These are some slides from a presentation I gave to Oxfam International advocacy and campaigning staff - the 'masterclass' bit was their title not mine!
1. Global Campaigns Masterclass:
Digital & Social Media
Oxfam, St Hughâs
14.3.2013
Prof. Charlie Beckett
Director, Polis, Head of Dept of Media and
Communications, London School of Economics
@CharlieBeckett
E: c.h.beckett@lse.ac.uk
2.
3.
4. Finding frames
âą âThere is an irony at the heart of much
campaigning on global challenges â 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.â
10. Particular points for NGOs
âą Oxfam is a thought-leader on this within
sector
âą Increasing public(s) scepticism
âą âPost-humanitarianâ communications
âą Development is being disintermediated and
networked
11. Strategy considerations
âą Skills â who works for you?
âą Segmentation â what is your relevance?
âą Collaboration â who do you work with?
âą Control â where is the power?
âą Business model â does your theory of change
match your practice?
âą Are you agents of change or an institution?