1. Visual Language and Framing Chris Rose chris@campaignstrategy.co.uk www.campaignstrategy.org

2. 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

10. PLEASE KNOCK Achievement – red = danger/dominance, avoidRomance – red = available, attract

12. Visual language is independent of words, not a visualisation of words

16. ?

17. Be visual - do things create events be proactive

18. We remember events

19. Not ‘the issues’... Why were they fighting ?

24. REACH example

25. What’s it really about ?

26. The plan - events Recipe events Expectations - norms Policy, regulation

27. Events Recipe

30. What WWF did (visual) events + story

31. Signs and evidences of the problem - frame the problem and requirements of the solution campaignstrategy.org

32. Communicable - as a story & visually

34. Succesful image generation > icon – campaign failed

35. Be visual - do things create events be proactive

36. Be visual - and be real

37. Visual yes but a claim, a stunt and a process not the problem.

38. An action - stops the problem (not just a protest) - visual and real

39. Visual echo

40. ran

41. Too obvious and frame conflict ?

42. What if we don’t plan visual events that are doing ?

43. We could just dress up reports with ‘PR’ launches

44. You know what message you are sending - but what is received ?

45. Is this strangely familiar ?

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

50. a frame can pre-determine what is good/bad how things are decided roles relationships context relevant reasons and more besides

51. How it works input YES Does it fit the frame ? NO interpret through frame Discard input, retain frame

52. The Post Office lacks money It’s a businessIt’s a public service It needs more moneyLet it fail Frame logic AFrame logic B input

53. The Post Office lacks money It’s a businessIt’s a public service It needs more moneyLet it fail Easy Media Dialectic Easy Debate apply frames

54. ExpectationReality War on Drugs mis-match

55. Elephant problem ‘framing’ see www.frameworksinstitute.org “First we see, then we understand”

56. Objective = motivate them about giraffes - they don’t know much about giraffes - they do know about elephants

68. Event > an opportunity ? It may seem relevant to your issue but what frame is in operation ? Automobile accident - transport policy ? Common Fisheries Policy talks – marine conservation ? Markets crash – sustainable development ? Katrina – climate change ? –was the hurricane a good opportunity to talk about climate change?

69. campaignstrategy.org

70. Icon campaignstrategy.org

71. Disaster - rescue frames (emergency) campaignstrategy.org

72. Explanations campaignstrategy.org

73. Financial system frame campaignstrategy.org

74. Not these system frames campaignstrategy.org

75. Not direction choices campaignstrategy.org

76. Climate Change

77. “It’s a question of international cooperation” Q: Who does such things ? A: Conclusion (for 59%) “not to do with me” values “or my actions”

78. “words” ideas FACTS decisions Conscious reflection What is assumed

79. “words ” ideas FACTS decisions Conscious reflection story > narrative The Media “words ” ideas FACTS “words ” ideas FACTS Unconscious reflexive thought – ‘emotion’ experiences needsvalues ???? framing Filters (touch, smell, hear)  What actually happens

80. “words ” ideas FACTS decisions Conscious reflection story > narrative The Media “words ” ideas FACTS “words ” ideas FACTS experiences needsvalues ???? framing filters  behaviours ‘opinions’ What actually happens Unconscious reflexive thought – ‘emotion’