Speed is a critical aspect of advocacy campaigns and mobile phones allowed rapid dissemination of messages to a network of supporters who can quickly sign on to petitions and get involved in other activities, cutting the response time down to a few hours.
MobileActive has brought out a strategy guide Using Mobile Phones in Advocacy Campaigns which says that in many countries especially among the developing nations, mobile phones are far more pervasive than the internet as a means of communication.
MobileActive is a global community of strategists, activists and technologists who are using mobile phones as tools of social change.
Advocacy campaigns conducted by non-governmental organisations are one arena where mobile phones have made an impact. Mobile phone users send text messages to legislators and key players involved in decision making.
As a highly personal means of communication, mobile phones reach target constituencies directly and immediately and are therefore, conducive to instant participation and response - hallmarks of advocacy. They can be used in highly targeted ways to recruit supporters by using specific venues such as concerts, rallies etc.
Mobile phones are flexible and rapidly evolving communication tools with varied content and convergence with other media such as email, websites, video, sound and instant messaging, and offer a wide range of options for delivering advocacy messages to interested participants.
NGOs have shown immense creativity while integrating text messages and ringtones into their mobilising efforts. Be it a petition gathering campaign in the UK to ban seal hunting or efforts by Greenpeace in Argentina to adopt changes in solid waste management.
The resource guide cites case studies from across the world where civil society organisations have promoted their campaigns through this medium of communication.
The guide also outlines lessons on how to use make the most effective use of this technology.
Source: mgovworld
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