Campaigning Examples

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Campaigning Examples - Extinction Rebellion

The Extinct Rebellion uses nonviolent actions of civil disobedience around the world to draw the attention of civilians and authorities in a peaceful way: they block streets, perform theatrical and aesthetic interventions, spread posters, hold lectures, concerts and presentations. Some actions have led to more than 1,000 prisons, amplifying the reach of their messages and ultimately attracting thousands of new militants to the cause of global warming — from celebrities to residents of underdeveloped countries such as Ghana.
  • The Extinction Rebellion campaigns are based on actions of direct, non-violent and large-scale civil disobedience.
  • The strategies are based on three observations: 1) Only by violating the laws do you receive the necessary attention; 2) It is necessary to be willing to go to prison so that the population takes the message seriously; 3) Being respectful towards each other, with the public, and the police is the only way to change the hearts and minds of opponents and makes negotiation easier.

Example 1

  • Between the 15th and 25th of April 2019, the Extinction Rebellion paralyzed London with its protests, considered the largest in modern local history. The main goal was to block traffic through the closure of highways, streets, bridges and train lines.
  • Throughout the days, and in isolated protests leading up to the great act, there was street theater and demonstrators spreading red paint on the floor to symbolize blood.
  • The leaders of the movement were in contact with the authorities to warn about the places that would be occupied in order to avoid problems in case of emergency transit.
  • They later decided on a negotiation strategy with the police in exchange for opening the discussion on climate change to the population.
  • As a result, the movement led to the arrest of more than 1,100 peaceful demonstrators — the largest in British modern history. This action had a lot of repercussions in the media, and the discussion of climate change became popular on the streets and on TV. It also forced the authorities to put themselves, superficially, on the issue.
  • Celebrities such as Emma Thompson also joined the movement.
  • It triggered other protests around the world.

Example 2

  • In March 2019, the movement Extinction of the Rebellion arrived at several cities in India. XR India organized a protest with 400 children in Delhi followed by 500 elementary and middle school students staging a protest in Gurgaon. In Bhopal, there was music, dance and recitation of Thunberg's speech in Hindi during the week of the protests.
  • A student in Dhanera attracted media attention by standing in front of the Ministry of Environment until he delivered a public letter to the Minister.
  • The main strategy was to address the issue of "Global Warming" through local expression to encourage students to adhere to the cause.
  • The results were positive as more and more young Indians are joining the cause, especially since India faces severe environmental problem that are not really addressed by the government.


  • Extinction Rebellion promoted several actions on the African continent, aiming to attract more militants to the cause of global warming.
  • In Accra (Ghana), the organization held an event with musicians, speakers, and local leaders. The strategy was designed to attract underdeveloped countries to the fight against global warming.
  • As a result, the movement is really resonating well with younger people. Most of the stories were written in small newspapers, which are making waves in the local discussion about global warming.

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Campaigning Examples - Period Poverty

Period has adopted physical actions and calls-to-action to accomplish its goals, this include involving senators, representatives, and the locals (community) through submission of a letter on their website, online petition to the Department of Education, and formation of chapters in states across the US. Micro campaigns in some of its chapters have resulted in the provision of period supplies at no cost to students across campuses as well as throughout an independent school district.

Overview of period's Campaigns and goals

  • Overall, Period is working to end period poverty and its associated stigma. Period believed that menstrual hygiene is a right, not a privilege. Hence, Period is campaigning and soliciting for the provision of free menstrual products across schools in the United States in order to curb barrier to equal opportunity in education that may arise from lack of access to menstrual products.

Steps and Results

  • Period has adopted various strategies and actions to create awareness of period poverty and its possible effects on menstruating students as well as to solicit for finance and volunteers to help curb period poverty across schools in the United States.
  • Some physical actions and calls-to-actions use by Period include: involving the US senators and Representatives by sending them a direct email letter through via a link on So far, about 800,706 letters sent.
  • Period developed a portal on which the national petition to the Department of Education can be signed. An email letter can also be sent through via link on Period. org. About 100,000 has been sent.

1. Spring 2018- Grant High School- Portland, Oregon [source 1]

  • Goal — The goal of the campaign was to secure $25,000 from the school board officials through partnership to provide menstrual products for the 7,000 menstruating students on the campus.
  • Steps — Period Poverty conducted survey on period poverty and their results were similar to Always' poll results conducted in 2018. Period Poverty also developed a budget for the fund they were requesting and submitted the budget and survey findings to the school board.
  • Results — Period secured the $25,000 needed for the provision of the menstrual products after submission of their budget cohesively backed by the survey results and comments.
  • Some successful campaigns by Period are outlined below.

2. Spring 2018- University of California Davis- Davis, California

  • Goal — The goal of the campaign was to make free menstrual products available in all the restrooms across the campus.
  • Steps — The campus’ Period Poverty chapter liaised with the campus officials to organize a pilot program dedicated to solving period problems through shared personal negative experiences.
  • Results — All the campus’ bathrooms were stock with menstrual products through an associate grant secured from the Student Health and Counseling Service and voluntary services from 24 volunteers. The total number of bathrooms socked were nine bathrooms located in five building.

Research Strategy

We have provided the required information on some of Period's successful physical actions and calls-to-action campaigns on period poverty after a thorough and wide-reaching search through Period’s databases (web page and network portals) as well as reputable media sources like Washington Post.
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Campaigning Examples - Malaria Must Die

Malaria Must Die has used public support through people's social media posts, public education through animations and direct calls-to- action from celebrities as some of their campaign strategies.

GoalS of malaria must die

  • Their aim is to irradicate the disease through research. (Source 6)
  • They also want to ensure that the Global Fund to Fight AIDS, Tuberculosis and Malaria, which finances over half of all malaria work, is fully funded. (Source 6)

Campaign Strategies of Malaria Must Die

Aardman Animation Short

  • The animation, voiced by actor Hugh Laurie, takes viewers through the history of the disease, from the first recorded case in Ancient China — 4,718 years ago — to current day.
  • "We hope that our film achieves this by communicating a difficult message in an accessible way for the Malaria Must Die campaign and helps in the fight against this terrible disease.” — Danny Capozzi, Animation Director at Aardman
  • This fantastic animation will not only show the huge amount of progress made on reducing malaria, but will also raise awareness of the work still to be done to protect those at risk." — International Development Secretary Penny Mordaunt

Raise Your Glass Campaign

  • Raise Your Glass social media campaign is Fever-Tree’s latest effort in their continued fight against malaria, which, along with their partner Malaria No More, aims to raise awareness for the Malaria Summit in London.
  • From April 22 to May 31, Fever-Tree is inviting people around the world to raise a glass to malaria’s demise and share an image of the moment on social media, tagging @FeverTreeMixers and #MalariaMustDie.
  • For every photo shared across Instagram, Twitter, and Facebook, Fever-Tree has promised to donate £5 ($6) to Malaria No More.
  • Following the summit, 53 Commonwealth nations made a commitment to reduce the malaria incidents by half over the next five years.

World's First Voice Petition

  • Organizations around the world have joined together to appeal to leaders to take drastic action in the fight against malaria, with a new campaign fronted by David Beckham called Malaria Must Die, So Millions Can Live. (Source 1)
  • 90% of the people affected by malaria live in Commonwealth countries.
  • David Beckham also launched the world’s first voice petition to promote the Malaria Must Die, So Millions Can Live campaign.
  • Instead of collecting signatures, the campaign asks people around the world to use the power of their voice to demand action by visiting and recording the message ‘Malaria Must Die’.
  • The Malaria Must Die, So Millions Can Live campaign started before the Commonwealth Heads of Government meeting in London this year. The campaign was able to secure over £2.9 billion in investments donated by fourteen heads of state, Bill Gates, scientists, and international organizations attending the London event.

Research Strategy:

We were able to find various campaign strategies used by Malaria Must Die through their official websites, social media, and news outlet sites. Unfortunately, we were not able to find information about the physical methods used by Malaria Must Die for campaigning purposes. Because of this, we researched and provided another method they choose to use — public educating. This method was achieved by using a short animation presented at a large event.
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Campaigning Examples - Women's Rights Marches

Women's right marches have been successful because of the accomplishments and results that have been achieved based on these protests. The Women's March 2017 raised the energy of the participants as they empowered their beliefs by challenging the authorities in power to do something about issues affecting them such as immigration rights, civil rights and reproductive health. Similarly, the 2004 March for Women's Lives pushed for women to have an influence in matters that are directly linked to their welfare.

Women's march 2017

  • The march was held in January 2017 and involved about three to five million women participants across the country.
  • The rally started in Washington and the marchers made their way to the White House. There were many speakers and performers who participated and supported in this Women's March like Janelle Monae, Gloria Steinem, Ashly Judd, Michael Moore and Scarlett Johansson.
  • The planning of this march started on Facebook just after the 2016 general election.
  • The goal was to have a sustainable campaign of protest in a polarized America and to unify demonstrators of the society's issues like rights to reproductive health, civil rights and immigration rights.
  • The protest started in response to Trump's victory during the election and the organizers planned to conduct the protest on the day of the inauguration.
  • Ashley Judd, an actress delivered a speech pertaining to the malicious and disrespectful acts of Trump towards women.
  • It was recorded that three million people participated and supported the 2017 Women's March. Other countries also held their own protests in a global show to support the resistance movement.
  • The expected participants of this protest were only 200,000 people but there were 500,000 actual participants who showed up from different locations. Marchers wore pink knit hats to show their displeasure towards Donald Trump's unfortunate words in his 2005 recording.
  • According to Huff Post, there are several things that the Women's March accomplished during the protest namely:

March for women's lives 2004

  • The march had an estimated 1.15 million participants and supporters in Washington D.C. It was organized by NOW and other social justice groups and was the largest protest in the history of the US.
  • It was one of the largest political events in United States.
  • The main goal of this march was to protect women's right to access a full range of reproductive health options which includes birth controls, abortion and contraceptives.
  • Participants in the march were opposed to policies and laws passed by President Bush that were considered to be anti-female.
  • The march began at 10am in the National Mall and participants wore purple and pink t-shirts waving signage written "You look beautiful".
  • Another goal of the march was to highlight the importance of women's health and lives by focusing on the reproductive rights of women. This is because there were incidents in the past whereby women had died due to illegal abortions.
  • The fight for reproductive justice in the US officially commenced after this particular march.
  • "The SisterSong Women of Color Reproductive Health Collective" is the result of the aftermath of 2014 March for Women's Lives. They regularly write articles, legislature and organize events in line with their advocacy.
  • The collective looks into issues that affect all types of women such as immigrants, the disabled and those incarcerated. Additionally, reproductive rights are placed in the context of spirituality, environmental justice, class and race.
  • Based on these initiatives, other groups such as the National Organization for Women have also expanded the scope of the issues they handle to include reproductive justice.
  • The result of this march was that women were given a choice to express themselves, make decisions and have an influence on matters relating to their lives.

Research Strategy:

In order to locate the women's rights march/marches who have campaigned in the past or campaigning now, we utilized articles in credible publications, history publications and news events. We considered the two women's right march according to the following criteria as being the most popular:
  • The number of participants who joined the women's right march.
  • Women's right marches that were being supported by popular performers, activist and celebrities.
  • The main reason behind the women's right march.
After locating the popular women's right march, we searched for the information relating to the overview of each march such as the different steps taken to support the campaign and its core objectives.

From Part 03
  • "We hope that our film achieves this by communicating a difficult message in an accessible way for the Malaria Must Die campaign and helps in the fight against this terrible disease." Danny Capozzi, Animation Director at Aardman"
  • "This fantastic animation will not only show the huge amount of progress made on reducing malaria, but will also raise awareness of the work still to be done to protect those at risk. International Development Secretary Penny Mordaunt "