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
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?
