Download - Global call to action against poverty
Whiteband.org
Biggest global campaign ever: 23.5 Mio peopleMain policy demands: aid, public accountability, trade, dept, genderCommon symbol: white bandBased on national GCAP coalitions with regional and global coordination and support
GCAP
2015Gender focus strengthened Review global structure National CoalitionRegional Secretariat
GCAP Global Meeting OutcomeMontevideo, May 2007
Online network: relations in 2005
Objectives and strategy
• Campaign objectives• Broad: social and political• Narrow: mobilize individuals
• Website objectives• User’s attitudes: Ignite passions by changing
attitudes towards the campaign’s issues• Users’ behaviour: Facilitate involvement in the
campaign, through offline and online activities• Campaigners’ relations: Interact and relate with
you constituents • Social impact: Users interaction with campaigners
should advance campaign objectives
Whiteband.org Objectives
• To increase awareness of GCAP and its core issues and to facilitate increased involvement of the public in global actions and national campaigns.
• To provide a platform for collaboration and e-campaigning within the GCAP alliance and supporting organisations
• To serve as a knowledge repository on key policy issues for GCAP to national and regional coalitions and other interested stakeholders
• To provide web presence to desiring national coalitions and GCAP task forces
• To highlight and promote national coalitions, GCAP task forces and supporting organisations
• To serve as a public face and vehicle for outreach for GCAP• To provide a mechanism for reporting GCAP coalition activities
Eight drivers of successful campaigns
1. Getting existing opt-ins to take further actions 2. Getting new (and non opted-in) people to the
site 3. Getting site visitors to the action page 4. Getting action visitors to complete the action5. Getting action takers to opt-in6. Getting new people to take each action 7. Achieving an impact with action-takers’ efforts 8. Continually improving the effectiveness and
impact
Three campaign times and focuses
Before During After
•Awareness•Acquisition of new members•Building up the hype and anticipation•Focus on planning•Simple, low energy, actions to get people involved
•Taking action and intensifying involvement•Channelling all collective actions into political pressure
•Reporting•Follow-up activities•Showing the achievements•Looking forward to the next steps
Recommendations from 2006 website evaluation
Best practices
• Creation of country sections on WhiteBand.org
• Option to sign online petitions• Use of audio-visual material• Adaptation of MPH branding• Celebrity endorsements• White Band as a unifying symbol• Harmonization of branding