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အတိုချုံးပြောရရင်

A key segment of your supporters will only join at peak moments of your campaign — usually in response to an external event — and then disappear again. To win, you must be ready to make the most of this surge.

Beware the level-headed person if they’re angry.

— Arabic proverb

အစများ

Faza’a is a Bedouin term that means solidarity, and refers to when other tribes are called upon for help in wartime or on a specific occasion. It conveys the idea of taking rapid and imminent action to help people in danger.

Most people do not feel the need to act in circumstances they see as normal. However, a specific event — a brave act of resistance; or a disputed election, corruption scandal, or police beating — can serve as an emotional trigger, moving people to respond en masse and join actions to address the problem. They come in large numbers, with new ideas and energy, and boost your campaign for a brief while. These moments are often amplified by media, particularly social media, as trending topics generate even more attention and interest in the campaign. People’s enthusiasm is often momentary, however, which can make it difficult to retain their support once the external element of emergency that drew them to act recedes.

An example of this phenomenon is Greenpeace’s “Jordan Is Not Nuclear” campaign, which sought to stop the construction of a nuclear facility in Jordan in 2011. The number of people who were active in the campaign prior to the Fukushima disaster of 2011, which saw the partial meltdown of a nuclear reactor in Japan following a major earthquake and tidal wave, was very small compared to the number of people who were inspired to act immediately following the disaster. Thirty thousand Jordanians, including many Jordanian tribes, joined the movement in the aftermath of the disaster. They joined al faza’a (a surge of solidarity) to save their country out of fear that a similar nuclear disaster might befall them if the facility were built.

Lifted by a huge surge of support, you can transform your campaign.

There are many other examples in recent history, including the public outcry at the 2012 gang rape in Delhi, the mass outrage after the self-immolation of the Tunisian street vendor that sparked that country’s revolution and set off the Arab Spring, the Occupy Wall Street movement in the US, and so many others.

Al faza’a, in its traditional sense, is perceived as a positive trait among Arabs because it implies solidarity and friendship. Nonetheless, it presents challenges to modern campaigns because the vast majority of supporters are drawn by external events, and therefore may not share the strategic vision or values of your campaign. The key is to know what to expect and to make the most of the skills and talents that are suddenly available to you.

Lifted by a huge surge of support, you can transform your campaign from a specialist discussion going on behind closed doors among a small number of activists into a matter of public opinion (see: STORY: Stolen Gas Campaign). Use your strength of numbers to shift the balance of power and pressure decision makers to heed your demands. Also, seize the opportunity to identify potential leaders and activists and recruit them to your campaign.

Eventually, the surge dissipates, so it’s wise to set your expectations early on. Instead of being disappointed when the momentum wanes, take advantage of the opportunity to build connections with those who have specific skills or networks that may support you later on (see: PRINCIPLE: Would you like some structure with your momentum?).

Originally published in Beautiful Rising.