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Issue Mapping And Interventions Session 8

Issue Mapping And Interventions Session 8. Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org.

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Issue Mapping And Interventions Session 8

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  1. Issue Mapping And InterventionsSession 8 Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org

  2. Issue mapping • Shares thinking • Gets ideas onto paper • Quick and dirty • connections • flows • power • problems and solutions

  3. Origins – Hans Rittel • Questions • Ideas • Arguments (pros and cons)  Ideas respond to questions, offering possible solutions to the question.

  4. From issue map to Intervention, to Critical Path

  5. Example of causal map (why we have seasons) from cmap.ihmc.us/conceptmap.htm

  6. ‘the issue’ map

  7. Point of intervention

  8. What is the desired result ?

  9. Desired result

  10. Desired result What is needed to make that happen ?

  11. Problems ? Solutions ? Benefits ? Responsibilities ? Some starting points for testing Who controls them ? Desired result Who opposes it ? Consequences ? Who does it ? Of winning ? Obstacles ? Why ? Losers ? What is needed to make that happen ? Winners ? Why not ? Of losing ? Slient beneficiaries ? Competitors? Interests ? Allies ? Who influences them ? Perceptions ? Detection ? Corporates ? Local, national, regional govt ? Institutional stakeholders ? Visibility ? Science? Media ? Who is opposed ? Entertainment ? Spiritual ? Precedents ? Actors and players ? Homes ? Legal ? Families ? Cultural ? Arts ?

  12. Problems ? Solutions ? Benefits ? Responsibilities ? Some starting points for testing Who controls them ? Desired result Who opposes it ? Consequences ? Who does it ? Of winning ? Obstacles ? Why ? Losers ? Prior change needed Winners ? Why not ? Of losing ? Slient beneficiaries ? Competitors? Interests ? Allies ? Who influences them ? What is needed to make that happen ? Perceptions ? Detection ? Corporates ? Local, national, regional govt ? Institutional stakeholders ? Visibility ? Science? Media ? Who is opposed ? Entertainment ? Spiritual ? Precedents ? Actors and players ? Homes ? Legal ? Families ? Cultural ? Arts ?

  13. Problems ? Solutions ? Benefits ? Responsibilities ? Some starting points for testing Who controls them ? Desired result Who opposes it ? Consequences ? Who does it ? Of winning ? Obstacles ? Why ? Losers ? Prior change needed Winners ? Why not ? Of losing ? Slient beneficiaries ? Competitors? Interests ? Allies ? Who influences them ? Prior change needed Perceptions ? Detection ? Corporates ? Local, national, regional govt ? Institutional stakeholders ? Visibility ? What is needed to make that happen ? Science? Media ? Who is opposed ? Entertainment ? Spiritual ? Precedents ? Actors and players ? Homes ? Legal ? Families ? Cultural ? Arts ?

  14. Problems ? Solutions ? Benefits ? Responsibilities ? Some starting points for testing Who controls them ? Desired result Who opposes it ? Consequences ? Who does it ? Of winning ? Obstacles ? Why ? Losers ? Prior change needed Winners ? Why not ? Of losing ? Slient beneficiaries ? Competitors? Interests ? Allies ? Who influences them ? Prior change needed Perceptions ? Detection ? Corporates ? Local, national, regional govt ? Institutional stakeholders ? Visibility ? Prior change needed Science? Media ? Who is opposed ? Entertainment ? Spiritual ? Precedents ? Actors and players ? What is needed to make that happen ? Homes ? Legal ? Families ? Cultural ? Arts ?

  15. Desired result Prior change needed Prior change needed Prior change needed Prior change needed

  16. The light bulb campaign The final action = objective 4th action objective 3rd action objective Critical path 2nd action objective 1st action objective

  17. For a point of intervention-proposition: Zoom in to black and white/ either-or question One side is right, the other wrong Irreducible – passes the ‘dinner party test’ Use this to create your end objective And apply the ‘photo test’

  18. Examples of campaign development – working documents

  19. Land Use Campaign History Chris Rose and Tim De-Keyzer

  20. Campaign Design Task To somewhere not understood ? From something not understood While ‘championing’ ‘good’ ‘farming’

  21. Fundamentals For Design Who or what will add impact ? Who cares ? Find a or create constituency ? While being visible - profile’

  22. NE initiatives Scandal - interest Issue mapping Benefits – a NE starting point Feasibility and evidence - successes Constituencies Making visible – an intervention

  23. Policy drivers CAP processes Actors, land mngrs Issue mapping Possible intervention – manifest public understanding of benefits End objective P1>2

  24. Education/schools Perception – of good/bad Access users Issue mapping research Policy metrics of public interest Engagement – who is engaged and could be and how ? Possible intervention – id benefits locally

  25. Show costs/ benefits ? Issue mapping Obstacles Piggy back to climate change Floods/water Benefits and practices Food users & certification – possible intervention Woodlands & certification

  26. Issue mapping Select intervention Feb 2007 Sustainable Farming Concept Sign off Concept Critical Path Proposition Communications Strategy Activities & Resourcing Plan Sign off Launch and run campaign Monitor, revise Next cycle

  27. Evidence package NGOs + Stat agencies CAP budget reform Desk research Public perception of benefits Forward Look EAC Survey eg parish by parish Like minded member states Economic benefits Elective public survey action MEPs Brand/product devt research with managers, owners, farmers etc engagement Quality appreciation audit What we value – landscape, places, people, features etc Sieve against axis 2 P2 ? Problem driving - awareness Alignment -problem + solution Public understanding research – input: NE’s idea of benefits – output language, intelligence Gazeteers, ‘new Domesday Book’, parish maps, photos, myspace, seminars, conferences ? New relationships project Breathing Places ? alliance ‘conference(s) how to fund the valued‘countryside’ P2 axis 1 funding withdrawn assumption NE call to action Consequences scenario studies Water quality, biodiv, habitats, access, landscape, incl JCAs, jobs etc National and regional media promotion Specificisation – what it means for you, local, regional, sectoral Scientific/ academic reports stakeholders Id victims biodiv landscapes places activities economies 7 Feb 2007 Sustainable Farming Concept Benefits Messenger chain Early Critical path Consequences of loss What it means to you

  28. Greenpeace Apple Campaign draft critical path

  29. Core strategy – a seduction/ jilted lovers Product is the pollution Dissonance with Apple values Direct appeal to Steve Jobs Customers the victims and messengers

  30. Problems Solutions Dynamics Allies Obstacles Policies PEST Culture Events Resources Assets Flagship Issue Map Issue Point of Intervention What will make this happen ? Critical Path Proposition What do we need to do ? RASPB CAMPCAT

  31. converts chasers champions challengers Change-phobics Champions, chasers etc Change this way

  32. Triage Potential targets Won’t ever agree Will agree anyway

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