In Depth: How activists are using the net to rally support
Just as the internet is quickly changing society, so it’s also changing the nature of protest and the way campaigns of all kinds rally support for their causes.
A few short years ago, successful pressure groups needed massive organisation to catch the fleeting attention of the print or broadcast media.
Now, national support can be mobilised using email or social media websites. We talked to the organisers of two very different campaigns and discovered that the methods they use to communicate their message over the web depend as much on the qualities of the communities of potential supporters that they want to reach as it does on the causes themselves.
“I’m 32 years old, I’ve been using computers for all of my life. I’ve worked in an office, I’m a journalist, so I’m as connected to the internet as anyone is and it’s second nature to me. But I’m one of those 10 per cent of people I’m not trying to reach,” says Michael Parker, Press Officer for pressure group NO2ID. Finding that other 90 per cent is key to the success of the group’s efforts.
“NO2ID is the national campaign against identity cards and the database state,” says Parker. “We campaign against the growth of government-run mass information gathering and sharing of personal information from individuals, and storing all that information in databases and passing it around the public sector.”
However, in a world fast coming to terms with social media technologies, NO2ID’s methods are decidedly old-school. It’s all to do with the nature of the campaign, says Parker.
“We’ve not really found a great deal of use [for social media] because the topics that we’re discussing are not really the kinds of topics that journalists pick up off the Twitter feed and make a little story from,” he told us. “They are, by their very nature, fairly abstract, fairly complicated and deal with non-concrete issues such as privacy and liberty, so they’re not usually packageable into snappy stories.”
Middle-aged support
The NO2ID campaign finds support in middle England, which is a decidedly less than tech-savvy section of society. “A huge number of our supporters, and indeed latent potential supporters, are middle-aged men and women living in the shires who aren’t anything to do with the social media revolution, and quite potentially never will be,” says Parker.
“The highly computer-literate, socially connected, media-savvy segment of society already know about us, and are already aware of privacy issues or of surveillance issues. It’s the other 70, 80, 90 per cent that we need to reach,” he adds.

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Despite the campaign’s target audience, there’s still a central role for the internet in coordinating the fight against the database state. “Everyone keeps in touch via the internet,” says Parker. “We certainly use the internet, obviously as a communications tool, but it’s very much a grass-roots ‘boots on the ground’ campaign.”
However, through local group coordinators, NO2ID also runs a complex series of emailing lists that they use to inform everyone of events and developments.
Parker says that he’s wary of becoming too reliant on the latest digital communications fads lest the campaign alienates supporters who are still coming to terms with being online. “[Social media users] are a very self-selecting chunk of the population,” he says. “We are well aware that the majority of the country is not permanently plugged into Facebook, Twitter et al, and we want to reach those people, so our newsletter goes out by paper if you request it, and email as well.”
Old-school success
That’s not to say that individual supporters aren’t free to use whatever communications technologies they want, however.
“Like other campaigns,” says Parker, “it’s a question of keeping people feeling useful and involved, handing out flyers and wearing the T-shirts just as much as lobbying their councillors – all that sort of grass-roots campaigning.” That may mean emailing or even tweeting at councillors and MPs as well as setting up local web presences to get the message across.
Despite attracting less internet-aware supporters, the NO2ID campaign has scored a string of impressive successes. “We have several dozen councils that have passed motions essentially saying that they will, inasmuch as they are able to by law, refuse to cooperate with any national identity card scheme,” says Parker.
“Some of them are even affiliated to NO2ID. Cambridge Council is affiliated to us, as are a number of others. And the Scottish Parliament, the Welsh Assembly and the London Assembly have passed that same motion.
“The campaign is trying to reach the ‘everyman’, and these people haven’t got the slightest clue what Twitter is and even less interest [in finding out], I would say. But ours is a political campaign based on grass-roots support lobbying for change. In order to succeed, we need massive widespread support, and [social media] isn’t a guaranteed way of getting it, so we need to use more than just the internet. We need to use word-of-mouth and traditional ‘dead tree’ industries to spread the message as well.”
But while NO2ID needs to tailor its core use of the internet to reflect the online skills of its supporters, another campaign has discovered that the latest social media technologies give it access to legions of support that it never knew it had.
During Britain’s darkest days, Bletchley Park in Buckinghamshire shortened World War II by around two years and saved countless lives by secretly cracking Nazi codes.
Sadly, today Bletchley Park faces its own fight to stay open as a monument to the birthplace of digital computing. Social media now helps in this struggle, and its sheer immediacy came as something of a shock to Director of Museum Operations Kelsey Griffin.
“To be honest, it’s been quite a sudden progression,” says Griffin. “We were approached in January of this year. Dr Sue Black [from the University of Westminster] came along with three social media technologists. Until then I have to say that I considered Facebook and Twitter a fairly juvenile pastime for people with far too much time on their hands.” The visit soon made her think again.
“We were walking around the site and they set me up a Twitter account there and then, and put the word out that Bletchley Park was on Twitter. Within an hour and a half, we had literally hundreds of followers. People were sending me really positive messages.”
The astonishment was mutual, it seems. The three technologists had never been to Bletchley Park before. “They were completely bowled over by it,” says Griffin.

NEEDING FUNDS: Bletchley Park needs to campaign constantly to find the money to preserver its iconic huts
The technologists used the iPhone AudioBoo application to record interviews with Griffin to put on the internet. “They just got the most incredible response,” she says. “I realised there was a whole audience out there who we really weren’t communicating with. Since then, I’ve got approaching 3,000 followers [on Twitter] I think. It’s been absolutely astonishing.”
Mecca for geeks
Without official government funding, Bletchley Park is run on a shoestring. Other than the odd grant – such as the £460,000 donated by the National Lottery last autumn – funding centres around getting visitors through the gates.
“Our visitor numbers this year have risen 20 per cent on last year, which is even more astonishing when you consider that last year they were up 40 per cent on the year before and we’d budgeted for a downturn this year,” says Griffin. “I’m not necessarily attributing everything to social media, but I’m certain it’s had a huge impact.
“Our financial position has always been a bit precarious. And although we balance our budgets now, we still have an extremely tiny marketing budget. Our visitor numbers have almost doubled in three years. Three years ago, we had almost 50,000 visitors a year. This year we’re heading for almost 100,000 visitors.
“We’re now engaging with a younger audience who consider Bletchley Park to be the birthplace of the modern computer because Colossus was built and used here and that was the world’s first digital programmable computer,” says Griffin.
“So they’re almost embracing Bletchley Park as the spiritual home of the geek, if you like, which is brilliant. I think that social media and the way that we’ve been engaging with these people has an awful lot to do with it. People are realising that the information age, which underpins everything they do today, all started at Bletchley Park.”

HOME AT LAST: Thanks to Twitter, a new generation sees Bletchley Park as the spiritual home of the geek
Like NO2ID, Griffin also uses more traditional methods of publicising the Bletchley Park campaign. “We have a subscription database on the website for people who are interested in receiving updates,” she says. “So we [send out an] e-shot, which is also an incredibly cost-efficient way of communicating with our audience.”
Twitter has also helped Bletchley Park to gain publicity in unexpected ways. “I don’t know if you’ve seen,” says Griffin, “but Stephen Fry came to visit. Within minutes of him tweeting about us, hundreds of messages of support appeared. So that’s how instant it is.”
Then there was the public competition run by builder’s merchant Wickes earlier this year to find the building that Britain was most proud of.
“I have to say that I did tweet about that and we ended up winning over and above The Cavern in Liverpool, and a number of National Trust properties,” admits Griffin. “You’d think that they’d have more pulling power than most, but we won.”





















