Global Campaigns Masterclass:Digital & Social Media

Oxfam, St Hugh’s 14.3.2013

Prof. Charlie BeckettDirector, Polis, Head of Dept of Media and

Communications, London School of Economics@CharlieBeckett

E: c.h.beckett@lse.ac.uk

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.’

Kony Clicked

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

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?