Effective online campaigns often draw in supporters by asking them to do something simple, such as signing a petition or sending an e-mail. Effective lobbyists often ask for small, well defined, incremental steps, that a Government can act upon for a quick public releations “win”.

Amnesty’s Obama’s 100 Days Campaign uses both these insights (from the field of behavioural economics, all the rage in 2008) to lobby the incoming administration on Human Rights. Despite the fact that Obama is massively popular, he still requires a great deal of political capital to push back some of the human rights abuses enacted during President Bush’s eight disastrous years.

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