Strategy, Campaigns
and Tactics
Technology and Human Rights Advocacy
Technology and Human Rights Advocacy • Ivan Marovic • ماروویچایوان • تکنولوژی و دفاع از حقوق بشر
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What is Strategy?
Sun Tzu "The Art of War"
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Levels of Strategy
Strategy
Campaigns
(Operations)
Tactics
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Strategy στρατηγός (Ancient Greek) -
general, commander
STRATEGY - A plan of action
or policy designed to achieve
a major or overall aim.
Example: Otpor's Strategy
against Milosevic
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Campaign / Operation campus (Latin) - open field
CAMPAIGN - More limited
plan of action aimed at
achieving a specific objective
as part of a wider strategy .
Example: "Gotov je" (He is
finished) Campaign
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Tactic τακτική )Ancient Greek( -
arrangement of forces
TACTIC - specific action
or task, within a wider
operation/campaign.
Example: road blockades
and barricades
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Strategy and Tactics “Strategy without tactics is the slowest route to
victory. Tactics without strategy is the noise
before defeat.”
(Sun Tzu, again)
TIP: Campaigns serve as links between strategy
and tactics!
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Levels of Planning
Planning strategic operational tactical
Detail low medium high
Term long term mid term short
term
Scope national regional local
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First step:
Vision and Mission
Vision of tomorrow: Where do we see ourselves
in the future?
Mission: What is our purpose?
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Planning process Analysis. Analysis. Analysis.
"So it is said that if you know your enemies and
know yourself, you can win a hundred battles
without a single loss".
Sun Tzu, The Art of War
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SWOT Analysis
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The Role of Strategy Strategy is a science and an art. But it is not
a formula.
Strategy can help a movement overcome
adverse conditions.
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Strategic Level
Goals: What do we want to achieve?
Methods: How are we going to achieve this?
Structure: What do we need to achieve this?
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Operational Level Objective: What do we want to achieve?
Message: What do we say?
Tactics: What do we do?
Organization and Resources: How do we do it?
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Ghandi's Salt March 1930
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Salt March: Objective Violate the 1882 Salt Act by making your own
salt, which is criminal offence.
Dramatize Purna Swaraj (Declaration of
Independence) in a way that was meaningful to
ordinary Indians.
Build unity between Hindus and Muslims by
fighting a wrong that touched them equally.
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Salt March: Objective ..."on the eleventh day of this month I shall
proceed with such co-workers of the Ashram as I
can take, to disregard the provisions of the Salt
Laws. I regard this tax to be the most iniquitous
of all from the poor man's standpoint. As the
Independence movement is essentially for the
poorest in the land, the beginning will be made
with this evil". Ghandi's letter to the Viceroy, Lord Irwin, March 2, 1930
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Salt March: Message “The British are ruling this country for their own
benefit, so why should we help them?”
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Salt March: Tactics
• Picketing liquor stores
• Social boycotts
• Marching to salt depots
• Salt raids
• Boycott of British cloth
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Salt March: Organization • March to the coast (390 km)
• Replacement leaders after arrest
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Tactical Level Tactical sequencing: Tactics are more
effective when they are sequenced together to
reinforce each other and maintain the initiative.
Tactical innovation: The same tactic may be
done at a new location, timing, participants,
target, message, or in a new way. Or an entirely
new tactic may be used.
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Goals and Objectives S.M.A.R.T. criteria
George T. Doran, Management Review, 1981.
There is no clear consensus about what the five
keywords mean
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S.M.A.R.T. S - specific
M - measurable
A - attainable/achievable
R - relevant
T - timely
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S.M.A.R.T. Example 1 ..."on the eleventh day of this month I shall
proceed with such co-workers of the Ashram as I
can take, to disregard the provisions of the Salt
Laws. I regard this tax to be the most iniquitous
of all from the poor man's standpoint. As the
Independence movement is essentially for the
poorest in the land, the beginning will be made
with this evil".
Technology and Human Rights Advocacy • Ivan Marovic • ماروویچایوان • تکنولوژی و دفاع از حقوق بشر
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S.M.A.R.T. Example 2 October 5th 2000, Serbia:
Specific: counter electoral fraud
Measurable: 1 million people in Belgrade
Achievable: 10 day build up, convoys etc.
Relevant: Milosevic's source of power
Timely: before the run-off elections
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Questions?
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Assignment Using the SMART Goal format, define the goal
of the human rights advocacy effort in the form
of a campaign objective and then present it in
one paragraph and less than 150 words to be
read by members of the advocacy group who did
not take part in defining of the goal.
Assignment is due Thursday, October 30th, before the next class.
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