Lesson video

Hello, my name is Ms. Wyer and I am so pleased that you could join me here today for our citizenship lesson.

Welcome to today's lesson on what are the different types of campaigning methods we can use? From our unit, how can we make a difference in society - active citizenship project.

By the end of today's lesson, you will be able to explain what campaign methods are and compare direct and indirect action.

We'll be using the following keywords in today's lesson, and some of these words may be new to you today, but please don't worry as I am here to guide you and we use them a lot.

So campaign is actions or events organised by an individual or a group of people to achieve an aim.

Target group is the specific individuals, groups, or organisations that a campaign is aimed at influencing or engaging.

Direct action is immediate visible activities aimed at addressing specific issues.

And indirect action involves influencing others and using existing systems to bring about change over time.

Our lesson today is broken up into two parts with the first part exploring what are campaign methods and then looking at what is direct and indirect action? So when you're ready, let's start today's lesson on what are the different types of campaigning methods we can use.

Every active citizenship project aims to address an issue.

Campaign methods are used to spread the project's message to the target group in order to create change.

Campaign methods are the ways in which we can spread our message.

Jacob says, "A protest is an example of a campaign method.

So let's have a look at some more campaign methods as there are many different ones.

So we have protest like Jacob says.

Now this is a public demonstration.

We have another campaign method of petition, which means to collect signatures.

We have boycotts, which is to refuse to buy or use something or a product.

Lobbying is persuading decision-makers to act.

Education campaign is informing people about issues and social media is spreading messages online.

We also have strike, which is a campaign method, which is to withdraw labour, so not to work, for instance.

March is an organised walk to raise awareness.

We also have fundraising, which is collecting money for a cause.

And public speech, which is talking to influence opinions.

So we have lots of different campaign methods.

Maybe you've used some of these in your own lives before or you've heard or seen about them on the news.

So let's have a go at matching the campaign method to its definition.

So we have boycott, march, lobbying and petition here.

Can we match this method up with its definition, which is on the right hand side of the screen.

Pause the video and have a go at this task.

Okay, let's go through the answers then.

So boycott is to refuse to buy or use something.

So well done if we got that right.

March is an organised walk to raise awareness.

Lobbying is persuading decision-makers to act, which leaves us with petition, which is collecting signatures.

So well done if we got the campaign method correct with its definition.

Each campaign method will have both advantages and disadvantages.

So it'll have good things and it will have bad things as well.

Jun says, "Protests gain public attention quickly, but they can cause conflict." Sam says, "Petitions show public support, but they require a lot of signatures to get attention.

For example, an e-petition," which is online, "needs 100,000 signatures to be debated in the House of Commons." So petitions need a lot of attention, okay? And an e-petition needs a lot of signatures.

Protests, they gain public attention very quickly, but they can cause conflict within public.

Jun says, "A boycott puts financial pressure on the target group, but takes time for it to be effective." Sam says, "Lobbying can directly influence decision-makers, but can be ignored by those in power.

Jun says, "An education campaign is informative, but change can take a long time to see." Jun says, "A social media campaign can reach a target group, but misinformation can be spread easily." Sam says, "A strike can force those power to negotiate, but it can disrupt daily life and services." And Jun says, "A march is visually powerful and it's unifying, but it needs large participation." You are counting on everyone else turning up and marching with you.

Sam says, "A fundraising campaign raises money for the issue, but it may not raise the required amount of money to make change happen to that issue." Jim says, "A public speech can directly engage and motivate, but it can be difficult to reach a large audience." So let's have a go at identifying an advantage and a disadvantage for two of the following campaign methods.

So pick two and have a go at telling us an advantage and a disadvantage of these methods.

Pause the video and have a go.

Okay, hopefully we've had enough time now to put down an advantage and a disadvantage for these campaign methods.

So if we chose protest, we might have said a good thing is that it gains public attention quickly, but a disadvantage is that it can cause conflict.

If we pick petition, we might have said it's great because it shows public support.

However, it requires a lot of signatures.

If we've picked lobbying, we might have said an advantage is directly influences decision-makers, but it can be ignored by those.

If we pick social media, we might have said an advantage is it reaches broad target group.

However, misinformation can be spread easily.

And then if we picked education campaign, we might have said an advantage is it's informative, but change can take a long time to see.

So these are some of the pros and the cons, the advantages and the disadvantages of the following campaign methods.

So the choice of campaign methods will depend on several factors, okay? So it'll depend on target group, the resources and the level, the effectiveness, how much public support there will be, the risks and the consequences of the campaign method and the timing of it.

So the target group rationale ensures the right people are reached.

Resources and level rationale is that it determines feasibility, which is how easy or how realistic it is.

Effectiveness ensures real impact.

The public support, well, it strengthens campaign influence with those there.

Risks and consequences, well avoid legal or social issues.

And timing obviously maximises relevance and impact if the timing is correct.

So a campaign methods choice does depend on this factors.

So let's have a go filling the missing words here.

Before choosing a campaign method, several blank need to be considered.

It's important to consider the blank group so the right people have reached.

To ensure feasibility, blank available must be addressed.

The blank ensures the campaign method will have real blank.

Blank support strengthens the campaign.

Considering the blank and the consequences is vital to avoid legal or social issues.

To maximise relevance and impact, it is crucial to consider blank.

So we've got some missing words here.

We need to have a go now at pausing the video and filling in these missing words.

Okay, let's go through it together.

So before choosing a campaign method, several factors need to be considered.

It's important to consider the target group so the right people are reached.

To ensure feasibility, resources available must be addressed.

The effectiveness ensures the campaign method will have real impact.

Public support strengthens the campaign.

Considering the risks and consequences is vital to avoid legal or social issues.

To maximise relevance and impact, it's crucial to consider timing.

So we had lots of different missing words here and hopefully now going through the answers, we've managed to see that we've got them correct or if not, let's correct them now.

Well done, everyone.

For this task, I would like you to have a go at writing a paragraph to explain what campaign methods are.

So you need to include a definition of what a campaign method is, an example of a campaign method, and we've explored lots of different types, an advantage and a disadvantage for the campaign method.

So what's good about this method that you've chosen, what's not so good? And then two factors that need to be considered before choosing a campaign method.

And there were several factors if you remember.

So let's pause the video now and have a go at write in a paragraph to explain what campaign methods are, good luck.

Okay, so let's have a look at how our answer compares to Aisha.

Campaign methods are the different ways people try to create change on an issue.

One example is a petition, where people sign their names to show support for a cause.

An advantage of petitions is that they can gather a lot of support quickly, but a disadvantages that decision-makers may ignore them.

Before choosing a campaign method, it is important to consider the target group to make sure the message reaches the right people and the resources available such as time and money.

The effectiveness of the method should also be considered to make sure it will have a real impact." So how does your answer compare to Aisha's? Did you pick the same campaign methods as her, which was petition or did you pick different? We have now explored different campaign methods and we're now gonna start to look at what is direct and indirect action.

Campaign methods are split into two groups, direct and indirect action.

Direct action refers to campaign methods that are media and they're visible.

They happen then and there.

Jacob says, "A march is an example of direct action." Indirect action refers to campaign methods that rely on others or systems to make change happen over time.

So it's not immediate.

Alex says, "A petition is an example of indirect action.

For example, a protest is direct, a petition is indirect, boycotting is direct, lobbying is indirect.

Education campaign is indirect, and social media is also indirect.

So some of these like protests and boycotting are direct because they happen immediately, but indirect can take some time and it relies on people and systems for that change to happen.

Strike is direct.

March, direct.

Fundraising, indirect, and public speech is direct.

So we have lots of different campaign methods and some of them are direct action and others aren't, they're indirect action.

So Sofia says, "Remember, direct action is immediate and visible, whereas indirect action happens over time and relies on others or systems." So what option best describes direct and indirect action? Is it A, B, or C? Take some time to read through your options and then choose.

So the option that best describes direct and indirect action is A, direct is immediate, whereas indirect is overtime.

Well done if you got that correct.

There are advantages and disadvantages to direct and indirect action.

For example, Alex says, "Direct action can create quick change and attract attention.

It can encourage active participation and media coverage." Izzy says, "However, there may be challenges such as a opposition or potential legal issues.

The impact may also be more short-term rather than leading to lasting change." Alex says, "An advantage of indirect action is its long-term impact, as opinions and policies change gradually.

It is often seen as less risky, avoiding confrontation and potential legal challenges." "However," Izzy says, "Indirect action results can be slow as change may take a long time.

Decision-makers are not always pressured to act and may ignore the action." So there are advantages and disadvantages of both direct and indirect action.

So from this list, select two advantages of direct action.

So pause the video, read through the options, and select two advantages of direct action.

Hopefully we said it's a quick change and it attracts attention.

So C and D.

Now let's select two disadvantages of indirect action.

Okay, time for answers.

So a disadvantage is that results can be slow and the decision-makers may choose to ignore the action.

So A and B were the two disadvantages of indirect action.

Greta Thunberg is a climate activist.

She has used both direct and indirect action to help spread her message about protecting the environment.

Sofia says, "Both types of action can be used to make a campaign more effective by reaching different target groups and increasing impact.

Some of the campaign methods Greta has used are school strikes, protests, public speeches, social media and petitions.

Andeep says, "Greta started a movement called Fridays for Future.

This is when pupils went on strike from school on Fridays to protest outside the Swedish Parliament." So what campaign methods are direct and which are indirect actions that she used? Which ones? So school strikes and protests are direct and public speeches, social media and petitions are indirect actions.

Although Greta is well known for her direct action, it's important to not overlook the power of indirect action.

Indirect action, like lobbying and media campaigns influence decision-makers, they shape public opinion.

And they do create that long-term lasting change.

So true or false? Direct action is more powerful than indirect action.

Do we think this is true or false? Hopefully we've said false because indirect action can be just as powerful as direct action and it can create long lasting change.

Just because it's not immediate doesn't mean that it's not powerful.

So to apply action to active citizenship projects, we need to create and continually revisit our action plans.

So we will have an action plan and it's got who's doing what on it, at what point, the findings from it and the further action.

Andeep says, "The further action column becomes the task to be completed with the campaign method and the target group being identified to carry out the action." Laura and Lucas are developing an action plan as part of their active citizenship project to help address the issue, do pupils have equal access to extracurricular activities or ECAs? So Lucas and Laura say that they need to consider the key factors before deciding on their campaign methods and whether we want to carry out direct or indirect action.

So they need to consider, there's lots of different factors before they decide the campaign method.

So which campaign method would you suggest for their first action? What is the target group? So the further action was for Laura to present to the ECA coordinator.

So what campaign method do you suggest and what is the target group here? Well, we would suggest that lobbying would be the best campaign method to use here, is indirect.

And the target group is obviously the ECA coordinator.

So Laura says, "Lobbying will enable me to engage with the target group, the ECA coordinator.

The ECA coordinator is the key decision-maker, influencing them is important in making ECAs more accessible." So true or false? To develop action plans, the campaign method and target group need to be identified.

Is that true or false? Hopefully we've all said it is true.

You need to be able to pick the campaign method and target group first and then have a look at the action plan.

So here we need to write a brief summary explaining direct and indirect action.

Now we need to make sure we include the definition of direct and indirect action, an example of direct and indirect action, and an advantage and disadvantage of direct and indirect action.

So just a brief summary now, pause the video and have a go.

Okay, how does your answer then compare to Sofia's? Sofia says, "Direct action is immediate and visible, such as protest.

An advantage of direct action is that it attracts attention.

A disadvantage is that the focus may be short-term rather than creating a lasting impact.

Indirect action creates change over time and relies on others or systems, such as a petition.

An advantage of indirect action is that opinions and policies change gradually, creating a lasting impact.

And a disadvantage is that decision-makers may ignore action." So did you pick the direct action as protest and the indirect action as petition? You might not have, and that's fine if you didn't.

But we should have put an action, we should have said an advantage and a disadvantage of each one also.

We have now come to the end of our lesson on what are the different types of campaigning methods we can use, and I'm just going to summarise it into a few points for us.

So every active citizenship project aims to address an issue using campaign methods to spread the message to the target group and create change.

There are a range of different campaign methods, each with their own advantages and disadvantages.

Campaign methods can be split into two types of action, direct actions such as protests and indirect actions such as petitions.

Choosing the right campaign method depends on several key factors.

For example, considering the target group ensures the message reaches the right audience for maximum impact.

Deciding between direct and indirect action involves weighing the pros and cons of each such as speed, impact, and risk.

I hope you've enjoyed today's lesson as much as I have, and I hope to see you in the next one, bye-bye.