Toolbox Campaigning, Advocacy, PR

Campaigning, Advocacy, PR

TOOLBOX

Campaigning, Advocacy, PR

This toolbox offers you training materials and good practice experiences on campaigning, advocacy and public relations. We focus in particular on

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Better conversations about ethical storytelling: Bringing together different perspectives from the development, humanitarian, and philanthropic sectors
Key Guides

M&C Saatchi World Services (2023), 110 pp.

External Link (90)

Talking about poverty: Lessons learnt

York: Joseph Rowntree Foundation (JRF); Rights Evaluation Studio (2023), ii, 98 pp.

"The Talking about Poverty (TaP) project, which ran from 2016 to 2021, aimed to develop a more effective way of communicating about UK poverty through ‘framing’ – an evidence-based communications strategy. For this project, the Joseph Rowntree Foundation (JRF) worked with the FrameWorks Instit ... ute, which is a not-for-profit communications research organisation based in the United States. In 2021, a sister organisation, FrameWorks UK, was established in the United Kingdom (UK), which focuses on supporting mission-driven organisations to apply strategic communications research in practice. The TaP project set out to understand the public’s attitudes to poverty in the UK and used insight from research with 20,000 people (Volmert et al, 2016) to develop ways to talk about poverty in a more effective way. To challenge the unhelpful narratives identified in the research, the project developed an evidence-based communications strategy (‘poverty framing’) to increase the public’s understanding of UK poverty and provide support for measures to address it. [...] There are some key development areas for future framing projects such as stronger project planning and management, monitoring and evaluation, and sustainability planning. However, the TaP project made PWLE who were engaged in the project feel more hopeful about the future and confident that the project would have a positive, accumulative effect on how poverty is being talked about in public discourse, with some indications that the project may have had some influence in the media and the House of Commons. The TaP project created a buzz in the third sector and was credited with helping to build a movement, leading to a more co-ordinated sector. While we identified a need and desire to engage the third sector and PWLE earlier on in the project, the vast majority of third sector partners and allies who were engaged in our evaluation both valued and used the framing in their work, crediting the framing with adding more dignity, positivity and effectiveness to their communications. The TaP project brought hundreds of organisations together for the Keep the Lifeline campaign and provided a robust and evidence-based communications strategy for their internal staff and external allies." (Executive summary, pages 3-6) more

External Link (100)

Google Scholar (93)

WorldCat (80)

Strategic Communication: Campaign Planning

James Scott Mahoney

London; New York: Routledge, 3rd ed. (2023), xx, 278 pp.

"Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium ... more

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Evaluation findings report: A norms and behaviour change campaign targeting employers of child domestic workers in Ethiopia

Eric Vaughan, Catharine Russell

Altai Consulting; Freedom Fund (2023), 39 pp.

"Child domestic workers (CDWs) in Ethiopia tend to face challenging working conditions with limited access to education. Child domestic work refers to live-in or live-out work done in a household where the child’s biological parents do not reside and which often but does not always include some fo ... rm of remuneration. Child domestic work is common in Addis Ababa as it serves as an entry point into the labour market for girls migrating from rural to urban areas in Ethiopia (Erulkar et al., 2017). Indeed, a recent study estimated the prevalence of domestic work among girls aged 12–17 in Addis Ababa to be 37% (Erulkar et al., 2022). Though domestic work is not necessarily a harmful form of child labour, CDWs in Ethiopia often face mistreatment and abuse from their employers (Population Council and Freedom Fund, 2021). This mistreatment is linked to broader social norms which place CDWs as inferior and less worthy than other members of the household. In an effort to change norms and behaviours towards the treatment of CDWs, the Freedom Fund implemented a norms and behavioural change campaign (NBCC) in 2022. The NBCC targeted employers of CDWs in Addis Ababa. It was funded through the Program to End Modern Slavery, an initiative of the United States Department of State’s Office to Monitor and Combat Trafficking in Persons and was part of the Freedom Fund’s broader ‘Reducing the Prevalence of Child Domestic Servitude in Ethiopia’ programme. Based on the findings of formative research, the main objectives of the NBCC were to shift norms and behaviours relating to CDWs’ working conditions and access to education. [...] The NBCC reached 57% of employers interviewed during the baseline. Television was by far the main medium through which respondents were exposed to the campaign (95%) followed by online media (13%), physical posters (13%), and community discussions (6%). Using data on recall of campaign materials and participation in campaign activities, respondents were classified into three categories based on level of exposure: no exposure (43%), low exposure (17%), and high exposure (40%). The NBCC’s reach appears to have been uneven as younger respondents, women, and those with more education tended to have a higher level of exposure. Survey findings emphasised the differences in working conditions and access to school between CDWs who are related to their employer and those who are not. Whereas some CDWs are recruited as domestic workers, others are relatives of their employer (for example, a niece) and have been sent by their family to live in Addis Ababa. Those in the first category tend to work longer hours, as reported by their employer (35 per week compared to 24 for those related to their employer) and are less likely to be enrolled in school (25% compared to 75%)." (Executive summary) more

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Road Safety Advocacy Toolkit: Developing a Media Advocacy Action Plan

Geneva: Global Road Safety Partnership; International Federation of Red Cross and Red Crescent Societies (IFRC) (2023), 5 pp.

Google Scholar (86)

WorldCat (85)

Informe de sistematización de experiencias: Editorial 3600

Pamela Arnez, William Camacho, Micaela Díaz, Mauricio Espinoza, Pablo Mattos, María José Peña

La Paz: Universidad Católica Boliviana, Master Thesis (2023), 61 pp.

"Este soporte de sistematización revela el conjunto de experiencias a través de las cuales el grupo ha podido construir la estrategia que presenta la Editorial 3600 para cumplir su objetivo de posicionamiento, para ello la narración está redactada en primera persona plural, haciendo referencia a ... more

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Boîte à outils pour le plaidoyer sur la protection

Network for Empowered Aid Response (NEAR); Global Protection Cluster; Oxfam; Humanitarian Policy Group (HPG) (2023), 99 pp.

External Link (117)

The Social Media Monetisation Playbook
Key Guides

International Media Support (IMS); On.ge (2023), 46 pp.

"This playbook is designed for media managers and journalists who are looking to monetise their social media channels and diversify their income — particularly in countries where English is not the predominant language. It will provide you with practical strategies and tips for creating and moneti ... more

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2023 Nonprofit Tech for Good Report

Nonprofit Tech for Good (2023), 22 pp.

"The biennial Nonprofit Tech for Good Report seeks to gain a better understanding of how nonprofit organizations use technology for digital marketing and fundraising. The 2023 report is based on the survey responses of 1,732 nonprofit professionals that subscribe to or follow Nonprofit Tech for Good ... more

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Write for Rights 2022 Campaign Report

Amnesty International (2023), 62 pp.

"For the twenty-second consecutive year, Write for Rights activities took place across the world. While online actions continued to increase, we also saw a major return to offline events, as Covid 19 restrictions were lifted in most countries. From running marathons in Zimbabwe, to music concerts in ... more

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The Dynamics of Influencer Marketing: A Multidisciplinary Approach

José María Alvarez Monzoncillo (ed.)

London; New York: Routledge (2023), ix, 210 pp.

"YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What ... more

External Link (90)

Nonprofit digital advocacy: A complete campaign guide

Bonterra (2023), 16 pp.

Google Scholar (83)

WorldCat (94)

Empowerment Evaluation and Social Justice: Confronting the Culture of Silence

David M. Fetterman

New York; London: Guilford Press (2023), xiv, 171 pp.

"From the founder of empowerment evaluation (EE), a framework uniquely suited to advancing social justice causes, this book explains the theories, principles, and steps of conducting EE from scratch or within a preexisting evaluation or work plan. David M. Fetterman describes how EE enables program ... more

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Google Scholar (75)

WorldCat (104)

Documentary Storytelling: Creative Nonfiction on Screen

Sheila Curran Bernard

New York; London: Routledge, 5th ed. (2023), xix, 373 pp.

"For nearly two decades, Documentary Storytelling has reached filmmakers and filmgoers worldwide with its unique focus on the key ingredient for success in the global documentary marketplace: storytelling. As this revised, updated fifth edition makes clear, nonfiction storytelling is not limited to ... more

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Protesta pacífica: Conceptos y consejos

Débora Calderón

Caracas: Espacio Público (2023), 30 pp.

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Primer Foro Latinoamericano de Cine e Impacto Social: Memorias del Evento

Acción Impacta Cine; Taturana; Ambulante (2022), 17 pp.

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Early Warning Alert and Response in Emergencies: An Operational Guide

World Health Organization (WHO) (2022), xiv, 189 pp.

External Link (81)

Google Scholar (78)

WorldCat (83)

Agrarkommunikation: Eine Einführung in Theorie, Konzeption und Umsetzung

Matthias Kussin, Jan Berstermann

Wiesbaden: Springer Gabler (2022), xv, 395 pp.

"Ziel des Buches ist es, ein grundsätzliches Verständnis zu schaffen und methodische Herangehensweisen darüber zu vermitteln, was erfolgreiche Kommunikation in diesem Branchenkontext auszeichnet und welche Wirkungen sich mit Kommunikation erzielen lassen - veranschaulicht an vielen Fallbeispielen ... more

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Advocacy Toolkit for Diaspora Organizations

Adrien Bory, Evan Jones

Danish Refugee Council (DRC); Asia Displacement Solutions Platform (ADSP) (2022), 61 pp.

External Link (93)

Media Sustainability Essentials: Building Resilience in a Time of Disruption
Key Guides

Michelle Foster et al.

FHI 360; Internews; USAID (2022), 187 pp.

"This guide helps media managers identify and choose the most relevant business models and practices that fit with their missions and operating conditions. It provides a common language around core concepts of media business functions and provides links to further resources. It offers practical, str ... more

Better conversations about ethical storytelling: Bringing together different perspectives from the development, humanitarian, and philanthropic sectors Key Guides

The Social Media Monetisation Playbook Key Guides

Media Sustainability Essentials: Building Resilience in a Time of Disruption Key Guides

Better conversations about ethical storytelling: Bringing together different perspectives from the development, humanitarian, and philanthropic sectors
Key Guides

The Social Media Monetisation Playbook
Key Guides

Media Sustainability Essentials: Building Resilience in a Time of Disruption
Key Guides