COVID campaigning and pandemic planning: tips for European citizens’ initiative organisers

The Covid-19 crisis has affected nearly every aspect of our daily life, and this is also true for organisers of citizens’ initiatives  Organisers who are currently running, or just beginning, a multinational campaign, have had to drastically change strategies and structures. Due to physical distancing and the limitations on in-person events, the opportunities for campaigning provided by a highly digital tool such as the  European Citizens’ Initiative gain additional importance as it does not exclusively require on-the-ground campaigning. Most signatures of initiatives are already collected online due to the transnational nature of the tool, but we can expect the use of online signatures to increase even more after this year. Online campaigning for a European citizens’ initiative is fully possible, but a near-full online campaign will require being mindful about certain elements. In this article we summarise the advice of online campaigning experts of Mehr Demokratie, OpenPetition, and Campact who have weighed in on what to consider especially in an online campaign.

Foto: Chris Grodotzki / Campact

The European Citizens’ Initiative requires a different strategy than running a campaign at, for example, the national level. But the essential aspects of a successful political campaign are the same for national or European level. It needs, from the start, a political strategy, a fundraising concept, strategies for mobilisation and outreach, and public relations, such as press work, social media, and public actions. These need to be examined and reconsidered with the current Covid-19 situation, due to possible changes in the political situation around an issue, disturbances in fundraising, such as uncertainty in foundation funds at the moment, and how public relations work needs to be adapted to compete with a Covid-heavy news reporting.

Making best use of public relations is key, including social and traditional media. Organisers should consider a value-based or emotional approach where the message plays on the emotional character of a campaign. The use of videos, images, and music can especially get a message across in a way that in-person campaigning may not be able to. And be creative: due to the many restrictions on what you can organise physically, find creative and innovative forms of protest or public actions which will lead to a good photo opportunity and images for your campaign. In particular because public protests and gatherings are so rare at the moment, a creative, and Covid-friendly approach to public actions could be picked up by reporters and gather media attention. For example, human chains where people hold ribbons instead of hands, the use of music performers, and other artistic expressions which may resonate well with journalists and supporters alike. This will give a real face and emotional background to your campaign and show that there are real people behind the initiative, making it much easier for potential supporters to identify with an online campaign. Research the journalists who deal with the issue at hand in all leading media, especially national and regional media, considering that there are limited EU-wide media outlets. Build a press list where you can submit press releases and maintain a regular flow of communication with the press, and share the creative public actions with the media whenever possible.

In addition, no man is an island, and we all benefit from the help and assistance of others, especially in difficult times. Alliance-building is critical in any campaign, but especially when the campaigning work is almost exclusively online and you cannot rely on in-person outreach, the support of your campaign partners is massively important. There is more efficiency and greater chance of success by reaching out to coalitions and alliances that already encompass many member organisations and who can have a multiplying effect. These structures already exist and can be great door-openers, potentially with help from  influencers or individuals with large public platforms who can project a short message to a wide audience. Regarding maintaining communication with partners, the emergence and common use of video chatting is an important factor in simplifying digital communication, and regular meetings with partners can still take place even today, thanks to the growing digital space. Keep close contact to partners and volunteers, hold regular meetings, assign individual tasks, set up working groups, and build team spirit so as to not lose momentum.

Foto: Christoph Löffler / Campact

If the current pandemic has taught us anything, it is that campaigns need to be flexible and be ready for a back-up plan. Rules, restrictions, and situations can change from one day to the next. Always plan meetings and actions with an online or, at least, hybrid option, and plan fundraising alternatives in case current funding sources are unable to meet original expectations. Find reasons to celebrate and bring attention to the campaign, such as an action for the 100,000-signature mark or after the first 3 months. React swiftly also to current developments that are related to your initiative and do not underestimate the power of old-fashioned press releases and social media actions for these fast-occurring situations.

Overall, despite the negative consequences of Covid-19, the pandemic has been a catalyst for a stronger shift towards digitalisation. Even after the pandemic has been alleviated, the opportunities in online campaigning with the European Citizens’ Initiative have anchored the value of digital participation possibilities. With the right strategy, goals, and mindset, it is easier than ever to successfully and efficiently campaign online.