Unpacking an activist toolbox: EFF's tools and tips for effective copyright advocacy
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Transcript of Unpacking an activist toolbox: EFF's tools and tips for effective copyright advocacy
Unpacking anActivist Toolbox
EFF's Tools and Tips for
Effective Copyright Advocacy
Maira Sutton, Global Policy AnalystParker Higgins, Activist
CC Summit, 2015-10-16
The Challenges• Diffuse interest countering a concentrated
power• Sorry to break it to you folks, but copyright policy
is not, by default, very interesting to mere mortals
• The irrational arguments against sensible policy can feel very strong
– Starving artists!– That's stealing!– Property!
CC Summit, 2015-10-16
Theory of change● “I am increasingly convinced that the
difference between effective and ineffective people is their skill at developing a theory of change.” –Aaron Swartz
● Move backwards from the outcome you want, not forwards from what you know
CC Summit, 2015-10-16
● Not always explicit, but it can help!● Will “awareness” drive policymakers to
make better decisions?● Can public pressure convince a platform to
implement better policies?● Will a well-placed message or anecdote
reframe the debate?
CC Summit, 2015-10-16
● OR do we really need something less glamorous, but just as important? Is it just about making sure the right people hear the right thing at the right time?
● Not every campaign has to be a blow-out grassroots uprising
CC Summit, 2015-10-16
Walking the talkEFF's core values, around privacy and empowering users, shapes the campaigns we run
CC Summit, 2015-10-16
● We don't collect more data than necessary or use “tricks,” so our absolute numbers may be lower
● BUT we can really embrace the sharing ethos, and our campaign messages spread further than we could push it
CC Summit, 2015-10-16
What did we need from our tools?● Deploy attractive web pages quickly that
explain issues and urge users to action● Contacting legislators, signing a petition,
picking up the phone, tweeting a message*
● Control as much of the stack as possible, after SOPA headaches
CC Summit, 2015-10-16
*an aside on tweeting● Often lumped in with “clicktivism,” but
let's talk theory of change!● Lawmakers still frequently check their
own Twitter accounts, and a few well-placed tweets matter
● It comes up in hearings! It's wild!
CC Summit, 2015-10-16
The result: Action Center
CC Summit, 2015-10-16
Petition action
CC Summit, 2015-10-16
Contact congress action
CC Summit, 2015-10-16
Tweet action
CC Summit, 2015-10-16
Built on contact-congress
CC Summit, 2015-10-16
democracy.io
CC Summit, 2015-10-16
What about social media?● Awareness-raising and messaging efforts
are totally valid and can be exciting campaigns
● Where do we do these? Follow Sutton's Law, and go to the platforms people use
● But prepare to invest time. It takes effort to meet people where they are.
CC Summit, 2015-10-16
Twitter campaigns● Images, images, images. Current trend is
~2:1● Look at how SOPA coverage unfolded!● Think about theory of change. Right now,
you can ask yourself the Snowden question.
CC Summit, 2015-10-16
● Really, can't overstate the importance of knowing the platform. This is a cost of doing business.
● You should be able to tell a story of who will be taking part
CC Summit, 2015-10-16
Hashtags?● EFF basically does not use hashtags.● Why? Well, for one thing, they make your
tweet uglier.● But also, you lose control of the arena.● And, they don't provide much value to the
people you're trying to convince
CC Summit, 2015-10-16
Exceptions!● Hashtags are great for names of people,
for news around a story, or that very rare opportunity where people can run with it
CC Summit, 2015-10-16
#freebassel
CC Summit, 2015-10-16
#tellviceverything
CC Summit, 2015-10-16
Other messaging guidelines● Think about the words you're using
– Can we avoid “intellectual property”?
– Do you mean copyright “protection”? Or do you mean “restriction”?
● Verbs. Gotta love verbs. Especially action verbs.
● First few characters before people stop reading
CC Summit, 2015-10-16
Big room discussion● Let's talk about campaigns or strategies or
tactics that you've led, worked on, participated in, or just observed. Local and regional are a big plus!
● What worked, and what didn't?● What software or tech would have helped
you? How can we get that to you?
CC Summit, 2015-10-16
questions?
Parker Higgins // [email protected] // @xor Maira Sutton // [email protected] // @maira