iiinova — where your digital self keeps evolving

Tom Baker @mrtombaker.bsky.social · 14/11/2025

4. Growth among independent creators in the US (who are increasingly important for where people get news) HAS SKEWED RIGHT-LEANING More here - www.mediamatters.org/google/right...

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Tom Baker @mrtombaker.bsky.social · 11/11/2025

Excited that at @savechildrenuk.bsky.social we've opened our Young People Climate Fund It's there to fund youth-led and climate-focused activities in London, West Yorkshire and the West Midlands. Grants from £1k to £3k - deadline 30/11 More at - www.savethechildren.org.uk/how-you-can-...

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Tom Baker @mrtombaker.bsky.social · 31/10/2025

Spotted these @greenpeaceuk.bsky.social campaign posters on a recent visit to Birmingham. Love the bright and bold design. Stood out at a busy junction. #ArtOfActvisim

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Tom Baker @mrtombaker.bsky.social · 25/10/2025

Lucy Powell’s statement during Deputy Leadership election to @labourcid.bsky.social included a commitment to push the government for a timetable for a return to 0.7% ODA. lcid.org.uk/deputyleader...

Image of a Statement from Lucy Powell taken l from https://lcid.org.uk/deputyleadership-election-2025/

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Tom Baker @mrtombaker.bsky.social · 23/10/2025

“Our analysis has found that major government policy announcements fade from public attention after 24 hours, raising questions over how effectively Whitehall communicates beyond Westminster” Fascinating research from New Britain Project ->> www.newbritain.org.uk/cananybodyhe...

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Tom Baker @mrtombaker.bsky.social · 03/10/2025

Replace Republican for Radical Right, and NGO/Charities for Democrats - the same is true.. Time for us to change our approach - www.fwiw.news/p/democrats-...

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While Republicans are scripting, recording, and posting, Democrats are stuck in an approvals email chain waiting for a fifth sign-off. By the time our content goes live, the moment has passed. They’ve ripped countless long and short-form videos, shaping the narrative, and we’re playing catch up. And when our content finally goes live, it’s often a recycled TV ad, stump speech, or one-off explainer — content designed for the Obama-era, not the Trump-era algorithm.

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Tom Baker @mrtombaker.bsky.social · 30/09/2025

Just saying. Been talking about the ‘politics of vibes’ before it was cool…

WhatsApp message from June 2025 saying:

Agreed - I have a whole ‘vibes’ theory of what makes an issue politically salient that I’ve been kicking around in my mind that the individual polling often misses that.

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Tom Baker @mrtombaker.bsky.social · 28/09/2025

Our message to everyone arriving for Labour Party Conference - it’s time to scrap the two child limit.

Image of a billboard in Liverpool which says ‘wasn’t the point of winning to lift kids out of poverty’

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Tom Baker @mrtombaker.bsky.social · 22/08/2025

"But most voters are getting on with their lives, trying to look after their families and do their day job. They're not getting obsessed with what we're getting obsessed with" Useful reminder from @chriscurtis94.bsky.social in latest Policy Unstuck > policyunstuck.castfromclay.co.uk/p/i-m-not-go...

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The first thing I learned in polling is that there is a silent majority out there who are often very different from the noisy people that you hear from. Newspaper headlines do not represent the public view. My email inbox does not represent the public’s views. Planning consultations, which mostly hear from people who are opposed to projects, do not represent the views of the public who often appreciate, for example, the importance of building new homes or energy infrastructure.
The second thing I learned is not to sweat the small stuff. Ultimately, there may be an issue here that seems like it's really big, it seems like it's the end of the world, it seems like it's the only thing everyone ever cares about. But most voters are getting on with their lives, trying to look after their families and do their day job. They're not getting obsessed with what we're getting obsessed with.

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Tom Baker @mrtombaker.bsky.social · 24/07/2025

Let's be honest, it's the same for most NGO comms From www.chaoticera.news/p/opinion-zo...

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For starters, most Democratic campaigns in recent years have struggled to compete in the attention economy. There’s an outdated school of thought in Democratic communications that goes something like this: You start by crafting your poll-tested, focus-grouped message that’s so polished and flawless that it’s utterly boring and unremarkable. Then, you try to shoehorn this perfect message wherever you can — maybe a quote in a paywalled local news article or a wordy tweet that virtually no one reads.

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

7% of access news podcast weekly with Spotify and BBC Sounds are main access points. Top podcasts are: 1. The Rest is Politics 2. News Agents 3. PoliticsJOE

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

Facebook, YouTube and X are the biggest social, messaging, and video networks for news. In 2025 for the first time more with a right political leaning are using X/Twitter. Bluesky has reach 2% or less for news globally

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

2. The BBC still dominates where we get our news from - both online (47% get news weekly from the Beeb) and offline (41%). Behind that its more fragmented - Guardian and Mail big online, ITV, Sky and GB News offline. Commercial radio reaches more than any daily paper.

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

The annual Digital News Report 2025 from @reutersinstitute.bsky.social is a treasure trove of insight into news consumption. A few snippets from the latest report for the UK. 1. Most of us now get our news online and on mobile - audiences for TV (down to 48%) and print (down to 12%) from 2013.

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Tom Baker @mrtombaker.bsky.social · 18/06/2025

‘Dignity is the Starmerite code’ Useful para from this long @newstatesman.com profile of the Prime Minister on what drives his approach. Useful summarised in this podcast - podcasts.apple.com/gb/podcast/t...

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Tom Baker @mrtombaker.bsky.social · 05/06/2025

Helpful look at how UK voters are moving over the last 12 months. From www.electoralcalculus.co.uk/blogs/pseph_...

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Tom Baker @mrtombaker.bsky.social · 11/05/2025

A powerful prayer to mark the start of @christianaiduk.bsky.social Week. An amazing institution that for decades has mobilised millions to act, give and pray for global justice

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Tom Baker @mrtombaker.bsky.social · 07/05/2025

These personas on how different MPs are using and consuming media are both fascinating and really useful for any change maker looking to influence Parliament. www.5654.co.uk/our-perspect...

Graphic taken from last page of report at https://www.5654.co.uk/our-perspective/influence-and-information-media-habits-of-westminster

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Tom Baker @mrtombaker.bsky.social · 16/04/2025

Important front page from the Independent highlighting @savechildrenuk.bsky.social research showing that cuts to UK Aid will mean that over 55 million people will lose access to essential services like education, food, water, and healthcare. More at www.independent.co.uk/news/uk/poli...

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Tom Baker @mrtombaker.bsky.social · 18/03/2025

Good look at the challenges of holding the Labour electoral coalition together - and the challenge from right and left… open.substack.com/pub/morningc...

And a wider question looms: how will a government intent on “a decade of national renewal” win re-election? Psephologists liken the broad but shallow coalition that elected Starmer last year to a Jenga tower or a sandcastle – one easily toppled. Private polling circulated by the “Unite the Right” campaign – which is discussing Reform-Conservative strategy – shows that a third of 2024 Labour supporters would consider voting Liberal Democrat or Green. Critics argue that recent decisions, such as cutting welfare, backing a third runway at Heathrow airport and reducing foreign aid by 40 per cent (to fund higher defence spending), risk unravelling the party’s delicate coalition.

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Tom Baker @mrtombaker.bsky.social · 06/02/2025

What policy announcement’s the public have noticed in the first 6 months and what they think about them. Useful research, as always, from More in Common www.moreincommon.org.uk/latest-insig...

Graphic showing the public’s views of the policy successes and failures of the first few months of the Labour government

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Tom Baker @mrtombaker.bsky.social · 29/01/2025

Just finished ‘Acts of Resistance’ by Amber Massie-Bloomfield. Really broad look at the important role of art in social change - with some good case studies. #bookrecommendations

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Tom Baker @mrtombaker.bsky.social · 28/01/2025

Such an important read on how the media landscape for news is rapidly changing - and how it played out in the US election. www.ft.com/content/9f2b...

Extract from FT article which reads:
https://www.ft.com/content/9f2be125-ba1b-4062-ab2d-4b2977db20b0

There is a huge, and growing, media world that is hidden from sight for mainstream audiences. Today’s podcast stars are both very famous — filling up Madison Square Garden, for example — yet also unknown to large portions of Americans. My parents, who are in their seventies and still keep “the news” humming on their TV set all day, have never heard of them. For younger generations, YouTube has supplanted cable television.

Media observers have been talking about this fragmentation for many years. But during the recent US election, the trend seemed to explode in plain sight, as exemplified by the influx of podcast bros inside the marbled halls of Washington this week.

The reordering raises an existential question for the giant conglomerates that have dominated the US media for the past century: where will the dust settle? And what will be the role of traditional media in 10 years’ time?

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Tom Baker @mrtombaker.bsky.social · 06/01/2025

Back to work today with this energy…. with thanks to @lifeatrally.bsky.social for the inspiration

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Tom Baker @mrtombaker.bsky.social · 27/12/2024

📚 2024 Book Recommendations for Changemakers. Some books that I've enjoyed this year which have helped to shape and inform my thinking and practice as a campaigner. A quick 🧵

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Tom Baker @mrtombaker.bsky.social · 20/12/2024

2. Lots of different role’s non-profits can play - from incubator, campaigner, service provider and more.

Graphic with 10 circles outlining the different roles and relationships outlined in the blog post -

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Tom Baker @mrtombaker.bsky.social · 05/12/2024

“The Prime Minister is right to raise the target for the number of children ready for school" - @savechildrenuk.bsky.social @danpaskins.bsky.social responds to Prime Ministers plans to ensure children are school ready today

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Dan Paskins, Executive Director of Policy, Advocacy & Campaigns said:

“The Prime Minister is right to raise the target for the number of children ready for school because we know the earliest years are vital for future success. For those experiencing poverty however, the challenges are even more acute, and we look forward to working with ministers to ensure resources are focused on children who need the most support.

"We are also pleased to see the UK Government’s intention to increase high-quality childcare places, vital for both children’s development and parents’ access to the workforce. Children’s outcomes vary considerably based on factors including income, ethnicity, and disability so addressing these inequalities will be critical to ensuring this target is met.

"Plans to increase real household disposable income is also a step in the right direction, children across the country have been struggling because families do not have enough money at home.

"Putting more money in families' pockets is vital and the Child Poverty Strategy needs to address this when it is published in spring next year."

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Tom Baker @mrtombaker.bsky.social · 22/11/2024

"We are outraged by the extremely low target of $250 billion per year by 2035" @savechildrenuk.bsky.social Shruti Agarwal responds to latest draft of the #COP29 finance agreement.

Statement reads:

"We are outraged by the extremely low target of $250 billion per year by 2035 in the latest draft of the COP29 finance agreement. It fails to reflect any ambition or take into account the huge increase in the costs of climate action since the $100 billion goal was agreed more than a decade ago, in 2009 . Let's be clear - these figures will not come close to delivering climate justice for children and their families on the frontlines of the climate crisis.

"So much has changed in 15 years, with an alarming increase in the frequency and intensity of climate events. We’ve brought 15 year olds to Baku for COP29 who have spoken powerfully about how extreme weather is already pushing them out of school, how children in their local area have been killed in heavy flooding.

“This finance agreement must keep pace. Let's be clear - these figures will not come close to delivering justice for children and their families on the frontlines of the climate crisis.

"We strongly urge the UK to show leadership in pushing for an ambitious and fair agreement that meets the needs of children and young people in lower-income countries – and one that doesn’t trap them into cycles of perpetual debt for decades to come.”

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Tom Baker @mrtombaker.bsky.social · 21/11/2024

Still processing thoughts after listening to @hahrie.bsky.social share on her new book - but the principle that we need to build spaces where people feel like they belong before they believe feels critical to how we design any movement seeking to secure change.

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Tom Baker @mrtombaker.bsky.social · 29/09/2024

Two autumn book recommendations for changemakers. Power to the People by Danny Sriskandarajah Practical Radicals - 7 strategies to change the world by Deepak Bhargava and Stephanie Luce Both practical but deeply thoughtful looks at how to win change in a world of multiple crisis and challenges

Photo of the two books in the message. Practical Radicals has a yellow cover and Power to the People has a blue cover

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Tom Baker @mrtombaker.bsky.social · 23/09/2024

Unite the Union is pushing on the cuts to the winter fuel. Billboards and wrap around in todays local paper. Smart use of different channels - more like to get noticed, but not sure the reach of the local paper wrap.

Cover of Liverpool Echo with a front page sponsored by Unite which says ‘stop the cuts’

Digital billboard on side of building. The advert says ‘Stop the Cuts’.

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Tom Baker @mrtombaker.bsky.social · 22/09/2024

Biased on this one. But great to see Save the Children ad vans on the 2-child limit outside the conference venue. Mobile so lots of chance for people to see but can’t be a bit ‘blink and you’ll miss’

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Tom Baker @mrtombaker.bsky.social · 21/09/2024

Straight opposite Lime Street Station we’ve got these from Trussell Trust on domestic poverty and another on infrastructure from Britain Remade. Good location, and stand out in the rain by scrolling through quickly so get lost alongside others ads for TV shows and whiskey.

Billboard for Trussell Trust outside Liverpool Lime Street station.

Billboard in Blue and Red from Britain Remade

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Tom Baker @mrtombaker.bsky.social · 14/09/2024

When you’re briefing the FT about the claims of a former trader who is now challenging wealth inequality it suggests someone is worried his message might be getting traction….

Photo of article in the FT newspapers on former city trader Gary Stephenson.

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Tom Baker @mrtombaker.bsky.social · 26/08/2024

Save the Wye River campaign billboard at Hereford station. Interesting collective legal action being explored - www.leighday.co.uk/our-services...

Photo of billboard at Hereford Train Station that says speak up for the Wye. They can’t. With an image of an otter with its mouth replaced by a human mouth.

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