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You may have set up an online group because you were getting ripped off.

may have invited people to a campaign session so people can live better off. You
may have written to your MP to support the campaign you care about the most.
You may have pitched up your tent to prevent the world turning to toast.

You may have stayed at a shelter to help the homeless. You may have gone
down the beach to clean up the mess. You may have taken part in a flashmob to
show people how exploitation of young people at work just isn’t right. You may
have marched through the streets to reclaim the night.

You may have been a street captain spreading hope not hate, you may have
interviewed the wild and wonderful to instigate debate. You may have got into a
bath of baked beans to raise money for comic relief…Or you may not have got
involved with any of these.

Whether you’ve been involved in organizing before or not, if you’ve opened this
game, you’re probably curious about how to campaign and maybe even fired up
about an issue you’d like to campaign on. There is no right or wrong way on how
to turn an issue you care about into a campaign – just look at the examples
above and you can see all the different and exciting ways people have gone about

If you want to find out what issues really matter to young people where you are,
how you can develop an online campaign, how you can communicate it and how
you can get others to support your campaign, start playing the game!

Get in touch to tell us how you’ve played the game, made it even better and any
other ideas you have about bringing people together to turn issues into

It’s time to take back our future, it’s time for you to take back your communities.

Developed by Noël Hatch

National Youth Chair


Thanks to Tom Miller for the amazing design.

How to play
This game can be played as below or as part of a “campaign camp” (contact for more details).

1. This game1 is best played in small groups, so if there’s more than six in
your group, split people up into groups of 4-6 people. If you are a small
group, do it all together!

2. Choose one of the exercises in Map people’s needs to do with your

group/s and then

o Discuss the groups’ findings using the flipchart to stimulate the debate.
o What do people think? What seems to be the most recurring issue?
Can the group see any links between the people or needs?
o Vote on which issue your group/s want to campaign on

3. Get your group/s to choose from a pack of “tool cards” below to address
the issue, but there’s a catch:

o Your group will have a budget of 25 points they can use and they
have to use at least one tool from each section (highlighted in
bold). Each “tool card” has a number at the bottom – this indicates
how many points the tool “costs”.
o Your group can add its own “tool card” if they have an idea for the
campaign. If so, ask them how much money, time and skills their
ideas will require out of a scale of 1-3 points.

Title of the tool

Description of the tool.
A tool you can try out.

Number of points

4. Give each group a timeline to pinpoint what they are going to do over the
course of the campaign.

5. Although the aim is to guide the first part of the session around getting
groups to work out the strategy for their campaign and using the second
session to work out how to deliver it, what is really great is for people to
experience an accelerated simulation of a campaign in the space of a day.
We know campaigns need a good strategy but also need to be flexible
enough to adapt to changing circumstances.

The game was inspired by the Social by Social Game by David Wilcox
6. Get speakers to drop in and out to advise & challenge the groups on
campaigning (with their own individual experiences & tips, whether that's
how to organise in your community, get your voice heard in the media,
put on events, influence key players, etc)

7. Over the course of the workshop, ask facilitators to advise each group on
imaginary "unexpected events" that will affect the issue they're working

8. Go and celebrate having turned your issue into a campaign that your
group can now go out and get others involved in and make change happen
in your community!
How do I find out what really matters to young people?
There are many groups across the country who campaign on a variety of issues so why would anyone join yours? There’s no point re-
inventing the wheel. Try instead and track emerging or unmet needs for young people. The better you understand what they are, the
easier you can build campaigns and coalitions around them.

Map people’s needs

Your needs Your friends & family’s needs Your hopes

o One thing you would save from their o What three things would you change to o What in your daily life makes you
house if it was burning down? improve the basic quality of everyday feel the most reassured or optimistic
o One change that would most improve life of yourself, your friends and family about
your daily life? and your neighbourhood? your future?
o One thing you would buy that would o Who do you think should be responsible o What gives you hope for the
most improve your daily life?2 for making the change? community you live in?

Adapted from the Young Foundation “Mapping Needs” methodology
Map the landscape

Map your community Map the information Map the issues and stories Storyboard the journey

Understand how you can make Try and understand how people Monitor campaigning activity on o Illustrate the “campaign
the best use of your local access information on issues a much more local level – like journey” through a series of
activists; map the landscape in that matter to them and neighbourhoods or wards. Try images or drawings with
your area. The best social campaigns, how involved they tools that analyse this by text.
networks are those focused on are in their community and how postcode or enable people to o Try out tools which enable
where people live and what they relate to campaigning share stories of places they have people to map out complex
people want to get involved in. groups. personal connections to. arguments.

Try mapping. Try this. Try TwitterLocal & Placeography Try Amap or Debategraph.

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Make random links Go on a campaign safari Go on a virtual safari Get the “moments that

Pick an item that’s really o Ask friends or other activists o If the campaign you need to Take photos or videos – capture
random. This can be a physical where you live to suggest explore is online, try taking the “moments that matter” – the
item (like a pack of sweets) or a campaign activities you could part with a friend watching memorable moments (good or
word picked at random. take part in. and asking what you’re doing bad experiences that stood out
o Tell your story and share and why. Try joining new from your trip). Capture key
Then try thinking about the your photos campaigns, both good and activists, places and interactions
characteristics of the random o Summarise and highlight bad; this will help you judge with the public. The pictures can
object and apply them back to what the campaign is about the campaigns you run. be used as part of a storyboard
your problem. and what happened o Share insights and what you that captures your experience
o Focus on the campaigners have learnt from your for when you return.
and their actions experience
o Illuminate your story with o Reflect on what you learned
anecdotes and photos and how it might be applied
o Was there a gap between to your campaign
your expectations and what
actually happened?

Try sweets. Try Kings Cross Environment. Try virtual anthropology. Try Socialreporter.

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Identify people to join your campaign

If you need people to organise activities, but they’ll only join if they can take part, how do you get them to join your group or campaign?
Once people can see what you want to achieve and how they can contribute, they will be more likely to sign up. Many groups work out
how they can engage with their supporters. What they focus less on, is how people influence each other and how they can use this to
persuade their supporters to get their friends, relatives or colleagues to campaign.

The groups they belong to Their friends or neighbours The places they meet

Find ways of targeting groups of people who Target your social networks – friends, Engage people where they are comfortable,
care about the issue you’re campaigning on relatives, neighbours - to work out how they not just where you are.
or who live in your neighbourhood. can be influenced to join the campaign.

Try GroupsNearYou. Try SocialTwist. Try youth clubs, music shops or bus stops

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The interests they share The issues they care about The pledges they’ll make

Identify who your potential supporters Personalise message to different groups Encourage your members to help recruit
might be, what their interests are, what which target “what’s in it for them” through amongst their own social networks.
they would like to contribute to your group tools to search people by issue.
and how.

Try Socialistics. Try Facebook Groups. Try Pledgebank.

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Spread your message

If people’s friends engage in good (or bad!) practices, they are more likely to engage in them than they are if someone they don’t know
tells them to and this applies as much to joining your campaign as it does doing the recycling or giving up smoking. Treat your
supporters like real people, not just as “hits” on a website or “subscribers” on your mailing list. In other words, ask yourself who might
support your issue, how will you contact these people or organisations and how can they help?

Personalised invitations Video about your campaign Contact list Stories

Design personalised invitations Produce a video which explains Keep a complete list of people, Send people comments and
so that people feel they will add what your group stands for and groups and other resources stories by supporters on why
and get value from joining, what activities it organises. involved in the campaign, and they signed up to the campaign
rather than being “spammed” by those you would like to involve,
yet another group. will help to bring the most
relevant people together at the
right time.

Try this. Try JayCut. Try Google Docs. Try Twitter.

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How do I develop an online campaign group?

Organize meetings Develop a community Link people up Cluster people

Organise meetings so that Focus on how to facilitate the Provide ways for your activists Ask your members for their
individuals on your campaign campaign team and to develop a to find like-minded people where postcodes, filter your database
team can share ideas (especially community around your they live. Get them to organise and cluster people by local area
if they represent different supporters. locally – from house parties to and then tell them that there are
groups). setting up groups – with your other members in their area and
support but without needing facilitate bringing them together.
your permission.

Try Meetup. Try Ning. Try Crowdvine. Try FriendMapper.

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Let people personalize your Let people tell their stories Develop campaigns on Let people build coalitions
website issues

Let them personalise your Let people upload their Identify and develop campaign Organise activity sharing, time
website or your campaign. experiences and stories of ideas on issues. trading and matchmaking users
campaigning on the issues that and providers, collaborative
matter to them. fundraising. Enable your activists
to build coalitions of support.

Try Netvibes. Try Stories of Recovery. Try How to Live. Try YoungTimeBank.

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Matchmake people Match their skills together

Introduce “a skills swap” What’s the skill you’d like to

Encourage more experienced share
campaigners to share what they Who are the people you interact
know with people who have just with most frequently?
joined the campaign Who are your key contacts?
Try School of Everything. Try SurveyMonkey.
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What if the people you engage say…

“I don’t know if I can trust “Why should I sign up to “The bottom line is that your “I don’t get what difference
your group” your campaign, I’ve campaign is not understood your campaign will
already signed up to to most people” make”
loads of others”

o Think about how to develop o Invite other organisers you o There can be a messy o Highlight the difference the
a culture of trust and know to sign up to your picture around certain campaign would make on
openness so that meaningful campaign and offer them to campaigns. On some issues, their daily lives
dialogue can take place recommend your campaign there are so many groups o Show real-life stories of
between organisers and to their group in return for involved, but paradoxically people most affected by the
activists. you doing the same on their not many of them know each issue
o Telling stories about people campaign other. o Encourage people involved to
and campaigns is a natural o Send people comments and o When they do know others explain why they believe the
way for people to transfer stories by supporters on why involved, they don’t why, issue matters
what they know into a they signed up to the how and what they’re
campaign. campaign campaigning on and they’re
also too busy to work out the
“big picture” on that issue.

Try a listening campaign Use content from your events Go back to first principles Try video diaries

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“I don’t know how to campaign in “The people who run your group “Some people aren’t likely to
this way” aren’t committed” campaign unless the issue affects
o The way you use participative o There is the risk that the o It works best when everyone is
tools to campaign is not the way leadership of your campaign group equally enthusiastic and capable
most activists work, let alone is more likely to listen to the vocal to campaign.
newcomers, in this sense they’re minorities than people involved in o However, the majority of people
awkward. a participative process of policy haven't been brought up in an
o The training needed for these making or campaigning. environment of campaigning on
tools – learning by doing - doesn't o This risk is inevitable in all issues that matter to them so
match the way most organisers organizations and those minorities there is no guarantee everyone
train activists. Try and raise should not be viewed or promoted will be immediately and
awareness through stories from as representative of your group. automatically enthusiastic in doing
other campaigns of how these o Try and get key leaders to so for your campaign.
methods of campaign have been champion participative o Accompany them through the
successful. campaigning ways they can get involved. Test
o Showcase examples of how your campaign strategy out with
participative campaigning can people where this campaign would
work to your leaders have a direct impact.

Try training days. See Colalife. Try creative campaigns.

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How can you communicate your campaign?

Being able to communicate your message is very important. This method is helpful in the very early stages of a campaign for exploring
how you will communicate and what tools you will use. You want to piggyback on what currently exists as well as understand where there
are gaps.

Communicate your campaign Blog your campaign Social network it Video it

o Find out if people are o Get your organisers to blog o Create a profile on Facebook. o Record all activities and
actually taking any notice to regularly; revealing what Links in a variety of tools to campaigns on
your communications. they really think not just recruit and involve members, video/podcast/camera: add
o What’s the proportion of what they want you to promote your causes and to a YouTube channel and
people who sign up to your believe. campaigns, raise funds and other video and photo-
actions? o Encourage them to build links with partners. sharing sites
o Are you even asking them to communicate in a way that o Write petitions on ePetitions, o Produce vox pops, expert
sign up to them, or are your supporters can see them as make pledges on interviews and mini
communications only telling real people. Pledgebank, recruit support documentaries on the issues
them what you’re doing? o Create a campaign blog to join and donate on that matter to people. These
o What’s the proportion of yourself. Facebook Causes could eventually contribute
people who are contacting to a short film.
you to want to help out in
other ways?

Try Google Analytics See Tom Miller’s blog. Try Facebook Causes Try video competitions

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Create a flyer Produce a pamphlet Place articles and banners on Promote your activities
your websites across the media

o Showcase your campaign o Create a portfolio of ideas – o If you know movements and o To reach out to audiences
through exhibits (i.e. from guides to campaigning, websites which could be that are more likely to
placards, posters, postcards articles on your blog, videos interested in placing links support and join your group
etc). of our activities and and banners to your website so you can support and
o Opening how the message is campaigns, or write an article about your media which are likely to
communicated to local o Produce a distinctive and group, please contact them. mock you so we can provoke
groups who can personalise exciting new style of o For this you can upload publicity
exhibits may encourage your pamphlet – an accessible, promotional material onto o Enhance the debate: On your
campaign to be more user generated and your site so then members blog
localised. comprehensive snapshot of could download and put on o Attract support: i.e.
o It is also a great opportunity how your group campaigns. their websites or print out to Guardian
to collect feedback from your distribute, therefore saving o Provoke publicity: i.e. Daily
organisers. on paper and money to print Mail
o Consider who your potential and send out. o Spread links: Bloggers 4
supporters might be and Labour and Labour Home
whether you want to
communicate in an intimate
way to particular groups.

See Valentine’s Day campaign. Try Blurb. Try Widgetbox and Scribd. Try CommentisFree.

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React quickly but smartly Link back to your website

o Engage in conversations with o Share web links with other

your networks, monitoring progressive websites.
forums and blogs and joining o Increase search engine
in with the views of the rating of your website.
people you want to attract. o Create Wikipedia page for
o Respond quickly to any your group.
feedback from members but
in a human way, not with a
standard email response.

Try Netvibes or Addictomatic. Try Experimental.

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What if the people you engage say…
When faced with the choice of learning new technology and talking through a campaign on the phone or email, if it can be done with what
organisers already know they will go with that. If you don’t have enough time or money to organise meetups or call people all the time,
rather than sacrifice keeping in touch with your campaign team, make it easier for them to use the communication tools that are free.

“I don’t like going online to “I don’t know how to “It’s always the same people
campaign” comment on blogs” taking part”

o Use tools that enable o Most people who go to o Take on-line comments and
interactive communication websites do so to view, not questions and feed them
and facilitate multi-tasking. to comment but you can let back into off-line discussions,
In other words, those that them see their voice then take the responses
allow communication from represented. back online.
many to many as opposed to o Start with where people are o Do all you can to encourage
one-to-one. talking to each other already people to see their views
o While email is vital to on the issue you’re represented on-line and see
supporters, try and use it as campaigning on and the activity this generates.
little as possible with your summarise their o Value what views people
campaign team – endless conversations, use quotes, already have and use this as
email conversations will and why not try a few one- a springboard to encourage
cloud decisions and actions minute interviews in the them to share these – either
that need to be taken. style of the Metro. online or at a meetup.

Try Skype. Try Metro 60 second interviews. Try Twitter Search.

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How do I get other organisations to support my campaign?
In looking at involving other organisations in your campaign, work out what are the best ways for them to work with you. Some
campaigns require more support, while others can self-organise more easily.

Non-partisan progressive organisations are not likely to directly support political party campaigns, because they have to represent their
membership who didn't join on the basis of affiliation to a party but to a cause, however progressive this may be. It is therefore
challenging for both the party and the organisations to work together effectively without compromising their identities or image.

By campaigning alongside each other rather than instead of each other, you can both tap into the mutual benefits of the membership and
influence of your group and theirs.
Who do you want to work with?

Active local groups Decision makers Coalitions

o Select the most interested or active local o Find out who makes decisions and at what o Introduce your campaign to
groups as early adopters not only to take levels (often there is more than one decision- different types of groups who
their campaigns to the next level but also to maker in a chain). How do they stand on your may be able help you organise
enable them to mentor other local groups issue? – coalitions who can bring in a
who may be finding it more difficult to grow o Find out who you know that knows who can wide range of partners, who
or have just been set up. influence these decision makers? can bring in both local
o How can you use the people that have an involvement and national
influence on the decision makers? influence and community
groups who can bring in the
trust and understanding of the

See Haringgay Online. Try Sustainable Communities Act. See London Citizens.

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Who are the stakeholders and how are they going to be engaged?

Make connections with Create spaces for supporters Design a stakeholder Partner with local
organisers in your local area to share concerns, hopes and engagement matrix representatives

o Many of these people will – o Try out inviting supporters o Ask people who have already o Partner up with progressive
at least initially – get and organisers from partner taken part in your previous media, focusing on those in
involved out of goodwill. groups to joint or separate activities how you can link which your group may have
o They can advise you on activities so you can work up people very active in the already appeared in.
issues you want to address out what is the best way to local area and those who o Partner with trade unions
on developing a campaign work together. aren’t. and socially responsible
and what the “mood for o Design a stakeholder businesses who want to
engagement” is in the area. engagement matrix to work participate through corporate
out how and when you social responsibility or
engage the key “movers and championing campaigns.

Try speed networking. Try campaign surgeries. Try WWF stakeholder matrix. See Living Wage Employers.

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Thanks to minifig, Jamison, edmittance, ukslim, Merrick Brown, Oberazzi, Dunechaser and moleitau for the photos published under
Creative Commons Licence. Extra thanks to David Wilcox, Dave Briggs and Tim Davies from this game has been inspired.