CAMPAIGNING MANUAL Amnesty International
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amnesty international CAMPAIGNING MANUAL amnesty international CAMPAIGNING MANUAL Amnesty International Amnesty International is a worldwide campaigning movement that works to promote all the human rights enshrined in the Universal Declaration of Human Rights and other international standards. In particular, Amnesty International campaigns to free all prisoners of conscience; ensure fair and prompt trials for political prisoners; abolish the death penalty, torture and other cruel treatment of prisoners; end political killings and "disappearances"; and oppose human rights abuses by opposition groups. Amnesty International has around a million members and supporters in 162 countries and territories. Activities range from public demonstrations to letter-writing, from human rights education to fundraising concerts, from individual appeals on a particular case to global campaigns on a particular issue. There are around 8,000 Amnesty International groups, including local groups, youth or student groups, and professional groups in 80 countries. Many of these work on long-term assignments concerning more than 7,000 prisoners of conscience and other victims of human rights violations. Around 80,000 people are linked to Amnesty International's Urgent Action network, which mobilizes appeals on behalf of individuals whose lives or well being are feared to be in immediate danger. Amnesty International is impartial and independent of any government, political persuasion or religious creed. Amnesty International is financed largely by subscriptions and donations from its worldwide membership. amnesty international CAMPAIGNING MANUAL Amnesty International Publications This second edition of the Amnesty International Campaigning Manual has been published in response to demand and has been slightly revised to include a new section in Chapter 10, Outreach/Working on Lesbian and Gay Human Rights. Very few changes have been made to other parts of the Manual and most of the text remains as it first appeared in the 1997 edition; as a result, some information may now be out-of-date. A third edition of the Manual, which will incorporate full revision and updating, is planned for the future and any comments on the contents of the manual would be very welcome contributions to that process. First published 1997. Second edition 2001. by Amnesty International Publications 1 Easton Street, London WC1X 8DJ, United Kingdom www.amnesty.org © Copyright Amnesty International Publications 1997, 2001 ISBN: 0 86210 271 5 AI Index: ACT 10/002/2001 Original language: English Printed by: Blackmore Ltd, Dorset, United Kingdom All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording and/or otherwise, without the prior permission of the publishers. 1 CONTENTS Preface / 1 A note on terminology/2 Glossary / 3 Introduction / 5 SECTION ONE CAMPAIGNING IN A CHANGING WORLD Chapter 1 Strategic Campaigning / 11 What is strategic planning? / 12 Making choices / 14 Principles of good campaigning / 15 Principles in practice / 16 Tools for building strategies / 24 Possible objectives for campaigns / 26 Chapter 2 Campaigning in the Modern World / 29 Relations between Countries / 31 Military, Security and Police Links and Transfers / 39 Information Technology / 51 Chapter 3 Organizing for Action / 57 International action planning / 58 Campaigning on a national level / 59 Theme campaigning / 66 Campaigning and organizational health / 68 Chapter 4 Responding to Crises / 73 Criteria for launching a crisis response / 74 A beginning for long-term work / 74 Aims of crisis response / 75 AI policy and crisis response / 75 Amnesty International Campaigning Manual Section objectives / 76 Mobilizing for action / 76 Mobilizing a large-scale reaction / 81 Campaigning techniques / 81 Chapter 5 Fundraising and Campaigning / 85 What is integrated fundraising and campaigning? / 86 Why integrate? / 87 The basics of fundraising / 87 Techniques for attracting support / 88 Techniques for consolidating support / 92 A sustainable strategy / 94 How integrated is your fundraising and campaigning? / 95 Help for fundraising / 96 Chapter 6 International Human Rights Standards and Organizations / 97 International human rights law / 98 Global and regional human rights standards / 98 Standards on specific subjects / 99 The importance of intergovernmental organizations / 105 The importance of international human rights standards / 106 Strengthening the international human rights framework / 107 Using the international human rights framework / 107 SECTION TWO HOW WE ACHIEVE OUR GOALS Chapter 7 Campaigning Techniques / 111 Letter-writing and petitions / 113 Speaking tours / 121 Public events and protests / 129 Contacts with embassies / 135 Celebrity support / 143 Contents Chapter 8 Preparing Campaign Materials / 147 Choosing the materials / 148 Content / 148 Writing and editing / 149 Design / 149 Printing / 150 Leaflets / 152 Outreach/Briefing papers / 152 Reports / 153 Posters / 154 Placards / 154 Banners / 155 Newsletters / 155 Photo exhibitions / 155 Postcards / 156 Stickers / 156 Videos and audio tapes / 157 Materials from the IS / 158 Internet campaigning / 158 Chapter 9 Media and Publicity Work / 159 The role of the media / 160 Constructing a media strategy / 160 Working with the media / 163 Winning coverage / 165 Trouble-shooting / 175 Media servicing from the IS / 178 Coordinating the media work of others / 179 Monitoring and evaluation / 180 Chapter 10 Outreach / 181 Activating Society / 181 The Business Community / 189 Military and Law Enforcement Officers / 201 The International Legal Network / 207 Trade Unions / 213 Youth Activists / 217 Religious Groups / 223 The Medical Sector / 229 Amnesty International Campaigning Manual Working on Women’s Human Rights / 235 Working on Children’s Human Rights / 241 Working on Lesbian and Gay Human Rights/ 247 Cooperation with the Human Rights Movement / 257 Chapter 11 Home Government Lobbying / 263 Why approaching home governments is important / 264 Developing a strategy / 264 Campaigning methods / 268 Holding governments to account / 270 Practicalities of lobbying / 271 Bilateral action on human rights by governments / 275 Chapter 12 Human Rights Education / 277 AI and human rights education / 278 A closer look at human rights education / 278 Integrating human rights education in campaigning / 280 Chapter 13 Evaluation / 281 The importance of evaluation / 282 Why do you want to evaluate? / 282 What do you want to evaluate? / 282 Timing / 283 Resources / 284 What information is required? / 284 Assessment / 285 Presenting the the results / 286 Appendix 1 Useful Quotations / 287 Appendix 2 Useful Addresses / 307 Appendix 3 Useful publications / 313 Appendix 4 Mobilizing the IS for Action during Crises / 317 Index/319 1 PREFACE About this manual For more than 40 years Amnesty International (AI) members have been campaigning to protect and promote human rights. This manual aims to pass on the experience of these campaigners in an accessible format. We hope it will become a well-thumbed reference book for all those campaigning for human rights. Although the manual stresses that all parts of AI's work, such as fundraising, campaigning and organization, should be integrated, the book has been divided up into self- contained sections. This will, we hope, make it easier to use and enable activists to photocopy or refer to particular sections as the need arises. This manual has been written primarily for AI campaigners. However, it should prove useful for all those involved in the movement and perhaps for some people in other campaigning organizations. It is an external document which can be given to people outside AI. The book has been designed to be relevant for those in small as well as large AI Sections, and for newcomers to campaigning as well as veterans. Crucially, it is not a blueprint for action. Rather, it is a guide. Some techniques may apply to particular campaigns or Sections, some may not. However, many of the guiding principles – such as the need to prepare a strategy in advance and evaluate any action -- are universally applicable. The Amnesty International Campaigning Manual is the product of a special project at the International Secretariat (IS) carried out by Patrick Earle. Special thanks go to him for preparing, organizing and writing the manual. Thanks also go to the authors of the US Section’s Campaigning Manual for Groups, to the Dutch and UK Sections for providing materials, and to the Australian, Polish, South Korean and many other AI structures that offered advice or examples of their work. The Campaigning Program at the IS had overall responsibility for the project. For more information AI's campaigning is constantly developing and evolving. Its diversity and flexibility help make it effective. Therefore this manual can never be definitive. To find out about any current policy or to obtain advice about campaigning methods or particular actions, consult the appropriate body of AI. 2 Amnesty International Campaigning Manual If there is an AI Section or coordinating structure in your country, contact the Section office or the appropriate coordinator. If they cannot answer your question, they will forward it to the IS in London. If there is no one to contact in your country, contact the IS directly at: Amnesty International, Campaigning Program, International Secretariat, 1 Easton Street, London WC1X 0DW, United Kingdom