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DEEEP 2. Development Education Exchange in Europe Project. Elements for a CONCORD EP election campaign. DEEEP Summer School 2008 „Putting poverty on the political agenda“ Outcome of Working Group 3 „European Level“. This project is co-financed by the European Union. Introduction.

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deeep 2



Exchange in



Elements for a CONCORD

EP election campaign

DEEEP Summer School 2008

„Putting poverty on the political agenda“

Outcome of Working Group 3 „European Level“

This project is co-financed by the European Union


Under the general topic „How to put global poverty and social inclusion on the political agenda, through development education, advocacy, campaigning“, about 100 NGO representatives from 38 countries and 4 continents came together for one week in the Netherlands to learn, share and create during the 8th DE Summer School.

Working group three, in charge of the „European level“, elaborated a possible CONCORD European elections campaign, which might be partly realised for the elections to the European Parliament 2009.

This document provides an overview on the outcomes of the working group, and by this an example on how a election campaign strategy may look like.


Overall objective:

The new European Parliament is aware of development challenges and willing to work constructively for poverty reduction during its mandate.

Specific objectives:

1. CONCORD members (and members of members) get ownership and participate actively in the election campaign

2. EU global responsibility is on the election agenda

3. Members of the new EP actively engage for poverty reduction

target groups
Target Groups
  • Primary target:
  • - the MEPs in the next EP, as CONCORD will have to deal with these for the next 5 years. They will be addressed directly before the elections as candidates and through a post-election campaign. They will be addressed indirectly through the secondary target groups media and general public.
  • Secondary targets:
  • - CONCORD members and members of members. They have to actively involve in order to touch the other target groups.
  • - Generalpublic. They should (a) directly question candidates on poverty reduction in order to sensitive for the question and to get commitment from the politicians, and (b) through their massive involvement interest the media in the topic.
  • - European and nationalmedia. They should set poverty reduction on the election agenda.
target groups5
Target Groups

Five tracks towards the general objective:

1 Activate & involve CONCORD members

2 Involve public

3 Raise profile within media

4 Engage with parties & candidates

5 Follow-up with elected MEPs


secondary target

CONCORD members



secondary target

general public

secondary target



primary target



primary target

new MEPs


The content of the election campaign is defined by the CONCORD election manifesto, which was approved by the stakeholders of the confederation.

It‘s central messages are:

1. Sustainable Development

The EU should put in place coherent, social, economic, trade and security policies that promote the right to sustainable development and responsible citizenship both for citizens of Europe and the rest of the world. Particular attention needs to be paid to climate justice and gender issues.

2. More and better development aid

The EU has already identified the objective of poverty eradication for its development cooperation in its legal frameworks. The commitments for more and better aid must be based on approaches that respect Human Rights and contribute to the reduction of social inequalities as well as to strong, informed and actively engaged civil society.

3. Democratic Accountability

The EU institutional and financial framework promotes democratic accountability, transparency, and strengthens participation of civil society organisations and citizens in policy definition and implementation.


two linked campaigns
Two linked campaigns

Track 1 to 4 (target groups CONCORD members, public, media and candidates) will take place before the elections (July 08 to June 09).

Name of the pre-election campaign:

„EU and me to end poverty“

Track 5 (target group elected MEPs) will take place after the elections (June to December 09).

Name of the post-election direct lobbying campaign vis-à-vis the newly elected MEPs:

„Dialogue for Development - D4D“

general timeline
General timeline



„EU and me to end poverty“

„Dialogue for development - D4D“

Track 1 :

Activate & involve CONCORDmembers

Track 5 :

follow-up with elected MEPs

Track 2 :

Involve public

Track 3 :

Raise profile within media

Track 4 :

engage with parties & candidates

December 09

July 08

November 08

January 09

March 09

June 09

campaign elements
Campaign elements

Track 1 Activate & involve CONCORD members

Strong ownership not only from CONCORD members, but also from members of members for the election campaign is essential for success. CONCORD has to establish clear mandates and responsibilities, assure smooth information flow, provide necessary tools and material to members and monitor the process carefully.

Action points:

- formal decision by CONCORD GA on election campaign

- a steering group from within the CONCORD Policy Forum is mandated to lead and monitor the election campaign

- one Europeantraining day as part of autumn GA on election campaign: Why are EP elections important, and what can CONCORD members do? Presentation of campaign tools.

- NP organise national training days to create ownership among their members

campaign elements10
Campaign elements

Track 1 Activate & involve CONCORD members

Action points (2):

- CONCORD produces a campaigntoolkit to be disseminated among members, including:

o one page briefing paper on why the EP elections are important for the members

o Arguments and demands for candidates (e.g. “Did you know that xxx million EU citizens consider ending poverty as a priority? Do you represent the people?”)

o translations of the manifesto

o A set of possible actions

o A commitment form,tobe filled in by each CONCORD member: at least three activities out of a (non-exhaustive) list of 10 items shall be marked. To be sent to the steering group, which will document and monitor actions.

- Establish a central European election calendar with ongoing input on activities from members (e.g. Google calendar or, to be published on the CONCORD website)

campaign elements11
Campaign elements

Track 2 Involve public

The public is a secondary, but important target. Under the campaign title „EU and Me to end Poverty“ it should be involved in order to pressure candidates directly, and to attract media attention through a mass online mobilisation. The public will be involved mainly through internet.

Action points:

- viral online marketing through a “fun tool”

o one minute flash movie, funny, surprising, clear

o Once seen, the viewer knows why EU elections are important to end poverty, he forwards the movie to his friends and connects to the website

o ideas for Funtool: a mascot like Calico Electronico in Spain: very popular series of animation movies as a marketing tool for an online store, the Meatrix movies for sustainable agriculture, story of a Martian observing the world, a walking globe („Globo“) suffering from desequilibrium,... but “no cute animals!”

o Creation by a professional PR-agency

o Distribution through existing platforms (Facebook, YouTube, MySpace) and member websites, NL, etc.

campaign elements12
Campaign elements

Track 2 Involve public

  • Action points (2):
  • - Online and community platform
  • o Simple and clear website
  • o Available in all European languages. Language versions are not identical, but contentwise adapted to national contexts
  • o Only very view elements on the home page:
      • Funtool
      • learn more on EU responsibility & what you can do: Arguments, manifesto, individual responsability
      • “Global justice championship” (see next slide)
      • A section with links to partner sites on the election, e.g. national “election machines” or simulators (Who is the "closest" candidate regarding opiniones/perspectives on development?)
campaign elements13
Campaign elements

Track 2 Involve public

Action points (3):

- “Global justice championship”

o online competition of 6 months (12/08-5/09) on

o public can learn more about candidates, nominate them for the competition and write them (a template with main arguments for a responsible Europe and the question for a statement is provided in all languages. Users can modify the text)

o candidates can publish statements on how to fight poverty

o With the first mail sent to a candidate, he or she gets the first point and is nominated for the Global Justice Championship. Photo pops up on a map of Europe.

o If the candidate answers to the public and provides a statement on poverty, to be published on the website: 10 Points

o If the candidate participates in the CONCORD Action Day against poverty (e.g. in a panel discussion): 50 Points

o If he commits to the CONCORD manifesto: 100 Points

o Finals one week before elections in a bar in Brussels: The three best candidates debate how to reduce poverty. The audience decides on the winner.


campaign elements14
Campaign elements

Sketch of a Global Justice Championship website

links to candidate


the more points a candidate has,

the bigger the picture.

with the first mail, the photo of

the candidate pops up

on the map: he is nominated

points can gained through:

- number of emails received

- number of emails answered

- commitments made (manifesto)

- participation in debates etc.

This is just a draft to visualise some ideas. Final version has to be more elaborated and desigend.


campaign elements15
Campaign elements

Track 3 Raise profile within media

The media are a secondary target, but essential for influencing the election agenda especially in the „hot phase“ May/June 2009. One main positive central message should focus on EU global responsibility and the opportunity of EU elections to affect change.

All CONCORD activities (e.g. conference, press releases, Aid Watch report launch 2009) should be strategicallylinked to the election campaign.

Action points:

- continuous media work

o CONCORD and national platforms identify partnerships on coverage and content (ONE World, IPS, café babel..) on European and national level

o CONCORD Press release and press pack with clear message developed and disseminated. o Produce news: e.g. commission a survey on Europeans’ attitude towards poverty

o Use news to link to election campaign (e.g. Doha, G8)

o National platforms adapt press release and press pack to national context and disseminate


campaign elements16
Campaign elements

Track 3 Raise profile within media

Action points (2):

- „European Day against poverty“

o one day of Europe-wide action six weeks before the election

o debates, demonstrations, events all over Europe, e.g. workshops, press conferences, breakfasts with candidates/MEPs/MPs

o link to Aid Watch 2009 release

o link to website and Global Justice Competition campaign

o coordinate with other sectors (environment, social movements etc.)

o cooperate with EU permanent representations/info points

o joinedaction and massivemobilisation should help to putting development high on the agenda of the hot phase before the elections

campaign elements17
Campaign elements

Track 4 engage with parties & candidates

The candidates for the EP elections and their political parties are primarytarget: Dialogue started and commitments made before the elections are the basis for the follow-up with the newly elected EP. Aside indirect engagement with the candidates (through media and citizens, see before), also direct dialogue between CONCORD, its members and the candidates/parties is necessary.

Action points:

- vis-à-vis political parties on EU level

o identify individuals working on the election programmes for the main political parties

o meet them, present CONCORD manifesto and cross-check with their positions and plans

o lobby, follow-up and establish continuous relationships. Attend events to influence parties‘ manifestos

o monitor websites and feed in CONCORD positions (e.g. through consultation processes, comments)

campaign elements18
Campaign elements

Track 4 engage with parties & candidates

Action points (2):

- vis-à-vis political parties on national level

o coordinate with national platforms and identify leading contact persons

o develop national strategies and action plan (timing etc.)

o adapt CONCORD manifesto to the national level (translation, content)

o identify EU election key persons in main national parties. Meet to find out positions and plans, present CONCORD manifesto and build continuous relationships

o attend their events to influence party manifestos. Feed in the discussion through their websites

o organise theme events (linked to international events such as MDG forum), involving also MEPs. Use media.

o link with other NGOs, CSOs, platforms (e.g. GCAP, green movement)

campaign elements19
Campaign elements

Track 4 engage with parties & candidates

Action points (3):

- vis-à-vis political parties on local level

o Local CONCORD members identify local election campaign manager of main parties. Meet to find out positions and plans, present CONCORD manifesto and build continuous relationships.

o build a media strategy for local level. Organise local cross-party events on topics like migration, food crises. Link to constitutency, national and European agenda (e.g. European Day against poverty)

o ally with local NGOs/CSOs, platforms (e.g. GCAP, green movement)

- vis-à-vis candidates on EU level

o clarify the MEPs going to re-election, present the CONCORD manifesto to them and make links with their own interests

o offer visibility to candidates who support the manifesto, through CONCORD website,, and members‘ websites at national level. Offer support and put them into contact with national/local focal points, involve them in national events

- vis-à-vis candidates on national level

o Identify new candidates likely to be elected

o Present them the CONCORD manifesto and offer visibility if they are supportive


campaign elements20
Campaign elements

Track 5 follow-up with elected MEPs

The newly elected MEPs are a primarytarget of the campaign: In a 4-months „dialogue for developement“, the basis for a constructive collaboration with the new parliament over the next five year shall be strengthened. Besides direct dialogue with the MEPs, also EP staff (DEVE secreteriat) and outgoing MEPs as „ambassadors“ should be involved.

Action points:

- mapping of MEPs

o objective: analyse the target group and see where the MEPs stand

o establish a database with information on all MEPs: information on their poticial postition towards development issues, position in party and group, inerests, CV, age, status, residence, political trouble in the past, previous involvement in civil society, religious beliefs, presence in committees, reports, assistants etc.

- relation with DEVE secreteriat

o build up dialogue on the manifesto and the DEVE agenda, with the aim to become a unavoidable information source for DEVE on a growing number of topics

campaign elements21
Campaign elements

Track 5 follow-up with elected MEPs

Action points (2):

- digital platform

o relaunch of after elections as a versatile communication and knowledge tool on development policy issues

o website should include: discussion forums, blogs for MEP ambassadors, surveys, newletters, calendars of EP and meetings, glossary, background information on ongoing debates (as aid effectiveness, PCD), EU development policy wiki, interviews with MEPs (podcast/video), intranet with MEP mapping

- general post election letter

o objective: open dialogue with elected MEPs, seek support of outgoing MEPs

o to be sent to all outgoing and newly elected MEPs in July 2009

o to outgoing: thank for their work, inform about manifesto, invite them to become supporter/ambassador on national or European level. Propose a concrete thing they can do, e.g. join the CONCORD advisory group.

o to elected: gratulate for election, inform about CONCORD manifesto, information day, invite to dialog and announce they will hear from us again

campaign elements22
Campaign elements

Track 5 follow-up with elected MEPs

Action points (3):

- specific post election letter

o to be sent to members and substitutes from the following committees: AFET, DROI, SEDE, DEVE, INTA, BUDG, ENVI, AGRI, PECH, LIBE, FEMM, CLIM and the regional groups, such as ALA and ACP-EU JPA etc.

o The letter should be personalised, translated, adjusted according to the topic they are involved in, asking for their input and suggestions, inviting for dialogue and the information days, offering to subscribe to the newsletter. It should be signed by CONCORD and the national platform.

- information day on development

o 2,5 hours event in the EP in Brussels, in order to position CONCORD as a proactive ally for development issues

o target group are the new MEPs and their assistants, especially from the above mentionned committees

o The programme includes a debate with speakers from different countries, parties and organisations, a lunch for invited MEPs, a info stand.

- „fair trade lunches“

o once a month meetings with MEPs and assistants to exchange on specific issues (e.g. PCD, development education, climate change..)

campaign elements23
Campaign elements

Track 5 follow-up with elected MEPs

Action points (4):

- „champions for development“

o identify five MEPs who will act as champions for the manifesto issues during the legilation period. The MEPs should have influence (regionally and in their groups and committees), known personality and come from different party backgrounds and countries

- Newsletter

o a newsletter specifically produced for the MEPs should monthly (before committee meeting) treat topics on the EP agenda and update on CONCORD positions and contributions. It should provide added value information to the MEPs


- identify lessons learnt to feed into ongoing advocacy work

o from January to April 2010, the campaign should undergo a in-depth analysis

o qualitative and quantitative indicators for each activity will provide instruments to analyse the campaign

detailed timeline



Detailed timeline

„EU and me to end poverty“

„Dialogue for development - D4D“

form campaign

steering group (SG)

& internal coordination




- formal decision

- training day


training days

mapping of new MEPs (database)

strengthen relations with DEVE secreteriat

„fair trade lunches“

(once a month

monitor commitments & assist process on national&European level (SG)

post-election letter to all outgoing MEPs, invite to become ambassadors

personalised letter to MEPs in relevant committees

infoday on dev. pol. in EP

create fun

tool movie

& website

launch website

& viral marketing (fun tool)

improve, promote, monitor & moderate website & Global Justice Campionship

finals of

Global Justice


EU-Day against poverty

post-election letter to all new elected MEPs

relaunch of as versatile platform on dev. pol. issues

improve, promote, monitor & moderate website

EU-Day against poverty

finals of


establish media partnerships (nat.&EU)

release press pack

produce news & use events to link to elections (surveys, website & competition, aid watch, int. events)

identify and engage with five „special“ MEPs („champions for development“)

EU level: influence party programmes & engage with key persons

EU-Day against poverty

finals of


launch & continuously publish MEP newsletter

national level: influence party programmes & engage with key persons,

national level:

organise theme events

local level: engage with key persons & build continuous relationships

local level:

organise theme events

EU level: clarify MEPs going to re-election

EU level: engage with MEPs going to re-election (manifesto), offer visibility (website, events)

national level: clarify new candidates

national level: engage with new cnadidates (manifesto), offer visibility (website, events)

December 09

July 08

November 08

January 09

March 09

June 09

Track 1 : CONCORD members

Track 3 : media

Track 5 : elected MEPs

Track 2 : public

Track 4 : parties & candidates


more information

elaborated by the „European level“ working group

DEEEP Summer School 2008

Facilitator: Lara Paoletti

Candide: Jan Murk

Participants: Arvo Anton, Ruth Duggan, Eva Eckermann, Leah Gatt, Emilie Goller, Yusuf Guled, Laure Heinrich, Mekki Karlsson, Ioannis Karpathis, Thanuja Navaratne, Anna Sofia Pollari, Beatrice Ray, Katherine Ronderos, Annalisa Stagni, Laura Sullivan, Eliane Torres, Chiara Tripepi, Tobias Troll, Lourdes Villamil Salcedo

questions, suggestions, information: