Módulo 3
DIGITAL ACTIVISM
1. MODULE SUMMARY, LEARNING OUTCOMES AND GUIDE TO THE LEARNING
This learning module on Digital Activism equips participants with the knowledge, skills, and attitudes necessary to understand, design, and implement digital campaigns. It fosters critical thinking about ethical and social implications, emphasizes effective communication strategies for social change, and promotes a responsible, proactive approach to digital activism. |
Learning Outcomes
In this module you will learn how to:
3.1 Explain Digital Activism and Its Context 3.2 Design and Implement Digital Campaigns 3.3 Evaluate the Ethical and Social Implications of Digital Activism 3.4 Implement effective communication strategies for Groups advocating Social Change |
Key Elements: Knowledge, Skills, and Attitudes This module offers a comprehensive exploration of digital activism, combining theoretical understanding, practical skills, and the development of ethical attitudes. Through a blend of lectures, case studies, and hands-on activities, participants can use digital tools effectively for social change while critically analyzing their strategies’ ethical and social implications.
Learning Objectives 1. Explain Digital Activism and Its Context Participants will explore the foundations of digital activism, including its historical development, core theories, and the impact of technology on political and social movements. Understanding the socio-political context and the evolution of digital tools will help participants assess how these technologies empower or limit activism. Learning Activities: Lectures and discussions on the history and theories of digital activism, alongside the study of significant social and political movements. Outcome: Participants will articulate digital activism’s evolution and identify its key drivers.
2. Design and Implement Digital Campaigns This module equips participants with the knowledge of various digital platforms, including social media, websites, and email marketing. Through hands-on workshops and projects, they will develop practical skills in campaign design, audience analysis, content creation, and performance evaluation. Learning Activities: Workshops on digital tools, group projects to create and implement campaigns, and case study analysis of successful examples. Outcome: Participants will design and execute effective digital campaigns, demonstrating proficiency in utilizing digital tools.
3. Evaluate the Ethical and Social Implications of Digital Activism Ethical and social issues such as privacy, surveillance, and misinformation are crucial in the interconnected digital activism world. Participants will critically assess case studies to understand these challenges and adopt a responsible approach to digital engagement. Learning Activities: Case study evaluations, group discussions on ethical dilemmas, and research into digital activism’s legal and social implications. Outcome: Participants will evaluate digital activism strategies, understanding their ethical and social impacts on different stakeholders.
4. Implement Effective Communication Strategies for Social Change Communication is a key component of effective activism. Participants will be introduced to communication models such as Nonviolent Communication (NVC) and Ecological Communication and will practice essential skills like active listening, mediation, and group facilitation. Learning Activities: Role-playing exercises, group facilitation practices, and communication workshops. Outcome: Participants will implement effective communication strategies and develop empowering attitudes towards motivating and leading teams advocating for social change.
Assessment and Evaluation Participants will be assessed based on their ability to apply knowledge and skills in real-life scenarios. Evaluations will include: ● Self Evaluation ● Group projects where participants design and implement a digital campaign. ● Case study analysis to evaluate ethical and social implications. ● Communication skill demonstrations through group facilitation exercises. Cultivating Attitudes for Social Change The module stresses the importance of cultivating a proactive and responsible attitude toward digital technologies. Participants will reflect on their roles as digital citizens, recognizing digital activism’s positive and negative potential. They will explore key strategies such as influencer collaboration, social media optimization, content planning, slogan creation, emotional engagement, and maintaining relevance by connecting campaigns with current events.
Conclusion By the end of this module, participants will have a well-rounded understanding of how to ethically and effectively mobilize communities online. Through theoretical exploration and hands-on practice, they will acquire the necessary skills to design impactful campaigns, navigate ethical challenges, and communicate effectively within groups advocating for social change.
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2. TOOLS
Name of the Tool | Campaign Strategy Template
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Learning outcome that it is relevant for | 3.2 Design and Implement Digital Campaigns |
What is the Tool used for (50 words) | The Campaign Strategy Template helps users structure their digital activism campaigns by identifying objectives, target audiences, key messages, and digital tools. It provides a clear framework for planning, executing, and evaluating campaigns, ensuring consistency in message delivery and maximising impact. |
Why did you choose it for this project? Why is it useful? (50 words) | This tool is useful for guiding participants through the campaign creation process, helping them apply theoretical knowledge in a practical setting. It fosters a step-by-step approach, enabling young people to understand how to organise and strategize effective digital activism efforts. |
Tips for using it effectively | Encourage participants to complete each section carefully and review it against case studies for inspiration. Pair this tool with digital analytics to track campaign performance and make iterative improvements. |
Name of the Tool | Canva / Canva for Nonprofits
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Learning outcome that it is relevant for | 3.4 Implement Effective Communication Strategies for Groups Advocating Social Change |
What is the Tool used for (50 words) | Canva for Nonprofits offers free design tools tailored for social change projects. It allows users to create visually compelling campaign materials such as social media posts, infographics, and presentations. The tool provides templates and resources specifically designed for nonprofits and social activists. |
Why did you choose it for this project? Why is it useful? (50 words) | Visual communication is key for digital activism. This tool allows young people to create professional-looking visuals that can enhance their message, helping campaigns gain traction and engage audiences effectively. It is accessible and user-friendly, even for those without design experience. |
Tips for using it effectively | Encourage trainees to explore the pre-designed templates and customise them to align with their campaign goals. Emphasise consistency in branding and messaging to create a cohesive visual identity for the campaign. |
Name of the Tool | Miro for Digital Collaboration and Brainstorming |
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Learning outcome that it is relevant for | 3.4 Implement Effective Communication Strategies for Groups Advocating Social Change |
What is the Tool used for (50 words) | Miro is an online collaborative whiteboard platform designed for team brainstorming, planning, and communication. It allows groups to work together in real-time, visually organising their thoughts, ideas, and action plans, which is essential for social change initiatives. |
Why did you choose it for this project? Why is it useful? (50 words) | Miro supports collaboration, creativity, and organisation in group projects, which are key aspects of digital activism. It fosters teamwork, enabling participants to share ideas remotely while keeping communication fluid and transparent. |
Tips for using it effectively | Use Miro to map out campaign ideas, strategies, and timelines. Create distinct areas for brainstorming, research, and task delegation, and encourage participants to use visual elements like sticky notes and diagrams to capture and organise thoughts dynamically. |
3. ACTIVITIES
| ACTIVITY TITLE | Designing a Digital Campaign for Social Change |
| Aim/objective of the activity | Provide participants with the skills to design and implement an impactful digital campaign using online platforms to advocate for social change. |
| Duration | up to 2 hours (according to how many groups) |
| Online, physical or hybrid | Hybrid |
| Preparation for the activity | Prepare a list of existing social issues relevant to the community. Provide examples of successful digital campaigns. |
| How to implement the activity. Step by step | Intro and group Formation (10 min): Divide participants into groups of 3–4. Each group selects a social issue they want to address. Campaign Design (total 1 hour): Groups brainstorm (10 min) and design their campaigns, identifying target audiences, key messages, and digital platforms. Provide guidance on content creation and communication strategies. Campaign Presentation (up to 30 min): Each group presents their campaign, explaining its goals, audience, and platform strategy. (5 minutes each) Feedback & Discussion (20 min): Facilitators and peers provide constructive feedback on each campaign, focusing on potential impact, creativity, and digital strategy. |
| Tips for the trainer | Facilitate discussions on ethical considerations in digital activism. Provide technical support and online collaboration tools (e.g., Google Docs, Trello) to support group work for online/hybrid settings. |
| Materials, equipment, facilities needed | Computer/tablets/ smartphones with internet access. Presentation tools (e.g., PowerPoint, Canva). Flipcharts and markers (for physical settings). |
| Links to online tools and resources | Canva for creating campaign visuals: Canva Google suite for collaborative online work Trello for project management: Trello |
| ACTIVITY TITLE | Mapping Online Hate Speech and Activism Tactics |
| Aim/objective of the activity | To help participants identify and analyze various online hate speech instances and the corresponding digital activism tactics used to counter them, fostering critical thinking and pattern recognition. |
| Duration | 90 min |
| Online, physical or hybrid | Hybrid (can be fully online or physical) |
| Preparation for the activity | Collect examples of hate speech and digital activism responses (e.g., tweets, social media posts, news articles) for participants to analyze. Provide templates for participants to use for mapping patterns (could be a simple digital or paper template). |
| How to implement the activity. Step by step | Intro (10 min): Briefly explain the different types of hate speech and activism tactics (e.g., counter-speech, awareness campaigns). Team Work (45 min): In small groups, participants are provided with examples of online hate speech and digital activism responses. They map out key patterns, noting what tactics worked and why. Presentation & Discussion (35 min): Each group presents their findings, discussing which tactics they found most effective. Open a broader conversation on how digital activism can adapt to emerging forms of online hate. |
| Tips for the trainer | Encourage participants to focus on the reasons why certain tactics were effective or ineffective. Ensure that the examples cover a wide range of platforms and issues to provide diverse learning. |
| Materials, equipment, facilities needed | Digital or printed templates for mapping. Computers or devices for accessing online examples (for online or hybrid) |
| Links to online tools and resources | Visual mapping tools like Miro: Miro manual: We CAN! Taking action against hate speech through counter and alternative narratives guide: UNESCO – «Youth-led Guide on Prevention of Violent Extremism through Education» framework: European Commission – Combating hate speech and hate crime Measures to prevent and combat different forms of hatred and to protect victims. resources: Institute for Strategic Dialogue (ISD) – «Online Civil Courage Initiative» |
| ACTIVITY TITLE | Virtual Protest Design |
| Aim/objective of the activity | To simulate a virtual protest, teaching participants how digital tools can be used to mobilize and raise awareness about social issues without physical presence. |
| Duration | 90 min |
| Online, physical or hybrid | Online or hybrid |
| Preparation for the activity | Share examples of virtual protests (e.g., Twitter storms, online petitions, hashtag activism). Prepare digital templates for signs, slogans, or online petitions. |
| How to implement the activity. Step by step | Intro (15 min): Present the concept of virtual protests, highlighting how they can amplify voices without physical presence (e.g., hashtag campaigns, online petitions). Group Activity (45 min): Participants, in groups, create their own virtual protest around a social issue, including crafting a clear message, designing digital signs or slogans, and selecting platforms to launch it (e.g., social media, websites). Presentation & Discussion (30 min): Groups share their virtual protest designs and discuss how to mobilize online participants. |
| Tips for the trainer | Encourage participants to think about the reach and accessibility of their virtual protests (e.g., how to include different communities). Emphasize the importance of timing and coordination in digital activism. |
| Materials, equipment, facilities needed | Online protest design templates (digital signs, hashtags, etc.). Computers or tablets for designing and sharing (for online/hybrid). |
| Links to online tools and resources | Free virtual protest platform: Change.org |
| Question 1 | How effectively did participants engage in the process of identifying a relevant social issue and designing their digital campaign? |
| Question 2 | What were the strengths and weaknesses of the participants’ strategies in selecting digital platforms and crafting key messages for their target audiences? |
| Question 3 | How well did I support participants in understanding digital activism’s ethical considerations and utilizing collaboration tools for campaign development? |
4. CASE STUDIES
| Title | #MeToo Movement: A Digital Campaign for Social Justice |
| Summary in 50 words for website | The #MeToo movement demonstrates the power of digital activism in advocating for social justice. Initiated as a hashtag in 2006, it became a global campaign against sexual harassment and assault, showing how social media can unite voices and drive policy change on a massive scale. |
| Relevant Learning Outcome/s | Learning Outcome 3.2: Design and Implement Digital Campaigns Learning Outcome 3.3: Evaluate the Ethical and Social Implications of Digital Activism Learning Outcome 3.4: Implement Effective Communication Strategies for Groups Advocating Social Change |
| Purpose of the case study. Why it’s relevant. What issues does it address? Brief synopsis of case study story. (150 words) | The #MeToo movement is a relevant case study because it showcases the role of social media in amplifying marginalised voices and achieving societal change. It addresses issues of gender-based violence, harassment, and inequality, illustrating how digital platforms can empower individuals and ignite global conversations. The movement started with a simple hashtag that encouraged individuals to share their personal experiences, which in turn led to increased awareness and reforms in both social and legal arenas. By analysing the strategies employed in #MeToo, learners can understand the importance of messaging, community engagement, and ethical considerations in designing impactful digital campaigns. This case study underscores how collective action, when empowered by digital tools, can lead to real-world impacts. |
| Other links to images, website, videos, and further information. |
#MeToo Website NYT: #MeToo Movement Time: Silence Breakers |
| Questions | Learning Outcome/s |
| How effectively did the #MeToo movement leverage digital platforms to engage and mobilize individuals across different communities and regions? | LO 3.2 |
| What were the key ethical considerations and challenges faced by the #MeToo movement in promoting sensitive personal stories, and how were these challenges addressed? | LO 3.3 |
| In what ways did the #MeToo movement contribute to lasting social and legal changes, and how can these strategies be applied to other digital activism campaigns? | LO 3.2 & LO 3.4 |
| How did the #MeToo movement balance the amplification of individual voices with the need for collective action, and what lessons can be drawn from this approach? | LO 3.3 & 3.4 |
| What communication strategies used by the #MeToo movement can be adopted to foster inclusivity, diversity, and solidarity in other digital activism campaigns? | LO 3.4 |
5. NEED TO KNOW
| Title | Portugal: Police Brutality Against Black Women And Claudia Simões’ Battle For Justice |
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| Type of resource | Article |
| Short Description | The article on Migrant Women Press highlights the case of Cláudia Simões, a Black woman from Angola who was brutally assaulted by a Portuguese police officer in Lisbon in January 2020. The incident began when Simões’ daughter forgot her bus pass, and it quickly escalated into a violent confrontation where Simões was beaten in front of her child. Despite visible injuries and video evidence, Simões found herself entangled in a legal battle, with the officer receiving a suspended sentence while she faced charges for defending herself. |
| Link | click here |
| Relevant Learning Outcome | LO 3.1 & LO 3.2 |
| Title | MeToo Movement |
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| Type of resource | Website |
| Short Description | As a global, survivor-led movement, the Me Too Movement is committed to addressing sexual violence by fostering healing, advocating for justice, and empowering survivors to take action and leadership. Founded in 2006 by Tarana Burke, it aims to support survivors by providing resources, raising awareness, and creating safe spaces for those affected by sexual violence. The movement’s website offers tools for healing, storytelling platforms, and ways to connect with advocates and resources. Whether you’re at the beginning of your journey or seeking long-term support, the Me Too Movement is there to help survivors rebuild their lives. |
| Link | click here |
| Relevant Learning Outcome | LO 3.1, 3.2 & 3.3 |
| Title | Black Lives Matter |
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| Type of resource | Website |
| Short Description | The Black Lives Matter website envisions a future where Black people across the globe thrive, experience joy, and are no longer defined by their struggles. Rooted in a commitment to liberation, BLM advocates for a world free from police, prisons, and punitive systems, focusing instead on justice, joy, and cultural empowerment. The movement works both within and outside of traditional systems to address the legacies of oppression, reimagine current structures, and invest in the future of Black communities. Through policy change, community investments, and a deep commitment to arts and culture, BLM strives to heal historical wounds and build a more equitable future for all Black lives. The website offers resources for activism, updates on policy initiatives, and ways to engage with community-based efforts that support Black empowerment. |
| Link | click here |
| Relevant Learning Outcome | LO 3.1, 3.2 & 3.3 |
6. DIG DEEPER
7. SEE IT IN ACTION
| TED TALK Wael Ghonim, an Egyptian internet activist, speaks about the role of digital tools in fueling the Arab Spring. This talk emphasizes the potential and challenges of digital activism in effecting social change. | click here |
| TED TALK Although not exclusively about digital activism, this talk is often referenced in the context of social movements. Sivers discusses how social movements start, highlighting the importance of leadership, early followers, and community support. Movements are more about empowering others to take part, which is a key concept in digital activism where mass participation can lead to big changes. | click here |
8. SELF ASSESSMENT QUIZ
Questions | Learning Outcome/s |
How well do I understand digital activism’s historical context and key drivers, and how can I apply this knowledge to my advocacy efforts? | LO 3.1 |
What digital tools and platforms am I now confident in using to design and implement a digital campaign, and how can I tailor these tools to reach my target audience effectively? | LO 3.2 |
How do I evaluate digital activism’s ethical and social implications, and what steps can I take to ensure my campaigns are ethical and impactful?
| LO 3.3 |
How effectively can I identify and address privacy issues, digital surveillance, and misinformation in my digital activism strategies?
| LO 3.3 |
What communication strategies have I learned to help me build and motivate teams advocating for social change, and how can I improve my skills in facilitating these groups?
| LO 3.3 |
How has this module changed my understanding of my role as a responsible digital citizen, and how can I continue to apply ethical practices in my future digital activism efforts?
| LO 3.3 & 3.4 |