In 2021-2022, as part of ILGA-Europe’s programme in response to anti-LGBTI forces, we supported a number of LGBTI organisations in Europe to deepen the skills needed towards achieving change in the current landscape of rising anti-LGBTI and anti-gender forces. While providing communication support to LGBTI organisations within this programme, we witnessed organisations battling with limited resources – both in terms of funding as well as capacity within the organisation.
One of them, Spektra, works on promotion and protection of human rights of trans, gender diverse and intersex persons in Montenegro. As part of the project with ILGA-Europe, they worked on creating a new narrative to respond to the anti-gender and trans-exclusionary narratives coming from the states, churches and feminist, leftist and academic circles in the country.
Their goal with the programme was to “create a concrete concept of communication strategy, with the imperative being: improving, broadening and diffusing our audience reach.”
Spektra, sat down with us to talk about what they learned during the process.
One of the graphics Spektra created during their coaching journey. This series shows the importance for folks in the community to participate in decision-making, and gives ideas on how to get involved in activism. Speech bubbles translated left to right: They are calling victims of violence “spoiled”. They are using typical fascist statements.They recite a poem.They refuse to talk to LGBT people. They use disability as an insult.
Get the whole team engaged
The first thing we began doing was explaining and presenting the communication strategy with the rest of our team, giving us and them clear guidelines in this area of work so that we were all on board on the direction we were taking.
For example, we discussed who creates and implements campaigns, and how the rest of the team can join in and help without overtaking and overwhelming our work. This meant that our work meetings changed. We had more space to discuss plans for present and future campaigns, with the rest of the team giving suggestions and helping with the resources and implementation, but in a way that gave us (the coordinators) creative freedom and more independence in decision making.
Use available tools
We used advice from ILGA-Europe’s Framing Equality toolkit for our campaign implementation and analysis of its impact. For example, we learned to prioritise when it comes to developments in communication platforms – one at a time, without overlooking the rest.
Target specific audiences
We were given some ideas on how to separate and target specific audiences (learn more in this Hub Card), as well as how to create a message that can be received as we intend it to be received, with a direct call to action. This resulted in our social media posts having larger reach and higher engagement.
Don’t be afraid to get feedback
We learned the importance of research in order to conduct target audience-based campaigns. The coaches were great at motivated and encouraged us to be more open, real and creative regarding our materials. By researching reactions to our materials, we were able to improve our reach and engagement on our main platform (Instagram).
A graphic for Spektra’s action over the appointment of lawyer Velibor Markovic, publicly recognized for his continuous hate speech towards LGBTI people.
Small steps accomplish more
We learned that while it is good to focus on having a broad plan, it’s best to take small and concrete steps toward accomplishing it. By prioritising those steps, it reduces pressure on the team.
It’s emotional!
What surprised us the most through this process was recognising the importance and preciousness of the emotions we put into this work, and the amount of pressure we are exposed to at the same time. Our productivity increased when we stopped overthinking and let our creativity take over.
Focus on the specifics
We would advise other activists in small organisations to focus on the specifics that they think are fundamental to their communications strategies or campaigns, those they consider will realistically bring about change. Also to focus on one social media platform, with specific tools and strategy for each campaign.
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