Dream Campaign Session

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Dream Campaign Session

• Chris Rose
• www.campaignstrategy.org

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Who I am

• Live in Norfolk with two children, partner,
  spaniel two scottie dogs
• Communication and campaigns consultant
• Scientist, writer, campaigner eg with WWF Intl,
  Greenpeace Intl., Friends of the Earth
• Clients include Amnesty International,
  Greenpeace, Home Office, UNICEF, WWF, Unilever,
  Natural England, Beyond Green, Environment
  Agency, Local Authorities

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How to do it - short version

• KISS
• Be visual
• Create events
• Tell stories with real people
• Be proactive - dont just respond
• Start from where your audience is

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campaigning is motivation for action its not
education
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Opposite processes
Campaigning/ advertising motivation
education
broadening
narrowing
narrower
action
indecision
Awareness of complexity more possibilities
Motivation to act fewer possibilities
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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

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Why campaigns ?

• Gearing
• Agenda setting
• Influencing media-political relations
• Gives agency
• Personal networks are more important as media
  reach and trust declines
• Power of action-based comunication

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how
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imagine
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you are in bedin a hotel roomyou can smell smoke
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the issue is
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IF YOU FIND A FIRE
1. Raise the alarm 2. Go immediately to the place
of safety 3. Call the fire brigade
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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
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Effective communication is not accidental - it
follows patterns
Fire Awareness We are all in
danger Alignment Lets go this
way Engagement We are leaving Action
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motivation sequence
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The public sees nothing victims enemy solution o
pportunity we win problem solved
ignorance
It doesnt have to be like this !
interest
concern
anger
engagement
Commitment - action
satisfaction
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Supply engagement mechanism
Identify problem
Identify enemy
Identify solution
Call to action
React and report
nothing
victim
enemy
answer
opportunity
We win
Problem solved
nothing
interested
concerned
angry
engaged
committed
satisfied
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Application
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Framing
first we see, then we understand information
which does not fit the frame is discarded
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Retreat from the sea
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Problem definitions

• eroding cliffs
• rising seas
• shrinking marshes
• no safe places to build homes
• vanishing beaches
• living in dangerous homes

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Problem/solution

• eroding cliffs
• rising seas
• shrinking marshes
• no safe places to build
• vanishing beaches
• living in dangerous homes

• concrete walls
• taller walls
• create more marsh
• allow building uphill/inland
• beach creation
• help to move to safety

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Problem/solution - fit test
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What sort of problem is it ? Defined by the victim
Rule is - have the most empathetic (victim) on
your side
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its a complex issue
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Dont communicate the issue
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Communicate one line of it
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Communicate one line of it - one step at a time
- one step per project
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In practice, for each project, one step
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Critical paths
What are the critical steps, the changes you need
to see, to achieve the objective ?
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Example Brent Spar
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Solid waste
example
Oil installations 95
radwaste
Brent Spar
hazchems within a generation
No waste dumping in NE Atlantic - OSPAR region
Clean seas
Z
A
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Broadcast from Spar - touchstone/ symbol/ prism
Brent Spar Original plan/concept
Publish case - autumn. Call for policy change
(OSPAR)
End of towing season October
Object to Spar licence February
Lobby NSMC/Ospar - May- June
Occupy Spar April
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Instrumental campaign communications strategy
Campaign steps/sub-objectives
Start here
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activity
activity
activity
activity
audience
audience
audience
audience
message
message
message
message
Finish here
medium
medium
medium
medium
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Use stories- we remember themUse people - we
can identify with them
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Story approach
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Report on Non Accidental Wolf Related Deaths
Historical statistics showing trend in
wolf-related non-accidental injuries involving
minors (under the age of 16) in Central Regions.
Daylight hours observations only. After column 3
the basis of calculation changes but the base
sample reamins the same. The trend is not
significant but individual cases remain a cause
for concern, especially in the small number which
result in fatalties or close escapes. The
figures speak for themselves.
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Drivers of behaviour
Values/ needs
Behaviours
Opinions/ attitudes
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drivers
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Needs - values - motivations
pioneers
prospectors
settlers
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SUSTENANCE DRIVEN
Solidarity
Security
Community
Family
Thrifty
Price
Roots
Local
Comfort
Escapist
Fearful
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PROSPECTORS
Jet Setting
Importance
Wealth
Position
Appearance
Glamour
Right Neighbourhood
Keeping Up with the Jones
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PIONEERS
Confident
Quality
Value
Knowledge
Information
Discerning
Contacts
People-Focused
Individuality
Risk Takers
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Action modes (when confronted by a problem)
Inner directed - DIY - activist Outer directed -
organise Security driven - someone should do
something (the only group which expects
authority to lead - dont like challenges to
authority)
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I most respond to threats to
Inner directed - visions and causes Outer
directed - what I have worked for Security
driven - my way of life
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Why I (save dolphins)
Inner directed - for themselves/ the planet/ I
feel I am one Outer directed - good for the
economy of Seatown (and my house price) Security
driven - so long as dolphins keep coming back,
Seatown is Seatown
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conclusions

• Events leading to change
• Motivation not education
• Doing not arguments
• Use existing frames and motivations
• Understand motivations
• Stories of events and people

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resources

• www.campaignstrategy.org
• www.fenton.com
• www.thechangeagency.org
• Dont Think Of An Elephant - George Lakoff
  (Chelsea Green)
• The Tipping Point - Malcolm Gladwell