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Introduction to Campaigning Techniques and Tools. Chris Rose Campaign Strategy Ltd www.campaignstrategy.co.uk www.campaignstrategy.org Denham, UK, January 2010. Who I am. Live in Norfolk UK with two children, partner, two scotties and a spaniel Communication and campaigns consultant
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Introduction to Campaigning Techniques and Tools Chris Rose Campaign Strategy Ltd www.campaignstrategy.co.uk www.campaignstrategy.org Denham, UK, January 2010
Who I am • Live in Norfolk UK with two children, partner, two scotties and a spaniel • Communication and campaigns consultant • Scientist, writer, campaigner eg with WWF Intl, Greenpeace Intl., Friends of the Earth • Clients include Amnesty International, Greenpeace, Soil Association, Home Office, UNICEF, Natural England, Environment Agency, National Trust, Unilever, WWF, Centre for Sustainable Energy
www.campaignstrategy.org Pub www.earthscan.co.uk
What are campaigns? 1. Directional activity designed to achieve a particular purpose • Not education, advocacy, lobbying or peripheral communication activity • Enlist a wider public • Aim to catalyse significant change to the public benefit; to go beyond ‘business as usual’
What are campaigns? 2. An expression of the deeper, long term strategic objectives of an organisation • Aim to reaffirm/strengthen an organisation’s identity • Operate on the basis of principle (‘it’s the right thing to do!) as well as strategy
What are campaigns? 3. A form of public politics • A way of getting things done • convert values into action • exist where the commercial market and formal politics fail to convert values into action
These are • Campaigns to create change they are not the same as • Advertising campaigns • Fundraising campaigns • PR campaigns • Electoral campaigns • Social marketing campaigns (these aim at the individual level)
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
7 Principles Of Campaigning • Bemulti-dimensional - communicate in all the dimensions of human understanding • Engage by providing agency – give supporters greater power over their own lives, let them know they can be part of the solution- ‘can’t do it without you!’ • Be legitimized by a moral deficit- people must feel that there is a gap between what is currently happening and what SHOULD be done. • Provoke a conversation in society- This often involves arguing and disagreement. If agree all the time, not much to talk about. • Meet a need - solve a problem. • Be strategic • Be communicable - verbally - as a story - and visually- use stories about real people
How do campaigns achieve change? Through a conversation with society which provides: The Motivation to act - expressing where society knows it ought to be – that “something must be done - urgently” - and asking for help – “only with you can we make a difference, only with you can the impossible become possible” – it is a call to arms or an invitation to join an adventure The Means to act – engages by providing agency – providing the tools and mechanisms for action. People must feel that they can contribute to part of the change- that without them, we will fail.
What we are trying to get to activities events communication results The consequences = our objective Not to ‘get our message across’
STOP 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
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 audienceis
Maybe we can all But with training, practice and knowledge - we can do better
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 way Engagement We are leaving Action
motivation sequence awareness > alignment > engagement > action
The public sees nothing victims enemy solution opportunity we win problem solved ignorance It doesn’t have to be like this ! interest concern anger engagement Commitment - action satisfaction
phase Solution - answer Enemy – responsible agent Engagement mechanism Opportunity Problem and victim Problem solved R + D awareness alignment engagement action 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
That’s a problem - it’ll attract addicts ! I don’t believe it - needle boxes in the toilets ! problem Application
I don’t believe it - at last there’s needle boxes in the toilets ! We’re always the last to know COUNCILLOR DEMANDS NEEDLE ACTION Dear Resident, Why we are ... Survey shows needle problem solution
Usually cannot go … Awareness Alignment Engagement Action
Usually cannot go … Eg “Policy literalism” Awareness Alignment Engagement Action
Why ? Because Attention Opportunity Language Filtering Channel choice Competition/pollution I may not be hearing/ seeing you Context Personalisation Immediacy What interests you may not interest me Framing – I may not be using your frame Recognition Resolution logic Motivational values – it may not meet my needs (unconscious) Emotional rewards Dilemma Discomfort I may already be undertaking a behaviour in conflict with what you say Ability Agency I perceive I lack the means to act
Seven important components for effective ‘communications. context audience messenger programme channel action trigger ‘message’ CAMP CAT
CAMP CAT • Context – where the message arrives (time of day, who you’re with, what else is happening?) • Audience – who we are communicating with • Messenger - who delivers the message • Programme – why we’re doing it (not for external communication) • Channel – how the message gets there • Action – what we want to happen • Trigger – what will make that happen(don’t assume that your triggers are the same as someone else’s)
Communication • is not about sending {not our ‘message’} • it’s about what is received
Chicken- what chicken ? start from where your audience is
