Campaigns to End Violence against Women and Girls - Virtual ...

� Disregard the agreed alliance structure and decision-making processes.
5.2 CAMPAIGN LEADERSHIP AND MANAGEMENT
LEADING THE CAMPAIGN
Management and leadership are needed to facilitate joint work towards the campaign
goal. The two terms overlap; “leadership” tends to designate mainly motivational
aspects, while “management” has a stronger focus on organizational and planning
processes.
In alliances, the term “steering” is frequently used to designate management in a
voluntary grouping of autonomous organizations. A steering committee for example, is
often a small group of people, typically representatives of different campaign alliance
organizations, who are responsible for making decisions about the overall
implementation of the campaign. Campaigns may also appoint a coordinator for day-to-
day campaign management, or establish task forces to bring together different
members on specific aspects of the campaign, such as communications, or monitoring
and evaluation, or particular sub-themes. See also the art of collaboration in alliances
below.
It is crucial for a campaign to have some form of leadership, even if it is not expressed in
any formal management structure or job titles. Ideally, campaigning also develops
leadership among its target audiences, as they may continue to advocate for the
campaign goals (policy/institutional change campaigns), or make change in their own
lives (behaviour change campaigns).
Types of leadership: Participatory and democratic leadership is widely considered to
be most effective in campaigning, as it aims to mobilize the participants’ commitment to
the campaign, and to empower them. The leadership’s reputation, and whether the
campaign members are seen as legitimate and influential by those the campaign seeks
to mobilize and influence, is important as well.
Practical tips for determining the leadership needed
Envision the leadership necessary for the different levels and activities of the campaign:
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Campaigns December 2011