Objectives

• Increase understanding of digital media platforms and how they are used for campaigning.

• Share and learn from good practices on digital activism• Explore how to use digital media in our campaigning and advocacy work

How

• Presentation (1 Hour)• Group Exercise (1 Hour)• Sharing and Discussion (30 minutes)

What is a digital campaign?

Traditional Activism New Activism

Street protest/ boycotts, strikes, traditional forms of non-violent direct action

‘Hacktivism’ – Denial of Service Attacks

Occupations, leaflets, petitions, non-violent confrontation

Online protests, email campaigns, petitions, e-mobilization, viral online media

Lobbying members of parliament Blogging, online forums, email, online campaigns

Culture jamming/ “subvertising” Web spoofing and digital impersonation

Benefits/ Fundraisers Flash mobbing

Critics

• Keyboard activism

• Spam

• Culturally sensitive

How does it work?

Social media

What is social media?

Social media refers to online communication channels that facilitate interaction and media distribution between people. Unlike more traditional online channels, social media allows for participation, engagement and real-time feedback on the part of supporters and constituents.

Why is social media important to Oxfam India?

Three central goals:

• increase awareness of our brand and work

• advocacy and campaigning

• increase online and offline donations

Using the online space for advocacy

1. Awareness and public engagement

2. Organisation and Mobilization

3. Action / Reaction

Working online

• Plan, Focus Target

• “Hub your website”

• KISS

• React and respond in real time

• Build communities of collaboration

Which tools do I use?

Digital Snapshot of India

Digital Snapshot of India

Indian Social media Usage

Planning your campaign

• Break into groups

• What is a current campaign you are working on?

• Do you want to use digital tools to raise awareness, engagement, mobilize or create a change?

1. Choose a campaign goal/objective2. Shape the campaign3. Who can help us achieve the goal4. Who can influence them5. Who can we influence

What digital tools can help us make this possible?