Introduction to Campaigning Techniques and Tools

Session 1Finding the Critical Path to Change:

Planning and Implementing a Successful CampaignFebruary 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel

Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.ukwww.campaignstrategy.org

Who I am

• Live in Norfolk UK• Communication and campaigns consultant

Pub www.earthscan.co.uk

www.campaignstrategy.org

What are campaigns?

1. Directional activity designed to achieve a particular purpose

Not education, advocacy, lobbying Enlist a wider public Aim to go beyond ‘business as usual’

What are campaigns?

2. An expression of the deeper, long term strategic objectives of an organisation

Affirm an organisation’s identityprinciple as well as strategy

What are campaigns?

3. A form of public politics

getting things doneconvert values into actionbecause the market or formal politics fail

These are

• Campaigns to create change

not- Advertising- Fundraising - PR- Electoral - Social marketing

http://www.bbc.co.uk/history/british/abolition/abolition_tools_gallery_07.shtml

1791

an old HR campaign

The first (enviro) campaigner ?

• John Muir• Use of law and media -

stories (the public)• Led to Sierra Club• Led to FoE• Led to Greenpeace• Involved direct action,

drama, discovery

Black arts and Belief - origins of campaign techniques

7 Principles Of Campaigning

• Be multi-dimensional• Engage by providing agency• Be legitimized by a moral deficit• Provoke a conversation in society.• Meet a need • Be strategic • Be communicable - as a story - and visually.

How do campaigns achieve change?

Through a conversation with society which provides:

The Motivation to act

The Means to act

Provoke a conversation in society

Provoke a conversation in society

Level 1: Identify how the world should be Level 2: Identify changes that could do that Level 3:Create activities that make that happen

Three campaign levels for conceiving of a campaign

activities

events communication

results

What we are trying to get to

The consequences = our objective

Not to ‘get our message across’

Before you start. Think.

Ask yourself … (reality check) why do I need to campaign ?

Issue map

Intervention - chose and test

Plan and test critical path

Refine for effective communication

No ‘right answer’ - a toolkit

How to do it - short version

• KISS• Be visual• Create events• Tell stories with real people• Be proactive - don’t just respond• Start from where your audience is

Maybe we can all

But with training, practice and knowledge - we can do better

imagine

you are in bedin a hotel room

you can smell smoke

the issue is

IF YOU FIND A FIRE

1. Raise the alarm

2. Go immediately to the place of safety

3. Call the fire brigade

IF YOU FIND A FIRE

1. Network with your neighbours

2. Explain the issues and the processes of ignition, fuel effects, oxidation and ion plasmas, and address the social and economic justice dimensions

3. Educate decision-makers regarding the establishment of an adequately resourced fire brigade and fire-prevention culture, and ask your

neighbours to join in

Effective communication is not accidental - it follows patterns

Fire Awareness

We are all in danger Alignment

Let’s go this wayEngagement

We are leaving Action

motivation sequence

awareness > alignment > engagement > action

ignorance

interest

concern

anger

engagement

Commitment - action

satisfaction

The public sees

nothing

victims

enemy

solution

opportunity

we win

problem solved

It doesn’t have to be like this !

Problem and victim

Enemy – responsibleagent

Solution - answer

Engagement mechanism

Opportunity

Problem solved

nothing victim enemy answer opportunity We win Problem solved

Identify problem

Identifyenemy

Identify solution

Supply engagement mechanism

Call to action React and report

nothing interested concerned angry engaged committed satisfied

phase

R + D awareness alignment engagement action

Application

I don’t believe it - needle boxes in the toilets !

That’s a problem - it’ll attract addicts !

problem

I don’t believe it - at last there’s needle boxes in the toilets !

We’re always the last to know

Survey shows needle problem

COUNCILLOR DEMANDS NEEDLE ACTION

Dear Resident,

Why we are ...

solution

Usually cannot go …

Awareness

Alignment

Engagement

Action

Usually cannot go …

Awareness

Alignment

Engagement

Action

Eg “Policy literalism”

Why ? Because

Motivational values – it may not meet my needs (unconscious)

Framing – I may not be using your frame

What interests you may not interest me

I may not be hearing/ seeing you

I may already be undertaking a behaviour in conflict with what you say

AttentionOpportunityLanguageFilteringChannel choiceCompetition/pollution

ContextPersonalisationImmediacy

RecognitionResolution logic

Emotional rewards

DilemmaDiscomfort

I perceive I lack the means to actAbilityAgency

CAMP CAT

Seven important components for effective ‘communications.

context audience messenger programmechannel action trigger

‘message’

CAMP CAT

•Context – where the message arrives•Audience – who we are communicating with•Messenger - who delivers the message•Programme – why we’re doing it

•Channel – how the message gets there •Action – what we want to happen •Trigger – what will make that happen

Communication

• is not about sending {not our ‘message’}

• it’s about what is received

Chicken- what chicken ?

start from where your audience is

CAMPCAT - Context

CAMPCAT - audience

CAMPCAT - messenger

CAMPCAT - messenger

CAMPCAT - messenger

CAMPCAT - messenger

Channel – London Fashion Week event

www.globalcool.org

Channel / messenger

Trust in channels/messengers

Husband wife or partner 90%Friends 82%Work colleagues 69%TV news 50%Retailers or manufacturers 27%Government or Advertising 14%

Henley Centre, UK

“it’s a complex issue”

Don’t communicate ‘the issue’

Communicate one line of it

Communicate one line of it - one step at a time - one step per project

In practice, for each project, one step

What are the critical steps, the changes you need to see, to achieve the objective ?

Critical paths

Where we are – world as it is

Where we want to get to – campaign objective – world changed

Campaign pathway

But the world is rarely simple and we can rarely get a significant change in one step

Instrumental Campaign

Where we are – world as it is

Where we want to get to – campaign objective – world changed

1st change 2nd change

3rd change 4th change End objective – end result

Instrumental Campaign

Where we are – world as it is

Where we want to get to – campaign objective – world changed

1st change 2nd change

3rd change 4th change End objective – end result

Critical Path

Comes from issue mapping and analysis

Instrumental Campaign

Where we are – world as it is

Where we want to get to – campaign objective – world changed

1st change 2nd change 3rd change 4th changeEnd objective – end result

Instrumental Campaign

1st set of campaign activities

2nd set of campaign activities

3rd set of campaign activities

4th set of campaign activities

5th set of campaign activities

Where we are – world as it is

Where we want to get to – campaign objective – world changed

1st change 2nd change 3rd change 4th changeEnd objective – end result

Instrumental Campaign

1st set of campaign activities

2nd set of campaign activities

3rd set of campaign activities

4th set of campaign activities

5th set of campaign activities

Campaign Communication Outputs – story and pictures

Example Brent Spar

EDCB FA

ZA

Clean seas

No waste dumping in NE Atlantic - OSPAR region

radwasteSolid waste Oil installations 95

Brent Spar

hazchems within a generation

EDCB FAPublish case - autumn. Call for policy change (OSPAR)

Occupy Spar AprilLobby NSMC/Ospar - May- June

Broadcast from Spar - touchstone/ symbol/ prism

End of towing season October

Object to Spar licence

February

Brent Spar Original plan/concept

break