NSU presents your Your complete super guide to being a better campaigner! www.mynsu.co.uk
All about Campaigning! All about Campaigning! Here at Northumbria Students Union (NSU) we are dedicated to ensuring every student enjoys their time at University, as part of this we work hard to give you the opportunity and tools to take charge and improve your own University experience. Campaigning in its simplest form, is the planning and coordination of activities that are aimed at creating 1. Decide what you want to change 2. Speak to other students and get their opinion 3. Approach NSU about support you can get 4. create your plan 5. Carry out your actions 6. Evaluate and plan next steps change. These activities can take whatever shape you like. You could organise a large demonstration or opt for a small activity such as a petition or one off information stand whatever brings about your intended change! Most campaigns involve a mix of different actions. Campaigning is about change! The first step in planning a campaign is thinking about what exactly it is that you want to achieve. A common mistake is thinking that a campaign is simply about raising awareness of a problem. Never run a campaign to make people more aware of something. Run a campaign so that the awareness of an issue leads to POSITIVE CHANGE. CASE STUDY SEXUAL WELFARE ADVICE AND GUIDANCE (SWAG) CAMPAIGN SWAG does not focus on raising awareness of the importance of good sexual health. By talking about the importance of good sexual health more students become aware and start to practice safe sex and get tested which will lead to a POSITIVE CHANGE lower levels of dangerous STI s. 2 This toolkit is designed with Northumbria students in mind to give you the necessary tools and tips to help you make a real positive difference on issues that you are passionate about. 3
Become an expert! Before you start your campaign planning, the first thing you need to do is get a clear idea of what you want to change. To help you out, try answering the following questions: Know your Issue inside Out 1. What do I want to change? 2. Why do I want to change this? 3. What evidence do I have that proves this is an issue? aims & Demands! Your aim is what you are hoping to achieve overall, your demands are what you are asking for in order to achieve your overall outcome and to gain support from decision makers. When planning your campaign it is important to decide on what your key campaign direction will be. Sometimes when we begin a campaign we don t have the right, or enough information to create a plan of action. At this stage you must gain good understanding of your issue and collect evidence to support you. Remember the evidence will need to be CLEAR and DETAILED. It will likely be used to show to others the depth of the problem. CASE STUDY Hidden Fees Campaign In 2011, this campaign was launched by Northumbria Students Union Sabbatical Officers and students. The campaign highlighted and removed over 2 million worth of hidden fees. If you don t have enough evidence about your issue right now, don t worry! You can gather all the information by researching. We have given you a few ideas of ways to find evidence give them a try. Internet Talk to anyone and everyone Launch an online survey (Google Forms / Typeform) NUS Website (www.nus.org.uk) NSU (www.mynsu.co.uk) AIMS 1. We aim to agree with the University an exact definition of what a hidden fee is by October 2011. 2. We aim to ensure a documented agreement from the University to remove all hidden fees students are facing. DEMANDS 1. A full audit of all hidden fees students are facing 2. The removal of 2 million worthof hidden fees. 4 5
WHO CAN HELP & WHO CAN HURT Throughout your campaign, you will encounter a large network of people you will need to work with in order to achieve your goal. For your campaign to succeed, you should try to understand and anticipate how other people or groups may feel about the issue and plan out how you will deal with this. This will help you decide who your target audience, allies, potential barriers and the decision makers are. Allies Target Audience : Who will your campaign impact? Allies! : Who might be interested in your campaign and willing to work with you? Obstacles Take Action!! Top Tips! 1 Make your campaign action visible In order to encourage Decision Makers to make a change, you must plan what actions you will take to create pressure and make your issue relevant to them. Ensuring people take notice of your campaign. Making sure that those you are trying to influence receive your message Examples: Public demonstration, Social Media, Word of Mouth. 2 Make your Message as clear and Easy to Understand Present your message to your audience Send a message that will make people care Avoid using complicated language or ideas it has to be easy to understand Ask Yourself! A. What is my message? B. How will I spread that message? C. Who will I target D. What resources do I need? E. How will I get people involved? 6 Barriers : Who might be opposed or not convinced by your idea? Decision Makers : Who are you trying to influence in order to make a change? 3 Get people involved make your action well active! Display your passion Show enthusiasm that you want them to be a part of making a change Shock your audience with the current issues that may affect them Encourage people to be a part of making that change 7
Resources!! (Super) People!! When planning a campaign, it is vital to take into account what resources are needed to effectively run your campaign. Be sure to Consider: 1. Your BUDGET 2. Promo MATERIALS 3. VENUE and SPACE 4. SUPPORT from AUDIENCE It is important to understand what skills your team and supporters have that can be utilised to positively impact the campaign. NSU are dedicated to help students lead their own campaign. How can Northumbria Students Union help? BUDGET: You can apply for Rep and Campaign Grant, which is ongoing throughout the year. MATERIALS: We highly recommend that you create your own promotional materials. Ask the Students Union for help with resources. ROOM AND SPACE: We can book a space or venue for you in any location in the Students Union. GUIDANCE: Our Advice and Representation team can assist you in planning any part of your campaign. If you have any question or inquiries with organising your campaign, do not hesitate to contact su.democracy@northumbria.ac.uk!? Getting your message out: Speak to your Sabbatical Officers about using our website and social media to promote your campaign Don t try to do everything yourself but ask people what they can contribute to your campaign Talk to our Advice and Representation team for advice and guidance when you struggle at a point of your campaign. If you have any questions or inquiries with organising your campaign, do not hesitate to contact su.democracy@northumbria.ac.uk 8 9
Evaluation! THROUGHOUT the campaigning process, you must review and revise the methods you use in order to improve results and impact. When you are approaching the end of your campaign it is crucial to review the impact that your campaign has had on the issue. You should keep reflecting on how things are going and discussing the next step. By evaluating your entire process you will be able to help yourself, NSU and fellow students in planning future campaigns more effectively. TRY MAPPING OUT YOUR CAMPAIGN PROCESS... What did we accomplish? What elements of the campaign worked? What elements of the campaign did not work? What is the next step to achieve your vision? STAY AWAY!! 7 DEADLY SINS OF CAMPAIGNING 1. 2. 3. 4. 5. 6. 7. Unclear aims and objectives not being clear about what you want to change Not having enough research or evidence to support your campaign Not planning your campaign in enough detail Not adapting your message to the different people you work with! Lack of creativity and fun!! Giving up too early Not reviewing or evaluating the campaign 10 11
Your SUPER Checklist Key Links to help Northumbria Students Union Website HTTP://WWW.MYNSU.CO.UK/SPEAKUP/ Aims & Demands Long Term Vision Sufficient Evidence Supporters & Allies Barriers Action Plan Resources Evaluation & Strategy People and Planet Campaigning for Students HTTP://PEOPLEANDPLANET.ORG/ National Union of Students (NUS) HTTP://WWW.NUS.ORG.UK/ Advice and Representative Support Team SU.DEMOCRACY@NORTHUMBRIA.AC.UK A positive impact on the lives of all our Students 12 13
Notes... Notes... 14 15
Campaign Toolkit Your complete super guide to being a better campaigner! www.mynsu.co.uk