Unit 2.2

 Unit 2.2 - How campaigns use the media to bring about change

Blogs:

They have risen in popularity with increased use of internet. Blogs usually contain information or discussions. People write blogs on a large range of topics. Normally a blog would be written by an individual person, but improvements in technology and the increase of popularity for this type of information exchange has led to the development of multi author blogs (MABs). They are now produced by businesses, media groups and campaigns as well as by individuals.

An example - Unlock

This is the organisation that campaigns to help people who have a criminal conviction, uses a blog to promote their work. The blog is like a diary that gives regular and detailed updates on the progress of the current campaigns. This can be useful for people who are already aware of the organisation and would like to be kept up to date with the newest developments. Campaign directors can also provide information directly to anyone who accesses the website via the blog.

Unlocks blog also contains links to articles about issues relevant to the work of the campaign. The bog may include links to other sources of information and is useful for anyone wanting to carry out research into the treatment of convicted offenders.

But, the blog is useful source of information and news, it would probably only be accessed by those who are already aware of the campaign. The blogs in depth nature makes it less accessible to people who just want information about working with convicted criminals.

Viral messaging - 

It involves passing messages from people via social media. As with a cold virus, someone may spread it to someone else, like the viral messaging spreading. A message can reach out to thousands or even millions of people extremely quickly like when people retweet messages to their friends.

Viral messaging is a very cheap way of spreading a campaign message widely. But, there is no guarantee that people will actually pass on the message.

A way to increase the chance of the message going viral is by identifying individuals with 'high social networking potential' (SNP). This is due to the size of the persons social media network and their ability to influence others. A high SNP means that the original material that is sent to the original recipient are more likely to reach others. But, it may not be easy to identify people with a high SNP.

An example - Time to change

For a message to go viral, the message must contain something that recipients identify with and feel inclined to pass on to members of their network. One message involved a post on twitter. The post showed a picture of a coaster promoting a campaign called 'Be in your mate's corner'

The coaster was created as part of a campaign by Time to Change. This organisation works to end mental health discrimination. The coaster itself was a tool for the campaign and it was designed to raise awareness in pubs and bars, the tweet that went viral spread the message much more quickly and to a wider range of people.

Social networking -

Most people have some form of social network presence, usually websites such as Facebook and Twitter. Many people also have a presence on sites focused on recruited and job prospects such as LinkedIn. The purpose of social networking sites is to connect with others, they can be very useful campaigning tools. 

Two examples:

Stop Hate UK - They have a Facebook and Twitter account. These accounts give the campaign the chance to reach a wide audience. Posts and messages will automatically reach followers and sharing or retweeting means the message can be quickly passed on to others who may then choose to follow the campaign. Social media shows the campaign to put up eye catching material such as posters.

#MeToo is a social networking based campaign against sexual harassment and sexual assault. The campaign centres on the use of a Twitter hashtag to demonstrate support, the hashtag was used by more than 4.7 million people in 12 million posts in its first 24 hours.

Limitations -

Even though social networking gives a campaign the opportunity to reach a wider audience, it also has limitations. A limitation is that even though the people who chose to follow the campaign may see the message and even react, they may not actively support a campaign. In the case of Stop Hate UK, an individual may show support for the campaign on social media but still not report incidents of hate crime, whether it is as a victim or a witness. For this reason, social networking is useful as an awareness raising tool but not necessarily as an action tool.

Advertising - 

Many campaigns use paid advertisements to get their message across. These may range from posters for small local campaigns to large national advertising campaigns in newspapers and magazines and on radio, television and cinema.

Different ways of advertising include billboards, hand delivered leaflets through people's letterboxes, flyers given out to passers-by, asking local shops to display your posters, advertise on national television during peak viewing hours can cost as much as £40,000 for a 30 second commercial. This is in addition to the cost of making the advertisement in the first place, which may be even more expensive. But, an advertisement in a local newspaper or on a local radio would be much cheaper.

Web banners -

This is a way of advertising. It is a form of advertising that asks supporters with a webpage to show their support for the campaign by pasting its banner onto their page. Like, Stop Hate UK invites supporters to use its web banner to promote National Hate Crime Awareness Week. In contrast to many other forms of advertising, this is free it relies on the good will of the campaign's supports to display the advertising.

Merchandise - 

Another way to advertise is by selling or giving away merchandise. A range of merchandise can be used, from badges and stickers to T-shirts and mugs. Selling merchandise brings the added advantage of raising money for the campaign while at the same time spreading the message. Members of the public may be more willing to give money to a campaign if they get a product in return.

Radio:

Campaigns often use radio to promote their message and raise their profile with a wide audience. There are several possibilities for radio publicity. E.G.

Radio stations are often willing to interview campaign representatives on air about the campaign or to invite them to contribute to phone in debates and discussions.

They may invite members of campaign groups to speak as experts in their field to give their opinion on magazine and news programmes.

Local stations are likely to be more interested in campaigns with a local angle, whereas national radio stations are more likely to want campaigns with a wider appeal.

Televisions:

Campaigns may use televisions to promote their cause. As with radio, a local campaign might try to appear on a local news bulletin to get free exposure. Higher profile campaigns may aim for coverage on national news.

Television advertising - This can target a particular social group, such as teenagers, mothers or motorists. Advertisements can be placed in programmes that attract these groups. But, if the campaign wishes to reach a wide spread of the population, advertising on programmers with a broad popularity could be used, like soap operas. However, as we have already seen, television advertising can be extremely expensive.

Film:

They can be used to promote the campaigns message - whether on the cinema screen, on television, or online on YouTube or the campaign's own website. Campaigns can produce information films and videos, E.G showing case studies of campaign issues.

An examples -

Parkinson's UK campaign uses films as a campaign tool. The organisation has its own YouTube channel and it invites sufferers to make films about living day to day with Parkinson's disease, which are then shown on the channel.

This approach gives a deeper insight into the disease for anyone considering supporting Parkinson's UK. The use of personal stories adds a human dimension to the illness and can act to encourage funding from both the government and the general public.

Documentary:

Documentaries use images, audio factual information, arguments and other material to provide report or investigation about an issue. The presentation of relevant facts and arguments in visual or audio form can be an effective way of promoting a campaign. Documentaries can also be produces to show the work of a campaign and its potential impact.

Drama documentaries can also be used to promote a campaign's message. These are factual reports but they use a drama form to illustrate the issues, like using filmed reconstructions of events for which no footage of the real event exists.

Word of mouth:

Campaign messages can be spread by word of mouth. Campaigners can spread word of their campaign by telling family and friends about it. To spread a message more widely, the campaign may look to inform opinion leaders. These are individuals who have some degree of influence with others. Gaining their backing may increase support for the campaign since they may be able to use their influence to bring others on board.

The great advantage of this method is that it costs nothing apart from time. Supporters are also likely to be eager to tell others about the campaign. However, it can be a slow process because it is largely a question of telling one person at a time.

Events:

Organising an event can reach people who might otherwise not hear about your campaign. Holding an event can be a good way to launch a campaign and can be useful for focusing support. Inviting a celebrity or a prominent figure from the local community might increase attendance at your event and help raise the campaign's profile. Large events can also attract coverage from local newspapers, radio or television. If you hold your even in a large location like a shopping centre people who are passing by will be able to see and hear your message.

Events can take many different forms like it could be a family fun day to attract people of all ages, or a sporting event such as a football match. Conversely, campaigns can hold sponsored events like charity runs to raise funds.

Print:

These include local and national newspapers and magazines. Even though sales have declined in recent years, the newspapers can still be an effective way to promote a campaign.

2 basic ways of gaming coverage for a campaign in newspapers are magazines are;

through payed advertisements

provide the press with stories and news items. For this case, sending press releases to local or national papers can be a way of gaining free publicity for the campaign.

Press releases - they are written communications sent to editors and journalists to announce something newsworthy in the hope that the newspaper will give it coverage. Like a campaign might want to promote a forthcoming event, publicise a recent success it has had or highlight a campaign issue using a human interest story. Well written press releases are attractive to the press due to them proving ready made news articles.

Flyers - They can be distributed by campaigners relatively quickly and easily. Flyers can be designed to be eye catching to increase support for a campaign.

Newspaper - It can widen the exposure of the campaign because lots of people regularly buy a paper. Like the News of The Worlds who backed the Sarah's Law had a circulation of over four million readers at the time. This meant the message of the campaign reached a huge number of people. The emotive nature of the topic - the murder of a child - and the language the paper used motivated many to support the campaign.

Websites:

As well as using social media sites, campaigns may develop their own websites. Often social media pages will have links to the campaign website. The website gives the campaign the opportunity to present information in a format of their choosing, in contrast to social media which has a fixed format.

No knives better lives uses its website to enable different groups to access information relevant to their particular interests. Like there are separate pages for parents, young people and practitioners such as teachers.