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Online-Petitionen - Wie und wann starten?

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Sebastian Schütz ist seit Oktober 2014 Campaigner bei der weltweit größten Petitionsplattform Change.org in Deutschland. Zudem ist er Initiator der Engagement-Plattform youvo.org. Hier können sich junge Kreative aus den Bereichen Medienproduktion, Gestaltung und Kommunikation digital und skill-basiert für die Kampagnen sozialer Initiativen engagieren. Bei der reCampaign Werkstatt spracht Sebastian Schütz über Online-Petitionen.

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Online-Petitionen - Wie und wann starten?

  1. 1. Online-Petitionen - Wie und wann starten? sebastian@change.org @_mrsebastian
  2. 2. UnterstützerInnen mobilisieren Medienaufmerksamkeit erzeugen EntscheidungsträgerInnen beeinflussen
  3. 3. 1. Internet und sozialer Wandel 2. Wie geht Online Campaigning? Agenda
  4. 4. 1Internet =
 Antrieb für soziale Veränderung?
  5. 5. Menschen Mut Macht
  6. 6. Menschen
  7. 7. Menschen
  8. 8. Mut
  9. 9. Macht
  10. 10. Macht
  11. 11. 2Online Campaigning =
 Wie geht das?
  12. 12. • Klare Forderung formulieren • den richtigen Entscheidungsträger finden • persönliche Geschichte erzählen • Kontaktaufnahme zu entsprechenden Communities oder NGOs, die das Thema bearbeiten • Online-Petition starten und stetige Mobilisierung Checkliste?
  13. 13. • Klare Forderung formulieren • den richtigen Entscheidungsträger finden • persönliche Geschichte erzählen • Kontaktaufnahme zu entsprechenden Communities oder NGOs, die das Thema bearbeiten • Online-Petition starten und stetige Mobilisierung Checkliste?
  14. 14. Storytelling
  15. 15. Eine überzeugende Kampagne … • Problem / Krise • eine Heldin / ein Held (PetitionsstarterIn) • die plausible Überwindung des Problems … erzählt eine starke Geschichte.
  16. 16. Campaigner„Sprech“ Theory of Change Story of petition starter Crisitunity
  17. 17. Campaigner„Sprech“ The term derives from a 1994 episode of The Simpsons, in which Homer’s daughter Lisa tells him that the Chinese use the same word both for crisis and opportunity. Homer replies, “Yes! Cris-itunity!” Crisitunity
  18. 18. Crisitunity Krise: 
 Stolpersteine gibt es in über 1.200 Städten. In München sind sie jedoch seit 2004 verboten.
 
 Chance: Im Münchner Stadtrat soll künſtig offiziell über Online-Petitionen diskutiert und abgestimmt werden.
  19. 19. Crisitunity Krise: 
 Bank of America kündigt inmitten der Finanzkrise eine Kontoführungs- gebühr an.
 
 Chance: Allgemeiner Verdruss gegenüber dem Finanzsystem und Bankern
  20. 20. Theory of Change = „Prüfsiegel“ • Ziel: Potentielle UnterstützerInnen sind überzeugt, dass ihre Unterschriſt notwendig ist und einen Unterschied macht • Ursache-Wirkung-Zusammenhang zwischen dem, was der/die UnterstützerIn tut und der „Auflösung“ der Krise
  21. 21. Theory of Change Unterschiedliche Varianten „Last month Virgin said it would stop selling package tours to Seaworld in response to a petition signed by 100,000 people. Now let’s call on British Airways to do the same. Please join the campaign here.“ 1. Vergleich zu einer bereits erfolgreichen Kampagne
  22. 22. Theory of Change Unterschiedliche Varianten „Just one week ago victims in the factory were unsupported, unrecognised and had no where to turn. Now, the media can’t get enough of the story, and the pressure is increasing on the factory owners to pay compensation to the victims.“ 2. „Momentum“ aufzeigen
  23. 23. Theory of Change Unterschiedliche Varianten „Earlier this year, 130.000 people called on the police to update their petition of domestic violence. The police paid attention, and an advisory board will vote tomorrow on a new definition. Sign here to keep the pressure on as the police make their decision.“ 3. Fortschritt aufzeigen
  24. 24. Theory of Change Unterschiedliche Varianten „Public pressure can move even the largest companies. In the past year members have won campaigns targeting corporations lik Target, Verizon, Hilton and Ikea. If enough people join this campaign, it will show Deutsche Bank and other banks that the public won’t stand for unfair practices that penalize the unemployed.“ 4. Öffentlichen Druck aufzeigen
  25. 25. Theory of Change Unterschiedliche Varianten „If consumers from all across the globe show Starbucks that we would rather walk away from their coffee shops than stand for the exploitation of their coffee suppliers, they’ll be forced to disclose the supply chain of all their coffee.“ 5. Verbrauchermacht aufzeigen
  26. 26. Theory of Change Beispiel:Examples “Girls like Kelly Johnson won’t be able to play football unless school administrators change their minds. Sign our petition to demand they let girls play.” Theory of change: MISSING - how would petition work? !✖! Examples “Girls like Kelly Johnson won’t be able to play football unless school administrators change their minds. If hundreds of students sign our petition they will be forced to listen and let girls play.”! Theory of change: DEMONSTRATED ✔!
  27. 27. „Das bisher überwiegend im Siebten Kapitel des ersten Teils des Neunten Sozialgesetzbuchs (SGB IX) als „Leistungen zur Teilhabe am Leben in der Gemeinschaſt“ und teilweise im Sechsten Kapitel des Zwölſten Sozialgesetzbuchs (SGB XII) als „Eingliederungshilfe für behinderte Menschen“ mit der dazu gehörenden Eingliederungshilfe-Verordnung geregelte Recht soll mit diesem Gesetzentwurf als eigenständiger Bereich im SGB IX geregelt werden. Mit diesem Vorschlag soll die Diskussion über die Neugestaltung der Eingliederungshilfe, die von der Arbeits- und Sozialministerkonferenz (ASMK) 2012 mit einem Grundlagenpapier abgeschlossen wurde, weitergeführt.“ Story of petition starter Warum braucht es HeldInnen?
  28. 28. Story of petition starter Warum braucht es HeldInnen? • Constantin ist schwerstbehindert • bei Geldfragen wird er deshalb wie ein Hartz IV-Empfänger behandelt • Heißt: Es sind nicht mehr als 2600,00 EUR auf seinem Bankkonto erlaubt. • Ein Leben als selbstbestimmter Mensch (Stichwort: Inklusion) ist so nicht möglich
  29. 29. Story of petition starter Warum braucht es HeldInnen? • Sie sind die wichtigsten Charaktere einer Kampagne • Sie erklären ein Problem auf Augenhöhe • Sie sind glaubwürdig, weil sie häufig selbst betroffen sind • Sie wollen etwas erreichen und sind motiviert, Hürden zu überwinden
  30. 30. Warum braucht es HeldInnen? Beispiele
  31. 31. Warum braucht es HeldInnen? Beispiele
  32. 32. Petition = 
 Beginn einer Kampagne
  33. 33. Taktik #1 Start der Petition
  34. 34. Taktik #2 Mobilisieren der ersten UnterstützerInnen
  35. 35. Taktik #3 Medieninhalte schaffen
  36. 36. Taktik #4 Facebook-Aktion „Krumbach zeigt Gesicht!“
  37. 37. Taktik #5 E-Mail-Aktion an Entscheidungsträger
  38. 38. Taktik #6 Mobilisierung für „Offline“-Aktivitäten
  39. 39. Taktik #7 Übergabe an Petitionsausschuss
  40. 40. Vielen Dank! sebastian@change.org @_mrsebastian
  41. 41. Jetzt seid Ihr dran! Eure Kampagne: • Thema? • Was ist Eure Crisitunity • Was ist Eure TOC? • Was ist Eure Heldengeschichte?
  42. 42. Jetzt seid Ihr dran! Eure Kampagne: • Thema? • Was ist Eure Crisitunity • Was ist Eure TOC? • Was ist Eure Heldengeschichte? BER Bebauung Mauerpark Sperrstunde ab 22 Uhr
  43. 43. 6.-11. September 2015 Paretz bei Berlin Du träumst von einer besseren Welt ohne Ungerechtigkeit, Umweltverschmutzung und Rassismus? Aber dir fehlen die Werkzeuge und das Netzwerk, um die Welt nachhaltig zu verändern?
  44. 44. JETZT ANMELDEN UNTER: WWW.CAMPAIGNBOOSTCAMP.DE Schaue hinter die Fassade von Politik und Macht und lerne wie du Unterstützer*innen bewegst für deine Sache zu kämpfen.

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