Nice campaign tactic from Campaign Against Arms Trade
Stand up in Trafalgar Square
There has been a lot of publicity for the Antony Gormley “living sculpture” on the fourth (missing) plinth in Trafalgar Square . This is a great opportunity for an anti-arms trade campaigner to stand up beside the military “heroes” already there (even if only for an hour). Why not register online at http://www.oneandother.co.uk/ if you are chosen let us know so we can support you in your hour of glory.
If the hype is to be believed Ben Southall has ‘the best job in the world’. He’s the winner of a recent competition run by the Tourism Queensland to find a new caretaker for Hamilton Island off the coast of Australia. The Guardian points out that the publicity that the island has got also makes the competition a inspired PR stunt generating millions of pounds of publicity.
The competition has made it into a list of the top 50 PR stunts in the world , but a look at the list shows that you don’t need to have a big budget or be a global brand as a number of civil society campaigns also make the list including;
WWF’s Earth Hour – the annual event that sees millions of people around the world turn of non-essential lights for an hour.
The Peanut Protest – student Mark McGowan pushes a peanut with his nose to Downing Street to protest about student debt.
Fathers4Justice – with its headline grabbing if controversial stunts.
Evidence that a well thought out PR stunt delivered at the right moment can have as much impact as a million pound campaign from a well know brand.
The recent campaign over the third runway at Heathrow reached the media headlines in a way that few others have in the last few months. While the final result was disapointing and the end of the governments short lived ‘pro environment’ rhetoric, I think it provides a number of useful lessons for campaigners to reflect upon.
Creativity counts – The campaign saw some, in my opinion, some of the best and most creative actions that for a long time. From Greenpeace buying a piece of land to the Climate Rush picnic at T1. We saw some great campaign stunt to complement the more traditional campaign methods. Greenpeace even made headlines for getting Transport Secretary Geoff Hoon banned from the Latitude music festival.
Building a broad coaltion – this article from John Vidal explores the vast coalition that was behind the campaign. From local groups, local councils to some of the biggest environmental NGOs, the campaign managed to unite a vast group of organisations who don’t normally come together. It demonstrated the breadth of concern.
Undoubtably the Conservative Party came out against the runway, in part because of the pressure from local Conservative run councils under the proposed flight path, and the potential of making this an issue in a number of important marginal seats in London.
Lots of emails to MPs get noticed – So some MPs might have complanined about the e-mail bombing that they were on the end off, but none of the 50 MPs could have ignored the number of people (said to be about 5,000) who over a weekend were concerned enough about the issue to send an email.
Understand the political dynamics – Going forward, the clear divisions that occured within the Cabinet over the final decision, provide a useful insight into any future campaigning on similar issues. Its clear that at least two camps are forming around these issues, and may signal the rise of the ‘Milibenn’ tendency.
Last month, on a cold winters morning, I joined 100 other people on the banks of the River Thames to take part in a ‘Flash Squat‘ organised by the End Water Poverty campaign to highlight the fact that despite 2008 being the UN Year of Sanitation around the world billions were still denied access to the loo.
This week I’ve been invited to join a banana mob in London to celebrate the end of Fairtrade Fortnight. I’ll be going along, it seems like a fun way to make the end, and I hope the event will help to raise publicity and get more people demanding Fairtrade products in their shops, supermarkets and workplaces.
But judging by this comment in the London Paper it seems that the sudden love of a Flash Mobs by charities hasn’t been met with universal approval! The writer argues that by hijacking the idea, charities are guilty of taking the fun out of the flash mob. So should we plead guilty? Have we taken the fun out of Flash Mobs? I think we can confidently plead not guilty.
Campaigns have a long history of adapting mainstream ideas to get across their message, they’re cheap to organise (surely a bonus in these credit crunch days) and it seems that Flash Mobs still seem to have media currency – something that can be hard to generate at the best of times.
From a policy change perspective, we probably need to be honest with ourselves that these events don’t have much impact on decision makers, although as my colleague remarked after the Flash Squat, I bet most MPs staff read the London Paper on the way home from the office, but from a publicity perspective they can work brilliantly and that seems like a good reason to do them.
At some point they’ll start to lose their when they lose their originality, but until that happens it, I look forward to joining in with many more flash mobs.