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CONSUMER ORGANISATIONS UNIT 11 Strategies (Campaign and Advocacy) 5 CPI-102 Redressal of Consumer Grievances: Role of Indira Gandhi National Open University Various Stakeholders Schoolof Law Block 4 CONSUMER ORGANISATIONS UNIT 11 Strategies (Campaign and Advocacy) 5 UNIT 12 Managing an Organisation 17 UNIT 13 International Consumer Organisations 32 Expert Committee Shri G.C. Mathur Dr. K. S.Arul M. M. Selvam Convener-Trustee Treasurer Associate Professor, School of Journalism Binty, Vasant Kunj, New Delhi and New Media Studies IGNOU, NewDelhi-110068 Shri Sanjeev Talwar (Deputed by Joint Secretary (CA), GOI) Prof. K. Elumalai Senior Counsellor Professor, School of Law National Consumer Helpline IGNOU, NewDelhi-110068 Ministry of ConsumerAffairs, GOI IIPA, New Delhi Dr. Suneet Kashyap Asstt. Professor, School of Law Prof. C. G.Naidu IGNOU, NewDelhi-110068 Professor, School of Vocational Education and Training Dr. Gurmeet Kaur IGNOU, NewDelhi-110068 Asst. Professor, School of Law IGNOU, NewDelhi-110068 Shri Ajay Mahaurkar Associate Professor Dr. Anand Gupta School of Social Sciences Asst. Professor, School of Law IGNOU, NewDelhi-110068 IGNOU, NewDelhi-110068 Prof. K. Ravi Shankar Dr. Mansi Sharma Professor, School of Management Studies Asst. Professor, School of Law IGNOU, NewDelhi-110068 IGNOU, NewDelhi-110068 Block Preparation Team Programme Coordinator: Prof. K. Elumalai Unit Writers Dr. Babita Agrawal, Associate Professor & Dean, Ministry of Economics, AKP PG Editor College, Hapur (Unit 11) Prof. Suresh Misra Dr. R.C.Agrawal, Principal, Ex Dean Faculty Professor of Consumer Affairs of Commerce & Business Administration IIPA, New Delhi CCS University, Meerut (Unit 12) Dr. MeenuAgrawal, Principal, Ginni Devi Modi Girls’ PG College, Modinagar Ghaziabad, U.P.(Unit 13) PRINT PRODUCTION Mr. S. Burman Mr. Tilak Raj Mr. Yashpal Deputy Registrar (P) Assistant Registrar (P) Section Officer (P) MPDD, IGNOU, New Delhi MPDD, IGNOU, New Delhi MPDD, IGNOU, New Delhi June, 2018 © Indira Gandhi National Open University, 2018 ISBN: 978-93-87960-17-6 Disclaimer: Any materials adapted from web-based resources in this module are being used for educational purposes only and not for commercial purposes. All rights reserved. No part of this work may be reproduced in any form, by mimeo- graph or any other means, without permission in writing from the Copyright holder. Further information on the Indira Gandhi National Open University courses may be obtained from the University’s office at Maidan Garhi, New Delhi-110 068 or the official website of IGNOU at www.ignou.ac.in. Printed and published on behalf of Indira Gandhi National Open University, New Delhi by Director, SOL, IGNOU. Laser Typeset by : Rajshree Computers, V-166A, Bhagwati Vihar, (Near Sec. 2, Dwarka), Uttam Nagar, New Delhi-110059 Printed at… BLOCK 4 CONSUMER ORGANISATIONS Unit 11: Strategies (Campaign and Advocacy): The key topics/issues discussed under this unit include: Meaning of Campaign and Advocacy, Types of Advocacy. The Campaign and Advocacy Programme is discussed elaborately by covering steps and basic techniques involved in effective strategy, information and publicity, etc. In addition, follow up action in successful and failed campaign cases are also discussed under this unit. Unit 12: Managing an Organisation: The key topics/ issues discussed under this unit include: The concept and structure, dynamics of an organisation, need for a structurisation, nature, difficulties faced and characteristics of non- governmental organisation (NGOs), the reasons for the rise and role of management in NGOs, managerial process with an alternative view and the blunders to avoid, etc. Unit 13: International Consumer Organisations: The key topics/issues discussed under this unit include: Functions, structure and purpose of Consumers International, Consumer Rights and its expansion, coordination activities of Consumers International with other agencies, Consumers International’s activities and the Indian consumers, aims of Consumers Interpol, Consumers International – ROAP in India, etc. Note: The common features inbuilt in each of the units generally include: (i) ‘Check Your Progress Exercises’ at the end of discussion of key and important topics. (ii) A brief summary of the unit titled ‘Let Us Sum Up’, (iii) ‘Keywords’ used in the unit, (iv) ‘Answers to Check Your Progress Exercises’, (v) ‘Useful Books and References’ and (vi) Discussion of case laws wherever considered necessary and appropriate. Consumer Organisations 4 UNIT 11 STRATEGIES (CAMPAIGN AND ADVOCACY) Structure 11.1 Objectives 11.2 Introduction 11.2.1 Campaign and Advocacy: An Explanation 11.2.2 Types of Advocacy 11.3 Essentials /Pre-Requests of a Campaign and Advocacy Programme 11.3.1 Steps Involved in a Campaign and Advocacy Programme 11.3.2 The Second Major Step Involved in a Campaign and Advocacy Programme 11.3.3 Ensuring an Effective Campaign and Advocacy Programme 11.3.4 Question to be Asked and Answer to be Found 11.4 Strategies of Effective Campaign and Advocacy Programmes 11.4.1 The Three Basic Techniques Involved in Effective Strategy 11.4.2 Information and Publicity 11.4.3 Soliciting Support 11.4.4 Other Methods 11.4.5 Influencing the Powerful 11.5 Follow Up Action 11.5.1 Follow up to Successful Campaign 11.5.2 Follow up Action in Case of Failure 11.6 Let Us Sum Up 11.7 Key Words 11.8 Some Useful Book and References 11.9 Answers to Check Your Progress Exercises 11.1 OBJECTIVES After studying this unit, the learner shall be able to: l identify the essentials of a campaign and advocacy programmes of consumer organisation; l understand the strategies to be followed and the procedures to be adopted for launching campaign and Advocacy programmes for creating awareness among the consumers and influencing them; l know the methods of influencing the media, public men and the policy makers on consumer issues to ensure their effective intervention for consumer protection; and l examine how the policy makers can bring legislative changes towards ensuring the effective implementation of existing laws, procedures and systems. 5 Consumer Organisations 11.2 INTRODUCTION The following sections define and explain the concepts of Campaign andAdvocacy programmes of consumer organisations. They also lay emphasis on the types of advocacy that exists at present. According to the Concise Oxford Dictionary Campaign means “an organised course of action for a particular purpose, especially to arouse public interest”. Advocacy means “to seek support through arguments and other means for a cause, policy etc.” We can also dwell upon what Dr. S Pandit, executive Director of National Center for Advocacy Studies (NACS), Pune has to say on the subject. Advocacy is an act of giving support to a cause. Lawyer advocates his clients’ interest in the court. By persuasion he tries to convince the judge about the clients’ point of view. This helps in resolving the conflict between his client and his opponent. This technique of solving, a conflict or a problem has come to be known as advocacy. (Nirmala S. Pandit, Advocacy: A Tool for Social change, Consumer Network, Vol. 2. No. 4, December, 1995, New Delhi). 11.2.1 Campaign and Advocacy: An Explanation Various consumer related issues require immediate attention. These issues can be conveniently identified by campaign and Advocacy programmes launched by consumer organisations which can take the shape of a Consumer Movement. A Campaign is an organised mode of action for influencing and gathering widespread support of the public and the government to protect the interest of consumers. Consumer groups for whom the issues in question are considered important effectively persuade the policy makers and the authorities concerned to bring about and implement necessary changes through such a Programme (advocacy). Thus campaign and Advocacy are a means to, involve mobilise men, resources and information and identify opponents (individuals or groups who are known to be not in favour of the proposals) and the fence sitters (neutrals who have not yet made up their mind either in support or against the proposal) and draw up a time bound plan of action best suited to obtain the desired objectives of influencing the policy makers and the authorities concerned to bring about the required change. 11.2.2 Types of Advocacy In broader sense the advocacy is of two types namely; i) Private Advocacy and ii) Public Advocacy. When the beneficiary is an individual, the efforts made through advocacy can be termed as private advocacy. In this type of advocacy, a person (may be anyone) ties to solve his problem in a non-violent way by negotiations, persuasions and perseverance to convince the opposite party. When the aim of advocacy is to benefit wider public it can be termed as Public Advocacy. In public advocacy the efforts are generally, made by organising a movement to convince the concerned persons, authorities, organisations etc. for finding a solution to the problem in the interest of the general public (or in the 6 interest of an individual). In courts all public interest litigations are filed to safeguard the interest of the general public. An advocate or a group of advocates take up Strategies (Campaign and the matter before the judge in such cases. This is known as public advocacy. Advocacy) However it may be added that in reality, it may be extremely difficult to clearly draw a dividing line between public and private advocacy. In fact, on a number of occasions, public advocacy efforts have stemmed from advocacy initiatives. Check Your Progress 1 1) Explain in your own words what you understand
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