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Creating Grassroots Movements for Change: A Field Manual
Chapter 1: Getting Started
Rich or poor, free or oppressed, there exists in everyone the power to rise up against social injustice, to simply say, “No more.” But you don’t have to speak out alone, or even loudly. After all, a million whispers can drown out even the loudest voice of tyranny.
Before you can get started, you will need:
- A desire for change
- Creativity
- A computer with internet access
- Friends and family to solicit for advice
Take the following steps to harness the conviction of your ideals:
Step 1. Choose your cause. Many movements begin in response to a particular incident, but any issue or cause that you’re passionate about has potential. Talk to people about your idea to confirm others are interested—a cause needs to be widely accessible and broadly supported for your movement to be successful.
Tip 1: Research news archives to find incidents or injustices tied to your cause. Real-world examples will help persuade people that your cause is relevant and important.
Step 2. Consider names. A catchy name for your movement helps build your “brand.” People who may know nothing about your cause will create an initial perception of who you are and what you stand for based on your name alone, so pick something that represents your beliefs and sounds like a call to action. For instance, a phrase like “Million Voices Against …” is popular because it sounds like it already has popular support, and it clearly defines a cause.
Step 3. Choose a name. When you have a list of several possible names, search for them online and on various social-networking sites and reject any that already exist or sound too similar to another group. Ask friends what ideas your remaining names conjure up, and weed out any that seem unclear or have negative connotations until you’ve settled on a winner. Ideally, you'll be able to secure a URL to match.
Tip 2: Consider using an acronym to make a long or unwieldy name catchier. If your name needs to be easily translatable, however, an acronym might prove difficult, or signify something negative in another language. When possible, check foreign translations of your top choices before settling on one.
Step 4. Develop a mission statement. A mission statement clearly defines the specific goal of your movement and tells the world what you stand for. It will also help keep your group focused on your ultimate objective and serve as a means by which you can measure your own success as you grow. Solicit ideas on what the goals of your movement should be, and from that list write a simple, concise statement of purpose.
Step 5. Design a logo. A logo, whether it’s your movement’s name in a stylized font or a symbol that represents your goals, should help visually communicate your mission statement. Keep it simple and in black and white so that it can be easily reproduced, but distinctive enough that it can become a recognizable symbol of everything you stand for.
Tip 3: Consider incorporating a national symbol, or symbol of some historical or cultural significance, into your logo—it will help galvanize support and inspire pride in your cause. Avoid using or mimicking corporate or commercial logos, however, as they may be registered trademarks.
Step 6. Craft a message. Your name, mission statement, and logo will all help convey your goals, but you’ll also need to craft a more detailed message for your online presence, emails, and press releases. This message should communicate powerfully and memorably why this cause matters, and why people should care. Cite an example of the injustice that you seek to address, as well as the manner in which your movement intends to effect change.
Did you know: The Young Civilians, a group dedicated to establishing a liberal democracy in Turkey and opposing military intervention in Turkish politics, chose a red sneaker as their logo—an irreverent protest against the army boot. Visit the Young Civilians at http://www.gencsiviller.net/
“You must have a central motivator; a history, an event…which touches the fiber of people and is the hook by which people feel motivated to join.” Oscar Morales of One Million Voices Against the FARC (http://www.facebook.com/group.php?gid=6684734468)
Invisible Children’s Mission Statement: Invisible Children improves the quality of life for war-affected children by providing access to quality education, enhanced learning environments, and innovative economic opportunities for the community. Visit Invisible Children at http://www.invisiblechildren.com/home.php
Genocide Intervention Network's Mission Statement: Our mission is to end genocide and mass atrocities. We are a network of community and student leaders empowered to protect civilians, stop perpetrators, and hold policy-makers accountable. We envision a world without genocide where all human beings live free from widespread, intentional, and systematic violence. Visit Genocide Intervention Network at http://www.genocideintervention.net/
Case study: In 2007, Buddhist monks captured the world's attention when they filled the streets of Burma's capital to protest military rule. The demonstrations inspired students Alex Bookbinder, Imran Jamal, Sophie Lwin, and others to launch a Facebook group called "Support The Monks' Protest In Burma," which counted 450,000 members at its peak. Out of this group emerged the Burma Global Action Network (BGAN), which expanded on the online success. Dedicated to promoting the struggle for justice and democracy in Burma, BGAN has developed into a worldwide network of young human-rights activists speaking out against the atrocities and brutal rule of the country's junta. Visit the Burma Globak Action Network at http://www.burma-network.com/
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