Strong social campaigns are based on a strong theory of change: how is my action (x) actually going to lead to desired change in the world (y)? Is that strategy sound? Is it effective?
Earlier tussles with Facebook, over issues like the site's distribution of user data (News Feed), or the site's removal of innocent breastfeeding photos, have appealed to the company directly, often on the platform itself. But a company with a billion users can find it difficult to respond to a tiny percentage of those users, even assuming good intentions. What they might respond to more rapidly, though, is a threat to their advertising revenue.
Women, Action, & the Media (WAM!) has launched a campaign (#FBrape) to get Facebook to restrict user content that promotes violence against women. What WAM! is trying to do here is start a series of conversations. By telling the public that Facebook "promotes rape" (a declaration I have some trouble with, versus "fails to adequately censor offensive speech"), WAM! hopes to drive enough consumers to express their disappointment to some of Facebook's advertisers. Here's how it could work: