Toolbox:

An interconnected web of the key strategies and tactics that have inspired people-powered victories & upended the status quo. Start anywhere and explore…

Principle

Brand or be branded

Brand or be branded

Though the concept of branding has a negative connotation, especially among anti-corporate activists, it can, and indeed should, be used proactively to amplify your message and persuade your target audience.

Principle

Stay on message

Stay on message

When we exercise message discipline, we stay focused on our core message; create harmony between our words, visuals, and actions; and communicate exactly what we want our audience to know.

Story

Harry Potter Alliance

Harry Potter Alliance

An innovative cultural campaign that mobilized the huge Harry Potter fan-base to fight for justice, human rights, and democracy in our world, just like Harry did in his world.

Story

#​This​Flag

#​This​Flag

One individual’s outcry for a better future inspired the citizens of Zimbabwe to find their courage and overthrow a ruthless dictator.

Principle

Delegate

Delegate

Things get done only when the task is clearly defined and on someone’s to-do list. Delegate!

Tactic

Currency hacking

Currency hacking

Money can speak loudly, whether we’d like to admit it or not, so why not turn it into a tool to protest and organize, by stamping messages on local currency, and turning bills into leaflets.

Tactic

Guerrilla projection

Guerrilla projection

With a clever image, a high-powered projector, and a little moxie, you can literally shine a spotlight on your opposition.

Principle

Turn the tables

Turn the tables

Sometimes the most compelling way to expose an injustice is to flip it around and theatrically re-visit it upon the perpetrator (say, by dumping sewage outside the company that's polluting your community).