What are campaigns? Directional activity designed to achieve a particular purpose  More than education, general advocacy  Enlist a wider public  Aim to catalyse significant change to the public benefit;  to go beyond ‘business as usual’

Level 1: How the world should be (example: full access to essential medicines for everyone) Level 2: Changes that are necessary to make the world how it should be (example: cheap generic drugs of good quality are widely available, extensive use of TRIPs flexibilities ) Level 3: A sequence of activities which we can undertake to make a level 2 change a reality (example: decision makers feel pressure to take on this issue, pressure on them to prioritize the issue, secrecy of negotiations on trade issues is brought to an end – access to information, law is changed to ensure all TRIPS flexibilities can be used, procurement processes are changed, the regulatory system is strengthened …) Three conceptual campaign levels

Where we are – world as it is Where we want to get to – campaign objective = world changed 1 st change 2nd change 3rd change4th changeEnd objective – end result Instrumental Campaign

Campaigning: 7 important components for effective communications Context – where the message arrives Audience – who we are communicating with Messenger - who delivers the message Programme – why we’re doing it Channel – how the message gets there Action – what we want to happen Trigger – what will make that happen

Unmet needs/ unconscious drivers Attitudes and beliefs Opinions and behaviours this cannot be reversed Consistency

settlers pioneers prospectors Prospectors – outer directed: need for success, esteem of others then self esteem. Acquire and display symbols of success. Settlers - need for security driven: safety, security, identity belonging. Keep things small, local, avoid risk Pioneers – inner directed. Need to connect actions with values, explore ideas, experiment. Networking, interests, ethics, innovation Drivers and behaviours – unmet needs

SETTLER Security Family Price Local Escapist Solidarity Community Thrifty Roots Comfort Fearful

PROSPECTORS Jet Setting Wealth Appearance Keeping Up with the Jones’ Right Neighbourhood Glamour Position Importance

PIONEERS Confident Value Knowledge Discerning Quality Information Contacts People-Focused Risk Takers Individuality

Framing- unconscious categories campaignstrategy.org “First we see – then we understand” Walter Lippman What is understood

FRAMING

heuristics Liking Similarity Effort Exchange Cooperation/groups Authority Representativeness Consistency Commitment Confirmation Social proof Scarcity (availability) Availability (recall) Adjustment from anchor

7 Principles Of Campaigning Be multi-dimensional - communicate in all the dimensions of human understanding Engage by providing agency – give supporters greater power over their own lives Be legitimized by a moral deficit Provoke a conversation in society. Meet a need - solve a problem. Be strategic Be communicable - verbally - as a story - and visually.

Power of visuals After ‘being there’, the most powerful communication Unconsciously processed, then: “I saw it - I made up my own mind” Recall and use images more easily than words or numbers – construct meaning Increasingly visual communications channels

Tool for building a campaign strategy: issue mapping Ideas on paper Pooling knowledge Identifying knowledge Gaps Actors / Power Connections Quick and dirty How/when/where to intervene Aligning thinking

Starting point = Central problem

Kenya example

Our Issue: patents not a barrier to Access to Medicines Select point of Intervention Critical Path Map Issue: who’s influencing who What will make this happen ? What do we need to do ?

Develop one line of it: step by step how to get from A to Z

one step at a time – communicate to provoke action Each step: Awareness Alignment Engagement Action

WHY?