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At the end of , 33 million people worldwide4 are living with HIV. Besides its potential for lobbying7, group mobilisation 8 is important to show solidarity9 among PLHIV. Such mutual support is urgent: Continued campaigning and advocacy will ensure the right to health will be a priority. Who should campaign and advocate? Ideally, all PLHIV and those connected for their welfare should be campaigning and advocating for their individual and community rights to health. This toolkit helps you to move the agenda forward by providing a framework of action towards the realising of community 1 Campaigning: An organised course of action to achieve a particular goal.
An action to get public support or recommendation for a particular cause or policy. A small or inadequate budget. Treat a person or concept as insignificant or peripheral. A group of people seeking to influence politicians or political officials on a particular issue. Organise and encourage a group of people to act in a certain way to achieve political objectives.
Unity or agreement of feeling or action especially among individuals with a common interest; and creates mutual support within a group. Refer to note 4. There is a common belief that campaigning and advocacy is expensive. For big organisations wanting to reach large audiences over wide areas, this may be true. Small-scale, low-resource campaigns can still be an effective way to advocate for change. What about accountability and ethics?
A lot of campaigns are built around accountability14 of governments to the right to health of their citizens. What often gets left out is the accountability of campaigns to their supporters. This important ethical15 side of campaigning needs to be kept in mind. Whether you are planning, running, or evaluating your campaign, always think about the objectives in relation to the people your campaign is supposed to help. Make sure that you keep the needs of your supporters in view.
Otherwise, it can be easy to forget the real reason why you are doing what you do. All sectors are engaged in a community-wide effort to address a health, social, or environmental issue. A person, organisation or institution required to justify actions and decisions. When you have an idea, write it down. It is best to pick an issue or issues that you are passionate about—what may be called your burning issue s. Try to answer these questions, before you decide what to do next: So before you continue, turn to page 37 and complete Table A.
One way to start is to think what would be an ideal situation16, a perfect picture about the environment or situation you would like to see. It is important to have a perfect picture in your head even though you know it may not be realistic right now. It will help you to set some expectations as achievable standards. The fact that they are not possible now does not mean they cannot be a reality in the future. For example, maybe you think that in a perfect world, ALL counsellors should have proper training and be certified. You think that with training, counsellors would be able help their clients more effectively because they have learnt the tools to do so.
In some countries, this is a perfect picture since full training for counsellors may not be available. Even when it is available, counsellors may not have the resources or the time to undergo training for every situation. If you find that you have an issue with this reality, you can plan a campaign to make other people aware of the issue. Issues we have are a lot of the time the gaps between a perfect picture that we wish to be true and the reality of the situation. What do you actually know? This can be easy or difficult depending on where in the world you are.
In some countries the information you want may not be freely available to the public. Or you may find it difficult to get updated, or worse, accurate information What about pooling your resources? By sharing ideas, you will increase your pool of resources. After all, two or more minds working together are far better than one! What and how you think people should be approaching the issues you are passionate about. Share your thoughts with them.
You never know, they may be able to put you in touch with likeminded people who may already be working on the issues you are passionate about. These could be people within you own circle of friends with whom you share ideas and know your HIV status. Talk about your ideas with people you trust to generate feedback It is usually the best way to get connected with likeminded people in your area.
Remember, you want to learn what others have to say. Remember, constructive criticism is a necessary part of the learning process. Remember, you are stimulating conversation and not lecturing. Sometimes, coming together and working on a blank sheet or just an idea can be difficult for people to share their thoughts. Also, it may be a good idea to review the challenges and risks associated with your advocacy idea to see if you are really willing or are able to face those challenges and take those risks in order to proceed.
Time to recruit your troops? Having people a small group between people who share your ideas and whom you trust to constructively challenge your thoughts is important in developing your ideas. Sharing the workload will keep you motivated. They will also bring expertise and experience to the table that you may not have. As a result, having a team will enhance your campaign. Giving a lot of information clearly and in a few words; brief but comprehensive. Information you can provide in an organised manner will help people to clarify your intentions and contribute further to your ideas. Ready for your campaign goals?
Now that you have conveyed your message and got some people are on board with you, it is time for you and your new teammates to go through all the ideas you all have from the brainstorming20 sessions. The following points will guide you in filling the table. When you are thinking about objective s for the campaign, be clear and make goals results-orientated; that is, your goal s must be achievable and measurable. Take a look at the two examples below: Here both statements are results-orientated.
However, the second statement is too general. It is highly unlikely that all NGO counsellors can be trained as a result of your campaign. The goal is just too broad. Being specific and precise in setting your goal will help you focus your efforts and keep the campaign on something tangible. Having measurable outcomes will allow you and other people to determine how well your campaign is going. Setting achievable21 goals will keep your campaign realistic.
Who is your target audience? Based on your clear, measurable campaign goal s , identify your target audience from the start. Your target audience can be an individual, a group, or an organisation. Again, the more specific you are about who your campaign is trying to reach, the better you can tailor your campaign to that particular audience.
In the example above about training and certifying HIV counsellors at a local NGO in pre-test counselling, there is more than one audience to whom you can target your campaign. Produce an idea or way of solving issues by holding spontaneous group discussion. Can be accomplished or brought about. Whomever you decide as the audience will determine the kinds of tools you will choose for your campaign. Of course you can have multiple target audiences for your campaign; for example an individual and a group. Just bear in mind that different target audiences will need different tools to get their attention.
Individual, group, or organisation? If it is an individual, usually it will be someone with the authority to influence or change the current situation: His or her name and contact details should be available in to the public. Look in the telephone directory or government website, or just go to the organisation where this person is based and ask at the reception.
Likewise with groups and organisations. Talking to a well-established local NGO will also help you find ways and opportunity to make contact with your target audience. Each person in your campaign group should agree on their role s for the campaign It is best to put these down on paper. Where possible, make good use of the expertise and experiences of individuals in your group so that the role s they adopt for the campaign will be beneficial and rewarding for them too.
Campaigning on a Shoestring - Kindle edition by Catherine Shaw. Download it once and read it on your Kindle device, PC, phones or tablets. Use features like. Luckily you don't need a ton of cash to get going. Here are six tips for making a marketing campaign work on a shoestring budget.
What about the timeframe? Develop a simple and easy to follow timeline for each teammate and a combined master timeline for the group as a whole. One way to do this is to use a Gantt chart There are many examples of Gantt charts on the internet. It is a widely used tool in research and project management. However, just to keep things simple, we have included an alternative version to the Gantt chart here to start you off.
What we have done is a simpler version for beginners on how to keep track of campaign activities and teammates based on the Gantt chart. Turn to pages 39 and 40 for Tables C and D. Conceptualises and guides the campaign towards agreed goals and objectives.
Lists down all the activities that need to be done to achieve a set goal and breaks activities into time periods. What have we done so far? So far we have been working hard on getting the groundwork done. Hopefully, by now, you have done enough thinking and talking with your group that you understanding what you wish to achieve and why you want to do it. Which is the best tool for you? Now, you are ready to pick the best tool s to achieve your goal s. Here are some examples, in alphabetical order, to start you off. Keep in mind, though, different tools have different timeframes, need different resources, and can have potentially different target audiences: Computer with internet access Estimated time to yield results: Only reaches people with internet access Tool limitations: Have to compete with other internet content.
You can use a blog24 to advocate issues by posting articles, write-ups, images, videos, audios, and more. You may also use the blog to get the word out about what you are doing, update people on your activities, and allow them to follow your progress. It also allows you to get their feedback and respond to their questions or comments. Blogs are one way of getting mass support but is limited to the internet savvy. Used well, blogs can build networks of supporters and allow communication between you and your supporters. Almost all blogs are free and are user friendly Once you have created a blog, what next?
How do you get people to visit your blog? Another way is to include your blog address in your email as part of your signature.
Finally, remember to update your blog regularly. Practically a free website in which an individual or group of users produces an ongoing narrative. Choose either 1 Blogspot at http: Wordpress is more time consuming to setup but has the advantage of compatibility with a variety of languages other than English. Further insightful resources are available for download from http: A list of other blogs included in a blog, usually as a sidebar on the main blog page.
Photocopying costs and time to distribute Estimated time to yield results: Immediate if successful Audience limitations: Dependent on geographical location Tool limitations: Consumer fatigue; people get too many leaflets Most of us live in societies that get bombarded by leaflets They have become commonplace and compete for attention. So before you consider leafleting, there are some things that you should think about: It is best that you keep it simple. Your leaflet should be easy to read28 and understand.
Keep your text simple and free from jargon Pick one topic and focus on it. If it is too wordy, it will just put people off. Be sensitive to local customs and language usage. It is important to distribute your leaflet in places frequented by your target audience. When leafleting at a closed location like shopping malls, be sure to get the approval of the management company.
Remember, when leafleting, you are selling yourselves as well as your message. Always smile and say thank you regardless whether the person you are distributing to is appreciative of you or your message. It is good public relations to give a good impression. Letters to the editor? Depends on how fast and well you write Resources needed: Good writing skills and to the point Estimated time to yield results: Dependent on publication Audience limitations: Only to newspaper readers Tool limitations: By doing the hook, you stand a better chance of being published Usually the letters to the editor is on the same page as the editorial making it a prized space.
Do check out these online resources to help you put together material that is clear and easy to understand:. Special words or expressions used by a particular profession or group and are difficult for others to understand. Pay attention to the sequence of points. Finish one argument before addressing a different issue.
Do not use remarks that could be seen as defamatory even if you are criticising someone. When letters arrive at a newspaper it gets sorted, checked and edited by the Editor or Editorial Assistant. Properly laid out, your letter may receive a prompt response and may even be published at the first available opportunity.
The secret to getting a letter published is using the correct format and layout: Appearing on the centre right of the page, it should contain your name, full address and the date. The body is the most important part of the letter; take some time to think about the issues you wish. Start the opening paragraph with an attention grabbing statement. Elaborate on these points in a logical manner and with reason. Choose a catchy headline for your letter to draw the attention of the editor. Always include your full name and address.
Computer; desktop publishing skills; photocopy Estimated time to yield results: Depends on circulation Tool limitations: Must commit to long term production for impact Basically some printed A4-sized papers folded in two and stapled in the middle, magazines and newsletters are periodicals Nowadays, they can be designed and produced at home nowadays with computers.
It is cost-efficient if you do it yourself. A flair for graphic design, text layout, and creative writing is important if you want to create something of high impact. You can even include poetry, articles, drawings, collage, and a movie list related to your campaign topic. All you need to do when you have enough material is to put it in a book format, photocopy, and distribute it either for free or charge a small amount.
Producing a consistent periodical is important to set audience expectations. It is a longer-term commitment. A plus point is may reach readers outside your scope of circulation—as when someone takes one and shares it. Interesting content is key. Mailing list or e-groups? Published at regular intervals. A mailing list makes it easier for you to have a discussion or send an email in a short time to a specific group of people with similar interests.
Instead of sending one email to 20 different email addresses, you just send one email that will forward your message to the 20 people on your list. You can use it to post notices and updates for group members. The good thing about a mailing list or an e-group is that you can add new people to the list or remove people from the list.
As the owner of the group, you would have control over the sort of people that you would like in the group so that it is a safe space that is conducive for discussions. However, you will need to recruit them beforehand. Although there are many internet mailing list providers, currently the most popular are Yahoogroup32 and Googlegroup They are userfriendly, and more importantly, they are free! Do manage your postings by keeping them relevant.
Depends on how many signatures you want Resources needed: Good writing skills and a large social network Estimated time to yield results: At least one month Audience limitations: No guarantee your petition will be responded to Petitions34 are traditionally in the form of letters, although online petitions35 are getting more popular. Addressed to persons of authority to whom you wish to place a request, petitions can be a powerful show of solidarity behind your campaign.
The goal of petitions is to influence a particular policy or rule in favour of the campaign. In this toolkit, it is the only tool that is specifically targeted to an audience and stating a clear achievable outcome. Before you write your petition, you will need to do some work: Get as much information about the issue you are trying to change.
Find out what you really want to change and why. This is important because the more substantial36 your reason actually is, the more reason people will join you in the petition and the more reason the person you will be sending it to will be convinced it is the right decision to take. Be clear about what you want to request. Next, find out who would be in the best position to make the decision you want to influence. You will always want to pick somebody who is able to directly influence the decision-making process.
Then it comes to writing the petition. Here are some useful guidelines: A formal written request, typically signed by many people, appealing to authority with respect to a particular cause. Of considerable importance, size, or worth. Avoid language that is too emotional. The more factual you are, the easier it will be for the person you are addressing to make a clear decision.
Refer to note 30 for more information on how to present a clear argument that is straight to the point. Always remember that persons of authority tend to receive a lot of requests. You really want to make your petition stand out without being melodramatic You are now ready to collect as many signatures as you can to support your petition, or prepare a standard letter that you can distribute to your supporters to send off on their own. If your supporters are sending out the petitions on their own, make sure they know the name and address of the person you want to petition.
You may also want to set a deadline for petitions to be signed or sent. If you want to do petitions online, check out the website on note 35 on page It would be good to keep a list of the people you are recruiting to sign or send petitions. Ask them for their contact details so that you can remind them about the petition or just let them know how well your campaign is going. Immediate depending on network Audience limitations: People with internet access Tool limitations: Only internet savvy people use them Facebook, Myspace, Twitter, and Friendster38 are popular examples that are free to join.
They are good ways to introduce activities or interests to your network of friends, and for keeping in touch. The best thing about social networking websites is that, as the name suggests, you can access the social networks of your friends. It is important to keep your website updated to keep public interest on your website. Your host will tell you what their nameservers are, and these will need to be entered in the web based control panel of your domain name registrar.
Free for Mac or PC: The WordPress installation guide should be easy enough to follow. The plugin puts an Under Construction page in place for casual visitors, while any user logged in as admin in WordPress can continue to observe site development. You could amend one of the two themes that come with WordPress TwentyTen or TwentyEleven but neither is especially inspiring and configuring TwentyEleven can be a real headache. Of course here you can Google for your own options, but here are a few favourites, all of them free.
Arras is an excellent and flexible theme for magazine style sites.
Design Disease has a whole bunch of excellent and visually interesting themes. For free business style themes have a look at this WPLift list. If you have no coding skills at all try Atahualpa. Also worth a look: Not sure these are definitely the right options, but they have always worked OK for me! For social share buttons: For XML sitemaps to boost your search engine rankings: For e-mail for notification of new posts: For comment notifications by e-mail: If your referral program becomes successful, you'll also want it to be scalable or you could be dishing out a lot of rewards.
Having a strong email database is a great asset to your business-but getting people to share their contact information can often be like pulling teeth. To butter them up, run a giveaway where those who fill out a contact form have the chance to win something from your company. Even just one giveaway could net you hundreds of signups. Having the giveaway run continuously throughout the year, and picking a winner every month or quarter, keeps the momentum going and your email database growing.
People love an excuse to get out and socialize, and they really love free stuff. Put together an event that allows you to showcase your business to a small but engaged audience. Offer free drinks and appetizers as an incentive to show up, and don't forget to give them a reason to come back.
Whether that's a gift bag with samples of your products or vouchers towards future visits, you'll want to guarantee they remember your business and not just your party. If done well, for a couple hundred dollars you could secure your business a core group of loyal customers. Running ads and sponsored posts on social media is always seductive to small businesses.
The ability to reach such a large audience for such a small amount of money promises the kind of results that almost seem too good to be true.