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

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

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

From issue map to Intervention, to Critical Path

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

‘the issue’ map

Point of intervention

What is the desired result ?

Desired result

What is needed to make that happen ? Desired result

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

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

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

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

Prior change needed Desired result Prior change needed

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

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’

Examples of campaign development – working documents

Land Use Campaign History Chris Rose and Tim De-Keyzer

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

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

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

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

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

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

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

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

Greenpeace Apple Campaign draft critical path

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

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

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

Triage Will agree anyway Won’t ever agree Potential targets