Published on March 2, 2014
Insights into global advocacy: Oxfam’s GROW campaign Executive Certificate Advocacy in International Affairs March 2014 Glenn O’Neil firstname.lastname@example.org www.owlre.com
What is GROW? Video: http://www.youtube.com/watch?v=hkg9ADEIPXM#t=29 2
What is GROW? A four year food justice global campaign 2011 - 2015 “Find better ways to grow, share and live together, to help build a future where everyone on the planet always has enough to eat.” 1. 2. 3. 4. 5. Five objectives: Helping grow movements Stopping land and water grabs Reaching a global deal on climate change Investing in small-scale food producers, particularly women Responding to global food price crises 3
Impact chain / theory of change 4
GROW activities • • • • Active in some 50 countries: 16 north and 34 south Seen as the global unifying campaign for Oxfam worldwide National objectives are combined with international projects and spikes Some 70 Oxfam staff engaged full-time on GROW plus many internal coalitions and external alliances Lobbying Media work Public Policy research mobilization 5 Coalition building Online actions
GROW timeline 2011 - 2013 6
Insights into global campaiging • Oxfam commissioned a mid-point external evaluation in 2013 - carried out by Owl RE (Glenn O’Neil & Patricia Goldschmid) Next slides summarise insights from this evaluation as to how Oxfam carried out their campaigning and what results were seen “Deep dives” into three out of five objectives: • • 1. 2. 3. 4. 5. Helping grow movements Stopping land and water grabs Reaching a global deal on climate change Investing in small-scale food producers, particularly women Responding to global food price crises 7
Helping grow movements Engaged with up to 5 million people Content creation Online petitions Building coalitions Issues: Sahel Land grabs Pressure on decision makers In the South e.g. : Bangladesh Burkina Faso Guatemala Access to decision makers Consumption & food purchases Food fairs Consumer advice 8 Change to consumer habits
Stopping land and water grabs Video: http://www.youtube.com/watch?v=yT_DJmmdsJc 9
Stopping land and water grabs Media work Lobbying Policy research Social media Policy research Land Freeze campaign Public African Union The Philippines Vietnam The Netherlands Lobbying South Sudan Burkina Faso Bangladesh Guatemala Policy research Policy change on land Halt illegal land / water practices Stunts Lobbying mobilization Policy change on land mobilization Local activism Public World Bank Stunts Behind the Brands Top ten food companies Social media Media work 10 Policy change on supply chain
Stopping land and water grabs 11
Stopping land and water grabs Video: http://youtu.be/JsTi8LrTLFg 12
Investing in small-scale food producers Building Building capacity coalitions 15 countries Lobbying Events Events Building capacity Female Food Heroes Lobbying Empower food producers 15 countries Access to decision makers Awareness on women’s role Media work 13
Investing in small-scale food producers Video: http://www.youtube.com/watch?v=MWo2p5LFVUo 14
Facilitated campaign success • Created through a broad consultation within Oxfam • Consistent GROW brand adopted widely • Engaging Southern partners in the concept phase ensured ownership • Flexibility of GROW allowed for local adaptation • The critical mass factor for initiatives such as Female Food Heroes and Behind the Brand; • The proximity and relevance to other programmes • The selection of precise policy areas • The combination of media, public mobilisation and policy in campaigning 15
Hindered campaign success • • • • • • Difficult start and focus Inability to create a critical mass around most initiatives Inability to build a global movement Coordination, focus and resource issues The lack of coalition building in the North The lack of mechanisms to identify and profile Southern issues • Divergence in focus by some affiliates linked to inconsistencies in supporting campaign priorities • Inconsistency between the North and South about the sensitivity of the land issue • “Battle of interests” to win policy support 16
Further resources GROW website: http://www.oxfam.org/en/grow/what-is-grow Introduction to GROW: http://www.oxfam.org/sites/www.oxfam.org/files/grow-manifesto-may2011-eng.pdf Mid-point GROW evaluation report: http://www.oxfam.org/sites/www.oxfam.org/files/oxfam-grow-midterm-report-oct2013.pdf Contacts: email@example.com @glenn_oneil glennoneil www.owlre.com www.intelligentmeasurement.net 17
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