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Insights into global advocacy:
Oxfam’s GROW campaign

Executive Certificate
Advocacy in International Affairs
March 2014
Glenn O’Neil
oneil@owlre.com
www.owlre.com
What is GROW?

Video: http://www.youtube.com/watch?v=hkg9ADEIPXM#t=29

2
What is GROW?
A four year food justice global campaign 2011 - 2015
“Find better ways to grow, share and live
together, to help build a future where everyone
on the planet always has enough to eat.”

1.
2.
3.
4.
5.

Five objectives:
Helping grow movements
Stopping land and water grabs
Reaching a global deal on climate change
Investing in small-scale food producers, particularly women
Responding to global food price crises
3
Impact chain / theory of change

4
GROW activities
•
•
•
•

Active in some 50 countries: 16 north and 34 south
Seen as the global unifying campaign for Oxfam worldwide
National objectives are combined with international projects
and spikes
Some 70 Oxfam staff engaged full-time on GROW plus
many internal coalitions and external alliances

Lobbying

Media
work

Public

Policy
research

mobilization

5

Coalition
building

Online
actions
GROW
timeline
2011 - 2013

6
Insights into global campaiging
•

Oxfam commissioned a mid-point external evaluation in
2013 - carried out by Owl RE (Glenn O’Neil & Patricia
Goldschmid)
Next slides summarise insights from this evaluation as to
how Oxfam carried out their campaigning and what results
were seen
“Deep dives” into three out of five objectives:

•

•
1.
2.
3.
4.
5.

Helping grow movements
Stopping land and water grabs
Reaching a global deal on climate change
Investing in small-scale food producers, particularly women
Responding to global food price crises
7
Helping grow movements
Engaged with up to 5 million people

Content
creation

Online
petitions

Building
coalitions

Issues:
Sahel
Land grabs

Pressure
on
decision
makers

In the South e.g. :
Bangladesh
Burkina Faso
Guatemala

Access
to
decision
makers

Consumption &
food purchases
Food
fairs

Consumer

advice
8

Change to
consumer
habits
Stopping land and water grabs

Video: http://www.youtube.com/watch?v=yT_DJmmdsJc

9
Stopping land and water grabs
Media
work

Lobbying
Policy
research
Social
media

Policy
research

Land
Freeze
campaign

Public
African Union
The Philippines
Vietnam
The Netherlands

Lobbying

South Sudan
Burkina Faso
Bangladesh
Guatemala

Policy
research

Policy
change
on land

Halt
illegal
land /
water
practices

Stunts

Lobbying
mobilization

Policy
change
on land

mobilization

Local
activism

Public

World Bank

Stunts

Behind
the
Brands

Top ten food
companies

Social
media
Media
work

10

Policy
change
on
supply
chain
Stopping land and water grabs

11
Stopping land and water grabs

Video: http://youtu.be/JsTi8LrTLFg

12
Investing in small-scale food producers
Building

Building
capacity

coalitions

15 countries
Lobbying

Events

Events

Building
capacity

Female
Food
Heroes
Lobbying

Empower
food
producers

15 countries

Access
to
decision
makers
Awareness

on
women’s
role

Media
work
13
Investing in small-scale food producers

Video: http://www.youtube.com/watch?v=MWo2p5LFVUo

14
Facilitated campaign success
• Created through a broad consultation within Oxfam
• Consistent GROW brand adopted widely
• Engaging Southern partners in the concept phase ensured
ownership
• Flexibility of GROW allowed for local adaptation
• The critical mass factor for initiatives such as Female Food
Heroes and Behind the Brand;
• The proximity and relevance to other programmes
• The selection of precise policy areas
• The combination of media, public mobilisation and policy in
campaigning

15
Hindered campaign success
•
•
•
•
•
•

Difficult start and focus
Inability to create a critical mass around most initiatives
Inability to build a global movement
Coordination, focus and resource issues
The lack of coalition building in the North
The lack of mechanisms to identify and profile Southern
issues
• Divergence in focus by some affiliates linked to
inconsistencies in supporting campaign priorities
• Inconsistency between the North and South about the
sensitivity of the land issue
• “Battle of interests” to win policy support

16
Further resources
GROW website:
http://www.oxfam.org/en/grow/what-is-grow
Introduction to GROW:
http://www.oxfam.org/sites/www.oxfam.org/files/grow-manifesto-may2011-eng.pdf

Mid-point GROW evaluation report:
http://www.oxfam.org/sites/www.oxfam.org/files/oxfam-grow-midterm-report-oct2013.pdf

Contacts:
oneil@owlre.com

@glenn_oneil
glennoneil
www.owlre.com
www.intelligentmeasurement.net
17

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Insights into global advocacy: Oxfam's GROW campaign

  • 1. Insights into global advocacy: Oxfam’s GROW campaign Executive Certificate Advocacy in International Affairs March 2014 Glenn O’Neil oneil@owlre.com www.owlre.com
  • 2. What is GROW? Video: http://www.youtube.com/watch?v=hkg9ADEIPXM#t=29 2
  • 3. What is GROW? A four year food justice global campaign 2011 - 2015 “Find better ways to grow, share and live together, to help build a future where everyone on the planet always has enough to eat.” 1. 2. 3. 4. 5. Five objectives: Helping grow movements Stopping land and water grabs Reaching a global deal on climate change Investing in small-scale food producers, particularly women Responding to global food price crises 3
  • 4. Impact chain / theory of change 4
  • 5. GROW activities • • • • Active in some 50 countries: 16 north and 34 south Seen as the global unifying campaign for Oxfam worldwide National objectives are combined with international projects and spikes Some 70 Oxfam staff engaged full-time on GROW plus many internal coalitions and external alliances Lobbying Media work Public Policy research mobilization 5 Coalition building Online actions
  • 7. Insights into global campaiging • Oxfam commissioned a mid-point external evaluation in 2013 - carried out by Owl RE (Glenn O’Neil & Patricia Goldschmid) Next slides summarise insights from this evaluation as to how Oxfam carried out their campaigning and what results were seen “Deep dives” into three out of five objectives: • • 1. 2. 3. 4. 5. Helping grow movements Stopping land and water grabs Reaching a global deal on climate change Investing in small-scale food producers, particularly women Responding to global food price crises 7
  • 8. Helping grow movements Engaged with up to 5 million people Content creation Online petitions Building coalitions Issues: Sahel Land grabs Pressure on decision makers In the South e.g. : Bangladesh Burkina Faso Guatemala Access to decision makers Consumption & food purchases Food fairs Consumer advice 8 Change to consumer habits
  • 9. Stopping land and water grabs Video: http://www.youtube.com/watch?v=yT_DJmmdsJc 9
  • 10. Stopping land and water grabs Media work Lobbying Policy research Social media Policy research Land Freeze campaign Public African Union The Philippines Vietnam The Netherlands Lobbying South Sudan Burkina Faso Bangladesh Guatemala Policy research Policy change on land Halt illegal land / water practices Stunts Lobbying mobilization Policy change on land mobilization Local activism Public World Bank Stunts Behind the Brands Top ten food companies Social media Media work 10 Policy change on supply chain
  • 11. Stopping land and water grabs 11
  • 12. Stopping land and water grabs Video: http://youtu.be/JsTi8LrTLFg 12
  • 13. Investing in small-scale food producers Building Building capacity coalitions 15 countries Lobbying Events Events Building capacity Female Food Heroes Lobbying Empower food producers 15 countries Access to decision makers Awareness on women’s role Media work 13
  • 14. Investing in small-scale food producers Video: http://www.youtube.com/watch?v=MWo2p5LFVUo 14
  • 15. Facilitated campaign success • Created through a broad consultation within Oxfam • Consistent GROW brand adopted widely • Engaging Southern partners in the concept phase ensured ownership • Flexibility of GROW allowed for local adaptation • The critical mass factor for initiatives such as Female Food Heroes and Behind the Brand; • The proximity and relevance to other programmes • The selection of precise policy areas • The combination of media, public mobilisation and policy in campaigning 15
  • 16. Hindered campaign success • • • • • • Difficult start and focus Inability to create a critical mass around most initiatives Inability to build a global movement Coordination, focus and resource issues The lack of coalition building in the North The lack of mechanisms to identify and profile Southern issues • Divergence in focus by some affiliates linked to inconsistencies in supporting campaign priorities • Inconsistency between the North and South about the sensitivity of the land issue • “Battle of interests” to win policy support 16
  • 17. Further resources GROW website: http://www.oxfam.org/en/grow/what-is-grow Introduction to GROW: http://www.oxfam.org/sites/www.oxfam.org/files/grow-manifesto-may2011-eng.pdf Mid-point GROW evaluation report: http://www.oxfam.org/sites/www.oxfam.org/files/oxfam-grow-midterm-report-oct2013.pdf Contacts: oneil@owlre.com @glenn_oneil glennoneil www.owlre.com www.intelligentmeasurement.net 17