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  • Chapter Seventeen - Campaigning to bring about change

  • from Part III - Communicating the message
  • Edited by William J. Sutherland, University of Cambridge, Peter N. M. Brotherton, Zoe G. Davies, Nancy Ockendon, University of Cambridge, Nathalie Pettorelli, Zoological Society of London, Juliet A. Vickery, Royal Society for the Protection of Birds, Bedfordshire
  • Book:
    Conservation Research, Policy and Practice
    Published online:
    18 April 2020
    Print publication:
    16 April 2020, pp 277-292
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  • Summary

    This chapter examines campaigning, also described as influencing or advocacy, to bring about change: what it is, when it is needed and who conducts campaigns. Campaigning can be appropriate in a diverse range of situations: from local to global issues, from high-profile to emerging conservation problems, from long-term to opportunist responses. Drawing upon examples from the NGO conservation sector, we discuss how to plan and execute a campaign and explore the different types of campaign: to bring about behaviour and/or policy change, and to raise funds. Finally, we consider some of the potential pitfalls, including a lack of a strong evidence base, overstating claims of success, the introduction of bias, conflicting views of co-organising partners, the inappropriate use of emotion and the risk of unintended consequences. The chapter closes with a recommendation that NGOs consider collaborating with partners to ensure that best practice is followed and that lessons learned are shared.