Tactics
The kind of tactics you use will be influenced by your theory of change and by your specific context. Groups that see awareness raising as the way to bring about change, will often focus on public outreach and education; while groups who think change can be achieved through negotiation and institutional means, and have the means to do so, will often use legal action; some groups feel like these tactics have been disproved by the way those in power keep ignoring their demands, and therefore resort to direct action. More often than not, a combination of different tactics will provide the best strategy for change.
For a specific action though, the tactic(s) you select will often determine the kind of disruption caused, the way it relates to the general public and how it’s perceived by society. It should align with your group’s goals, target audience, the resources available and the legal risks you’re willing to take. And it should consider factors such as timing, location, and the sociopolitical environment. It’s should be pointed out that each tactic can be scaled up or down, according to your group’s capacities.
It’s also crucial to anticipate potential challenges and be prepared with alternative plans. Strategic actions should aim to disrupt harmful systems, draw attention to injustices, and inspire broader movements for change, depending on your analysis of what is most pressing and useful for the goals of your action. Therefore, the success of your campaign often hinges on how well you match your tactics to your objectives and the situation at hand.
Escalation: When planning a campaign, consider whether escalation might be necessary if initial tactics don’t yield the desired impact. Start with less confrontational methods, such as awareness-raising activities or petitions, to build public support. If these don’t provoke meaningful response or action from decision-makers, your group may choose to escalate gradually. For example, a campaign could shift from informational events to direct actions, like blockades, if initial tactics are ignored. Vertical escalation means intensifying tactics within the same type (e.g., moving from a peaceful protest to a sit-in), while horizontal escalation involves diversifying tactics across categories (e.g., pairing a protest with a media campaign). Aligning escalation with your theory of change and adapting to the target’s reactions can help maintain public sympathy and build momentum. More information: Stages of escalation in a nonviolent campaign