Successful Activism:

Avoiding Common Pitfalls

Presented to Logan Rotary, 2013

Activism is the rent I pay for living on the planet.

-Alice Walker

Your Interests?

• Environment?

• Social Justice?

• Civic Causes?

• Public Health?

• Political Action?

• Social Change?

• Individuals, groups, national level?

Activists Are

Everywhere!

Humane Society

Haiti

Crossroads Project (Climate Change)

Bicycling

"Never doubt that a small group of thoughtful, committed people can change the world. Indeed, it is the only thing that ever has." Margaret Mead

But…

“Never doubt that a small group of thoughtful, committed people can also waste a great deal of time, money, and effort, using common sense.”

Biggest Pitfall: Common sense and good intentions…

are not enough to succeed!

• Founded 1983 • 80% School Districts • 55 Countries • 36 Million Students

But…“DARE is not effective” according to:

• U.S. General Accounting Office • U.S. Surgeon General • National Academy of Sciences • U.S. Department of Education www.alcoholfacts.org

1. Resolve to fix an important problem.

2. Pick a common sense method.

3. Implement it.

Classic Activist Pattern

This is “Activist Burnout”

4. Get weak or no results.

5. Become discouraged

6. Give up.

Activists (You) Deserve Success!

Objectives:

1. Identify common activist pitfalls.

2. Tools to prevent/remedy pitfalls.

3. Levels: National, Individual, Groups

National Activism

St. George.

1951-1963 AEC detonated 126 nuclear bombs

at the Nevada Test Site.

AEC assured: “The tests are conducted with adequate assurances for public safety."

Mom: “With each explosion, the front doors of the high school banged open and closed. Then a few hours

later the dirty red cloud would blow over us.”

“Dirty Harry”

Detonated 5/17/1953 32 Kilotons

AEC: “Keep kids in from recess today.”

Sixteen days: >1000X allowable radiation.

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=jMgB96YTeSNTDM&tbnid=63HRZYsxbqbegM:&ved=0CAUQjRw&url=http://www.theatlantic.com/magazine/archive/2012/09/my-atomic-holiday/309059/&ei=N2e8Ufu3FMfyyAH2zoDIBw&bvm=bv.47883778,d.aWc&psig=AFQjCNGWPVhwBlM65_GOAQAdmiDoIZropg&ust=1371388019107146

Arthur Bruhn, Dixie College President.

Cancer

Arthur Bruhn dies of radiation-related cancer.

Arthur Bruhn dies of leukemia. Daughter testifies to Congress: “We were conned.”

Elmer Picket

Testified before congress.

“We were totally misled…”

Lost 10 family members

to leukemia.

Pitfall: Going Solo

Solution: Cooperate

The “Downwinders” came together.

They demanded accountability.

Pitfall: Insufficient Evidence.

Solution: Investigate Scientifically credible evidence

Volunteers gather thousands of health records from affected counties.

1980: Downwinders Start Their Study

Cancer rates were significantly elevated and closely related to exposure levels.

Pitfall: No Legal Clout

Solution: Litigate

Court Finding: “A species of fraud has been committed upon the court by government lawyers and federal employees acting in intentionally false or deceptive ways" -historytogo.utah.gov/utah

Pitfall: No Legislative Clout

Solution: Legislate

1990: Success! Congress Passed RECA

(Radiation Exposure Compensation Act)

RECA provides up to $100,000 in compensation for radiation-related cancers that meet

geographic and time-frame criteria.

1.8 Billion Dollars

For verified Downwinder cancer claims.

http://www.justice.gov/civil/common/reca.html

Activist Lessons

• Activism can make a big impact!

• For large scale projects, prepared to: – Cooperate.

– Investigate.

– Litigate.

– Legislate.

But I don’t have 30 years, or hundreds

of volunteers!

How to Influence Individuals

Pitfall: Direct Persuasion

Pitfall: The Dirty Dozen

Direct Persuasion is Usually Ineffective

1. Scare 2. Instruct 3. Warn 4. Reason 5. Argue 6. Suggest 7. Blame 8. Persuade 9. Lecture 10. Disapprove 11. Debate 12. Guilt-Trip

Direct Persuasion Creates Direct Resistance

44

Pitfall: Fear Based Messages

Fear Backfires!

1. Raising fear leads to

“fear control” (denial or avoidance).

2. Solution: Increase perceived efficacy: 1. An effective response is available.

2. They are capable of doing it.

3. This leads to “danger control”

(increases target behaviors).

3. Keep PE > Fear

“The Crying Indian Ad” Launched on Earth Day, 1971

Ran for 20 years, Earned two Clio Awards, Named to the Top 100 Ads of All Time.

Pitfall: Spotlighting Bad Behavior Can Normalize Rather than Change IT

“Creators of the ad seem to have been correct in their decision to show a dismaying instance of someone (the passing motorist) actively littering the environment; but they may have been mistaken in their decision to use an already-littered environment…” -Bob Cialdini, Arizona State

*Solution: Depict desired behavior as normative.

Pitfall: “Attitude Drives Behavior”

•500 people interviewed. •94% acknowledged that people should pick up litter. •2% picked up litter planted by the researcher.

Pitfall: Education = Change

Study by Scott Geller: • 40 participants, three-hour workshop (energy savings) • Exit survey showed significant attitude change. • Follow-up check showed no behavior change.

People change most

when change serves THEIR values.

Achieve your goals

by serving THEIR values.

Change Requires More Listening than Talking

“They don’t care how much you know until they know how much you care.”

Three Parts of Change Talk

DEER

DARN CAT

OARS

DARN

DEER

1. Develop Discrepancy: between what they want and what they are doing.

2. Express Empathy: show understanding.

3. Encourage Change Talk (DARNCAP)

4. Roll with Resistance (acknowledge/validate).

Encourage Change Talk with

DARN CAT

1. Desire for change (wants, wishes, likes). 2. Ability to change (can, could, able). 3. Reasons to change (their specific reasons) 4. Need for change (why it’s important to them).

5. Commitment (intentions, agreements) 6. Activation (readiness, willingness). 7. Taking Steps (specific actions taken).

DARN

OARS

Use:

Open-Ended Questions- to explore pros/cons.

Affirmations (of positive actions).

Reflective Listening- validate both pros/cons.

Summarize- pros/cons and action plans.

Motivational Interviewing Books

What about influencing groups?

– Voters

– Churches

– Communities

– Demographics (youth, farmers, retirees, etc.)

– Organizations, Industries, Businesses

Doug McKenzie-Mohr, Ph.D. Environmental Psychologist

Community-Based Social Marketing

Community-Based Social Marketing

Provides tools to identify and implement

the best way to influence groups.

CBSM

Five Steps of CBSM

1. Select good target behaviors.

2. Identify barriers and benefits.

3. Match methods to barriers and benefits.

4. Pilot test and refine methods.

5. Implement, evaluate and report your results.

1. Pick Appropriate Target Behaviors

• Pick behaviors with greatest combined:

– Impact

– Probability

– Penetration

• Do a Target Analysis

Target Analysis for Reducing CO2 Emissions in Queensland, Australia

Behavior Impact (KG per

Household per year)

Prob- ability (0-4)

Penet-ration

(%)

Weight (Impact)

Purchase Green Power

8700 2.1 .85 15,899

Install High Efficiency Showerheads

650 2.5 .35 569

Wash Clothes In Cold Water

450 3.1 .63 876

http://www.cbsm.com

2. Identify Barriers and Benefits (of the target behaviors)

• Beware your personal theories.

• Review others’ research.

• Conduct focus groups.

• Conduct surveys.

3. Match Methods (to Barriers & Benefits)

Target behavior: Recycle Plastic Bottles

– Alternative behavior: Trash Them.

Four Options:

1. Decrease barriers to target

1. Clearly identify recyclables.

2. Increase benefits of target

1. Offer cash back for each one recycled.

3. Increase barriers to alternative

1. Refundable tax for each.

4. Decrease benefits of alternative

1. Have kids confront parent noncompliance.

Show How The Behavior:

• Is superior to status quo.

• Reduces risk of financial loss.

• Increases social approval.

• Is doable.

• Supports their values.

• Can be tried out before committing.

• Will be visible to others.

Example: Make the

Target Behavior Convenient

Bixi Bikes in Montreal (Which picture is best for promotion?)

4. Pilot Test!

• Implement on a small scale.

• Discover and remove problems.

• Check cost-effectiveness.

5. Implement Your Program.

Program Boosts Ridership 36%

Then evaluate and report it.

Celebrate Your Success!

Overview

• Large Scale Projects

1. Cooperate

2. Investigate

3. Litigate

4. Legislate

• Individuals: Motivational Interviewing

DEER, DARN CAT, OARS

• Intermediate Groups: CBSM

1. Target Behavior, 2. Identify Barriers and Benefits, 3. Match Methods, 4. Pilot Test, 5. Implement, Evaluate, and Report.

David Christian, Ph.D., P.C.

Web: MyDocDave.com Email: dchristian999@gmail.com