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 Hugh’s
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

4. 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.’

5. Kony Clicked

10. 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

11. 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?