Online Campaign for the OP CAT

1. Online Campaign for the OP CAT RCT / AHRC Project February 2007

2. Overview • IT activities in the AHRC / ALRC • Lessons learned from past campaigns • Project requirements • Website

3. AHRC IT activities • History: 13 years since first website • 20+ websites http://www.ahrchk.net/sitemap.html • www.ahrchk.net • 67’000 visits (900’000 hits) per month • Several updates per day • Dissemination system • Newsletters, articles, reports, announcement, forwarded documents, urgent appeals • About 50 lists • Up to 12’000 emails / day • Maintenance: subscribtions, bounces, monitoring

4. AHRC output

5. Campaigning tools - UAORS

6. Campaigning tools – online petition

7. Lessons learnedonline campaigning

8. Role of www / communications • Can be addition • Can be core of a campaign strategy Campaign Online portal

9. audience: get, keep & grow Get an audience • link new page to other websites • advertisement banners • Easy domain name • Publicize link via: dissemination lists, email signature of staff • Media Campaign: Press Releases

10. audience: get, keep & grow Keep audience with the campaign • Provide extensive material beyond the project core (law resources, etc.) • Newsletter: updates on websites, campaign news, related country news, awareness • Gain partial image of news portal: frequent & regular updates

11. audience: get, keep & grow Audience growth • Provide campaign material online (posters, cards) • Provide banners and information to get visitors link the page on their websites/blog • “Email a friend” function

12. Email dissemination • Know the expectation of a subscriber • Too much material  unsubscribing • Other focus: • surprise, more interest • Decreasing interest • Too less material  campaign looses public awareness

13. Requirements on a campaign website

14. Which campaign methods to emphasize • How to involve resources Level of a campaign • Has awareness been reached? • Is situation publicly accepted, recognized? • How much acceptance is necessary in order to progress on the next stage? (analysis, solution discussion, …)

15. 3 powers: executive, legislative and judicial authorities Gov, ministries, police, prison & prosecution, parliamentarians Press releases – downloadable & distributed Open Letter – downloadable & distributed Online Petition ? Online discussion targeting them General public National: HR institutions, civil society, associations, NGOs Media releases News & Info material Case narratives Audio/video material Public Newsletter subscription Posters, Cardsfor download and print out HOW WHO HOW target groups – online perspective • International community • UN agencies, diplomatic communities, donors • Wide email dissemination • provision of reports • provision of cases

16. Forum role • Moderated vs. unlimited participation • Organisation of material • Quality of arrangement of views, and national material

17. limitations • Internet access of national target groups (www/email) • Very limited in Cambodia • Better in the Philippines • Online habits?! • Linkage to website: publicising websitesdomain name, links on local websites, google ranking

18. OPCAT campaign website

19. 4 pages 4 domain names, 4 content management systems, 4 databases Less attraction of international community Less co-campaigning More country specific appearance More use of resources 4 pages in 1 site One domain name, (4 sub domains), one shared database, one layout and user interface Easy sharing of documents (time factor) More attractive portal due to quantity of material More efficient website - arrangement VS. Cambodia & general Philippines & general Cambodia Sri Lanka general Bangladesh & general Sri Lanka & general Bangladesh Philippines

20. website - content • Key documents and Introduction material • Training material: PPT presentation, HR school lesson • News, quotes, updates on developments internationally and locally • surveys & statistics on torture • Material on existing standards of torture • Workshop summary and documentation • ……….

21. website – system platform Customizability, functionality & user friendliness Customizability & workload hand written CMS Open Source CMS hand made Blog VS. usability

22. website - technology • Server Plattform: Apache vs. Zope • Content Management System (CMS) Plone: • Python based • Open source • commercially produced • Highly customizable Typo3: • PHP based • Open source • Wide distribution • low system requirements

23. Plone • An example: http://test.ahrchk.net • Implementation requirements: • hosting provision • Server & system Installation • Domain registration • Customization & Management • Human Resources for Programming and Design

24. dissemination list • Use of current mailing list system • positive experience: reliability, capacity • 4 individual lists (per country) ? • filling of lists via coordinators • subscribe function on website • Regular dissemination of new content

25. Newsletter • Newsletter: periodical – time allocation • Printed vs. electronic • Single issued articles: • case report (awareness) • concern raising articles

26. Implementation plan • Evaluation of different Content Management Systems in regard to their ability of font and Multilanguage provisions • Administration: Domain registration, DNS registration • Installation and setup of the System, adjustment of the settings of the Content Management software. • Creation of banners, graphic elements, appearance and design of the page, embedding of the optical elements in the page, css design • Preparation and testing of multi language provisions or PDF support. • Uploading of initial content, creating folder structure in the system database • Testing and bug fixing • Introduction of the system to language content maintainers; training of the people till confident level of usage has been achieved. • Adding of features • Software upgrades, etc. • Incorporating campaign experiences

27. Major obstacles • Language support: sinhala, khmer, bangla • Still in experimental mode • PDF download in any case • Language fall back of CMS

28. More points ?