Long before the rise of digital campaigning there were direct action campaigning in the field. They are still critical. Today digital and field campaign tracks are usually designed to complement each other. This chapter outlines the factors to consider when mounting a field campaign, the overall strategic options and the different tactics that have proven most effective ranging from banners, to rallies, and non-violent civil disobedience.
With the advent and growth of the internet, websites, and social media, digital strategies and tactics have become a critical part of social and environmental corporate campaigns. This chapter provides a set of criteria to guide the selection of digital options and shares examples from previous campaigns on their effectiveness.
Most companies respond with a public relations counter-offensive. Some respond with a more aggressive legal offensive. In this chapter we examine the typical ways that companies have attempted to shield themselves from social and environmental corporate campaigns or initiate legal actions. The chapter discusses how to anticipate, neutralize, and even these around.