Make someone angry about the issue. Explain to them what you are campaigning about and why it is unfair or unjust.
Don’t leave someone angry about the issue. Give them hope that it can change. Identify why there is hope at this particular moment. Talk to them about it and why it is so important to support your campaign at the moment and what the chance of success is.
This is the most important part of the conversation and often the part that most people forget. Always have a clear action you’d like people to take and ask them to commit to it.
The action can be anything that meaningfully takes your campaign forward, from signing up to being part of the campaign team, attending the next meeting or joining in a protest.
You can also use an Apathy Staircase to complement or replace this tool, it is a similar model for and creating your argument and engaging your audience.
ESCALATION GUIDE (WHEN/WHY/HOW)
You need to make sure your target is always aware your campaign is serious and isn’t going away. The best way to do this is to figure out a series of tactics and actions that will build momentum and pressure over a few months.
WHEN IS IT TIME ESCALATE?
Your target won’t speak to you at all
Your target isn’t taking your campaign seriously
You’ve reached out to the decision-makers and they just won’t move
To increase the pressure on targets when other tactics have appeared to fail
To ensure the campaign remains fun and exciting for both campaigners and increasing support
To show that you aren’t planning on backing down
HOW TO ESCALATE?
1. Increase your supporters
The more people you can get involved and supporting your campaign, the more you are already winning. The best way to get people involved is to plan a journey to take them on, but don’t just plan one event, plan a series. Use each event as a platform to attract more people to the next event.
Run stalls at college and SU events. Make sure to talk to people and tell them about your campaign and upcoming “benchmark dates”.
Host events such as film screenings or music nights. Consider what skills you have in your campaign team, that can be used to attract people and create an opportunity for them to join your campaign.
2. Get creative
Once you have attracted more people you can start to think about how you will attract more attention, build momentum further and start to think bigger.
Consider symbolic or creative actions e.g. a silent protest.
3. Direct action
Direct action can produce some great outcomes, at their best they can shift power and lead to some big wins. However, you should only move into this space if you have had some training in non-violent direct action, and you’ve planned well and thought through the risk. Make sure you feel comfortable going ahead weighing up the risks involved.
Direct action is used to ensure your target cannot ignore you any longer by disrupting things as much as possible.
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