Posted: June 3rd, 2016

Locate and analyse an organisation that is conducting a digital campaign, using Web 2.0, to bring about social change and develop a new media strategy for social change.

ESSAY: Locate and analyse an organisation that is conducting a digital campaign, using Web 2.0, to bring about social change and develop a new media strategy for social change.

In this task you select an organisation that is currently campaigning on a social change issue and to analyse this campaign. You are not required to, but consider communicating directly with the organisation. In selecting a campaign for your case study, be sure not to choose a campaign that is primarily about awareness raising, recruiting or marketing. In this subject, we focus on campaigns that seek to bring about social changes in communities such as protecting the environment, addressing racism, changing policies and legislation. I recommend that you ‘shop around’ a little at first. Identify several social change campaigns or organisations (e.g. GetUp!, Avaaz.org, 350.org, Greenpeace, Friends of the Earth, Occupy Sydney, the Nature Conservation Council of New South Wales, Amnesty International, the Australia Palestine Advocacy Network or Oxfam). Subscribe to their e-news, ‘like’ their Facebook pages, follow them on Twitter. Check out their websites and recent publications. From these groups, select one to focus on. Then select one of the organisation’s campaigns for the essay.