Presentation from the seminar for watchdog organizations "Key communication principles of watchdog organizations: what works?" organized by Citizens Network - Watchdog Poland in cooperation with Helsinki Foundation for Human Rights and the European Center for Not-for-Profit Law with support of the Swiss Agency for Development and Cooperation and Trust for Civil Society for Central and Eastern Europe along with Oživení (Czech Republic) with support of the Open Society Foundation in Prague, Warsaw, October 17 - 18, 2013. Author: Maciej Muskat, Greenpeace Poland.

1. Getting people engaged, how to
plan it and what should be
taken into account?
Maciej Muskat, Greenpeace Poland

2. If we don’t fight hard enough
for the things we stand for
at some point we have to recognise
that we don’t really stand for them.
- Paul Wellstone

3. 1. Motivation not education

4. K.I.S.S.
Campaigns are needed because there is an urgent
problem which has to be made public in order to be
resolved.
Non-urgent problems may require education or
information but they are unlikely to justify
campaigns.

5. Analyze the forces
Why the change hasn’t happened already?
Who is involved?
Who is the ally, who is the opponent?
What is their position and power?

7. 7. Construct a critical path
All issues are complex but your campaign must not be.
Your campaign has to be like visible line that runs
through a complex picture, place or process. It cannot
be the 'whole picture'. Instead it has to be a way, a
trail, stepping stones, a critical-path.
Each stage is a target or objective in itself - stick at
each stage until it is achieved.

8. Start from where your audience is
How do they see what you want to
save (or change)?
What is important for them?
E.g. - is the forest a biodiversity area
or exercise place or just a volume of
timber?

9. Campaign against the unacceptable
Your campaign may be 'about an issue' but to engage
people it will need to have a much more specific
'battlefront'.
Look at your issue. It will be full
of shades of grey like an aerial
photograph of a city. Zoom in on
your chosen areas. Blow it up like a
photo until there is just
black and white - that is what to communicate.

10. Make real things happen: events
not arguments
Some of the most powerful events are direct-actions, especially
where these are non-violent and can be justified on moral and
'scientific' or 'economic' grounds.
But … there are many other powerful ways to campaign:
- well timed legal action, with drama in the courts.
- expose - such as one of the film investigations .

11. Find the conflict in events - make the
news
Campaigns make news when they create change, make a
difference, or threaten to do so. (most significant changes are
fiercely opposed)
-'No opposition' usually means, not much news.
- Campaigs are in essence about a struggle for power, and
generally the redistribution of power through exerting
influence.

12. Find the conflict in events - make the
news
„We must put the choice in front of Obama:
either he’ll stop mouintaintop removal
mining or he’ll have to send troops
and arrest us, day by day”
- Tim DeChristopher

13. Communicate in pictures
Forget 'addressing the issue, 'developing awareness' and
'reaching the public‘.
Be the director – create a storyboard.
Things that are real could include:
• occupying a tree,
• paying a surprise visit to key politician,
• invading the nuclear plant.

14. Communicate in pictures

15. Communicate in pictures

16. Communicate in pictures

17. Communicate in pictures

18. Connecting campaign with fundraising

19. Goals:
- empower and
involve major part
of population
- make the EU
Commission finally
act
- stop the
construction

20. Fundraising for a special cause/project

21. Fundraising for a special cause/project

22. Fundraising for a special cause/project

23. Finally: Don't send messages – talk
Campaigning is a conversation with society - a two way process
like a phone call.
Communication occurs when your ideas get into the head of
someone else and it is understood
Many campaigns fail because they are communicating only with
their existing supporters, and not with the audiences who can
bring about change.
Don’t go only after coverage - your ears are as important as your
mouth is.