Anatomy of a Campaign

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

Why a campaign against coal was all about olives

In Turkey, people are transforming their nation's energy by talking about olives, not clean air

In Turkey, on the eastern shores of the Mediterranean, the olive is ubiquitous. “It is the most basic food item that you can find in every single household that is consumed by every person, every single day,” explains Nejat Dinç of Greenpeace Turkey. “It’s a very symbolic fruit.” Turkey is the world’s second largest producer […]

Six trees, collaborative tech and people power

How a campaign in Auckland gave people tools to craft winning organizing strategies
Save the Trees - Auckland

Ryan Mearns, a Campaign Director at New Zealand’s ActionStation, shares his experience with a fast-growing community campaign to save six heritage Pohutukawa trees in Auckland. Like many campaigns that rapidly grow online through email and social media, the Powhutukawa campaign struggled to give interested people meaningful ways to get involved on the ground. Mearns used collaborative tech, […]

The and Hollaback! approach to distributed campaigning

Finding the balance between top-down leadership and bottom-up action
One Earth One Family and Hollaback! are relative newcomers to the world of cause campaigning but have experienced an explosive rise in following and impact since their founding. Their distributed approach to movement building seems to have been a key factor here but unlike other distributed movements that rose quickly and faded just as fast, their growth is […]

Pay attention and win: Lessons from Brasil

How Greenpeace Brasil is adapting Big Listening to its needs to become an opinion leader
March for forests in Brasil

In 2013, Greenpeace Brasil realised it was having trouble turning it’s fast-growing social media audience into the kind of active and vocal supporters needed to help influence public opinion on its issues. In mid-2013, they connected with MobLab’s Benjamin Simon and colleagues at Upwell, Rachel Weidinger and Matt Fitzgerald, to learn about using social media monitoring (or Big […]

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 […]