Online campaign

A online campaign is a good way to reach out, even in times of physical contact restrictions. It is no substitute for a demonstration in public space, but it can complement and enhance any protest on the street.

Through an online campaign, ideally, a variety of participants and stakeholders are mobilized and connected. By joining the campaign, participants position themselves not only publicly, but also permanently, as statements published online can be accessed beyond the day of the action, depending on privacy settings. Which is great, but all participants need to be aware of it.

You need:

  • A digital device with internet access
  • Social media accounts and a network
  • An image editing program (open source, e.g. GIMP) and a little patience

Here’s how to do it!

1 Think about a slogan / hashtag

What is the cause?

Who is speaking, i.e. who are the hosts?

Who is being addressed, who does the campaign wish to reach?

Can the cause be linked to a special day?

Which participants and stakeholders are already committed to the issue?

With a little creativity, you can now come up with a suitable hashtag! All contributions and comments are gathered under this hashtag, during preparation and on the day of the campaign itself.

It is crucial to mobilize a wide network and, if possible, to work with partners. This will increase your impact and give you a certain visibility online.

2 Design a share-pic and write a call to action

To effectively advertise your campaign, use an image editing software to design a so-called explanatory pic, i.e. a catchy image with all the important information about the campaign: When? Where? Hashtag? Collect some examples of creative ideas for your participants – this encourages further ideas! And don’t forget to name a contact person.

The hashtag is an important tool to bundle all individual statements and comments, but also the mobilization as a whole, and to make it visible and relatable.

3 Spread the call and generate content

The graphic designs and individual statements can be transferred to the public space. Such as temporary signs in public space (e.g. writing the hashtags with chalk on sidewalks and squares, the slogans as banners on balconies, but also at memorials and places of remembrance). Photos of these can be wonderfully fitted in with your online campaign.

Be aware:

When taking photos and filming video, choose a perspective from which your own place of residence is not recognizable.

Online platforms of alliances, network partners, and participating organizations distribute the call and collect statements and political positions produced in advance. Actively involved individuals can send in digitized position statements via e-mail. The statements are then fed into the network by public actors on the day of the online campaign. Thus, participants do not have to publicly use their personal social media accounts and, depending on their privacy settings, generate a wider reach.

4 Documenting and sharing

On the day, everyone involved in the organization will have an busy day in front of the screen. The task is to gradually disseminate all collected material via their own channels, to share amongst each other, to retweet, to like. Recurring summaries for those online only sporadically are also important. Thus, all interested parties and observers get an impression of how broad, diverse, and large participation and commitment are.

A documentation of the online campaign afterwards secures further attention. It also informs its own audience and acknowledges their commitment. Particularly beautiful statements should be made available to a broader public and advertised accordingly.

Here you can find the documentation of the first online campaign day of the Alliance Zusammen gegen Rassismus in Wedding und Moabit.

More ideas for online campaigning in times of social distancing can be found here.

If you are planning a specific online campaign, please contact us. Berlin gegen Nazis can support you!