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You may have set up an online group because you were getting ripped off. Youmay have invited people to a campaign session so people can live better off. Youmay have written to your MP to support the campaign you care about the most.You may have pitched up your tent to prevent the world turning to toast.

You may have stayed at a shelter to help the homeless . You may have gonedown the beach to clean up the mess. You may have taken part in a flashmob toshow people how exploitation of young people at work just isnt right. You may have marched through the streets to reclaim the night.

You may have been a street captain spreading hope not hate , you may have interviewed the wild and wonderful to instigate debate. You may have got into abath of baked beans to raise money for comic reliefOr you may not have got involved with any of these.

Whether youve been involved in organizing before or not, if youve opened thisgame, youre probably curious about how to campaign and maybe even fired upabout an issue youd like to campaign on. There is no right or wrong way on how

to turn an issue you care about into a campaign just look at the examplesabove and you can see all the different and exciting ways people have gone aboutit.

If you want to find out what issues really matter to young people where you are,how you can develop an online campaign, how you can communicate it and howyou can get others to support your campaign, start playing the game!

Get in touch to tell us how youve played the game, made it even better and anyother ideas you have about bringing people together to turn issues intocampaigns.

Its time to take back our future, its time for you to take back your communities.

Developed by Nol Hatch

National Youth ChairCompass

youthchair@compassonline.org.uk www.twitter.com/compassyouth www.compassyouth.org

Thanks to Tom Miller for the amazing design.

http://www.facebook.com/group.php?gid=2371122959http://www.youtube.com/watch?v=X2L9GkyK5ighttp://post.cwu.org/edmhttp://www.guardian.co.uk/environment/2008/jul/31/activists.climatechangehttp://www.crisis.org.uk/http://www.jeudi-noir.org/http://www.reclaimthenight.org/http://www.hopenothate.org.uk/http://www.instigatedebate.com/http://www.instigatedebate.com/http://www.comicrelief.com/mailto:youthchair@compassonline.org.ukhttp://www.twitter.com/compassyouthhttp://www.compassyouth.org/http://www.facebook.com/group.php?gid=2371122959http://www.youtube.com/watch?v=X2L9GkyK5ighttp://post.cwu.org/edmhttp://www.guardian.co.uk/environment/2008/jul/31/activists.climatechangehttp://www.crisis.org.uk/http://www.jeudi-noir.org/http://www.reclaimthenight.org/http://www.hopenothate.org.uk/http://www.instigatedebate.com/http://www.instigatedebate.com/http://www.comicrelief.com/mailto:youthchair@compassonline.org.ukhttp://www.twitter.com/compassyouthhttp://www.compassyouth.org/

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How to playThis game can be played as below or as part of a campaign camp (contactyouthchair@compassonline.org.uk for more details).

1. This game 1 is best played in small groups, so if theres more than six inyour group, split people up into groups of 4-6 people. If you are a smallgroup, do it all together!

2. Choose one of the exercises in Map peoples needs to do with yourgroup/s and then

o Discuss the groups findings using the flipchart to stimulate the debate.o What do people think? What seems to be the most recurring issue?

Can the group see any links between the people or needs?o Vote on which issue your group/s want to campaign on

3. Get your group/s to choose from a pack of tool cards below to addressthe issue, but theres a catch:

o Your group will have a budget of 25 points they can use and theyhave to use at least one tool from each section (highlighted inbold). Each tool card has a number at the bottom this indicateshow many points the tool costs.

o Your group can add its own tool card if they have an idea for thecampaign. If so, ask them how much money, time and skills theirideas will require out of a scale of 1-3 points.

Title of the toolDescription of the tool. A tool you can try out.

Number of points

4. Give each group a timeline to pinpoint what they are going to do over thecourse of the campaign.

5. Although the aim is to guide the first part of the session around gettinggroups to work out the strategy for their campaign and using the secondsession to work out how to deliver it, what is really great is for people toexperience an accelerated simulation of a campaign in the space of a day.We know campaigns need a good strategy but also need to be flexibleenough to adapt to changing circumstances.

1 The game was inspired by the Social by Social Game by David Wilcox

mailto:youthchair@compassonline.org.ukmailto:youthchair@compassonline.org.uk

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6. Get speakers to drop in and out to advise & challenge the groups oncampaigning (with their own individual experiences & tips, whether that'show to organise in your community, get your voice heard in the media,put on events, influence key players, etc)

7. Over the course of the workshop, ask facilitators to advise each group onimaginary "unexpected events" that will affect the issue they're workingon.

8. Go and celebrate having turned your issue into a campaign that yourgroup can now go out and get others involved in and make change happenin your community!

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How do I find out what really matters to young people?There are many groups across the country who campaign on a variety of issues so why would anyone join yours? Theres no point re-inventing the wheel. Try instead and track emerging or unmet needs for young people. The better you understand what they are, theeasier you can build campaigns and coalitions around them.

Map peoples needs

Your needs Your friends & familys needs Your hopes

o One thing you would save from theirhouse if it was burning down?

o One change that would most improveyour daily life?

o One thing you would buy that wouldmost improve your daily life? 2

o What three things would you change toimprove the basic quality of everydaylife of yourself, your friends and familyand your neighbourhood?

o Who do you think should be responsiblefor making the change?

o What in your daily life makes youfeel the most reassured or optimisticaboutyour future?o What gives you hope for thecommunity you live in?

2Adapted from the Young Foundation Mapping Needs methodology

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Map the landscape

Map your community Map the information Map the issues and stories Storyboard the journey

Understand how you can makethe best use of your localactivists; map the landscape inyour area. The best socialnetworks are those focused onwhere people live and whatpeople want to get involved in.

Try and understand how peopleaccess information on issuesthat matter to them andcampaigns, how involved theyare in their community and howthey relate to campaigninggroups.

Monitor campaigning activity ona much more local level likeneighbourhoods or wards. Trytools that analyse this bypostcode or enable people toshare stories of places they havepersonal connections to .

o Illustrate the campaign journey through a series of images or drawings withtext.

o Try out tools which enablepeople to map out complexarguments.

Try mapping . Try this . Try TwitterLocal & Placeography Try Amap or Debategraph .

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http://www.twitterlocal.net/http://www.twitterlocal.net/http://www.placeography.com/http://www.placeography.com/http://www.communityplanning.net/methods/mapping.phphttp://www.gps.communities.gov.uk/communitymaps/IntroContainer.aspxhttp://www.twitterlocal.net/http://www.placeography.org/http://www.amap.com/http://www.debategraph.com/http://www.twitterlocal.net/http://www.twitterlocal.net/http://www.placeography.com/http://www.placeography.com/http://www.communityplanning.net/methods/mapping.phphttp://www.gps.communities.gov.uk/communitymaps/IntroContainer.aspxhttp://www.twitterlocal.net/http://www.placeography.org/http://www.amap.com/http://www.debategraph.com/

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Make random links Go on a campaign safari Go on a virtual safari Get the moments thatmatter

Pick an item thats reallyrandom. This can be a physicalitem (like a pack of sweets) or aword picked at random.

Then try thinking about thecharacteristics of the randomobject and apply them back toyour problem.

o Ask friends or other activistswhere you live to suggestcampaign activities you couldtake part in.

o Tell your story and shareyour photos

o Summarise and highlightwhat the campaign is aboutand what happened

o Focus on the campaignersand their actions

o Illuminate your story withanecdotes and photos

o Was there a gap betweenyour expectations and whatactually happened?

o If the campaign you need toexplore is online, try takingpart with a friend watchingand asking what youre doingand why. Try joining newcampaigns, both good andbad; this will help you judgethe campaigns you run.

o Share insights and what youhave learnt from yourexperience

o Reflect on what you learnedand how it might be appliedto your campaign

Take photos or videos capturethe moments that matter thememorable moments (good orbad experiences that stood outfrom your trip). Capture keyactivists, places and interactionswith the public. The pictures canbe used as part of a storyboardthat captures your experiencefor when you return.

Try sweets. Try Kings Cross Environment . Try virtual anthropology . Try Socialreporter .

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http://www.kingscrossenvironment.com/http://trendwatching.com/trends/virtual_anthropology.htmhttp://socialreporter.com/http://www.kingscrossenvironment.com/http://trendwatching.com/trends/virtual_anthropology.htmhttp://socialreporter.com/

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Identify people to join your campaign

If you need people to organise activities, but theyll only join if they can take part, how do you get them to join your group or campaign?Once people can see what you want to achieve and how they can contribute, they will be more likely to sign up. Many groups work outhow they can engage with their supporters. What they focus less on, is how people influence each other and how they can use this topersuade their supporters to get their friends, relatives or colleagues to campaign.

The groups they belong to Their friends or neighbours The places they meet

Find ways of targeting groups of people whocare about the issue youre campaigning onor who live in your neighbourhood.

Target your social networks friends,relatives, neighbours - to work out how theycan be influenced to join the campaign.

Engage people where they are comfortable,not just where you are.

Try GroupsNearYou . Try SocialTwist . Try youth clubs, music shops or bus stops

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http://www.groupsnearyou.com/http://www.socialtwist.com/http://www.groupsnearyou.com/http://www.socialtwist.com/

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Spread your message

If peoples friends engage in good (or bad!) practices, they are more likely to engage in them than they are if someone they dont knowtells them to and this applies as much to joining your campaign as it does doing the recycling or giving up smoking. Treat yoursupporters like real people, not just as hits on a website or subscribers on your mailing list. In other words, ask yourself who mightsupport your issue, how will you contact these people or organisations and how can they help?

Personalised invitations Video about your campaign Contact list Stories

Design personalised invitationsso that people feel they will addand get value from joining,rather than being spammed byyet another group.

Produce a video which explainswhat your group stands for andwhat activities it organises .

Keep a complete list of people,groups and other resourcesinvolved in the campaign, andthose you would like to involve,will help to bring the mostrelevant people together at theright time.

Send people comments andstories by supporters on whythey signed up to the campaign

Try this . Try JayCut . Try Google Docs . Try Twitter .

2 2 1 1

http://www.youtube.com/youthcompasshttp://blogs.journalism.co.uk/editors/tag/blue-state-digital/http://www.jaycut.com/http://docs.google.com/http://www.twitter.com/http://www.youtube.com/youthcompasshttp://blogs.journalism.co.uk/editors/tag/blue-state-digital/http://www.jaycut.com/http://docs.google.com/http://www.twitter.com/

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How do I develop an online campaign group?

Organize meetings Develop a community Link people up Cluster people

Organise meetings so thatindividuals on your campaignteam can share ideas (especiallyif they represent differentgroups).

Focus on how to facilitate thecampaign team and to develop acommunity around yoursupporters.

Provide ways for your activiststo find like-minded people wherethey live. Get them to organiselocally from house parties tosetting up groups with yoursupport but without needingyour permission.

Ask your members for theirpostcodes, filter your databaseand cluster people by local areaand then tell them that there areother members in their area andfacilitate bringing them together.

Try Meetup . Try Ning . Try Crowdvine . Try FriendMapper .

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http://www.meetup.com/http://www.ning.com/http://www.crowdvine.com/http://www.bookfaced.com/fb/http://www.meetup.com/http://www.ning.com/http://www.crowdvine.com/http://www.bookfaced.com/fb/

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Let people personalize yourwebsite

Let people tell their stories Develop campaigns onissues

Let people build coalitions

Let them personalise yourwebsite or your campaign.

Let people upload theirexperiences and stories of campaigning on the issues thatmatter to them.

Identify and develop campaignideas on issues.

Organise activity sharing , timetrading and matchmaking usersand providers , collaborativefundraising . Enable your activiststo build coalitions of support.

Try Netvibes . Try Stories of Recovery . Try How to Live . Try YoungTimeBank .

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Matchmake people Match their skills together

Introduce a skills swap Encourage more experiencedcampaigners to share what theyknow with people who have just

joined the campaign

Whats the skill youd like toshareWho are the people you interactwith most frequently?Who are your key contacts?

Try School of Everything . Try SurveyMonkey .2 2

http://www.design-council.org.uk/en/Case-Studies/All-Case-Studies/Activmobs/http://www.timebank.org.uk/http://www.timebank.org.uk/http://www.caresquare.com/http://www.caresquare.com/http://www.crowdfunder.com/http://www.crowdfunder.com/http://www.netvibes.com/compassyouthhttp://my.barackobama.com/page/s/kainestorieshttp://www.howtoliveinthe21stcentury.org.uk/http://www.timebank.com/http://www.schoolofeverything.com/http://www.surveymonkey.com/s.aspx?sm=yOacSER7L9XK39DCSJ0OeQ_3d_3dhttp://www.design-council.org.uk/en/Case-Studies/All-Case-Studies/Activmobs/http://www.timebank.org.uk/http://www.timebank.org.uk/http://www.caresquare.com/http://www.caresquare.com/http://www.crowdfunder.com/http://www.crowdfunder.com/http://www.netvibes.com/compassyouthhttp://my.barackobama.com/page/s/kainestorieshttp://www.howtoliveinthe21stcentury.org.uk/http://www.timebank.com/http://www.schoolofeverything.com/http://www.surveymonkey.com/s.aspx?sm=yOacSER7L9XK39DCSJ0OeQ_3d_3d

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What if the people you engage say

I dont know if I can trustyour group

Why should I sign up toyour campaign, Ivealready signed up toloads of others

The bottom line is that yourcampaign is not understoodto most people

I dont get what differenceyour campaign willmake

o Think about how to developa culture of trust andopenness so that meaningfuldialogue can take placebetween organisers andactivists.

o Telling stories about peopleand campaigns is a naturalway for people to transferwhat they know into acampaign.

o Invite other organisers youknow to sign up to yourcampaign and offer them torecommend your campaignto their group in return foryou doing the same on theircampaign

o Send people comments andstories by supporters on whythey signed up to thecampaign

o There can be a messypicture around certaincampaigns. On some issues,there are so many groupsinvolved, but paradoxicallynot many of them know eachother.

o When they do know othersinvolved, they dont why,how and what theyrecampaigning on and theyrealso too busy to work out the

big picture on that issue.

o Highlight the difference thecampaign would make ontheir daily lives

o Show real-life stories of people most affected by theissue

o Encourage people involved toexplain why they believe theissue matters

Try a listening campaign Use content from your events Go back to first principles Try video diaries

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http://www.youtube.com/watch?v=X2L9GkyK5ighttp://strangersintocitizens.blogspot.com/http://en.wikipedia.org/wiki/First_principlehttp://www.youtube.com/watch?v=Ep9XJU_1U1I&feature=channel_pagehttp://www.youtube.com/watch?v=X2L9GkyK5ighttp://strangersintocitizens.blogspot.com/http://en.wikipedia.org/wiki/First_principlehttp://www.youtube.com/watch?v=Ep9XJU_1U1I&feature=channel_page

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I dont know how to campaign inthis way

The people who run your grouparent committed

Some people arent likely tocampaign unless the issue affectsthem

o The way you use participativetools to campaign is not the waymost activists work, let alonenewcomers, in this sense theyreawkward.

o The training needed for thesetools learning by doing - doesn'tmatch the way most organiserstrain activists. Try and raiseawareness through stories fromother campaigns of how thesemethods of campaign have beensuccessful.

o There is the risk that theleadership of your campaign groupis more likely to listen to the vocalminorities than people involved ina participative process of policymaking or campaigning.

o This risk is inevitable in allorganizations and those minoritiesshould not be viewed or promotedas representative of your group.

o Try and get key leaders tochampion participativecampaigning

o Showcase examples of howparticipative campaigning canwork to your leaders

o It works best when everyone isequally enthusiastic and capableto campaign.

o However, the majority of peoplehaven't been brought up in anenvironment of campaigning onissues that matter to them sothere is no guarantee everyonewill be immediately andautomatically enthusiastic in doingso for your campaign.

o Accompany them through theways they can get involved. Testyour campaign strategy out withpeople where this campaign wouldhave a direct impact.

Try training days . See Colalife . Try creative campaigns .

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How can you communicate your campaign?

http://www.tuc.org.uk/organisation/index.cfm?mins=585&minors=584http://www.colalife.org/http://www.creativecampaignsday.org.uk/http://www.tuc.org.uk/organisation/index.cfm?mins=585&minors=584http://www.colalife.org/http://www.creativecampaignsday.org.uk/

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Being able to communicate your message is very important. This method is helpful in the very early stages of a campaign for exploringhow you will communicate and what tools you will use. You want to piggyback on what currently exists as well as understand where thereare gaps.

Communicate your campaign Blog your campaign Social network it Video it

o Find out if people areactually taking any notice toyour communications.

o Whats the proportion of people who sign up to youractions?

o Are you even asking them tosign up to them, or are yourcommunications only tellingthem what youre doing?

o Whats the proportion of people who are contactingyou to want to help out in

other ways?

o Get your organisers to blogregularly; revealing whatthey really think not justwhat they want you tobelieve.

o Encourage them tocommunicate in a way thatsupporters can see them asreal people.

o Create a campaign blogyourself.

o Create a profile on Facebook.Links in a variety of tools torecruit and involve members,promote your causes andcampaigns, raise funds andbuild links with partners.

o Write petitions on ePetitions ,make pledges onPledgebank , recruit supportto join and donate onFacebook Causes

o Record all activities andcampaigns onvideo/podcast/camera: addto a YouTube channel andother video and photo-sharing sites

o Produce vox pops, expertinterviews and minidocumentaries on the issuesthat matter to people. Thesecould eventually contributeto a short film.

Try Google Analytics See Tom Millers blog . Try Facebook Causes Try video competitions

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http://petitions.pm.gov.uk/http://www.pledgebank.org/http://www.facebook.com/http://www.google-analytics.com/http://newerlabour.blogspot.com/http://apps.facebook.com/causes/?m=ed6ae9f3&ref=tshttp://www.youtube.com/youthcompasshttp://petitions.pm.gov.uk/http://www.pledgebank.org/http://www.facebook.com/http://www.google-analytics.com/http://newerlabour.blogspot.com/http://apps.facebook.com/causes/?m=ed6ae9f3&ref=tshttp://www.youtube.com/youthcompass

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Create a flyer Produce a pamphlet Place articles and banners onyour websites

Promote your activitiesacross the media

o Showcase your campaignthrough exhibits (i.e.placards, posters, postcardsetc).

o Opening how the message iscommunicated to localgroups who can personaliseexhibits may encourage yourcampaign to be morelocalised.

o It is also a great opportunityto collect feedback from yourorganisers.

o Consider who your potentialsupporters might be andwhether you want tocommunicate in an intimate

way to particular groups.

o Create a portfolio of ideas from guides to campaigning,articles on your blog, videosof our activities andcampaigns,

o Produce a distinctive andexciting new style of pamphlet an accessible,user generated andcomprehensive snapshot of how your group campaigns.

o If you know movements andwebsites which could beinterested in placing linksand banners to your websiteor write an article about yourgroup, please contact them.

o For this you can uploadpromotional material ontoyour site so then memberscould download and put ontheir websites or print out todistribute, therefore savingon paper and money to printand send out.

o To reach out to audiencesthat are more likely tosupport and join your groupso you can support andmedia which are likely tomock you so we can provokepublicity

o Enhance the debate: On yourblog

o Attract support: i.e.Guardian

o Provoke publicity: i.e. DailyMail

o Spread links : Bloggers 4Labour and Labour Home

See Valentines Day campaign. Try Blurb . Try Widgetbox and Scribd . Try CommentisFree .

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http://www.cwu.org.uk/http://www.blurb.com/http://www.widgetbox.com/http://www.scribd.com/http://www.guardian.co.uk/commentisfreehttp://www.cwu.org.uk/http://www.blurb.com/http://www.widgetbox.com/http://www.scribd.com/http://www.guardian.co.uk/commentisfree

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React quickly but smartly Link back to your website

o Engage in conversations with

your networks, monitoringforums and blogs and joiningin with the views of thepeople you want to attract.

o Respond quickly to anyfeedback from members butin a human way, not with astandard email response.

o Share web links with other

progressive websites.o Increase search enginerating of your website.

o Create Wikipedia page foryour group.

Try Netvibes or Addictomatic . Try Experimental .

2 1

http://www.netvibes.com/compassyouthhttp://www.addictomatic.com/http://www.google.com/experimentalhttp://www.netvibes.com/compassyouthhttp://www.addictomatic.com/http://www.google.com/experimental

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What if the people you engage say

When faced with the choice of learning new technology and talking through a campaign on the phone or email, if it can be done with whatorganisers already know they will go with that. If you dont have enough time or money to organise meetups or call people all the time,rather than sacrifice keeping in touch with your campaign team, make it easier for them to use the communication tools that are free.

I dont like going online tocampaign

I dont know how tocomment on blogs

Its always the same peopletaking part

o Use tools that enableinteractive communicationand facilitate multi-tasking.In other words, those thatallow communication frommany to many as opposed toone-to-one.

o While email is vital tosupporters, try and use it aslittle as possible with yourcampaign team endless

email conversations willcloud decisions and actionsthat need to be taken.

o Most people who go towebsites do so to view, notto comment but you can letthem see their voicerepresented.

o Start with where people aretalking to each other alreadyon the issue yourecampaigning on andsummarise theirconversations, use quotes,

and why not try a few one-minute interviews in thestyle of the Metro.

o Take on-line comments andquestions and feed themback into off-line discussions,then take the responsesback online.

o Do all you can to encouragepeople to see their viewsrepresented on-line and seethe activity this generates.

o Value what views peoplealready have and use this as

a springboard to encouragethem to share these eitheronline or at a meetup.

Try Skype . Try Metro 60 second interviews . Try Twitter Search .1 2 1

http://www.skype.com/http://www.shvoong.com/newspapers/united-kingdom/409681-metro-news-60-second-interview/http://search.twitter.com/http://www.skype.com/http://www.shvoong.com/newspapers/united-kingdom/409681-metro-news-60-second-interview/http://search.twitter.com/

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Who do you want to work with?

Active local groups Decision makers Coalitions

o Select the most interested or active localgroups as early adopters not only to taketheir campaigns to the next level but also toenable them to mentor other local groupswho may be finding it more difficult to growor have just been set up.

o Find out who makes decisions and at whatlevels (often there is more than one decision-maker in a chain). How do they stand on yourissue?

o Find out who you know that knows who caninfluence these decision makers?

o How can you use the people that have aninfluence on the decision makers?

o Introduce your campaign todifferent types of groups whomay be able help you organise coalitions who can bring in awide range of partners, whocan bring in both localinvolvement and nationalinfluence and communitygroups who can bring in thetrust and understanding of theneighbourhood.

See Haringgay Online . Try Sustainable Communities Act . See London Citizens .

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http://www.harringayonline.com/http://www.localworks.org/node/4http://www.londoncitizens.org.uk/http://www.harringayonline.com/http://www.localworks.org/node/4http://www.londoncitizens.org.uk/

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