|Build our Brand|
Our impact as a community depends in part on how well known we are, particularly among political leaders. So far Avaaz has approached the media mainly as a campaign tool, used to deliver the voices of our members on particular campaigns to decision-makers. We've never made a big push to 'market' Avaaz to the media and tell the story of our general promise for the world in a way that increases brand recognition among key audiences. This could be a new focus for us this year - through press actions, talks, even a book.
|Try a New Approach to Campaigning - Culture Change|
Our campaigns target many different issue areas and urgent concerns. But we find that often all of the things we work on are heavily influenced by the attitudes and culture of people in power - politicians, journalists, and even citizens. Instead of campaigning to change decisions one at a time, what if we focused on changing people's perspectives, in a way that influenced all their decisions? We could run compelling ads and appeals that focused on inspiring public service, and engaging directly with the tough circumstances that make good politicians and journalists, as well as citizens, lose their way and get focused on the wrong things.
|Radically Grow the Size and Power of Our Community|
Much of the strength of Avaaz comes from our numbers. At over 17 million strong now, we’re already the largest global group of our kind in history. But what if we could reach a much, much larger scale -- multiplying our size in the years to come? Through viral campaigns, new technologies, and expansion of our campaigning into new languages and countries, we might massively increase our size -- and our impact.
|People Powered Media -- Go big with the Avaaz ‘Daily Briefing’|
With old media collapsing and even major newspapers going bankrupt, Avaaz piloted a small new site last year called Avaaz Daily Briefing to provide people-powered media and an outstanding daily briefing on what we need to know, and what we can do about it. With over 17 million subscribers and growing fast, the readership of Avaaz is actually bigger than the world’s biggest news publications. So if we go big with it, our Daily Briefing might have a shot at being the new media.
|Go Offline in a Big Way|
In our campaigning Avaaz regularly organizes rallies, protests, flashmobs, and vigils around key opportunities - 10,000 events and counting! But these events are one-offs -- what if instead of only being steadily connected online, our community got together regularly to meet face to face and organize offline - organizing “Citizen Lobbyist” meet ups and training sessions, or coming together to build creative local “Avaaz teams” in major cities. This could be the year we expand our footprint from petitions and tweets to more sustained heat in the streets.
|Avaaz 2.0 : Amp up our Community Petition Site|
Last year almost 20,000 Avaaz members launched their own campaigns with our new online petition tool, and racked up real victories on human rights, conservation, and more. With this new tool we can run thousands of campaigns every week at the local, national and international level. The best campaigns could continue to be supercharged by getting sent out to the whole Avaaz community, and brought to the attention of major media for extra impact.