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Mobilization campaigns in the internet

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Andrew Dutchak
Andrew Dutchak

An organization in Ukraine called CN OPORA ran an internet mobilization campaign in 2009 to encourage more citizens to vote in an upcoming election. They started with the slogan "Change yourself, change the country. Cast a vote!" and engaged 25 early adopters to help coordinate the campaign across social networks, blogs, videos and other online platforms. Through these efforts, they were able to increase voter turnout from 50% to 75% and tested effective online campaign techniques. The document concludes the campaign demonstrated the potential for internet mobilization to address specific problems over a defined period, but that offline organization is also needed to drive real change.

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Mobilization campaigns in the Internet an example of their effectiveness in Ukraine
Introduction Ukraine: 11,96 mln. people who used Internet at least once per month; 420 thousand of blogs and 20 thousand of communities; More than 5 thousand Twitter users;
Mobilization campaign what is it? Internet mobilization is a technology for getting people involved into solving different problems or reaching concrete aims with the help of the Internet Instruments: social networks, blogs, microblogs, virus video, flashmobs, petitions, appeals.
How can we change ourselves in 90 days? In August, 2009 only 50% of citizens expressed their desire to vote. CN OPORA decided to improve the situation using new media technologies. We started with a slogan: Change yourself, change the country. Cast a vote!
Campaigns start 25 most active users campaigns coordination group A concrete group of pioneers who coordinate the work of a number of users We did not have big grassroot.
The instruments we used
Our candidate
Electronic exit-poll
Video clip
Online actions
Demotivators
Image products
Results First Ukrainian mobilization campaign in the Internet We checked effectiveness of instruments We collected useful information and knowledge Turnout increased from 50% to 75%
Conclusions The main moments while planning the campaign: you should have a concrete problem; you should be ready to organize activities offline; your problem should be solved after a concrete period of time.
That`s it. Andrii Dutchak Civil Network OPORA Lviv Site: http://opora.lviv.ua/ Twitter: @doctor_juta Blog: http://juta.lviv.ua/

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Mobilization campaigns in the internet

  • 1. Mobilization campaigns in the Internet an example of their effectiveness in Ukraine
  • 2. Introduction Ukraine: 11,96 mln. people who used Internet at least once per month; 420 thousand of blogs and 20 thousand of communities; More than 5 thousand Twitter users;
  • 3. Mobilization campaign what is it? Internet mobilization is a technology for getting people involved into solving different problems or reaching concrete aims with the help of the Internet Instruments: social networks, blogs, microblogs, virus video, flashmobs, petitions, appeals.
  • 4. How can we change ourselves in 90 days? In August, 2009 only 50% of citizens expressed their desire to vote. CN OPORA decided to improve the situation using new media technologies. We started with a slogan: Change yourself, change the country. Cast a vote!
  • 5. Campaigns start 25 most active users campaigns coordination group A concrete group of pioneers who coordinate the work of a number of users We did not have big grassroot.
  • 13. Results First Ukrainian mobilization campaign in the Internet We checked effectiveness of instruments We collected useful information and knowledge Turnout increased from 50% to 75%
  • 14. Conclusions The main moments while planning the campaign: you should have a concrete problem; you should be ready to organize activities offline; your problem should be solved after a concrete period of time.
  • 15. That`s it. Andrii Dutchak Civil Network OPORA Lviv Site: http://opora.lviv.ua/ Twitter: @doctor_juta Blog: http://juta.lviv.ua/