Whiteband.org

Biggest global campaign ever: 23.5 Mio peopleMain policy demands: aid, public accountability, trade, dept, genderCommon symbol: white bandBased on national GCAP coalitions with regional and global coordination and support

GCAP

2015Gender focus strengthened Review global structure National CoalitionRegional Secretariat

GCAP Global Meeting OutcomeMontevideo, May 2007

Online network: relations in 2005

Objectives and strategy

• Campaign objectives• Broad: social and political• Narrow: mobilize individuals

• Website objectives• User’s attitudes: Ignite passions by changing

attitudes towards the campaign’s issues• Users’ behaviour: Facilitate involvement in the

campaign, through offline and online activities• Campaigners’ relations: Interact and relate with

you constituents • Social impact: Users interaction with campaigners

should advance campaign objectives

Whiteband.org Objectives

• To increase awareness of GCAP and its core issues and to facilitate increased involvement of the public in global actions and national campaigns.

• To provide a platform for collaboration and e-campaigning within the GCAP alliance and supporting organisations

• To serve as a knowledge repository on key policy issues for GCAP to national and regional coalitions and other interested stakeholders

• To provide web presence to desiring national coalitions and GCAP task forces

• To highlight and promote national coalitions, GCAP task forces and supporting organisations

• To serve as a public face and vehicle for outreach for GCAP• To provide a mechanism for reporting GCAP coalition activities

Eight drivers of successful campaigns

1. Getting existing opt-ins to take further actions 2. Getting new (and non opted-in) people to the

site 3. Getting site visitors to the action page 4. Getting action visitors to complete the action5. Getting action takers to opt-in6. Getting new people to take each action 7. Achieving an impact with action-takers’ efforts 8. Continually improving the effectiveness and

impact

Three campaign times and focuses

Before During After

•Awareness•Acquisition of new members•Building up the hype and anticipation•Focus on planning•Simple, low energy, actions to get people involved

•Taking action and intensifying involvement•Channelling all collective actions into political pressure

•Reporting•Follow-up activities•Showing the achievements•Looking forward to the next steps

Recommendations from 2006 website evaluation

Best practices

• Creation of country sections on WhiteBand.org

• Option to sign online petitions• Use of audio-visual material• Adaptation of MPH branding• Celebrity endorsements• White Band as a unifying symbol• Harmonization of branding