Analysis Of Black Lives Matter Campaign Strategy

Students will research, analyse and critically appraise an existing activism campaign aimed at addressing a social or environmental issue.

Yo are required to choose one campaign from the following list:

1. Black Lives Matter -http://blacklivesmatter.com/
2. Vote Home Campaign (Australians for Affordable Housing) - http://housingstressed.org.au/
3. Campaign against emerging tech - http://emergingtech.foe.org.au/about-us/

Once the campaign of interest has been chosen, students will critically analyse and appraise campaign objectives, planning, design and outcomes and write up their findings in s business report.

Purpose and Aims

Black Lives Matter is the political intervention that primarily promotes for the saving the black lives for the sake of community. It has been observed that black lives are getting targeted to be diminished day-by-day. Therefore, the primary objective of Black Lives Matter to save black lives by conducting various campaigns, events and activities. An effective strategic map has been prepared based on which the primary aims and objectives of Black Lives Matter has been analyzed in detail. The primary purpose of this strategic map would be evaluating the ways on how the campaign of Black Lives Matter would be successful (blacklivesmatter.com 2017).

Integrated strategy map:

The integrated strategic map is as follows:

Figure 1: Integrated Strategic Map

(Source: Created by the author) 

The overall objectives of Black Lives Matter are as follows:

• To give the black a social recognition to feel the taste of globalization
• To maintain diversity in the society for making an effective collective decision making process
• To build an affirming space for black woman so that they can be free from sexism, misogyny as well as male centeredness

The immediate goal of this particular campaign of Black Lives Matter is to promote diversity by saving the lives of blacks.

As per the belief and ideology of Black Lives Matter it is evident that blacks should be rescued from the political conflicts for the sake of social development. Therefore, this particular political intervention has decided to use to an effective campaign by using the popularity of media in order to highlight the activity globally (Nero 2017). Various media tools have been used in order to place their campaign in different geographical boundaries.

Social community plays a major role in making the entire campaign successful. Black Lives Matter would not be able to take any immediate step without the help of social community (Watkins 2017). Therefore, the intense co-operation from the community member is highly needed. In order to make the community people understand about the importance of saving black lives, Black Lives Matter has decided to give the notion of globalization and its importance towards the social development of people. While developing the society diversity is intensely needed with the help of which an individual person would be able to take collective decision. People belonging to different psychological backgrounds would be able to understand about the importance of black lives (Jackson 2012). Skill and competency is highly important for the development of society rather than cultural and religious racism. Therefore, lives of black should be saved with the help of which the society would get amalgamated feedback from the people belonging to various beliefs, values and cultures. This particular perception may convince the social community to understand about the importance of Black Lives Matter.

Integrated Strategy Map

As per the integrated strategic plan an effective campaign cannot be successful without using the popularity of media. Black Lives Matter should use electronic media, social media to make the people in global market aware about the fact that black lives should be saved. Black women are getting dominated by the inhuman torture of male in this male-centered society (Warburton 2013). Therefore, media can act as a bridge that will be helpful for multiplying the messages beyond going regional geographical boundaries.   

Black Lives Matter should make a good rapport with the government before launching the campaign so that the Black Lives Matter can avoid all political conflicts. Black lives are getting targeted to be diminished. In this kind of situation, this particular can bring a revolutionary change in the society (Hill and Rabig 2012). Therefore, any kind of political conflict can demolish the entire rhythmic flow of the campaign.  

Before implementing a particular strategy for launching a campaign in saving black lives Black Lives Matter has to follow some of the major legal issues. With the help of implementing anti-discrimination act, Black Lives Matter should allow both male and female employees equally to participate in this specific campaign (Zeldin, Christens and Powers 2013). Right to information act enables that Black Lives Matter should provide a clear description to all the participants about aims and objectives of this campaign.

In order to implement the entire plan an effective campaign calendar has been prepared that shows on how the entire agenda would be taken place. This particular campaign plan is very much required in order to accomplish the campaign systematically (Nembhard 2013). In this specific part, a proper campaign calendar has been established in order to evaluate the date and time of observing the campaign chronologically.  

Campaign calendars:

Main activities/ stages	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6
Topic Selection	ü
Data collection	ü	ü
Campaign layout		ü
Integrated strategic map		ü	ü	ü
Formation of the strategic plan			ü	ü
Selection of the Appropriate media tools				ü	ü
Primary feedback collection by using media tools					ü	ü
Analysis & Interpretation of media tools					ü	ü
Convince of social community						ü
Plan for avoiding political legal issues						ü
Conducting the program finally						ü

Figure 2: Campaign calendar

(Source: Created by the author)

After evaluating the campaign plan it can be analyzed that Black Lives Matter should keep an intense focus at the time of topic selection and the data collection technique.  These two are most important based on which the success of a campaign is highly dependent. People belonging to different geographical boundaries belong to various cultural backgrounds as well as attitudes. Therefore, while selecting the tagline of campaign Black Lives Matter should focus on their target customers. As per the geographic and demographic market segmentation, Black Lives Matter should collect necessary data and information about current needs and demands. Therefore, people belonging to different geographical markets would like to show their interest in coming across the campaign. “Black Lives Matter” can be the tag line of this particular campaign with the help of which people in general can even understand about the essence and significance.

Overall Objectives

On the other hand, selection of media tools is a major decision as well based on which a particular campaign can spread their wings beyond going the regional market. While making the campaign Black Lives Matter should use social media tools primarily (Wood and Palmer 2013). The realm of social media is vast that goes beyond any specific geographical market. With the help of social media people belonging to different geographical boundaries can easily view the campaign method. The importance of black live should not be restricted within any particular geographical market (Cárdenas 2012). Therefore, social media would help the organizers to introduce their market plans and policies in the global market. In addition, by using social media tools and public forum Black Lives Matter can collect necessary feedback from the viewers. People belonging to multinational countries by using the advancement of technology can provide their response regarding the positive and negative factors of campaign. This kind of feedback would help Black Lives Matter to enhance their strategic plans and policies more effectively.

Wates and Knevitt (2013) stated that a campaign can be successful only when the target viewers would like to show a positive response. Campaign is a form of business promotion with the help of which customers can be made an awareness regarding the goals and aims. Black Lives Matter before selecting the campaign topic has made an effective market survey in order to make the community people understand about the positive aspects of black lives. This particular campaign primarily aims to save the lives of blacks for maintaining diversity at the workplace. In this kind of situation, people belonging to different community have showed their interest in participating the campaign. Therefore, Black Lives Matter has a chance to make the campaign successful with the intense co-operation of community people.

Gederaas et al. (2012) has critically argued the point of view of previous scholar. As per the opinion of this specific scholar, campaign is not the only way for promoting back lives. Black Lives Matter would have to take the support from government as well to get their co-operation. Black Lives Matter is the new political intervention. This particular association has to take an immediate support from the government in order to make their goal successful currently. People would like to rely on the actions of Black Lives Matter only when they can observe the involvement of government as well. While evaluating the outcome of campaign different scholars have provided both the positive and negative outcome. After the analysis, it can be concluded that the initiative of Black Lives Matter for protecting the lives of black is commendable (Cárdenas 2012). People belonging to various countries can be aware of the value and importance of globalization and diversity at the society. This particular campaign can render a revolutionary change in the mind of people that can help the blacks from being inhumanly neglected.  

Reference List:

blacklivesmatter.com., 2017. [online] Available at: https://blacklivesmatter.com/ [Accessed 14 May 2017].

Cárdenas, R., 2012. Green multiculturalism: articulations of ethnic and environmental politics in a Colombian ‘black community’. Journal of Peasant Studies, 39(2), pp.309-333.

Gederaas, L., Loennechen Moen, T., Skjelseth, S. and Larsen, L.K., 2012. Alien species in Norway-with the Norwegian Black List 2012. Alien species in Norway-with the Norwegian Black List 2012.

Hill, L.W. and Rabig, J., 2012. The business of black power: Community development, capitalism, and corporate responsibility in postwar America. University Rochester Press.

Jackson III, B.W., 2012. Black identity development. CL Wijeyesinghe & B. W. Jackson, III. New perspectives on racial identity development: Integrating emerging frameworks, pp.33-50.

Nembhard, J.G., 2013. Community development credit unions: Securing and protecting assets in black communities. The Review of Black Political Economy, 40(4), pp.459-490.

Nero, C. 2017. "Black Lives Matter" Organizers Create Fundraiser to Bail Women out of Jail for Mother's Day. [online] ARKANSASMATTERS. Available at: https://www.arkansasmatters.com/news/local-news/black-lives-matter-organizers-create-fundraiser-to-bail-women-out-of-jail-for-mothers-day/712790559 [Accessed 14 May 2017].

Warburton, D., 2013. Community and sustainable development: participation in the future. Routledge.

Wates, N. and Knevitt, C., 2013. Community Architecture (Routledge Revivals): How People Are Creating Their Own Environment. Routledge.

Watkins, D. 2017. Black Lives Matter for Dummies. [online] Salon. Available at: https://www.salon.com/2017/05/04/watch-black-lives-matter-for-dummies/ [Accessed 14 May 2017].

Wood, J.L. and Palmer, R.T., 2013. Understanding the personal goals of Black male community college students: Facilitating academic and psychosocial development. Journal of African American Studies, 17(2), pp.222-241.

Zeldin, S., Christens, B.D. and Powers, J.L., 2013. The psychology and practice of youth-adult partnership: Bridging generations for youth development and community change. American journal of community psychology, 51(3-4), pp.385-397.