Civil society campaign
Most campaigns are small, such as improving park spaces, creating access for people with disabilities or changing work practices.
This allows for the effectiveness of campaigns to be based on tangible information thus increasing their likelihood of working efficiently and achieving their desired goal.
Keck and Sikkink write from a context before the universal availability of information technology and at this point the main actors are the States.
[5] The boomerang pattern, argued by Keck and Sikkink, is a model of advocacy where a State A causes "blockage" by not protecting or violating rights.
[7] To gain audience support human rights organizations need to cultivate relationships through networking, have access to resources and maintain an institutional structure.
[10] The widespread availability of the internet, mobile telephones, and related communications technologies enabling users to overcome the transaction costs of collective action has begun to change the previous models of advocacy.
The use of social media by groups as a form of grassroots mobilization in which likeminded individuals are recruited in an effort to carry out a campaign is also an important element to address.
A Field Experiment with a Civic Campaign " in which the authors examined a case in Bulgaria with Facebook users that aimed to recruit individuals for an environment focused movement.
When the corporation decommissioned the receptacle, it sought to dump the stored oil into the North Sea, even going as far as to obtain permission from the U.K government.
Greenpeace, an environmental advocacy group, opposed this and utilized mobilization efforts to stop the deepwater disposal of the Spar, perfectly showcasing direct action rather than a stunt as it had intrinsic influence as well as generating significant publicity.
[15] A demonstration is a form of nonviolent action by groups of people in favor of a political or other cause, normally consisting of walking in a march and a meeting (rally) to hear speakers.
