What’s In A Campaign? That Which We Call Change

As the science behind social change evolves, how we approach our work must too. And sometimes, it is just semantics. But sometimes, it’s not. It’s a difference in mentality.

Take the idea of a “campaign” for example. The word campaign itself brings with it assumed processes, methods and associations. It also ranks up there with “awareness” as one of the most overused and over-relied upon words in public health. We can do better.

The word-of-mouth company, Brains on Fire, wrote a brilliant manifesto on the inherent differences between a campaign and a movement that can help point us in the right direction:

Campaigns have a beginning and an end.
Movements go on as long as kindred spirits are involved.

Campaigns are part of the war vocabulary. (target, launch, dominate markets…)
Movements are part of the evangelist vocabulary. (evangelize, passion, love…)

Campaigns are dry and emotionally detached.
Movements are organic and rooted in passion.

Campaigns rely on traditional mediums.
Movements rely on word of mouth, where the people are the medium.

Campaigns are part of the creationist theory—we’re going to create something cool
and people will talk about it.
Movements are part of the evolutionist theory—whatever we co-create with the fans
they can own and run with it, which will evolve over time.

Campaigns are you talking about yourself.
Movements are others talking about you.

Campaigns are an ON/OFF switch.
Movements are a volume dial—and there’s no zero.

Campaigns add to awareness.
Movements add to credibility.

Campaigns are “you vs. us.”
Movements are “let’s do this together.”

Next week, the University of Florida’s Center for Digital Health and Wellness will host its first Digital Health Communications Extravaganza. May we approach the week with the idea that we want sustainable movements of change focused on outcomes, impact and building relationships that strengthen communities.

Will you be at #DHCX? What other words rank up there on your list of over-used and over-relied upon?

flickr credit: JanneM

6 thoughts on “What’s In A Campaign? That Which We Call Change”

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HRT February 19, 2012 at 11:35 pm

A perfect manifesto to understand the basic concept behind the campaign and movement. I hope DHCX will help alot in building and strengthening the relationships related to public health.

regards,
Aileen Simon

Campaign Blogger April 16, 2012 at 7:31 pm

As someone who has spent the past several months studying and reading about campaigns, I appreciate the comparison between campaigns and movements. This topic has not been covered in the journal articles, textbooks and other resources that I’ve been reviewing. While I do agree with many of the points you articulated in your post, I see both—social movements and campaigns—as vehicles that lead to social change in society. Campaigns are an ordered, structured way to go about changing behavior, public opinion or perception in society. I think the same can be said about movements, but the difference is that movements are more organic, with many started at the grassroots level by individuals motivated to make change in society. Both campaigns and movements have goals and sometimes the organizers work to achieve their goals in similar ways. For example, the Occupy Wall Street movement relies heavily on social media to communicate with like-minded activists around the world who are interested in joining in the movement and fighting corporate greed. Many campaigns, including the CDC’s Screen for Life: National Colorectal Cancer Action Campaign, which has been running for more than a decade and aims to educate people about the importance of preventive cancer screenings, rely heavily on social media to communicate a social health or change to message to the public.

Depending on the intended outcome, I think both campaigns and movements serve a valuable role in helping to change society. I do agree with your point about movements being endless and definitely, in some cases, capable of greater change than campaigns. I think campaigns can lead to large-scale movements. I also think that people who create social movements use campaigns as one of the many tools in their arsenal to change behavior, attitudes or build political will.

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Anonymous April 16, 2012 at 7:55 pm

Thanks for your thoughtful contribution here on campaigns vs. movements–as you make some great points such as movements often deploying different types of campaigns.

I think many of us in the public health field have been stuck in “campaign” mode and haven’t learned enough from the organic movements that have come alive and continue to thrive. Both can serve a valuable role–but I’d much rather be a part of a movement than a “campaign” any day.
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Maria Cascant July 12, 2013 at 1:29 am

Campaign Blogger, I am PhD studying differences between movements and campaigns, could we get in touch? lajosep hotmail com
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  Alexandra Bornkessel July 12, 2013 at 6:42 am
  
  Absolutely! I’m at abornkessel[@]fly4change.com.

Stanley Rao August 1, 2012 at 12:49 am

A complete guide to understand the importance of a campaign.. interesting and subjective enough

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SocialButterfly

Exploring the Art + Science of Social Change.

6 thoughts on “What’s In A Campaign? That Which We Call Change”