Images: Ushahidi, Pro Publica Technorati, The Guardian

Digital Activism StrategyMary Joyce | Oslo, Norway | October, 2011

Action

What needs to happen for the organization to achieve its goal

AudienceMessage

The people (targets and allies) that need to take that action

What will motivate the audience to take the action

Goal

What the organization

wants to achieve

SpecificMeasurableAchievableRealisticTimely

5 Strategic Decisions of Digital Activism

Action

Audience

Message

Goal

Media

The most effective medium for

transmitting the message to the

audience

Media choices come at the end. They can only be made after all other

elements of the communications strategy are in place.

5 Strategic Decisions of Digital Activism

TargetAudienceYou

Sometimes you can influence the target

directly

Types of Audiences

AllyAudience

Sometimes you need to mobilize allies to help you.

influence

influence

influence

AccessAttention

Best Media Choice

How to Make Media Choices

Email? Tweet? TV Spot? In-Person Meeting? Poster?