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#VoteChildCare2015
VOTE
CHILD CARE
201 5
Week of Action
Tool Kit
This is an exciting time
to be a supporter of
universal child care!
Thanks to the hard work of activists and advocates,
child care and family policy is becoming a key election
issue. Now it’s time to build momentum. We need
to keep it in the minds of the politicians, the voters,
and in the media, until election day. We want to get
people ready to vote for quality child care all families
can afford.
This is our chance to show that child care is important
to Canadians from coast to coast to coast, and to draw
attention to the struggles that families face when
they can’t access good, affordable child care in their
communities. It’s our chance to say that it doesn’t have
to be this way, and we want the federal government to
take action.
We are so glad you want to help organize fun, creative
events to send a powerful message.
This guide is designed to support you in making each
event a success by getting others involved and building
even greater strength on the ground leading up to, and
during, the election period.
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
The first stage
of our campaign
is a Week of Action
from May 10-17, 2015.
During this week, together we can:
• Make child care visible:
Raising the profile of child care
as an election issue
• Expand your base of support: Gathering local contacts and
increase ally groups
• Build momentum:
Getting supporters involved & energized to Vote Child Care!
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Where to start
To plan a good event, you’re going to need support. Start by putting together a
group of people and organizations that are willing to lend a hand – a local network.
Next, recruit people for a planning committee.
Building a Local Network
– Points to Consider
To build the political pressure we need, it’s important
to work with allies at the local level.
To do this, to keep in mind:
1. Start with the obvious. Connect with community
advocacy groups, local unions and labour councils.
They have resources that many groups do not have.
Reach out to parent networks, school councils,
women’s organizations, child care centres, ECE
programs, student unions and other natural
allies. Get them on board. Find out when they
meet. Go to their events and ask to speak about
the campaign. Ask them to help spread the word
through their own communication networks.
2. Be self-aware and inclusive. Consider what
different groups and allies bring to the table.
Recognize that some have privilege, some do not.
Also, work in ways that respect differences and
different cultures. For example, members of some
cultures and religions may not feel comfortable
attending a planning meeting that takes place
in a bar. Parents of young kids need to schedule
around their family responsibilities. Some
charitable organizations may not feel comfortable
if the event is overly political or partisan.
5. Facts, yes, but don’t overwhelm. Do not throw
an avalanche of statistics at people. Emotional
arguments have greater significance and they stick
with people longer.
6. Process matters. The journey is as important
as the destination and there are no shortcuts.
Be respectful of different perspectives and ways
of working. When there is good group process,
people can move forward together.
7. Organize -– organize – organize. Bring in as
many allies, groups and individuals as you can. Do
not only turn to those you know. Reach out and
broaden the circle.
8. Build bridges. Find those people and
organizations that can be both cornerstone
partners and bridges to others. Map out the
community to identify everyone you want to
reach and who can help bridge you to them.
Deciding what to do
The goal of the Vote Child Care 2015 campaign is to
make child care an election issue and to start pressuring
the next federal government to give Canada universal
quality child care that is affordable for all families.
3. Find common ground. Even though we all
have diverse interests and perspectives, there is
common ground. Find it and then work to expand
it.
The week of action can advance this goal if we use it to
make visible in our communities
(a) the needs of families and children, and
(b) the broad support that exists for universal nonprofit quality child care that is affordable for all.
4. Humanize the issue and tell stories. Campaigns
have impact when what we say and what we do
touches and connects with people, families and
community.
This week of action is also about building a strong local
base to keep the campaign going and growing until
election day (and beyond). It’s an opportunity to reach
out and engage others in concrete action.
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
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Checklist for
Deciding What to Do
How does this action advance our broader campaign goals?
Is the action focused on the right target?
Does the action increase our power to achieve our campaign goal?
Will it attract people to our cause? Will it engage others?
Will it capture the attention and support of the community?
Do we have the needed people,
time and resources to do it?
Do we have leaders experienced
enough to do it?
Will people enjoy working on it
or participating in it?
Will it play positively in the media?
If we undertake this action, will we be able to measure
and evaluate our success?
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
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Checklist for
Organizing a Successful Action
Write down the objectives of the action and make sure everyone
involved in planning understands them. Answer the question: what
purpose will this action serve?
Plan the event: What will happen, Who will be there, Where will it
be, When will it be
Draw up a detailed list of all the tasks that need to be completed
and set deadlines for completion. Each task should have a desired
outcome.
Assign the tasks
Give responsibility and control to those who are assigned tasks and
make sure they have the resources and help they need to succeed.
The best way to build engagement is to explain to volunteers what
outcomes are expected and then to give people the autonomy to
figure out the best way to get those outcomes.
Have regular group check-ins
Deal with problems when they occur – do not assign blame—find
solutions instead
Adjust your plans if necessary being mindful of your objectives
After the event, evaluate the action (see separate checklist for
evaluating an action)
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
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Checklist for
Evaluating and Action
Get together after the action to debrief and evaluate. Let everyone speak.
Go around in a circle to make sure everyone gets a chance. Address each
of the questions below separately.
How did you feel?
What happened? (Get the story straight. People often hear or see
things differently. Get an accurate recording of the facts. For example:
How many people showed up? Who said what? What was the mood?)
Did we have a plan of action?
Did we follow the plan? If not, why not?
What was our objective? Did we achieve it? If not, what objective
did we achieve?
What was the reaction? Was it what we expected?
What surprised us?
What worked?
What is our next step?
How do you feel now?
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
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Getting People Involved:
Tips for recruiting
and engaging others
Recruit through one-on-one conversations. Asking
for volunteers in a crowd rarely works. If you
are invited to speak to a group, always ask who
might be interested in getting more information
or getting involved. Get names and contact
information right away and follow up with a oneto-one conversation in person or by phone. Try to
have the follow-up conversation right away—at
the end of the meeting or by phone the next day.
Listen. Don’t sell. The most common mistake of
recruiters is talking too much. You should listen for
at least 80% of the time, talk for no more than 20%.
Make the person you are recruiting the focus
of the conversation. Never fake interest in the
person—it can’t be done.
Always suggest a task. The best way to engage
people is to get them doing something. Before
you recruit, prepare a list of possible tasks that
need to be done such as; talking to others in your
workplace about the campaign, visit the website,
come to the next meeting, attend a related event.
As you listen to the person you are recruiting, think
about what you can suggest as an appropriate task.
Be honest. Never misrepresent what you want
help with. Do not make the task seem bigger
(or smaller) than it really is. Do not downplay
how difficult it might be, or the amount of work
involved. Most people are up for a challenge and
everyone hates to be misled.
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
Be organized and methodical.
• Put together lists of potential recruits.
• Prepare before they meet with them.
• Keep a record of every encounter
and conversation.
•
Always follow up. The next day, send an email
or call them to say it was good to get to know
them better. If they have agreed to come to a
meeting, send them a reminder in advance and
ask them if they will be there. Ask them if they
need transportation to the meeting. Sit with them
at the meeting or speak to them before, during
breaks and after. Organizing is about building
human relationships and connections.
Getting the Word Out
Once you’ve identified your network, decided on you
action and started planning, it’s time to think about
the best way to promote your event.
You need a good plan to help your promote your event
and get the attention of the media and the public.
When trying to educate community members and
allies on why voting for child care is critical in this
election, it is important we engage with media outlets
to ensure our perspectives are represented.
A clear, focused and well-planned media strategy is an
important part of any action.
• Amplify and expand - Making an event or issue
known through media can amplify your
message and expand your base of support.
• Setting the agenda - Media also plays a key
role in setting the agenda for political debate
and public discourse.
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Tips for Developing a
Communications Plan
Set a realistic, achievable goal:
What do you want to accomplish?
Figure out your key audiences:
In your community, who are you
targeting?
Firm up your key message: The messages should serve
our goal and should be directed at your key audiences.
• Use the Vote Child Care 2015 message box.
You can adapt the messages for your
community.
• They should be clear, short, easy to
understand and easy for listeners to repeat.
•
Identify the specific tactics you want to use,
and when: This will help you determine what
you need to do. Make sure your tactics are
connected to your goals and will help you
reach them.
Note about
social media:
Share information about your event on Facebook and
Twitter.
On Facebook, like the ‘Vote Child Care’ Facebook
page, and mention/tag in posts.
On Twitter, include the #VoteChildCare2015 hashtag
to help build the campaign.
Check out VoteChildCare.ca for design tips and tools
as we approach the week of action.
• Are you trying to reach a specific group to get
them to your event?
• Do you want to create a buzz by reaching as
many people as possible?
• Are you looking to get media coverage before
your event happens?
Tactics can include things like postering, leafleting,
Facebook, Twitter, public service announcements in
community newspapers, and earned media.
Once you know what you want to do, then you can
develop the tools you’ll need – like a poster design, a
button, a public service announcement, and so on.
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
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Note about
earned media:
If you want media at your event, prepare
a media advisory to give reporters and
assignment a “heads up” about an event,
when and where it is taking place, who is
involved and brief discussion of what will
happen. This should go out a couple of days
before the event, and then the morning of.
Prepare a list of reporters and assignment editors in
advance to circulate to.
A press release, with a photo, can be circulated
to media when your event begins. It states your
position on an issue, and uses the message box to
tell a story that is newsworthy, that journalists may
want to cover. It will include a catchy title, clear and
concise messages, and the contact information of a
spokesperson.
In your press release or in being a spokesperson, use
the message box and develop an angle, specific take
that will highlight the Vote Child Care issue. This can
be done with sharing:
• Local relevance – eg. how loss of
child care spaces might impact the
local economy
• Tangible examples – eg. background
and statistics, instead of broad
generalizations
• Personal account/impact – eg. the
story of a family that couldn’t afford
child care, the impact.
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
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Action Idea #1:
Stroller Brigade
A “Stroller Brigade” is a great way to
engage families with young children in a
rally. It also sends a great visual message
that you are out in support of young
children and families. Invite parents to
bring their children and strollers and to
take part in your march!
If your stroller brigade is large (100’s or 1000’s) you will
need to consider a sound system and maybe a small
stage or a park structure that allows speakers to be
seen
and heard at the back of the brigade. Have speakers
(ideally a parent, an ECE and a child care advocate)
prepared to speak on your points and message. These
people could also act as your spokespeople to take
question from the media. It is best to keep the number
of speakers limited to just a few.
Keep the whole event down to about one to two hours.
Have designated people that know the route of the
stroll. They can help move the group along and to act
as communication links. Have them easily identified by
brightly colored arm bands, vests or caps.
Develop a flyer with the date, time, rally point,
destination and what you are doing and why! Also, you
may want to setup a Facebook event to spread the
word.
Two or three days before the event send out a Media
Advisory and then follow that up with a Media Release
the morning of the day of the event/action. It is good
if you can make direct contact with sympathetic
journalists.
Have musicians in the park to help bring a positive
vibe to your rallying point and then have noisemakers,
chants and drummers lend some vibrant sound to your
stroll. Mega phones are a great way to send out chants
and to keep energy high! Have children make signs/
placards ahead of time – they are a great way to make
your march visually appealing and to get your message
A stroller brigade is best done on weekends when
parents can make a bit of a family outing while calling
on government to make child care a priority. A park
is always a good place hold the “rallying point” – or
where folks gather before making their way on mass
to the provincial legislature, a local MPP’s office, local
MP’s office or you local City Hall. Be sure to think about
having some light refreshments and fun things for
children to do while they rally at the park.
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
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Action Idea #2:
Town Hall Meeting
Town hall meetings are large public
meetings where members from a
community can come together to learn
about issues, to share their views and to
promote common understanding. Town
halls can also be used to convey these issues
and solutions to elected representatives.
Here are some tips for organizing a town hall:
• Decide on an organization(s) that would
sponsor/ co-sponsor.
•
Narrow down possible dates to a maximum
of 3 or 4. This will make it easier to begin to
identify speakers, find a venue, reach out to
key organizations and groups, and avoid
conflicts with other events.
•
Once the sponsors are confirmed, call the
elected representatives in your area and ask if
they would care to participate, and find out
what day works best for them.
•
Secure your location as quickly as possible. Do
not pick spaces too large for the number of
people you anticipate. Don’t put out a lot of
chairs at the start. Keep adding rows as you
need them. That way people will sit at the
front and you will avoid rows of empty seats.
•
Choose speakers who will be engaging and will
reinforce the campaign’s key message:
Everyone benefits from qualify child care
all families can afford. Ahead of time, review
with the speaker the points that make sense to
reinforce in your community (long wait lists,
high feeds, the importance of qualify for
children’s development and well-being, the
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
need for long-term funding to keep child care
affordable, pay ECEs decent wages and keep
quality, the loss or closure of non-profit centres
or special needs programs, the benefits of child
care for a strong economy, and so on).
• If elected representatives attend, consider the
specific action you are asking them to take.
• Prepare a written handout that people can
take away with them. Make sure it includes an
action people can take.
•
Ensure a balance of speakers. Keep in mind
that your main priority is an engaging speaker,
not a representative from an organization. Also
consider the diversity of your speakers (gender,
language, race, disability, age).
•
Select a moderator for the meeting to keep
the meeting moving along. This person should
know how to cut off long speeches, and be
able to handle uproar if any occurs. Local
media personalities are excellent in this role.
• Don’t try to pack too much in. The fewer
presenters, the better. Leave time to hear stories
and questions from people in the audience. Keep
your event to under 2 hours.
• Publicizing the town hall meeting is important.
Ways to promote the meeting include:
• Producing posters
• Sending out e-mails
• Making phone calls
• Getting a form of media coverage before
the event (morning radio shows,
community newspapers)
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• Prepare an agenda for the event so that the
event can remain organized and on time. For
example:
1. Welcome and introduction of event and
elected official(s) 5 minutes
2. Prepared Testimony (4 speakers, 5-8
minutes each) 32 minutes
3. Audience Testimony: open mic with each
person limited to 2 minutes. 40 minutes
4. Elected officials respond 20 minutes
5. Closing summary of the meeting and next
steps in the campaign 5min
• Prepare a more detailed itinerary or script for
your moderator
• Finally, on the night of the event, make sure
you put up signs directing people to the room..
Have a registration table for people to sign in
and get information. It is imperative to start the
meeting on time.
• Consider including some time for informal
networking and discussion over coffee and treats
VOTE CHILD CARE 2015 ACTIVIST TOOLKIT
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