40 mins

How to create ‘People Powered’ Campaigns

Greenpeace Mob Lab
This course will give you an overview of how you can bring “people power” into your next campaign or project. It will build up your knowledge of core terminology, like ‘engagement’, ‘organising’, ‘volunteering’, and more. You’ll also learn from case studies how ‘people power’ has increased the size and success of campaigns over the years.
About this course:
This course, based on the “Mobilisation Cookbook” developed by the Mobilisation Lab at Greenpeace and Greenpeace’s International Volunteering Lab, focuses on the essential building blocks of putting people at the centre of campaigns and on a series of options you can choose from depending on your objectives. It will help you understand the core elements of a ‘people powered’ campaign, when to use them and what to mix them with. The course will also give you the practical tools you need to create some of your own unique ‘people powered’ campaigns. We’ll be learning from real life examples of ‘people powered’ campaigns, and there are fun, interactive quizzes so you can check on your progress.
What do I learn:
Today, nearly everyone has tools for change in the palm of their hands. In this course, you’ll learn how to recognise these tools and how to use them effectively. You’ll look at different types of ‘people power’, learn how an organisation can become engagement-centric, find out how to organise and mobilise, how to work effectively with volunteers, as well as learn from many real campaigns over the years.
What do I need to know:
This course is for people who want to learn what ‘people power’ is and how to develop it to deliver their own campaigns and strategies.


Tracy Frauzel

Tracy is Mobilisation Strategy Director at Greenpeace’s Mobilisation Lab. She has managed digital campaigns that have brought companies such as Nestle, HSBC and McDonald's agree on concessions for environmental protection.

1.1 Introduction to the course
1.2 History: Greenpeace and the ‘people powered’ model
1.3 Six key concepts
1.4 Quiz: 'People power' and engagement
2.1 10 ways to change the world
2.2 Types of pressure
2.3 Quiz: Types of pressure
3.1 Raising awareness
3.2 Volunteering and donating
3.3 Other routes to change
3.4 Case study: Turkey
3.5 Quiz: Types of people power quiz
4.1 People powered campaigns
4.2 Integrating teams and using the integration toolkit
4.3 Working with allies
4.4 Telling bigger stories
4.5 Case study
4.6 Quiz: Greenpeace case study
5.1 Depth and breadth
5.2 The engagement pyramid: Actual and optimal pyramid
5.3 Quiz: Engagement pyramid
6.1 Why volunteer?
6.2 Types of volunteers
6.3 Quiz: Volunteers quiz
7.1 Taking the lid off
7.2 Six elements of open campaigns
7.3 Quiz: Open campaigns quiz
8.1 Wrap up video

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