Nervousness
Don’t fight it! Accept it as a positive
influence
There are several tricks to use to overcome the

fear when you speak to a group:
1. Be well-prepared before speaking to a group
2. Practice your speech
3. Have a backup, in case you forget what you

want to say
4. Reduce the fear of your audience
5. Relax yourself just before you speak

Be well-prepared
• Know your material
– Create a picturesque presentation map,
– Do not learn your script by heart. At most
learn some important keywords by heart.
– Memorize the first and the last part of your
presentation.

Be well-prepared
• Know the audience
You can use the A.U.D.I.E.N.C.E Analysis
A nalysis Who are they? How many will be there?

U nderstanding What is their knowledge on the subject?
D emographics What is their age, sex, educational
background?
I nterest Why are they there? Who asked them to
be there?
E nvironment Where will I stand? Can they all hear and
see me?
N eeds What are
Medsin their inneeds?
Campaigns conjunction What are your
needs as the speaker?
Practice
▪ Practice your speech many times before
you give it.
▪ Practice alone – say the speech out loud
▪ Use a mirror – this way you get an idea of

how you look when speaking.
▪ Stand in the corner – Say your speech while standing in the corner.
The sound reflects back to you, and you can get an idea of how you
sound when you speak.
▪ Record your practice – use a camera or a tape recorder.
▪ Use your friends – practice in front of them. It is a very important

way to practice, because it’s getting closer to the ”real world”.
Voice
➢Volume
➢Tone
➢Pitch
➢Pace
➢Colour

Voice
Tips for using your voice:
➢ Avoid being monotonous
➢ Intonation: increase, decrease.
➢ Avoid using jargon, abbreviations, foreign words
➢ Use appropriate speed, pauses (not in the
middle of a sentence), and articulation.
➢ Silence for 10sec. is OK, sometimes even good.
➢ Try to eliminate stop words like the “you knows”,
“eeeeers” and “ands”.
➢ Record and listen again
Eye contact
Eye contact aims:
• bonds together speakers and their
audiences.
• keep in touch with your audience
• get feedback from them
• Look into the eyes
• Don’t look at the floor, the ceiling, outside.
• Look at everybody
• Look long enough: not just 1 second per person
• Maintain eye contact throughout your whole presentation
• Select one person at the beginning – a friend, or a
friendly face – and use him/her as a start up point.
Body language
~ 7 % verbal (words only),
~ 38 % vocal (including tone of voice, inflection
and other sounds)
~ 55 % non-verbal.
Eye contact
Facial
expression Goals:
Gestures Support your presentation
Attract audience attention
Posture Show enthusiasm
Movements
Body language
• Before you start your presentation spot
the place where you will stand. Find
the right place.
• Pay attention not to stand in front of

visuals.
• You can have a ‘free walk’: moving

around naturally. Your walk should
show confidence.
• Moving, changing places keeps the
attention up.
Tips and tricks
• Establish eye contact from the beginning, you will see some friendly eyes in
the audience
• Smile!!! ☺ Smiling gives encouragement and transmits a positive, self-

confident image, plus smiling is contagious. Your audience will smile back
• Don’t think ‘How can I survive this?’… Think ‘How can I do this brilliantly?’
• Relax, take a deep breath; they are here to listen to you. They want you to
be successful. They did not come to see you fail
• Have a small paper with some keywords written on in case you get lost. Be
careful not to look too much to the paper.
• Shout or Silence
• Joke or catchy sentence (only if you know your audience)

Visual
Aims:
1. Helps the group to concentrate
2. Support the stucture of your

speech
3. Sumarize and reinforce the

information
4. Serve as a memory
Visual
• Not more than 7 point per slide/flipchart
• Write important words or sentences only
• Use colours
• Integrate the given information
• Use colored background on ppt
• Present clearlyMedsin Campaigns in conjunction

with Zerochart/graphs
the Generation Training
Stucture of the presentation
“To fail to prepare is to prepare to fail.”
• Why? My goals, my objectives

• Who? The participants
• What? Methods and delivery
techniques
• When? Time, day
• How? Structure of the presentation
• Where? Room for the presentation
Know what you are going to talk about!!!!

Stucture of the
presentation
Introduction: “Tell them what you’re going to tell them”
- Introduce yourself
- Define the goal
- Give the structure (agenda)
- Set some rules
Body: “Tell them”

- Clear structure and logical order
- The most important at the beginning
- Make connection
Conclusion: “Tell them what you’ve told them”

- Summarize
- Repeat the main points
- End with a positive note and thank the audience
Questions and Answers with Zero Generation Training
Stucture of the presentation
Topic / 3 = 3 Key points
Key points / 3 = 3 sub headings
Sub heading / 3 = 3 detailed information
3x3 story board advantages:

• Helps you navigate
• Creates the picture in your
mind
• Easy to restructure
• Clear for you
• Clear for audience
Elevator Pitch
• Who are you (individual/ organisation)?
• Problem
• Solution (Issue)
• The Added Value of getting involved with
your campaign
– What needs/ interests/ motivators will it address
for that individual?

Power & Media Tactics
• Adressing the power balance
• Power tactics
• Understanding the Media
• Media Tactics

Campaign Actions: Take a
stand
• Types of actions
• Rules of engagement
• Practice actions

Maintaining Momentum
• Keeping Motivated
• Sustaining pressure
• Dealing with failure
• Performance Management


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Medsin Campaigns in conjunction

with Zero Generation Training

• 9:30 Intro (this needs a fancier title, I like:

• 10:00 workshop 1 (L1: Self Motivation:

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Self Interest = Self among others

Where do my needs fit into those of larger

Medsin Campaigns in conjunction

To get something out of it for:

Self, family, friends or community

Sense of moral justice or idealology

Medsin Campaigns in conjunction

• What materially benefits them?

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

– Need to take responsibility of citizenship & play a

– Desire to work with different races/cultures to

– Drawn to international issues because of want to

Medsin Campaigns in conjunction

• Regain some power!

• Power comes from relationships, respect and

Medsin Campaigns in conjunction

• Forming relationships = Talent/Power

Medsin Campaigns in conjunction

– Treat everyone with RESPECT, whether they are big or

Medsin Campaigns in conjunction

Task Tools and

• Recognise your achievements

• Remember why you are here!

Medsin Campaigns in conjunction

Strong feelings of love and caring towards

Strong feelings of outrage and anger at how

Tap into your emotions!

Start contributing to SOCIAL CHANGE!

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Focus on winning something

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Our ability to win = doing with people

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

• Opponents often have none of these and still

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Shareholders Financial sector Governments

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction

Medsin Campaigns in conjunction