Livability Campaigning Toolkit

Livability’s guide to effective campaigning Copyright, Livability 2011

Welcome to the Livability’s campaigning toolkit Livability has been fighting against poverty and discrimination for over 160 years. While much has changed for the better during that time, there is still a long way to go before disabled and disadvantaged people have true equality in the UK. A child born with a disability, or brought up in a deprived neighbourhood, is likely to experience major disadvantages economically, socially and in terms of health and education. This is not good enough. Recent research (The Spirit Level) has shown that inequality is actually bad for everyone and leads to a breakdown in trust, poor health, stress, broken relationships and violence. The good news is ordinary people can bring about change. “Never doubt that a small group of thoughtful, committed citizens can change the world.

Indeed, it’s the only thing that ever has” says the famous quote from Margaret Mead. Livability has never doubted this either and is committed to helping you bring about change to your community, friends, relatives and to the wider UK. Disabled people in the UK are some of the most disadvantaged and vulnerable in our society. Livability works with adults and children with physical and learning disabilities helping them to lead full, independent lives and maximise their own potential. Campaigning is a crucial part of our work in order to ensure that disabled 2

people and their families get access to the right care, support and advice.

Much still needs to be achieved in term of disabled people having access to education and work opportunities as well as adapted housing and suitable transport facilities. Statistics also show that disabled people are more likely to struggle financially with disabled people being twice as likely to be in material poverty than their non disabled counterparts.

For many, having to face discrimination and misconception about their disability remains a reality. Often disabled people can fell isolated and excluded from their local community and society in general.

Campaigning allows us to bring all these issues to light and to change things for the better. All that is necessary for the triumph of evil is that good men do nothing. is the challenge from Edmund Burke to break the apathy which often permeates our society.

If we can mobilize men and women of all ages and backgrounds to campaign for the disabled and disadvantaged we can bring real change and hope where discrimination and injustice exists. This belief is in the roots our Christian faith at Livability which believes in change even in the most seemingly difficult situations.

We hope this handy toolkit will help you develop your own campaigning activities and provide you with some of the advice and support you might need.

Mike Smith, Livability Chief Executive

Introduction 1. Defining your campaign strategy

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• Aims

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• Call to action

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• Gathering evidence

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• Your audience

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• Keep it simple, keep it focused

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• Partnership working

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• Resources

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• Time scale

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2. Let’s campaign!

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• Politicians and decision-makers

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• Petitions

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• The media

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• Events

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• Campaign material

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• Evaluation

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3. Contact us

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1. Defining your campaign strategy Why do we campaign?

Campaigns usually start because you feel strongly about an issue and/or because this issue affects you personally. You see a problem and want to find a solution to it. Raising awareness of a disability issue and making a difference often involves getting support from the general public and the media as well as influencing decision and policy-makers such as MPs and ministers. Below are the first steps in turning your campaigning idea into reality:

Aims Your first step should be to define clearly and simply what your campaign is about and what you want to achieve.

For example: are you trying to prevent a local day care centre from closing? Do you want to improve the access to your local cinema for wheelchair users?

Write down in a couple of sentences what your aims are.

Call to action You need to think about what you want to achieve as a result of your campaign and what a successful outcome would be.

For example: if you are campaigning about preventing the closure of a day care centre, you could be calling for your local authority to change their mind and save the centre or you could be calling for the public to help you fundraise to keep the centre open.

Write in a few concise words what your call to action is going to be.

Gathering evidence Your campaign needs to be backed by clear facts and evidence so that you can demonstrate and explain to others what the issues are.

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For example: in the case of a day centre potential closure, you would need to state how many disabled people would be affected and how the closure would diminish their quality of life and be a threat to their independence. You might also need to gather financial information, for example how much it would cost to keep the day care centre open, and also gather personal testimonies from the individuals attending the centre.

Gather all your written evidences, statistics and testimonies.

They will become the backbone of your campaign.

Your audience Who do you want to reach with your campaign? Who can make a difference by giving you their support? Who are the decision-makers?

For example: In the case of a day care centre being threatened with closure, you would want to gather support from would-be your local community, your local media and local politicians.

Keep it simple; keep it focused As with all communications, avoiding jargon, going straight to the point and being clear and concise will help you reach your audience and keep them interested.

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Avoid bringing too many issues into one campaign as this will dilute your message and confuse your audience.

You might be well-versed in terms of disability and the issues attached to it but your audience might not be. Keep your communications simple but effective.

Partnership working You might want to look out for other individuals and organisations who could become involved in your campaign.

You might want to seek the backing of a disability charity such as Livability or other established disability groups and campaigning organisations.

For example: In the case of a day care centre potential closure, you could seek support from other disabled people attending the centre and their families as well as the centre’s staff. You could also contact Livability and ask us to endorse your campaign.

Resources Be realistic about how much time and energy or funds you can dedicate to your campaigning activities. Make sure that your aims are achievable.

Time scale It is a good idea to draw a timetable of activities and plan your campaign clearly and step by step, especially if you are working in partnership with others.

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2. Let’s campaign!

Now that you have done your research and clearly defined your campaign aims, it is time to put it all into practice. Below are a few tips and advice on who to contact and how to raise awareness of your issues.

Politicians and decision-makers One of the most effective ways of getting your message across and achieving real change is to win the backing of decisionand policy-makers. In practice this will mean targeting: MPs, peers, ministers and local authorities.

You can do this by writing a clear, engaging letter highlighting your concerns and how you want them to be addressed or by seeking a personal meeting with these decision-makers.

You can find out who your local MP is by: • Asking your local reference library or local town hall • Telephone the House of Commons Information Office 0207 219 4272 • Go to http://findyourmp.parliament.uk 7

Contact your MP by: • Writing to your MP at House of Commons, London SW1A OAA • Ringing the House of Commons general number and ask to be put through an MP’s office • Contacting your MP by email. Addresses can be found at: www.parliament.co.uk • Making an appointment to visit their constituency office.

Most MP hold regular surgeries.

You can find out about your local councillors by: • Going to www.direct.gov.uk • Visiting your local library • Visiting your local council’s website.

Just like with MPs, you can contact your local councillors by letter, by attending their surgeries or by asking for a specific meeting.

Other key decision-makers you might want to involve in your campaigning activities could include: Primary Care Trusts (PCTs); Strategic Health Authorities (SHAs); NHS Trusts.

If your have arranged a meeting with a key decision-maker, make sure that you prepare for it well. Make a note of the key points you will want to raise with them and what you want the person you are meeting to do for you and your campaign.

Have all your key facts and evidence at hand. If you are asked to provide a piece of information you do not have, just make a note of the question and explain to the person you are meeting that you will get back to them with more details.

If you live in Wales: Since 1999 The National Assembly for Wales has been granted power to make decisions on health policy in Wales. There are 60 Assembly Members (AMs). You have a constituency AM and then four ‘additional member’ AMs who represent your area in the Assembly. You can find out who your AMs are by visiting www.assemblywales.org or calling 0845 010 5500.

If you live in Northern Ireland: In 2007 the power to make decisions on issues of health and public health and other devolved issues was returned to the Northern Ireland Assembly. You have six Members of the Legislative Assembly (MLAs) who represent you at Stormont.

You can find out who your local MLAs are by visiting www. niassembly.gov.uk or phoning the Northern Ireland Assembly on 028 9052 1333.

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If you live in Scotland: Since 1999 the Scottish Parliament has had responsibility for health policy and public health in Scotland. Everyone is represented by one MSP for their constituency and an additional seven MSPs who cover an entire region. You can find out which MSPs represent you by visiting www.scottish. parliament.uk or by calling 0131 348 5000.

Petitions Petitions are a good way to gather support from the general public for your campaigning issues. You can then show decision-makers that you have the backing of a large number of people. If you want to start an e-petition you can easily do so at: http://epetitions.direct.gov.uk/

The media Getting your local/regional/national media involved in your campaign is a great way to increase its visibility. This can put more pressure on decision and policy makers to address your concerns.

You can contact the media by: • Sending out a press release highlighting your campaign and its aims • Writing a letter for the “Letter to editor’’ section of relevant newspapers • It is always best to email a journalist in the first instance.

You can follow up with a phone call once you have sent some material to a journalist to discuss things further • Press releases should be emailed to the News Desk of a newspaper/radio station/television station. Ring the general number of the media outlet you want to target to get the right email address for the News Desk • You will usually find the address where letters to editors should be sent in the “your letters’’ or “letters to editor’’ sections of a newspaper.

• Press releases should be short and concise (two sides of an A4 maximum) • Give your release a date and title (the title should try to describe your campaign in a few words) • Include a short quote from yourself or the main campaign spokesperson in the release • At the end of the press release include a contact number or email where journalists can reach you if they want to follow up on your story • In your press release, grab your reader’s attention with a 9

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good first paragraph featuring clear information on what your campaign is about Don’t send your release as an email attachment, copy it into the body of your email Remember that journalists work to tight deadlines and are really busy people. Always be concise and courteous when dealing with the media and journalists will be more likely to want to work with you If you are asked to take part in an interview to publicise your campaign, remember to stick to your campaign aims and call to action and explain how the general public can support you and get involved.

Events Your campaign might benefit from the organisation of an awareness raising or fundraising event. You could hold a conference, and official launch event for your campaign or a publicity “stunt’’.

Publicity “stunts’’ are used to generate media coverage and often involve providing journalists with a good photo opportunity.

If you organise a photo opportunity make sure you have any relevant permissions, particularly if it’s taking place on private property. Always keep things tasteful and appropriate!

Contact the relevant media about your event at least a week in advance, so they can plan if they wish to send a photographer or journalist along.

When organising any type of event, always think carefully about organisation and any potential health and safety issues.

Campaign material You will want to “spread the word’’ about your campaign.

Budget permitting, publicity material such as posters, flyers, tee-shirts or postcards can be a way to bring attention to your campaign. Also make use of the internet and social media (Twitter, Facebook) to disseminate your message and keep your supporters updated.

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Evaluation Always evaluate your campaign and measure your impact.

Look at what was successful and what did not work so well.

This will help you become more and more efficient in your campaigning activities.

Above all, don’t get disheartened! Campaigning for the rights and welfare of disabled people is a long-term goal.

Remember that you can make a difference and that your voice matters.

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3. Contact us The Livability website, www.livability.org.uk, features a wealth of information about our services as well as our campaigning work.

If you want to contact Livability about your campaigning issues and ask for our support email: campaigns@livability.org.uk or ring 0207 452 2126 or 0207 452 2084

Central office: Livability 50 Scrutton Street London EC2A 4XQ www.livability.org.uk Phone Email 12

020 7452 2000 info@livability.org.uk

Patron HRH The Princess Royal Charity registration no. 1116530 Company registration no. 5967087 Livability is the new face of John Grooms and the Shaftesbury Society