1. Introduction to Campaigning Techniques and Tools Session 1 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. Who I am Live in Norfolk UK Communication and campaigns consultant

3. Pub www.earthscan.co.uk www.campaignstrategy.org

4. What are campaigns? 1.Directional activity designed to achieve a particular purpose  Not education, advocacy, lobbying  Enlist a wider public  Aim to go beyond ‘business as usual’

5. What are campaigns? 2. An expression of the deeper, long term strategic objectives of an organisation  Affirm an organisation’s identity  principle as well as strategy

6. What are campaigns? 3. A form of public politics  getting things done  convert values into action  because the market or formal politics fail

7. These are Campaigns to create change not -Advertising -Fundraising -PR -Electoral -Social marketing

8. http://www.bbc.co.uk/history/british/abolition/abolition_tools_gallery_07.shtml 1791 an old HR campaign

9. 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

10. Black arts and Belief - origins of campaign techniques

11. 7 Principles Of Campaigning Be multi-dimensional Engage by providing agency Be legitimized by a moral deficit Provoke a conversation in society. Meet a need Be strategic Be communicable - as a story - and visually.

12. How do campaigns achieve change? Through a conversation with society which provides: The Motivation to act The Means to act

13. Provoke a conversation in society

15. Level 1: Identify how the world should be Level 2: Identify changes that could do that Level 3: Create activities that make that happen Three campaign levels for conceiving of a campaign

16. activities eventscommunication results What we are trying to get to The consequences = our objective Not to ‘get our message across’

17. Before you start. Think.

18. Ask yourself … (reality check) why do I need to campaign ?

21. Issue map Intervention - chose and test Plan and test critical path Refine for effective communication

22. No ‘right answer’ - a toolkit

23. 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 audience is

24. Maybe we can all But with training, practice and knowledge - we can do better

25. imagine

26. you are in bed in a hotel room you can smell smoke

27. the issue is

28. IF YOU FIND A FIRE 1.Raise the alarm 2.Go immediately to the place of safety 3.Call the fire brigade

29. 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

30. Effective communication is not accidental - it follows patterns FireAwareness We are all in dangerAlignment Let’s go this wayEngagement We are leavingAction

31. motivation sequence awareness > alignment > engagement > action

32. ignorance interest concern anger engagement Commitment - action satisfaction The public sees nothing victims enemy solution opportunity we win problem solved It doesn’t have to be like this !

33. Problem and victim Enemy – responsible agent Solution - answer Engagement mechanism Opportunity Problem solved nothingvictimenemyansweropportunityWe winProblem solved Identify problem Identify enemy Identify solution Supply engagement mechanism Call to action React and report nothinginterestedconcernedangry engagedcommittedsatisfied phase R + D awarenessalignment engagementaction

34. Application I don’t believe it - needle boxes in the toilets ! That’s a problem - it’ll attract addicts ! problem

35. I don’t believe it - at last there’s needle boxes in the toilets ! We’re always the last to know Survey shows needle problem COUNCILLOR DEMANDS NEEDLE ACTION Dear Resident, Why we are... solution

36. Usually cannot go … Awareness Alignment Engagement Action

37. Usually cannot go … Awareness Alignment Engagement Action Eg “Policy literalism”

38. Why ? Because Motivational values – it may not meet my needs (unconscious) Framing – I may not be using your frame What interests you may not interest me I may not be hearing/ seeing you I may already be undertaking a behaviour in conflict with what you say Attention Opportunity Language Filtering Channel choice Competition/pollution Context Personalisation Immediacy Recognition Resolution logic Emotional rewards Dilemma Discomfort I perceive I lack the means to act Ability Agency

39. CAMP CAT Seven important components for effective ‘communications. context audience messenger programme channel action trigger ‘message’

40. CAMP CAT 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

41. Communication is not about sending {not our ‘message’} it’s about what is received

42. Chicken- what chicken ? start from where your audience is

43. CAMPCAT - Context

44. CAMPCAT - audience

45. CAMPCAT - messenger

50. Channel – London Fashion Week event www.globalcool.org

51. Channel / messenger Trust in channels/messengers Husband wife or partner90% Friends82% Work colleagues69% TV news50% Retailers or manufacturers27% Government or Advertising14% Henley Centre, UK

52. “it’s a complex issue”

53. Don’t communicate ‘the issue’

54. Communicate one line of it

55. Communicate one line of it - one step at a time - one step per project

56. In practice, for each project, one step

57. What are the critical steps, the changes you need to see, to achieve the objective ? Critical paths

58. Where we are – world as it is Where we want to get to – campaign objective – world changed Campaign pathway But the world is rarely simple and we can rarely get a significant change in one step Instrumental Campaign

59. 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

60. 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 Critical Path Comes from issue mapping and analysis Instrumental Campaign

61. Where we are – world as it is Where we want to get to – campaign objective – world changed 1 st change2nd change3rd change4th change End objective – end result Instrumental Campaign 1 st set of campaign activities 2nd set of campaign activities 3rd set of campaign activities 4th set of campaign activities 5th set of campaign activities

62. Where we are – world as it is Where we want to get to – campaign objective – world changed 1 st change2nd change3rd change4th change End objective – end result Instrumental Campaign 1 st set of campaign activities 2nd set of campaign activities 3rd set of campaign activities 4th set of campaign activities 5th set of campaign activities Campaign Communication Outputs – story and pictures

63. Example Brent Spar

64. EDCBFA Z A Clean seas No waste dumping in NE Atlantic - OSPAR region radwaste Solid waste Oil installations 95 Brent Spar hazchems within a generation

65. EDCBFA Publish case - autumn. Call for policy change (OSPAR) Occupy Spar April Lobby NSMC/Ospar - May- June Broadcast from Spar - touchstone/ symbol/ prism End of towing season October Object to Spar licence February Brent Spar Original plan/concept

66. break