Topic

Campaign Strategy

Resources to enable groups to plan effective campaigns and other social change projects. These tools will help you assess the social and political situation, identify opportunities, map stakeholders, develop clear objectives, and come up with creative and powerful tactics.

You will find additional strategy guidance and inspiration in the case studies section.

Key Resources from Mobilisation Lab

Reports, toolkits, templates and guides from Mobilisation Lab including campaign strategy, storytelling, digital campaigning, security and more.

illustrations of arrows and houses clouds surround icons of peolple and

Context Map Template

This Context Map template allows a team to foster a collective understanding of the overall context in which a campaign is happening.

System Map Template

Use this worksheet template to determine how you will talk about your campaign to inspire and motivate people to take action.

template to fill in with silhouette of iceberg layers in background

Iceberg Worksheet: What’s the root cause of the problem?

Drill down into the root cause of a problem a campaign aims to address. Shift focus from the event into underlying societal structures.

Call to Action Worksheet

Use this worksheet template to determine how you will talk about your campaign to inspire and motivate people to take action.

Engagement Pyramid

Use this Engagement Pyramid from the Mobilisation Lab to visualise the different ways a person might get involved with your campaign.

The Campaign Canvas

From vision and strategy to storytelling and metrics, this template ensures you’ve touched on all the essentials of an effective campaign.

Singers wearing hats advocating “No Torture” line up before performing at a Human Rights Day event outside of Mogadishu Central Prison in Somalia.

Campaigning in High-Risk Environments

How do organisers and campaigners keep working for social justice when the environment they’re in becomes high risk?

people at protest. woman wearing hijab holding cardboard sign that says Judge potential not postcode

5 Principles to Guide Campaigning in 2021

Ideas about how organisations and grassroots collectives can campaign in 2021 – it’s not a ‘normal’ year.Here are 5 principles to guide you.

Campaign Accelerator Toolkit

A toolkit to accelerate the planning process so we can get campaigns out the door faster to create more effective people powered campaigns.

Movement Building Canvas

The Movement Building Canvas is a practical framework to help you, your team or your organisation design your movement for maximum impact.

Ivan Marovic serving as a battering ram to break the door of the Deanery at Belgrade University during the 1996-1997 Student Protest. Photo by Miroslav Petrovic

The Path of Most Resistance: A Step-by-Step Guide to Planning Nonviolent Campaigns

The Path of Most Resistance: A Step-by-Step Guide to Planning Nonviolent Campaigns by Ivan Marovic is a practical guide for activists and organizers of all levels, who wish to grow their resistance activities into a more strategic, fixed-term campaign.

Problem Diagram

Use this diagram from Mobilisation Lab to chart the causes of the problem that your campaign aims to address and how that problem affects people differently. This tool helps identify the “root cause” to tackle in a campaign or even in a set of campaigns.