Nonviolent action? Let me count the ways...

Nonviolent action has been the tools of NGOs, freedom fighters and individuals seeking political and social change without bloodshed for centuries. Advocates of nonviolent resistance include Martin Luther King, Mahatma Ghandi and Nelson Mandela, and modern examples are for instance the Orange Revolution in Ukraine, the "velvet revolution" in Iran and the recent uprisings in Tunisia and Egypt.

The last examples have by many been attributed to the writings of the American Harvard Professor and Nobel Peace Prize nominee, Gene Sharp who in 1973 published the hugely influential book “The Politics of Nonviolent Action”. His idea is that no ruler can rule a people who refuse to obey, that any ruler is only as strong as his subjects’ obedience to his orders. Ultimately the power of any state derives from the subjects of the state.

Gene Sharp

Included in this work, and in his consequent publications (including the widely distributed and translated work “From Dictatorship to Democracy”, the “guidebook” to nonviolent revolution) is a list of 198 different methods of nonviolent action, ranging from the use of colours to the importance of public assemblies (like the orange in Ukraine and the Tahrir Square in Cairo).

As the list was written back in the 70s, naturally it does not take into account new inventions and developments like the internet and social media, which turned out to be an important part in uprisings such as the one in Egypt). It would be really interesting, especially to those working in NGO PR, to see what tactics could be added to the already extensive list of tools, whether you’re trying to topple a dictator or fight things like racism or social inequality on a smaller scale.

Any suggestions on what should go on such a list?

Hope, not despair, brings support to NGO campaigns

When working in the NGO sector, dealing with victims of poverty, war, deforestation or other serious hardship, it can be tempting to try and use the despair to make people want to help. Thinking something like “If we can only make people see how hard life is for this little girl in the slums of New Delhi, surly they would give us money to make it better” may seem to make sense, but actually often has the opposite effect.

When faced with overwhelming problems like world poverty, or global warming, you find that they often feel paralyzed by the enormity of what needs to be done. If you also add in messages of suffering, or guilt for not doing enough, chances are that you potential donor will just switch the channel, or walk away.

One NGO that has understood this is WWF who found that their old scare campaigns about the effects of global warming should we chose to ignore it, just weren’t working. They decided to device one that was positive and empowering instead, and that was the start of Earth Hour. By giving people an achievable task (turning off their lights for an hour each year) WWF have managed to mobilize a billion people worldwide, including local governments, companies and celebrities, making a stand for sustainability and against climate change. By focusing on happiness, positivity and the message that by standing together we can move mountains, WWF has managed to engage with people in a way a scare campaign would never do.

While the act of turning off your light for 60 minutes a year won’t achieve much in that respect, it is always easier to ask people who are already involved to up the ante. And when engaging those who have the power to accomplish the needed structural change, it is always nice to point to a billion supporters championing your cause in a very visual way.