Anatomy of a Campaign

What makes a campaign work? Here we take a look at the context, people, strategies and tactics of mobilisation campaigns.

How the Web Was Won

Ten lessons from the underdogs’ victory
Citizen protest

A year ago, if someone said an upstart coalition fighting for net neutrality would beat Comcast and Verizon, most would have laughed or just rolled their eyes. On January 14, 2014, we’d just lost a major lawsuit and were up against the most powerful lobby on Capitol Hill. Obama was at the Comcast CEO’s house […]

How Direct Response TV scales emotional stories for a new audience

Behind the curtain of DRTV projects in Italy and New Zealand
Greenpeace NZ homeless polar bear video

Email response rates got you down? Online petitions not reaching new people? Looking to talk to new people that are busy at home — but may have a TV on and a phone or tablet in their hand)? Greenpeace offices in Italy and New Zealand tested direct response television (often referred to as DRTV) as a way […]

Inside Invisible Children’s massive grassroots network

How the “Roadies” built a movement to fight LRA violence
Invisible Children - The Rescue Chicago

Invisible Children’s short film, Kony 2012, was a viral phenomenon. But what went largely unacknowledged in the explosion of media coverage around the film and the organisation was the existing base of supporters who helped spread the video. This network, built and supported by Invisible Children’s “Roadies” grew to include of hundreds of thousands of young people who shaped U.S. policy in Africa and created a wave of youth engagement that continues to impact a range of issues.

Turning one big moment into a lasting campaign

How Compassion & Choices is sharing Brittany Maynard's story
Brittany Maynard

Every organization hopes that one day their online campaign will be the one to go viral. How does a digital team take an advocacy message and package it so that it does? And after the digital tsunami hits, can success be a hindrance for your campaign? Bill Gordon, the digital director for Compassion & Choices, […]

Climate activists call for justice in Ferguson

The power - and complexity - of cross-movement organizing crystallizes in St. Louis
Ferguson climate banner

Thousands of people converged on St. Louis for Ferguson October, four days of marches, rallies, sit-ins and prayer meetings protesting the fatal shooting of unarmed black teen Michael Brown by a Ferguson police officer. The events drew support from multiple movements, with representatives of Occupy, labor unions, gay rights groups and Palestine in attendance. A climate […]

5 Lessons for Success from Real-World #BrandJam Campaigns

Photo © Greenpeace/Ann Johansson

Lessons from the field: interviews with campaign team leaders from Greenpeace and UltraViolet.

Breakthrough’s Board the Bus campaign reaches millions across India

Focus on immediate impact and empowering a network helps fast-paced campaign
Board the Bus

With less than 90 days to move from idea to launch, Breakthrough’s Board the Bus campaign was planned swiftly and dynamically by a growing team of staff, partners and volunteers. Given the time frame, Breakthrough made what indeed turned out to be a wise strategic decision to focus on immediate results and impact rather than risk getting […]

Digital storytelling lessons from the campaign to free the Arctic 30

12 key characteristics of effective online storytelling
One of the Arctic 30, Activist Sini Saarela sends a message from her bail hearing. Dmitri Sharomov/Greenpeace/AFP/Getty Images

The human desire to connect with stories has not changed at all, but technology has. We don’t need to wait for the media anymore — we can reach more people online. The power has shifted. Nic Seton of Greenpeace UK facilitated a session at the Digital Mobilisation Skillshare to share learning from the online campaign […]

Committed campaigner flips a company to FSC certified patio furniture

Forest Stewardship Council

A session at the 2014 Digital Mobilisation Skillshare explored ways that organisations are promoting and supporting grassroots-led campaigning to achieve bigger results. Brian Fitzgerald of Greenpeace International talked about one supporter’s actions against the use of unsustainable hardwood. Online support from Greenpeace staff and volunteers was all a committed supporter needed to take up an issue with a company and […]