Presentation to the 2011 eCampaigning Forum by Chris Rose of Campaign Strategy. Tools and techniques for planning a campaign working out where you want to go and how to get there, and what might motivate people to support you.

1. Some Campaigning Techniques and Tools ECF March 2011 Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org

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

5. activities events communication results What we are trying to get to The consequences = our objective Not to ‘get our message across’

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

8. No ‘right answer’ - a toolkit Quiz and toolbox images removed for copyright reasons.

10. Maybe we can all But with training, practice and knowledge - we can do better Swimming, driving and cycling images removed for copyright reasons.

11. imagine

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

13. the issue is

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

15. 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

16. Effective communication is not accidental - it follows patterns Fire Awareness We are all in danger Alignment Let’s go this way Engagement We are leaving Action

17. motivation sequence awareness > alignment > engagement > action

18. 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 ! Images removed for copyright reasons.

19. nothing victim enemy answer opportunity We win Problem solved Identify problem Identify enemy Identify solution Supply engagement mechanism Call to action React and report nothing interested concerned angry engaged committed satisfied Problem and victim Enemy – responsible agent Solution - answer Engagement mechanism Opportunity Problem solved phase R + D awareness alignment engagement action

20. Usually cannot go … Awareness Alignment Engagement Action

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

22. 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

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

26. CAMPCAT - Context Images removed for copyright reasons.

27. CAMPCAT - audience

29. Channel / messenger Trust in channels/messengers Husband wife or partner 90% Friends 82% Work colleagues 69% TV news 50% Retailers or manufacturers 27% Government or Advertising 14% Henley Centre, UK

30. “ it’s a complex issue”

31. Don’t communicate ‘the issue’

32. Communicate one line of it

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

34. In practice, for each project, one step

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

36. 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

37. Where we are – world as it is Where we want to get to – campaign objective – world changed 1 st change 2nd change 3rd change 4th change End objective – end result Instrumental Campaign

38. Where we are – world as it is Where we want to get to – campaign objective – world changed 1 st change 2nd change 3rd change 4th change End objective – end result Critical Path Comes from issue mapping and analysis Instrumental Campaign

39. Where we are – world as it is Where we want to get to – campaign objective – world changed 1 st change 2nd change 3rd change 4th 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

40. Where we are – world as it is Where we want to get to – campaign objective – world changed 1 st change 2nd change 3rd change 4th 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

41. Example Brent Spar

42. Z A Clean seas No waste dumping in NE Atlantic - OSPAR region radwaste Solid waste Oil installations 95 Brent Spar hazchems within a generation E D C B F A

43. E D C B F A 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

44. Safety and belonging Success aka Pioneer aka Prospector aka Settler Maslow’s hierarchy of Needs – CDSM version www.cultdyn.co.uk - the unmet need is the dominant need Sequence of unconscious needs

45. 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 campaignstrategy.org

46. Prospectors Settlers