Charity campaigning - The American way
Charities in America are getting savvy about using the media to bring about public policy change. By linking up their campaigns, they're aim is to use the US media to lobby government. They have come together as the Communications Consortium - a powerful organisation based in Washington which runs a "Spin Academy", training not-for-profits to use the media to their organisation's benefit. Their key message is that not-for-profits must work together if they're to be effective. Have a look at their most recent campaigns on their website - and you can also use their free online guides and tools, designed to help not-for-profits to devise communications strategies for traditional and new media. www.ccmc.org
Not-for-profits in America are also involved in a political campaign aimed at engaging every US citizen in the political process. They run focused campaigns aimed at helping citizens bring about change - on environmental issues, human rights campaigns and social injustice: "MoveOn.org Civic Action, a nonprofit organization, is engaged in a campaign to reform the media and other work aimed at bringing real people back into the democratic process by making sure legislators hear their voices...Over the years, MoveOn.org Civic Action has created a number of television and print advertisements to amplify the voices of MoveOn members." Have a look at their site to see their current campaigns http://www.moveon.org/campaigns.html