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IFEX Campaign Toolkit:

Digitise It

Take your free expression campaign online. Read online or download the entire guide.


Digitise It | Chapter One

Introduction to E-Advocacy

Tools for communicating—such as cell phones and computers—are becoming more accessible and affordable. Many non-profit and activist organisations are benefiting from this shift by using online and mobile tools in their campaigns in an effort to communicate faster, reach a wider global audience and create more connected virtual communities.

Digitise It | Chapter Two

Developing a social media policy

An increasing number of social media platforms such as Twitter and Facebook are being used to coordinate campaigns and publicise events (see Introduction to E-advocacy). An organisation's online presence is an essential component of its image and overall e-advocacy strategy, and it should be built carefully. To create a credible online presence that is effective, efficient and fits within the parameters of your online strategy, it is important to develop a social media policy.

Digitise It | Chapter Three

Campaigning through Facebook

Facebook is a giant community, and a great place for communication and debate. Over half of all users log into their accounts every day, giving any organisation an excellent reason to occupy Facebook real estate. By creating a Facebook Page (see Facebook Fast for a quick overview on how to do this), organisations can raise their profile and share their information with millions of potential users, without much effort.

Digitise It | Chapter Five

Case Study: Using Celebrities and Twitter to Fight for Libel Reform

The background England's libel laws have been condemned by the UN Human Rights Committee for seriously hampering free expression. For good reason: Among other major issues, the legislation doesn't put the burden of proof on claimants to show statements are indeed false; there is no cap on the amount one can sue for; and there is scant mention of the public interest in the legal text. Foreign corporations and businessmen frequently choose to sue for libel in the United Kingdom (UK), where they're likely to get a favourable result. The practice is so common it has its own moniker: libel tourism.

Digitise It | Chapter Six

E-Advocacy and YouTube

What is YouTube? is a free website that allows you to watch and share videos on the Internet. Most YouTube videos last less than 10 minutes, and are short clips from mainstream media or videos made by Internet users, like you.


Digitise It | Chapter Seven

Joining the Blogosphere

Weblogs, now commonly referred to as blogs, are frequently updated personal websites about any given subject. Blogging has revolutionised the way activists engage with supporters, the media and the issues for which they are advocating. Like other cyber-activism tools, blogging has extended the potential reach of any advocacy campaign by providing easy and affordable access to a worldwide audience. Blogs can facilitate a type of dialogue that can be difficult for organisations to foster through another medium. A blog can serve as the centerpiece of a global movement or be combined with other tools to form a more dynamic campaign strategy.

Digitise It | Chapter Eight

Case Study: Hong Kong and Beyond: How Blogging Helped the Committee to Protect Journalists

CPJ's Bob Dietz was on the ground in Hong Kong during the 2008 Summer Olympics when John Ray, a reporter for ITV in England, was hauled off by Chinese police while covering a peaceful protest in Beijing. Dietz posted on the CPJ Blog about China's “tough talk” the next day, as officials denounced the arrest of Ray and admitted he was working within the rules afforded him as a journalist. Though positive, Dietz wrote that it was “too little too late” and kept the pressure on Chinese and Olympic officials to respect media freedom.


Digitise It | Chapter Ten

Online Petitions

Online petitions combine the effectiveness of a paper petition with the power of the exponential number of supporters that can be reached through the web. Online petitions rapidly expand an organisation's network, as they garner attention from political leaders, fellow NGOs, and the media.

Digitise It | Chapter Eleven

The Power of E-mail Listservs

When organisations create an e-mail list for supporters to subscribe to, it can be used to mobilise a community quickly and effectively. Engaging with supporters through e-mail allows an organisation to cultivate a powerful support base that can be drawn upon to strengthen campaigns.

Digitise It | Chapter Twelve

Top Resources for E-Advocacy

Dozens of resources from other groups for e-advocacy, including on privacy and protection, blogging, multimedia, as well as general links.

Latest Tweet:

A tough start for Asia: Abductions in Thailand & China, attacks on journalists in Pakistan & Afghanistan. @PravitR