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350.org workshop guide

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  • 1. Dikili, Turkey 28 June – 18 July, 2009
  • 2. 350Speaks Climate Leadership Workshop Table of Contents Welcome 3 Workshop Outcomes 4 Who We Are 5 Session 1 – Organizing & Leadership 7 Session 2 – Structuring Leadership and Learning Teams 10 Session 3 – Introduction to Public Narrative and Story of Self 18 Activity – Video Review 22 Peer Coaching 101 23 Session 4 – Introduction to Climate Science 28 Session 5 – The Effects of Climate Change 30 Session 6 – Introduction to Climate Policy + Solutions 32 Session 7 – Climate Justice 36 Session 8 – Story of Us 38 Session 9 – Story of Now 43 Session 10 – The 350 Campaign Strategy 47 Session 11 – Putting It All Together 55 Session 12 – Building a Campaign 57 Session 13 – Building a Campaign, part 2 67 The 9-step Plan 71 Session 14 – Spreading the Word 78 Session 15 – October 24 Planning 95 The End? 98 2
  • 3. 350Speaks Climate Leadership Workshop Welcome! We’re glad you made it here safely, and we’re excited to hear all about the great work you’re doing in your community. By now, you’ve probably realized that this is going to be an action-packed few weeks. This workshop is designed to be a hands-on experience. You’ll learn about the latest science and policy related to climate change, how to tell your story as a community organizer, and all the nuts and bolts of advocacy. You will be able to use these tools to become a climate leader in your village, town or city, but they will be useful beyond those geographical and issue boundaries – they will stick with you for the rest of your life. Keep in mind that you will only get as much out of this workshop as you put in. That is, if you stay engaged and focused throughout, you will leave feeling more confident, equipped and energized to take on the challenge of climate change. Keep this guide close as you wend your way through becoming a climate leader – it will become an invaluable reference – and check back at 350.org for more tools, materials and up-to-date news and media about the campaign. We are committed to making this workshop as interactive as possible. If it seems like anything isn’t working for you, if you need any help or you have any comments, we encourage you to give us feedback. We are flexible, and can accommodate most concerns. Finally, we hope that you have fun! While organizing can sometimes be tiring, frustrating and difficult, solving climate change should be fun. Let’s use this workshop to get to know each other, joke around, stay positive, and build those friendships that will help us build a global community strong enough to solve this crisis. Many thanks, Phil, Will, Wael, Farah, Adnan and the rest of the 350.org and IndyACT team. You can contact us at: 1505 22nd St. NW, Washington, DC 20037 USA IndyACT, Nahr Street, Rmeil, Jaara Building, 4th Floor, +1 202 640 1838 Beirut, Lebanon phil@350.org PO Box 14-5472, Beirut, Lebanon http://350.org +961 1 447 192 fsalka@indyact.org http://indyact.org Acknowledgements Parts of this document have been generously donated by IndyACT – The League of Independent Activists, Marshall Ganz, Joy Cushman, Liz Palatto, and the Environmental Justice and Climate Change Initiative. Additional thanks to rockstar organizers Zo Tobi, Jon Barrows and the Sierra Student Coalition, Heather Cronk and the NOI team and countless others. Many thanks to you all. 3
  • 4. 350Speaks Climate Leadership Workshop “Never doubt that a small group of thoughtful, concerned citizens can change the world. Indeed it is the only thing that ever has." – Margaret Mead Outcomes Broadly, the goal of this workshop is for participants to understand climate change, and translate that knowledge into community action. The sessions will focus on a few main themes – by the end of the workshop, participants will: • Understand recent climate science and international policy. • Be able to present your own stories through the lens of Public Narrative. • Know how to communicate effectively about climate change. • Identify strategic targets and goals. • Understand campaign nuts and bolts. • Write campaign plan leading up to October 24. Required reading prior to the training: Salt Satyagraha, Wikipedia online article, http://en.wikipedia.org/wiki/Salt_satyagraha 4
  • 5. 350Speaks Climate Leadership Workshop The most important job of a climate organizer is telling a compelling story that will motivate people to take action, so here’s a little story about how we got started! Who are we? The central coordinating team for 350 is a small team of youth from around the world, and author and environmentalist Bill McKibben – check out more about each of us at 350.org/our-team. A few years ago, after graduating college, where we ran a handful of environmental campaigns on our campus in Vermont, USA, a group of college friends decided to try and spark the climate movement in the U.S. We linked up with Bill McKibben, and in early 2007, pulled together the largest day of environmental protest in a generation. During that year, we coordinated over 2000 events in all 50 states, calling on the U.S. Congress to “Step It Up” and cut carbon emissions 80% by 2050. We used online tools to stimulate offline actions, and unite a grassroots movement around the U.S., which continues today. At the end of 2007, we traveled to Bali for the UNFCCC climate negotiations, and spent two weeks talking to delegates, civil society representatives and young climate activists from around the world who had gathered there. We found that it seemed like our style of organizing just might work on the international level, and soon after we got back to the US, we got to work and launched 350.org. For the Climate Advocacy Institute this year, we’re collaborating with IndyACT, the League of Independent Activists. IndyACT is a global non-political league of independent environmental, social and cultural activists with the aim to achieve an active, healthy, safe, equitable and beautiful planet, by identifying, activating, connecting and protecting similar passionate “independent activists” and providing them with the required professional skills and support to reach that aim. IndyACT’s motto is “Passion with Professionalism”, which is reflected in all of its projects and activities. Passion provides the drive for perfection and achieving the biggest results, while professionalism provides highest quality output and extreme efficiency. Combining passion with professionalism means that the high standards applied in the private sector are being delivered with the passion and innovation of civil activists. IndyACT is working on several issues at the moment in including climate change, migrant workers, feminism, youth empowerment, no smoking, zero waste and more. 350 would never be possible with just the small team of young people who got it started. It’s made possible by a network of hundreds of partner organizations, university groups, local activists, and community leaders who have taken this idea, adapted it, and made it part of their local movement for change. We like to think that our central team provides the tools, information, and facilitation to empower a global movement to stop the climate crisis. We hope that after reading this guide, you’ll be ready to create your own local 350 movement! 5
  • 6. 350Speaks Climate Leadership Workshop What’s different about what we do? For one, we focus on supporting grassroots climate organizers around the world to spread our message through visual actions because, as they say, a picture is worth a thousand words. A display of global solidarity will engage the media and political leaders, which in turn will have an effect on the United Nations negotiations. We also like telling stories. Personal stories and compelling narratives have significant impact on the pace and scope of UN climate meetings. That’s why it’s vital that previously overlooked voices are brought into the process of international policy development. We hope to really shine a spotlight on the communities around the world that are being hit by the worst effects of climate change and showcase the solutions that communities rely on. Finally, we are constantly redefining what’s achievable with online organizing on a truly global scale. With the increasing number of new web tools, the barriers to collaboration, group formation, and collective actions have collapsed over the last few years. We like to say that the internet was invented for this kind of work! 6
  • 7. 350Speaks Climate Leadership Workshop Session 1: Organizing and Leadership Good organizing requires the investment of our hearts (motivation), our heads (strategy) and our hands and feet (action). These skills of motivation, strategizing and structuring collective action can be taught and learned, and are critical leadership skills for campaign development and movement building. Organizing requires three things: 1 Leaders who recruit and develop other leaders and coordinate them in leadership teams. 2 Building relationships, community and commitment around that leadership. 3 Building power from the resources of that community and using that power strategically to achieve clear goals and outcomes. What is Leadership? Leaders are those who do the work of helping others to achieve purpose in the face of uncertainty. One of your jobs as an environmental organizer is to identify and recruit volunteer leaders to work with you to build a campaign to win a clean energy future. But what type of leader should you be, and what are you looking for in others? Sometimes we think the leader is the person everyone goes to, like this (see left): But what does it feel like to be the “leader” in the middle? What does it feel like to be the arrow that can’t get through? What happens if the “leader” in the middle drops out? Sometimes we go to the other extreme and think we don’t need a “leader,” because we can all lead which Lack of Leadership Leader in the Middle looks like this (see right): Sometimes this works. But who’s responsible for coordinating everyone? And who’s responsible for pushing the whole group forward when you can’t reach a decision? Who takes ultimate responsibility for the outcome? Organizers are those who can ultimately be held accountable for meeting campaign goals. However, organizers are also responsible for coordinating and empowering others to take leadership, which requires delegating responsibility (rather than tasks) and holding others accountable for carrying out that responsibility. 7
  • 8. 350Speaks Climate Leadership Workshop Remember, we don’t yet have all the volunteers and leaders we need in order to win a clean energy future. A good organizer’s job is to reach out and find leaders in your community who can help you recruit and coordinate others well. These leaders will be the backbone of your local campaign and you must be able to trust them to delegate responsibility to other dedicated reliable people, and to follow through on commitments. You may be the leader in the middle, or part of a leadership team in the middle, guiding volunteer efforts and being held accountable for outcomes, but you will be deeply reliant on your relationships with others for success. Leadership Team Key Organizing and Leadership Practices DISORGANIZATION LEADERSHIP ORGANIZATION Divided Build Relationships Community Confused Interpret Understanding Passive Motivate Participation Reactive Strategize Initiative Inaction Mobilize Action Drift Accept Responsibility Purpose Shared Values Narrative: Organizing is rooted in shared values expressed as public narrative. Stories help to bring alive motivation that is rooted in values, highlighting each person’s own calling, our calling as a people, and the urgent challenges to that calling we must face. Values-based organizing - in contrast to issue based organizing - invites people to escape their “issue silos” and come together so that their diversity becomes an asset, rather than an obstacle. And because values are experienced emotionally, people can access the moral resources – the courage, hope, and solidarity - that it takes to risk learning new things and explore new ways. Each person who learns how to tell their own story, a practice that enhances their own efficacy, creates trust and solidarity within their campaign, equipping them to engage others far more effectively. Shared Relational Commitment: Organizing is based on relationships creating mutual commitments to work together. It is the process of association – not simply aggregation - that makes a whole greater than the sum of its parts. Though association we can learn to recast our individual interests as common interests, an objective we can use our combined resources to achieve. And because we are more likely to act to assert those interests, relationship building goes far beyond delivering a message, extracting a contribution, or soliciting a vote. Relationships built as a result of one on one meetings and small group meetings create the foundation of local campaign teams, rooted in commitments people made to each other, not simply an idea, task, or issue – relationships create a source of new “social capital.” 8
  • 9. 350Speaks Climate Leadership Workshop Shared Organizational Structure A team leadership structure leads to effective local organizing that integrates local action with national purpose. Volunteer efforts often flounder due to a failure to develop reliable, consistent, and creative individual local leaders. Structured leadership teams encourage stability, motivation, creativity, and accountability – and use volunteer time, skills, and effort for effectively. They create the structure within which energized volunteers can actually accomplish real work. Teams strive to achieve three criteria of effectiveness – meeting the standards of those they serve, learning how to be more effective at meeting outcomes over time and enhancing the learning and growth of individuals on the team. Team members work to put in place five conditions that will lead to effectiveness – real team, (bounded, stable and interdependent), engaging direction (clear, consequential and challenging), enabling structure (work that is interdependent), clear group norms, and a diverse team with the skills and talents needed to do the work. Shared Strategic Objectives Although based on broad values, effective organizing campaigns learn to focus on a clear strategic objective, a way to turn those values into action. National campaigns locate responsibility for national strategy at the top (or at the center), but are able to “chunk out’ strategic objectives in time (deadlines) and space (local areas) as a campaign, allowing significant local responsibility for figuring out how to achieve those objectives. Responsibility for strategizing local objectives empowers, motivates and invests local teams. This dual structure allows the movement as a whole to be relentlessly well oriented and the personal motivation of volunteers to be fully engaged. Shared Measurable Action Organizing outcomes must be clear, measurable, and specific if progress is to be evaluated, accountability practiced, and strategy adapted based on experience. Such measures include volunteers recruited, money raised, people at a meeting, voters contacted, pledge cards signed, laws passed, etc. Although electoral campaigns enjoy the advantage of very clear outcome measures, any effective organizing drive must come up with the equivalent. Regular reporting of progress to goal creates opportunity for feedback, learning, and adaptation. Training is provided for all skills (e.g., holding house meetings, door knocking, etc.) to carry out the program. New media may help enable reporting, feedback, coordination. Transparency exists as to how individuals, groups, and the campaign as a whole are doing on progress to goal. 9
  • 10. 350Speaks Climate Leadership Workshop Session 2: Structuring Leadership Teams Campaign Structure: Leadership and Learning Teams Why do organizing teams matter? During this training you will be working in learning teams to coach and support each other, to hold each other accountable to meeting the goals set out in each session, and to plan your next steps together if you want to continue learning and teaching others organizing skills as a team. The most effective leaders have always created teams to work with them and to lead with them. Take for example Moses, Aaron and Miriam in the story of Exodus, or Jesus and the twelve disciples in the New Testament, or Mahatma Gandhi, Jawaharlal Nehru, Sarojini Naidu, and the Indian National Congress Working Committee of the Salt Satyagraha. Leadership teams offer a structural model for working together that fosters interdependent leadership, where individuals can work toward an outcome together, with each person taking leadership on part of the team’s activity. At their best leadership teams recognize and put to productive use the unique talents of the individuals who make up the team. Team structures also help create strategic capacity—the ability to strategize creatively together in ways that produce more vibrant, engaging strategy than any individual could create alone. During the Salt March , the field structure created multiple layers of leadership teams to engage people creatively and strategically at all levels of the campaign. Each town they passed through had a leadership team that coordinated local neighborhood leadership teams of volunteer leaders. At every level the people on leadership teams had a clear mission and the ability to strategize creatively together about how to carry out their mission. This structure created multiple points of entry for volunteers, and multiple opportunities to learn and exercise leadership. So why don’t people always work in teams? We have all been part of volunteer teams that have not worked well. They fall into factions, they alienate each other, or all the work falls on one person. Some aim to keep the pond small so they can feel like big fish. So many of us come to the conclusion: I’ll just do it on my own; I hate meetings, just tell me what to do; I don’t want any responsibility; just give me stamps to lick. There’s just one problem: we can’t become powerful enough to do what we need to do if we can’t even work together to build campaigns we can take action on. The challenge is to create conditions for our leadership teams that are more likely to generate successful collaboration and strategic action. The criteria for team effectiveness. A great deal of research on teams has shown that three things help to make a team more effective: 10
  • 11. 350Speaks Climate Leadership Workshop 1 The output of your team matches the goals you need to meet to win on your campaign. 2 The team is learning over time how to work together better. 3 Teamwork supports individual growth and learning. In short, the team is meeting the campaign’s interests by meeting goals, while at the same time meeting each participant’s interests by giving them room to learn and grow. The conditions than can get your team off to a good start: Your team is stable, with clear boundaries. You can name the people on it and they meet regularly. It’s not a different, random group of people every time. Your mission points you in an engaging direction. The work you have to do is clear, it’s challenging, it matters to the campaign you’re working on and you know why it matters. Your team works interdependently. Everyone should have a roughly equal share of the work, understanding that each part is necessary to adequately reach the ultimate goal. Thus, the success or failure of one will have an effect on all. One way to encourage interdependence is to have clear roles based on the work that the team needs to do to succeed. Good teams will coordinate and help each other. Good team members will communicate well when they need assistance. No one is carrying out activity in a silo that’s secretive to others. A good team will have a diversity of identities, experiences and opinions, ensuring that everyone is bringing the most possible to the table. You have clear rules. Your team sets clear expectations for how you will respect and empower each other during your work together. 11
  • 12. 350Speaks Climate Leadership Workshop Team Work: Starting and Building Your Team – Mission, Rules, Roles Goal The purpose of this exercise is to help you (1) Articulate your team’s purpose; (2) choose leadership roles for today based on the talents of your team’s members and (3) identify the rules you will adhere to as a learning team. Agenda TOTAL TIME: 45 min. 1. Gather and review agenda. Choose a timekeeper for this session 5 min 2. Establish Your Team Purpose (See worksheet below) 10 min 3. Review Team Roles 5 min 4. Decide on Team Roles 10 min 5. Decide on Collaborative Rules 15 min 6. Choose a Team Name 12
  • 13. 350Speaks Climate Leadership Workshop Team Exercise One: Shared Purpose (10 min.) Fill in the blanks in the team purpose area on the worksheet. First, write down the interests your team shares. Then fill in the geographic area that you are working and include a brief description of the people you serve in your area. What kinds of people live in your turf? What are their interests? What will engage them? Examples of a team’s shared interest: • We share an interest in uniting young people and older people in the campaign for a clean energy future. • We share an interest in training more young people in organizing skills to build our movement • We share an interest in creating meaningful local ways for people to get involved in the clean energy movement. We have a shared interest in Our team will provide leadership to We will engage the people in ______________________ . organize our constituency in our community by: ____________________________.  Recruiting others to join The community we will serve is us, (briefly describe your community's  Learning together and characteristics). coaching each other in organizing skills,  Training other young people in organizing skills We will do this by inspiring our constituency, implementing, evaluating and refining strategy, and coordinating action. 13
  • 14. 350Speaks Climate Leadership Workshop Team Exercise Two: Team Roles (15 min.) TEAM ROLES (15 minutes) 1. Review the team role descriptions below 2. Go around the circle and ask each person to tell others what experience and talents they have and what specifically they want to learn in more detail (1 minute each) 3. Discuss roles listed below as well as strengths needed to fill them. Choose roles for each team member to play in your learning team today. You would be good for this role You would probably not be Responsibilities if you . . . good for this role if you . . . Team Coordinator Coordinate and support team Can stay focused on the outcome Try to do everything yourself members (for this training the outcome of each session is that each participant in Try to set the team’s mission by Create agendas and facilitate your group gets to practice and get yourself without listening to others meetings that follow an agenda feedback on their stories) Get distracted easily Serve as the resource coordinator Listen attentively to others and for the team, making sure all events summarize well Are shy and reluctant to speak up in are well prepared with appropriate order to keep discussion moving resources Have the ability to identify talents in others and help others contribute Are too equivocal and have difficulty Proactively lead your team in their greatest talent to the team helping the team move through identifying opportunities to train conflict toward a decision when others. necessary. Timekeeper -Steward your team’s most valuable -Have a watch or other timekeeping -Never look at your watch resource—time! device -Think that the last calendar or day -Work with the Team Coordinator to -Keep a calendar and stick to it planner you bought was maybe in keep the group moving forward 2002 toward the desired outcome -Understand how to structure activities in sequence to build toward -Always procrastinate -Lead the team in scheduling next a desired outcome steps and timelines with concrete -Are not willing to remind others of deadlines -Are willing to ask your team to agree deadlines and to hold others that you will hold everyone accountable to deadlines that they -Hold your team accountable to the accountable to time and collective have participated in setting and have timeline you’ve set together deadlines on behalf of the team, in agreed to meet order to build momentum. Story of Self Trainer/Coach 14
  • 15. 350Speaks Climate Leadership Workshop -Put extra effort in learning how to -Are willing to invest effort in learning -Ramble create a story of self how to tell a good story of self -Try to tell your whole biography when -Coach your teammates on story of -Enjoy storytelling telling a story of self (have trouble self being selective) -Can tell vivid, detailed stories that -Prepare the story of self, part of are carefully selected -Are not willing or able to invest time your team’s training on public in listening carefully to those you are narrative so you can teach this skill -Are interested in people—who they coaching and asking careful, when you return home. are, where they come from, how they probative questions of them became who they are -Can listen carefully and ask thoughtful questions of others Story of Us Trainer/Coach -Put extra effort in learning how to -Are willing to invest effort in -Get frustrated easily. (Story of us create a story of us understanding how to tell a good takes a while to learn well.) story of us -Coach your teammates on story of -Believe that we are trying to motivate us -Are curious about community stories everyone in the world to action with us and willing to spend time developing (which dilutes the meaning of our -Prepare the story of us part of your them—asking questions about how a community and our responsibility) team’s training on public narrative community was founded, who its so you can teach this skill when you heroes are, what outcomes it has -Try to make the community you’re return home. achieved together, what its hopes moving to action too broad without are boundaries so that it loses meaning and identity -Enjoy storytelling -Can listen carefully and ask thoughtful questions of others -Have patience Story of Now Trainer/Coach -Put extra effort in learning how to -Are willing to invest effort in -Tend to try to do everything. You’re create a story of now understanding how to tell a good reluctant to make strategic choices story of now about what to do—and what not to do. -Coach your teammates on story of now -Feel urgency -Are not very creative about action— you stick to the same old tactics that -Prepare the story of now part of -Can help others choose strategic everyone has always used. your team’s training on public action. You understand that scale is narrative if you teach this skill when built by asking 1,000 people to do -Struggle to imagine in vivid detail you return home. the same single meaningful thing what a different future could look like if (like not taking the segregated bus) we all act together. rather than giving 1,000 people a laundry list of actions to choose from. - Can listen carefully and ask thoughtful questions of others 15
  • 16. 350Speaks Climate Leadership Workshop Team Exercise Three: Team Rules/Expectations (15 min.) Brainstorm group rules on each theme below and how you will self correct if the norm is broken. (If you don’t self correct the new rule will be breaking the rules.) RECORD GROUP RULES HERE How we will respect time and the timekeeper so we meet our expected outcomes: What we will always do: How we will self correct if the rule is broken: How we will get back on track if someone gets off on a tangent: What we will always do: 16
  • 17. 350Speaks Climate Leadership Workshop How we will self correct if the rule is broken: How we will respect each other while still giving constructive feedback: What we will always do: How we will self correct if the rule is broken: How we will communicate and coordinate after the training : What we will always do: How we will self correct if the rule is broken: 17
  • 18. 350Speaks Climate Leadership Workshop Session 3: Introduction to Public Narrative & Story of Self Public narrative is a practice of leadership Public narrative is the “why” of organizing—the art of translating values into action through stories. It is an iterative discussion process through which individuals, communities, and nations construct their identity, make choices, and inspire action. Each of us has a compelling story to tell Each of us has a story that can move others. As you learn this skill of public narrative, you will be able to tell a compelling story that includes elements that identify yourself, your audience and your strategy to others. In addition, you will gain practice in hearing and coaching others to tell a good story. Why Use Public Narrative? Two Ways of Knowing or Interpreting Public leaders employ both the “head” and the “heart” in order to mobilize others to act effectively on behalf of shared values. In other words, they engage people in interpreting why they should change their world – their motivation – and how they can act to change it – their strategy. Many leaders are often good at the analysis side of public speaking – and focus on presenting a good argument or strategy. Alternately, other leaders tell their personal story – but it is often a tale of heartbreak that educates us about the challenge but doesn’t highlight the choices and the potential for hopeful outcomes. This public narrative work is an effort to tell a story that involves the head and heart AND moves people to use their hands and feet in action. The key to public narrative is understanding that values inspire action through emotion. Emotions inform us of what we value in ourselves, in others, and in the world, and enable us to express the motivational content of our values to others. In other words, because we experience values emotionally, they are what actually move us to act; it is not just the idea that we ought to act. Because stories allow us to express our values not as abstract 18
  • 19. 350Speaks Climate Leadership Workshop principles, but as lived experience, they have the power to move others too. Some emotions inhibit action, but other emotions facilitate action. Action is inhibited by inertia, fear, self-doubt, isolation, and apathy. Action is facilitated by urgency, hope, YCMAD (you can make a difference), solidarity, and anger. Stories mobilize emotions that urge us to take action and help us overcome emotions that inhibit us from action. Public narrative combines a story of self, a story of us, and a story of now. The process of creating your public narrative is fluid and iterative and can start at any place. Once you develop your story of self, story of us, and story of now, you’ll probably want to go back to the beginning to clarify the links between them. 19
  • 20. 350Speaks Climate Leadership Workshop A “story of self” tells why we have been called to serve. The story of self expresses the values or experiences that call each person to take leadership on energy and the environment. The key focus is on choice points, moments in our lives when values are formed because of a need to choose in the face of great uncertainty. When did you first care about being heard, learn that you were concerned about climate change, wanted to protect the planet, wanted to ensure clean air, clean water for yourself and others, learn to love nature or appreciate being outdoors? Why? When did you feel you had to do something about it? Why did you feel you could? What were the circumstances? What specific choice did you make? A “story of us” communicates the values and experiences that a community, organization, campaign or movement shares and what capacity or resources that community of “us” has to accomplish its goals. Just as with a person, the key is choice points in the life of the community and/or those moments that express the values, experiences, past challenges and resources of the community or “us” that will take action. For example, tying a current effort to win a campaign to a past campus campaign victory and describing the effort it took to win, the people who worked hard to make it happen, their capabilities, their values, etc. is a story of us. A “story of now” communicates the urgent challenge we are called upon to face now and calls us to action. The story of now articulates the urgent challenge in specific detail. It also includes a description of the path we can take to achieve goals relative to the mission – the unique strategy or set of ideas that will help us to overcome the challenge we face and succeed. The story of now includes an ask that summons the audience to a specific action they can do to achieve our collective mission. Finally, the story lays out in detail a vision for the potential outcome we could achieve if our strategy succeeds. 20
  • 21. 350Speaks Climate Leadership Workshop Linking Self, Us, Now You are looking for the link between these three stories, the place where they overlap, to help explain why you are called to this work of building a clean energy future, why we are called to act with you, and why we are called to act now. This means being very selective about the story you tell—for example not trying to tell your whole biography when you tell your story of self. The Three Key Elements of Public Narrative Structure: Challenge – Choice – Outcome A plot begins with an unexpected challenge that confronts a character with an urgent need to pay attention, to make a choice, a choice for which s/he is unprepared. The choice yields an outcome -- and the outcome teaches a moral. Because we can empathetically identify with the character, we can “feel” the moral. We not only hear “about” someone’s courage; we can also be inspired by it. The story of the character and their effort to engage around values engages the listener in their own challenge, choice, and outcome relative to the story. Each story should include the challenge, the choice and the outcome. It’s not enough to say – I was scared. You need to say – I was very scared, I needed to decide, and when I did, I learned it was possible. Incorporating Challenge, Choice, and Outcome in Your Own Story There are some key questions you need to answer as you consider the choices you have made in your life and the path you have taken that brought you to this point in time as a leader. Once you identify the specific relevant choice point, perhaps your decision to choose an environmental career, dig deeper by answering the following questions. Challenge: Why did you feel it was a challenge? What was so challenging about it? Why was it your challenge? Choice: Why did you make the choice you did? Where did you get the courage (or not)? Where did you get the hope (or not)? How did it feel? Outcome: How did the outcome feel? Why did it feel that way? What did it teach you? What do you want to teach us? How do you want us to feel? A word about challenge. Sometimes people see the word challenge and think that they need to describe the misfortunes of their lives. Keep in mind that a struggle might be one of your own choosing – a high mountain you decided to climb as much as a hole you managed to climb out of. Any number of things may have been a challenge to you and be the source of a good story to inspire others. 21
  • 22. 350Speaks Climate Leadership Workshop ACTIVITY – VIDEO REVIEW Barack Obama Speech – 2004 Convention We will watch this video as a model for a public narrative that includes examples of self , us and now as well as an appeal to emotions. As you watch the video – think about the elements of SELF – US – NOW that you hear in his story. Listen as well for the challenge, choice and outcome in each of the three areas. SELF US NOW What are his experiences What is his reason for believing in the Why is it urgent to change? and values that call him to capacity of the people he is speaking What is his strategy to take leadership to elect John to create change? What shared overcome the challenge? Kerry? values and experiences does he What is the first step that appeal to? each person can take to be part of the solution? Do you think he did a good job of telling his story? What worked? What could have been more clear? What are some of the specific details in his story that you remember? What values did he talk about in his story? 22
  • 23. 350Speaks Climate Leadership Workshop Peer Coaching 101 Coaching Checklist DO  Say what works first in the story, focusing on specifics.  Identify both the CHALLENGE and the HOPE in the story.  Clarify choice points, the moment when one thing happened instead of another.  Connect the dots in the narrative, helping to illuminate how someone got from here to there.  Look for themes.  Ask questions about the intended audience and the desired action or response. DON’T Offer vague, abstract "feel good" comments, unless you’ve established the context. What does the story teller learn from “you did a great job”, as opposed to, “the way you described your moment of choice made me feel very hopeful because...“ Make value judgments about the story teller’s voice or the validity of the point they want to make. The key here is that a person find ways to express themselves in their own voice –word choice, humor, metaphor, etc. Of course they need to know if choices they’ve made communicate what they want to communicate. Think about what you’re going to say about your story while someone else is saying theirs. You should allow yourself to take a risk with your story by diving in. Focus on others stories so you can help them with their efforts and then you can get the same sort of help from them. Underestimate the power of someone’s story. If it doesn’t “work” for you, think about why it doesn’t, and more importantly, why it would for someone else. 23
  • 24. 350Speaks Climate Leadership Workshop Team Work: Practicing Your Story of Self GOALS The teamwork you’re asked to do here is to coach each other in how to tell your story of self. One goal is for you to begin learning how to tell your personal story of why you are called to organize to help win a clean energy future. Another goal is to begin learning how to coach others’ stories by listening carefully, offering feedback, asking questions, etc. In this way you can develop leadership in others, as well as yourself. Be prepared to take some risks, and support your team members as they step out on the limb themselves! A final goal is to practice working as part of a team. As you work together, think about the dynamics in your team. Practice your norms and help your other team members take leadership on their chosen roles. Agenda TOTAL TIME: 70 min. 1. Gather in your team. Timekeeper begins keeping time. 5 min 2. Take time as individuals to silently develop your “story of self” 10 min using the worksheet on the next page. 3. Tell your story to your team members and respond to each 45 min other—each person takes 2 min. to tell their stories and the group has 3. min to offer feedback. Story of Self Coach leads the team in giving feedback to each storyteller. NOTE: You have just 2 minutes to tell your story. Stick to this limit. Make sure your timekeeper cuts you off. This encourages focus and makes sure everyone has a chance. 4. Choose your most able story teller to tell their story before the 10 min larger group. Give them pointers to prep again to tell their story a third time. 24
  • 25. 350Speaks Climate Leadership Workshop WORKSHEET “Story of Self” What are the experiences and values that call you to take leadership on climate and clean energy? If you’re having trouble getting started, here are some key elements and types of experiences that may have contributed to your current choice to take leadership as a community organizer on clean energy. ORGANIZER/ENVIRO FAMILY & CHILDHOOD LIFE CHOICES EXPERIENCE Parents/Family School Role Models Growing Up Experiences Career Your First Experience of Your Community Partner/Family Organizing Role Models Hobbies/Interests/Talents Your First Awareness of the School Experiences – Finding Passion Environment Overcoming Challenges A Key moment in nature Your current experience in Power Shift Focus on one key story—one event, or one place or one important relationship. Take some time to think about the elements of your story in the context of the challenge, choice and outcome. In this case, the outcome might also be the thing you learned, in addition to what actually happened. Remember, the purpose of story of self is to begin to create common ground with your audience by telling a story that reflects the values that brought you here to work on building a clean energy future, and where those values come from. So choose a story of self that reflects values you will later call on in your stories of us and now. 25
  • 26. 350Speaks Climate Leadership Workshop CHALLENGE CHOICE OUTCOME What was the specific What was the specific choice What happened as a result challenge you faced? you made? of your choice? What hope can it give us? Record Feedback/Comments from Your Team Members On Your Story Here: 26
  • 27. 350Speaks Climate Leadership Workshop Coaching Your Team's “Story of Self” As you hear each other's stories, keeping track of the details of each person’s story will help you to provide feedback and remember details about people on your team later. Use the grid below to track your team's stories. Name Challenge Choice Outcome Notes/Themes 27
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  • 30. 350Speaks Climate Leadership Workshop Session 5: The Effects of Climate Change Climate change is already affecting many species – inlcuding humans – in every corner of the planet. It’s happening now, and if we continue to emit carbon dioxide and other greenhouse gases into the atmosphere, it will continue to affect us and the planet for years to come, in ways that we can’t even begin to predict. Scientists know that as long as we stay above 350ppm, we are at risk of changing the planet as we know it. While it’s easy to ascribe weather events, droughts, floods and other natural events to climate change, it’s important to know that not every natural event is related to climate change. You don’t have to be an expert, but it helps to know exactly how increased levels of CO2 will continue to affect our planet and people around the world. Here are some of the major effects of climate change: • Melting glaciers will initially increase flood risk and then strongly reduce water supplies, eventually threatening one-sixth of the world’s population, predominantly in the Indian sub-continent, parts of China, and the Andes in South America. • Declining crop yields, especially in Africa, could leave hundreds of millions without the ability to produce or purchase sufficient food. Global food production is likely to be seriously affected. • In higher latitudes, cold-related deaths will decrease. But climate change will increase worldwide deaths from malnutrition and heat stress. Vector-borne diseases such as malaria and dengue fever could become more widespread. • Rising sea levels will result in tens to hundreds of millions more people flooded each year. There will be serious risks and increasing pressures for coastal protection in South East Asia (Bangladesh and Vietnam), small islands in the Caribbean and the Pacific, and large coastal cities, such as Tokyo, New York, Cairo and London. According to one estimate, by the middle of the century, 200 million people may become permanently displaced due to rising sea levels, heavier floods, and more intense droughts. • Ecosystems will be particularly vulnerable to climate change, with around 15 - 40% of species potentially facing extinction. And ocean acidification, a direct result of rising carbon dioxide levels, will have major effects on marine ecosystems, with possible adverse consequences on fish stocks. • Warming may induce sudden shifts in regional weather patterns such as the monsoon rains in South Asia or the El Niño phenomenon - changes that would have severe consequences for water availability and flooding in tropical regions and threaten the livelihoods of millions of people. • A number of studies suggest that the Amazon rainforest could be vulnerable to climate change, with models projecting significant drying in this region. One model, for example, finds that the Amazon rainforest could be significantly, and possibly irrevocably, damaged. 30
  • 31. 350Speaks Climate Leadership Workshop • The melting or collapse of ice sheets would eventually threaten land which today is home to 1 in every 20 people. • A 5 or 10% increase in hurricane wind speed, linked to rising sea temperatures, is predicted approximately to double annual damage costs, in the USA. • Heat waves like that experienced in 2003 in Europe, when 35,000 people died and agricultural losses reached $15 billion, will be commonplace by the middle of the century. • Flood-risk hotspots occur in Africa, including the Sahel, the Horn of Africa, Great Lakes region, Central Africa and Southeast Africa; Central, South and Southeast Asia; and Central America and the western part of South America. • Cyclone-risk hotspots occur largely in Mozambique and Madagascar, Central America, Bangladesh, parts of India, Vietnam and several other Southeast Asian countries. • Drought-risk hotspots are mainly located in sub-Saharan Africa; South Asia, particularly Afghanistan, Pakistan and parts of India; and South East Asia, particularly Myanmar, Vietnam and Indonesia. • Mosquitos are spreading: They’re thriving in new places, and are bringing malaria and dengue fever with them. What are some effects of climate change in your community? Record them below: 31
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  • 36. 350Speaks Climate Leadership Workshop Session 7: Climate Justice Introduction OVERVIEW: A brief brainstorm and discussion designed to link climate change and What is climate justice? How do we talk about poverty, inequality environmental racism. and power in a way that brings more people in rather than OBJECTIVES: To understand why climate alienates them? This section will address those questions, and change disproportionately impacts certain help you understand how to work in communities where climate communities. change, the environment and power structures are intimately MATERIALS: Three large pieces of paper, connected. Markers, Map TIME: 10 minutes Causes and Consequences of Climate Change The map below displays the historic cumulative greenhouse gas emissions through proportionate land size. You can see how the industrialized nations (in pink) are polluting more than their fair share of the earth. The developing nations (green) are contributing far less to the problem of greenhouse gas emissions. • Who do you think causes climate change? • Who do you think is impacted most and first by climate change and list them on the second sheet of paper titled “Who is Most Impacted by Climate Change?” • Are the people who cause climate change the same as those who are impacted most by it? We’re going to explore this injustice in depth throughout this workshop. Climate Cases OVERVIEW: A small group activity that examines Introduction case studies of disproportionately impacted This activity seeks to allow participants to see that climate communities. change is already impacting many in the world today. We will OBJECTIVES: To demonstrate that some explore how this happens from within communities and from communities are already impacted by climate an outside experience. This activity can be a frustrating and change, to show participants this is a complex disheartening experience for some, which is why it’s important problem that requires education and community participation. to realize the situations these communities are in. The solutions will come in the next activity, but try to find sources MATERIALS: Case Studies, Large sheets of blank paper, Markers of hope in this one. TIME: 55 minutes 36
  • 37. 350Speaks Climate Leadership Workshop Activity We are going to look at a few case studies of climate injustice in action. We will break into small groups and everyone will get a different case study. Your assignment is to read the scenario, answer the questions at the bottom (everyone has the same questions), and brainstorm ideas for overcoming the injustice. You will then have to creatively draw your scenario- including the problem, assets, barriers, and solutions. You’ll have 20 minutes to work in groups and 5 minutes to report back to the large group. 1. What links all the communities that have been discussed in this activity? 2. Which, if any, of the communities discussed in this activity are key contributors to climate change? (Some communities are employed by oil, coal or mining companies. How can you break this tie?) 3. What would make you more hopeful that positive change could occur for the communities discussed? 4. What strikes you most about these facts? This paper is just a sample of the research that the EJCC has done around climate injustice. Thank you for participating in this activity. These are real, difficult struggles that communities deal with everyday. Remember your responses to these case studies as we move into the next activity- one that will provide us with more solutions. 37
  • 38. 350Speaks Climate Leadership Workshop Session 8: Story of Us Now that you’ve had a while to reflect on both your own personal story and the state of the Earth’s climate, let’s get back to telling the larger story of our movement. Remember that an organizer doesn’t just tell his or her story, and talking just about the science and policy tends to make peoples’ eyes glaze over. That’s why it’s important to talk about the “story of us” so as to implicate and engage people in your activism. A “story of us” communicates the values and experiences that a community, organization, campaign or movement shares and what capacity or resources that community of “us” has to accomplish its goals. Just as with a person, the key is choice points in the life of the community and/or those moments that express the values, experiences, past challenges and resources of the community or “us” that will take action. For example, tying a current effort to win a campaign to a past campus campaign victory and describing the effort it took to win, the people who worked hard to make it happen, their capabilities, their values, etc. is a story of us. 38
  • 39. 350Speaks Climate Leadership Workshop Team Work: Practicing The Story of Us GOALS The teamwork you’re asked to do here is to coach each other in how to tell your story of us. One goal is for you to begin learning how to tell your community’s story of why you in particular have the capacity to help address climate change and build a clean energy future. Another goal is to begin learning how to coach others’ stories by listening carefully, offering feedback, asking questions, etc. In this way you can develop leadership in others, as well as yourself. Be prepared to take some risks, and support your team members as they step out on the limb themselves! A final goal is to practice working as part of a team. As you work together, think about the dynamics in your team. Practice your norms and help your other team members take leadership on their chosen roles. Agenda TOTAL TIME: 55 min. 1. Gather in your team. Timekeeper begins keeping time. 5 min 2. Take time as a group to figure out who your “us” is and then begin 10 min developing your story using the worksheets below. 3. Tell your story to your team members and respond to each 30 min other—each person takes 2 min. to tell their stories and the group has 3. min to offer feedback. Story of Us Coach leads the team in giving feedback to each storyteller. NOTE: You have just 2 minutes to tell your story. Stick to this limit. Make sure your timekeeper cuts you off. This encourages focus and makes sure everyone has a chance. 4. Choose your most able story teller to tell their story before the 10 min larger group. Give them pointers to prep again to tell their story a third time. 39
  • 40. 350Speaks Climate Leadership Workshop WORKSHEET “Story of Us” Remember, the purpose of the story of us is to create a sense of community among individuals who may or may not yet see themselves as a community and to give them hope that they can make a difference. Your goal here is to tell a story that evokes our shared values as your audience, and shows why we in particular are called to take responsibility for action now. Your story of us may be a story of what we’ve already done together, challenges we’ve already faced and outcomes we’ve achieved. Or it may be a story of some of our shared heroes, challenges they faced and outcomes they’ve achieved. Hearing how we’ve met challenges in the past gives us hope that we can face new challenges together. Brainstorm all the stories you know of about your audience and their collective story and experience. Your story of us may change each time you are talking to a different group of people. Who are some of the “us”s that you’re a part of? (Your generation, your learning team, the international youth climate movement, 350.org) Which “us” is most relevant as an audience here at this training? What are some stories of this audience that give you an indication of their shared purpose and the goals of this group? What are their values? What are some shared stories that give you a sense of the strengths and capacities of your audience/community? What are some stories of your generation or of the environmental community that give you the belief that together they could work to join you in creating real tangible change in the world? Now choose one of the stories you brainstormed above to flesh out in vivid detail. 40
  • 41. 350Speaks Climate Leadership Workshop CHALLENGE CHOICE OUTCOME What was the challenge we What specific choice did we What happened as a result of our choice? faced? make? What action did we What hope can it give us? take? Record Feedback/Comments from Your Team Members On Your Story Here: Coaching Your Team's “Story of Us” As you hear each other's stories, keeping track of the details of each person’s story will help you to provide feedback and remember details about people on your team later. Use the grid below to track your team's stories. 41
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  • 43. 350Speaks Climate Leadership Workshop Session 9: The Story of Now Remember the third part of a public narrative. Do you remember how Barack Obama, in his 2004 Democratic convention speech, got very specific about the fact that there was “more work to do”? Do you remember how he explained the challenges? Was it with statistics? Or was it with specific people, facing their own challenges, their own choice points. Do you remember how gave us a sense of hope, that we could do something about these challenges? And then, he wound up with calling on us to make the choice to join the campaign to elect the Democratic nominee, President. He identified a very specific action he was asking us all to choose to take—to go vote for John Kerry. This should sound familiar. There’s a challenge, but instead of being in the past, it’s in the present. There’s hope, but instead of something that happened in the past, it’s in the future. And there’s a choice, but instead of being a choice we once made, it’s a choice we must make now. And that’s why it’s a “story of now”. Linking Your Story of Now to Story of Self and Story of Us Now we know why you’ve been called to a particular mission, we know something of who it is you want to call upon to join you in that mission, so what action does that mission require of us right here, right now, in this place? A “story of now” is urgent, it requires dropping other things and paying attention, it is rooted in the values you celebrated in your story of self and us, and requires action. The Elements of a Story of Now  The strategy – your plan to achieve your goal.  A strategic “hopeful” choice that each person in your audience can make  A specific ask for each person that involves a commitment of time, resources before they leave.  A vivid description of what collectively can be achieved if we take action together. Why It Matters The choice we’re called on to make is a choice to take strategic action now. Leaders who only describe problems, but fail to identify action that their community can take to address the problem aren’t very good leaders. If you are called to address a real challenge, a challenge so urgent you have motivated us to face it as well, then you also have a responsibility to invite us to join you in action that has some chance of success. A ‘story of now” is not simply a call to make a choice to act – it is a call to “hopeful” action. What is Strategy? The story of now is a story of strategy—how my action, added up with other people’s action could, with a reasonable amount of hope, be expected to achieve a clear outcome that would help us meet our goal. The challenge of strategy is building toward key peaks of collective action that aren’t random, and don’t just happen and 43
  • 44. 350Speaks Climate Leadership Workshop dissolve into nothingness afterwards. The challenge is identifying actions that will help to build capacity and momentum that can launch your campaign toward the next peak, and the next peak, until you have enough power to win the change you seek. Often when working on our story of now we realize we really don’t have a clear, actionable or motivating strategy. Working on story of now can be a way to re-evaluate our strategy and to engage others in strategizing with us. Strategy is motivated. We strategize in response to urgent challenges or unusual opportunities to turn our goals into specific outcomes. Consider Gandhi’s salt march– to what challenge did Gandhi respond? What was his motivating goal? Was his goal just to halt the British monopoly on salt production, or was it to make progress toward the goal of achieving freedom from British rule? How did he turn a large goal into an achievable but meaningful outcome? Strategy is intentional. Strategy is a theory of how we can turn what we have (resources) into what we need (power) to get what we want (outcomes). It is a hypothesis that we can use certain tactics to achieve specific outcomes. What clear outcome was Gandhi trying to ? How could poor Indians reasonably believe that the action they were being asked to take could make a difference? What clear outcome were they trying to achieve? How would they know if they had met it? Strategy is creative. Challenging the status quo requires making up for our lack of resources, with greater resourcefulness, like the story of David and Goliath. Creative strategists don’t just fall back on the same old tactics to build their campaigns. They look for tactics that will build power by engaging as many people as possible, and they think creatively about how to turn the resources they have into what they need to win. For example, during the salt march, the resignations of local leaders refusing to submit to British rule was a creative way to meet an urgent strategic need—gathering more people to move the march ahead. Strategy is a verb (Something we do), not a noun (something we have). We can see that repeatedly in the story of the salt march, and this is a core strength of the 350 campaign. As we work toward our outcome we need to build in time to learn from our successes and failures and to adapt our tactics to become more and more effective. We constantly seek out new opportunities that could help us mobilize more people or resources for our effort, and we think creatively about how to turn challenges into opportunities. 44
  • 45. 350Speaks Climate Leadership Workshop Four Strategic Questions 1. What’s the Motivating Goal: What threats to your common interests must you face? What opportunities must you act upon? 2. What’s the Outcome: specific, focused, measurable (how will the world be changed?). On what outcome can you focus? What outcomes are nested within that outcome? How much time do you have to achieve these outcomes? What is the scope (time) and scale (size) of this outcome? 3. Which Tactics will you use? Why these and not others? Criteria include: • Will it influence the outcome you’re hoping to achieve? How? • Will it use your resources creatively? How? • Will it create organizational capacity? How? • Will it develop leadership? How? 4. When will you use them? Consider the dynamics of campaigns, which tactics will you use when, what will be the sequence, how can you make the most of momentum, etc.? As you work on developing your strategy as part of figuring out your story of now, remember that strategy is not something done by an individual alone in a secretive dark corner somewhere. Strategy is best created in a strategic team. It is very important to think about who serves on your strategy team, how it works, and how well. Does your team have a clear common purpose? Do you deliberate well together? Do you operate with consistent norms? Is it clear who’s on the team? Is your team’s authority to strategize clear? As you continue to create your strategy in the face of new challenges and opportunities, your story of now will become clearer and more focused. 45
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  • 47. 350Speaks Climate Leadership Workshop Session 10: The 350 Campaign Strategy Our Mission: 350.org is an international campaign dedicated to building a movement to unite the world around solutions to the climate crisis--the solutions that justice demand. Our mission is to inspire the world to rise to the challenge of the climate crisis--to create a new sense of urgency and of possibility for our planet. Our focus is on the number 350--as in parts per million, the level scientists have identified as the safe upper limit for CO2 in our atmosphere. But 350 is more than a number--it's a symbol of where we need to head as a planet. To tackle climate change we need to move quickly, and we need to act in unison--and 2009 will be an absolutely crucial year. This December, world leaders will meet in Copenhagen, Denmark to craft a new global treaty on cutting emissions. The problem is, the treaty currently on the table doesn't meet the severity of the climate crisis--it doesn't pass the 350 test. In order to unite the public, media, and our political leaders behind the 350 goal, we're harnessing the power of the internet to coordinate a planetary day of action on October 24, 2009. We hope to have actions at hundreds of iconic places around the world - from the Taj Mahal to the Great Barrier Reef to your community - and clear message to world leaders: the solutions to climate change must be equitable, they must be grounded in science, and they must meet the scale of the crisis. If an international grassroots movement holds our leaders accountable to the latest climate science, we can start the global transformation we so desperately need. 350 is just a number. Wouldn't "Climate Emergency" or "Clean Energy Now" be a better call to action? 350 translates into many languages--numerals are among the few things most people around the world recognize. More to the point, 350 tells us what we need to do. Far from boring, it's the most important number in the world. It contains, rightly understood, the recipe for a very different world, one that moves past cheap fossil fuel to more sensible technologies, more closely-knit communities, and a more equitable global society. Why October 24th? The timing here is crucial--there is a narrow window when we can have the most influence in international climate politics. Too early and we're irrelevant, too late and we've missed our chance to have a real impact. 47
  • 48. 350Speaks Climate Leadership Workshop Though the final climate meeting in Copenhagen doesn't take place until December, governments will be finalizing positions before the meeting takes place. Late October may well be our best chance we have before countries set everyone that negotiates for the United Nations climate talks will get their final orders. With creative actions happening all over the globe, and photographs of those events appearing online, in the media, and on politicians' desks, we will change what these negotiators think they can achieve right before they make the important decisions of the UN treaty. Right now most of them know the science of 350ppm, but they don't think it is politically possible. On October 24, we are going to show them that not only is it possible, but it is what everyone all over the world is demanding they do. Why another organization--there are already too many things going on! It's true, there are lots of organizations and individuals working hard to solve the climate crisis. This is great news--it means that we don't really need to build a movement from scratch because it's already bubbling up all over the world. Our hope is that we can shine a spotlight on the work of existing organizations, highlighting everyone's incredible work and knitting these many efforts together for a powerful and unified call to action--a call that is global, scientific, and specific. By providing a common platform with the 350 target, we can help to stitch together a whole that is truly greater than the sum of its parts, a diverse movement that speaks with one collective voice. How do we know this will work? By now, you’ve probably had a good dose of how we look at the world and what we think makes for an effective campaign. But that doesn’t necessarily translate into action. We know that this kind of campaign works because we’ve done it before, here in the United States. It’s easy to join the global warming movement. We know it’s easy because we all just joined ourselves. None of us have spent long years as organizers. One of us has spent long years mostly as a writer with a little activism on the side; the rest of us haven’t spent long years doing anything except school, because we just got out of college. But in 2007, we came together to see if we could kick up a fuss about climate change. That January 10th, we launched a Web site, StepItUp2007.org. We asked people across the country to start organizing rallies for April 14, to demand that Congress cut carbon emissions 80 percent by 2050. We had no money, and we had no organization, so we had no expectations. Our secret hope, which seemed a little grandiose, was that we might organize a hundred demonstrations for that Saturday, only three months away. Instead our idea took off. The emails we sent ended up spreading virally, in the way that certain ideas sometimes do on the Internet. People we’d never heard of started signing up on the Web site to host rallies in places we’d never heard of. The electronic pins stuck on our online map got thicker by the week—200, 500, 900. By the time the big day rolled around, there were 1,400 demonstrations in all fifty states, ranging from tiny to enormous. It was one of the biggest days 48
  • 49. 350Speaks Climate Leadership Workshop of grassroots environmental protest since the first Earth Day in 1970, covered extensively in the national media and in thousands of local stories across the country. Our International Strategy It’s easy to get wrapped up in the international negotiations or policy details in our nations’ capitols and forget about building a movement, but there has never been a more critical time to bring our message home to our communities. That’s why we don’t ask all of our organizers around the world to protest at the national Parliament or Prime Minister’s house (though that’s not a bad idea). Our international strategy rests on the idea that nothing short of a massive movement will convince the world’s leaders to take the issue of climate change seriously. We have to embrace our role as underdogs, since we won’t out-spend our opponents who pay off politicians with favors and cash. And, in fact, many people across the globe have already taken it upon themselves to make change happen in their villages, cities, and countries. Our friends at WiserEarth.com have over 100,000 civil society organizations around the world dedicated to making change. We have the grassroots networks – we just need the coordination. Here are a few ways in which 350.org helps local actions translate into a larger international strategy that will build the movement to get an equitable and strong international climate deal: Making the Invisible Visible It’s a supreme irony that the people who are bearing the brunt of climate change are those with the least voices in the international negotiations. 350.org is committed to making those voices heard – not by speaking on their behalf, but by building capacity and power behind those spokespeople and groups fighting for strong and just targets. Together, we are moving beyond the stale rhetoric of North vs. South and Developed vs. Developing. We are helping concerned citizens all over the planet bring their messages to world leaders directly, making what was previously invisible, visible. Pioneering Online Advocacy What makes 350.org unique is our ability to harness the incredible innovations in online campaigning in the last few years. The barriers to collaboration, group formation, and collective action have all but collapsed. 350.org will continue to pioneer a new kind of mobilization --what we're calling “open-source activism.” Harnessing the best tools out there, we'll be exploring new ways to catalyze action, tell a collective story, and enable people all over the world to own and co-create the campaign as it unfolds. Building Diverse Leadership for a Global Movement We enter 2009 with a great core team of talented organizers. The folks who did Step It Up understand political organizing in the internet age as well as anyone in the world. They are founding members of a global youth climate movement with connections to youth leaders in every continent. Our staff’s diversity and talent has been greatly expanded in the last year, with organizers in Budapest, Berlin, Quito, Barbados, Cape Town, Sydney, Kuala Lumpur, Washington DC, San 49
  • 50. 350Speaks Climate Leadership Workshop Francisco, Mumbai and Delhi. Creating a Media Moment Step It Up 2007 garnered more than 500 press hits over the course of 3 months. We know that building a truly global narrative is the only way to compel our leaders to action. October 24 will be a day to spark a global movement, and we hope to reach traditional and new media outlets large and small, on every continent and in every language. Surround- sound viral and traditional media about people all over the world calling for a fair Copenhagen agreement that gets us back to 350ppm will make it impossible for the world’s leaders to ignore us. Taking Our Message to the Leaders 350.org staff all over the world are poised to take advantage of key decision-making moments on the international stage. We have helped to mobilize people for on-the-ground rallies during international meetings in Germany, USA, Indonesia, India, and Poland, and we have plans to take our message to the Major Economies Forum in France, the UNFCCC intercessional meeting in Germany and, of course, in Copenhagen, Denmark at the end of 2009. In addition, we are working with partners and international youth to influence decision-makers in key countries. We have recruited well-known ‘350 Messengers’ such as David Suzuki, Sheila Watt-Cloutier, Van Jones, Vandana Shiva, Desmond Tutu and others to spread the message far and wide, and luminaries such as Al Gore and the Dalai Lama have endorsed the 350ppm target. We will continue to work with grassroots organizers around the world in the leadup to October 24 and through Copenhagen to ensure world leaders feel pressure to step forward and enact bold national and international policies to deal with the climate crisis and ensure a prosperous, clean energy future for every person on the planet. Building a Movement In the end, this really is a movement, and our small team is surprised and thrilled day after day by all the people that contact us with stories and news of the work they are doing in their communities. Spontaneous artwork in the Czech Republic, ongoing 350 aerials in India, anti-coal actions in the US, churches ringing bells 350 times, farmers hand-cutting 350 into crops during harvest, 350 has begun to pop up in the least likely places. We want the world to own 350 completely, and that’s why we’re excited to hear that 350 has moved out of our control and into the hands of ordinary citizens around the world. 50
  • 51. 350Speaks Climate Leadership Workshop Team Work: Practicing The Story of Now GOALS The teamwork you’re asked to do here is to coach each other in how to tell your story of now. The goal of this team work session is to focus on outcomes you could work together to achieve to advance your common interests. Which urgent challenges or opportunities do you have to face? What could you achieve if you could face them together? What are some possible outcomes? What might be some of the tactics you could use? How might you continue to strategize together? As you work together as a learning team, continue to think about the dynamics in your team. Practice your norms and help your other team members take leadership on their chosen roles. Agenda TOTAL TIME: 55 min. 1. Gather in your team. Timekeeper begins keeping time. 5 min 2. Take time as individuals to silently develop your “story of now” 10 min using the worksheet on the next 2 pages. 3. Tell your story to your team members and respond to each 30 min other—each person takes 2 min. to tell their stories and the group has 3. min to offer feedback. Story of Now Coach leads the team in giving feedback to each storyteller. NOTE: You have just 2 minutes to tell your story. Stick to this limit. Make sure your timekeeper cuts you off. This encourages focus and makes sure everyone has a chance. 4. Choose your most able story teller to tell their story before the 10 min larger group. Give them pointers to prep again to tell their story a third time. 51
  • 52. 350Speaks Climate Leadership Workshop WORKSHEET “STORY OF NOW” Use these questions to help you to put together your story of now. You should draw on your own current work on clean energy, and if possible Energy Action & Power Shift’s Campaign strategy to fill in the answers to the questions below. Take a moment to reflect here on your challenge. What makes it urgent to you and your audience? Why must you collectively take action now? Once you have identified that, you then need to lay down your strategy – what you think you can do together to confront the challenge. Most importantly, what is the action step that people can take to join you in collective action towards a solution. Why is it urgent to take on clean energy now? What makes it urgent relative to other problems? Who are you serving in your community and the world by taking on leadership in this area? What is your strategy to help alleviate the problem, create real tangible change? How will you know that you have developed an effective solution? What will the outcome look like if you are successful? What is the single most important first step(s) can people take to join you in this strategy? What form will their commitment take? Is it clear what they should do? Is it clear when they should do it? Now flesh out your story of now in vivid detail. 52
  • 53. 350Speaks Climate Leadership Workshop CHALLENGE CHOICE OUTCOME What is the challenge we What specific choice are you What specific outcome face? What images make asking us to make? What could happen as a result of that challenge real? specific action should we our choice? What hope can take and when? it give us? Record Feedback/Comments from Your Team Members Here: 53
  • 54. 350Speaks Climate Leadership Workshop Coaching Your Team's “Story of Now” As you hear each other's stories, keeping track of the details of each person’s story will help you to provide feedback and remember details about people on your team later. Use the grid below to track your team's stories. Name Challenge Choice Outcome Notes/Themes 54
  • 55. 350Speaks Climate Leadership Workshop Session 11: Putting it all Together Think back to the Barack Obama video we watched. How did he tie together the Story of Self, the Story of Us and the Story of Now. Your role as an organizer is to tell the full story of who you are, climate change, how it affects your community, and how we can take action. Use the below worksheet and your team to practice telling your full story. Tying it all together in a successful public narrative. SELF US NOW What are your experiences and What is your reason for believing Why is it urgent to deal with values that call you to take in the possibility of the people you climate change? What is your leadership on building a clean will be speaking to? What is their strategy to overcome this energy future? story? challenge? What is the first step that each person can take to be part of your solution? C H A L L E N G E C H O I C E 55
  • 56. 350Speaks Climate Leadership Workshop O U T C O M E NOTES: 56
  • 57. 350Speaks Climate Leadership Workshop Session 12: Building a Campaign "First they ignore you, then they laugh at you, then they fight you, then you win" - Mahatma Gandhi In the “Story of Now” we talked a bit about campaign strategy, and how we as citizens can organize towards a goal. Now, let’s take a minute to go into a little more depth about building a campaign. So what exactly is a campaign? A working definition of campaign (n.) is an organized course of action to achieve a particular goal. Now, not every organized course of action is a campaign. For example, while making yourself a grilled cheese sandwich may be an organized set of actions that reaches the goal of feeding a hungry climate activist, it’s missing a few critical pieces. Let’s break down our definition into two key parts: 1. An organized course of action 2. A particular goal It’s helpful to think about a campaign starting with what you want to achieve – the goal – and then moving backwards through the organized course of action. That way, you have in mind what you’re trying to achieve while figuring out how to get there, instead of finding yourself sidetracked by creative ideas that don’t get you what you want. We often talk about 350.org as a campaign, rather than an organization, because we planned it in this way. We run a lot of different projects, but they all lead to the common goal of a bold international climate deal commensurate with what science and justice demand. All of the actions we organize on October 24 of this year (and beyond) will bring us closer to achieving that goal, and that’s why we’re all here today. This workshop will help us refine our organizing skills so that we can make October 24 a success in communities all over the world. Goals, Targets and Tactics While we may all have the same particular goal, the way we go about getting there may be different. It’s important that we all show a unified front, build people power behind the 350ppm target and the international climate agreement, and that’s why we’re all going to use the number 350 in our actions. However, each organizer will have to decide on national, regional or local goals that link to the international aim. In the past, climate activists have taken on a number of related issues, including: • local food and agriculture • clean water • human health 57
  • 58. 350Speaks Climate Leadership Workshop • wildlife conservation • free speech • peace and security • fossil fuel development • toxics • sustainable development • indigenous rights • faith, religion and spirituality • education • womens’ and LGBTQ rights • labor • oceans and water • forests • poverty • social justice / minority rights Pick a local issue that matters to your community, and research how it links to climate change and the 350ppm target. 350.org has fact-sheets on many of these, but it may be helpful to go to the library, talk to leaders, follow the newspapers, radio and TV shows and search on the internet to find a goal that is appropriate. Make it SMART Your campaign objective should be SMART: Specific, Measurable, Achievable, Realistic, and Time bound. This means you should specify what exactly you want to achieve and (hopefully) by when. You should be able to clearly measure or envision your achievement. Although your objective should be ambitious, make sure that it is possible to achieve in the time that you have specified for it. In the case of the 350 campaign, we’re pushing for a bold international climate deal commensurate with what science and justice demand. It’s specific, because it calls for exactly what we need, and identifies the 350ppm target. It’s measurable, because we can measure CO2 in the atmosphere, and tell whether we’ve passed a global deal that gets us there. We know it’s achievable because scientists say that if we take action now, we can avoid catastrophic climate change. It’s realistic because we’ve built movements and made global transitions before, and it has been successful. Finally, we know that Copenhagen is one of the last chances we’ll get to make our voices heard on this issue, so we are time bound. When you decide on what local issue you want to link up with the 350 campaign, make sure that your objectives are SMART. It’s good practice to write it down so that you can explain it clearly to people who join your activist group. Targets Now that you’ve learned about goals, let’s come back to the first part of the definition of campaign: an organized course of action. It’s not enough to know about a problem and complain about it. Your job as an organizer is to talk to as many people as possible, engage, inspire, and build people power such that it becomes impossible for the decision-makers to 58
  • 59. 350Speaks Climate Leadership Workshop ignore us. On October 24, we’re going to come together to that our voice is louder than the sum of its parts. It’s important to know who those key decision-makers are and what their interests are in order to have the most impact. It wouldn’t make sense, for example, to stage a protest on the front step of the Finance Minister’s house if it’s the Environment Minister who decides on your country’s climate policy. If you’ve done enough research about who holds the power, what institutions make decisions, and are following recent developments, you will be able to tell where you may be able to have some influence. Building power is hard work, but anybody can do it. One way to start is by identifying all of the stakeholders (groups, individuals, companies) related to your goal, and figuring out how much influence they have on it. Let’s take the international climate negotiations, for example. Below is a simple map that outlines which countries are leading the way, those that are not, and all the stakeholders who may influence the outcome of the negotiations in Copenhagen. For your local campaign, you may want to draw a map like this one to help you to clarify who is involved in the issue. It will also be helpful as you begin your October 24 planning to know who might be your allies, and whom you want to influence to make a decision. Keep in mind that as grassroots organizers, we will never have enough money to go up against corporate interests, but we will always have the upper hand because we can change public opinion, generate media, shame our enemies publicly and cheer on our champions. Most importantly, make sure that you stay focused on your targets while staying nimble. It’s easy to get sidelined barking up the wrong tree, and never realize that there were other opportunities to apply pressure in different ways. Targets can change throughout a campaign, but it should always be clear who/what they are. 59
  • 60. 350Speaks Climate Leadership Workshop Team Work: Goals and Targets Now that you know how to choose goals and targets, take a few minutes to think about your own local goals, and how you will use locally relevant issues to mobilize people in your community around 350. Think through what the end result of your campaign might be – make sure it’s SMART – and who has a stake in the issue. Agenda TOTAL TIME: 50 min. 1. Gather in your team. Timekeeper begins keeping time. 5 min 2. Take time individually to think about 3 goals that you think could 10 min link the 350 campaign to local issues. 3. Discuss with your team each of the goals, and review SMART for 15 min each goal. 4. Choose the one goal you think works best, and draw a power 15 min map, making sure to include influential people and institutions in your community and what their interests are. 5. Share your power maps, discuss what the stakeholders’ interests 5 min are. 60
  • 61. 350Speaks Climate Leadership Workshop Write down 3 goals: 1. 2. 3. Choose your best goal, and use SMART to evaluate it: Specific Measurable Achievable Realistic Time bound 61
  • 62. 350Speaks Climate Leadership Workshop Identify the stakeholders: Decisionmakers Allies Opponents Who Interests Who Interests Who Interests Draw your power-map here: 62
  • 63. 350Speaks Climate Leadership Workshop Make it Collaborative Our tendency when we organize anything is to work with the friends we already have, in the networks we already know about. And that’s a very good idea—it’s how everyone starts. But you can make whatever action or campaign you’re planning far more effective if you work hard to reach out to people you don’t already know. This sounds like common sense, but it doesn’t happen often enough. We know it can work because the design of the 350 campaign produced dozens of fruitful examples. Over the first few months of 2008, people would visit the 350.org Practical Tip: The Personal Touch website to register an action. Then back at headquarters, we would When starting a new project, identify individuals from notice that someone else had also signed up to host an action in diverse local organizations that you would like on the same place. So we’d suggest that they combine efforts—and in board, even if you don’t know them well. Learn what almost every case, they did. It turned out that we weren’t just makes them passionate—What other groups do they brokering partnerships but starting friendships, cross-fertilizing belong to? What have their recent events, speeches, or sermons discussed? What communities do they different pools of volunteers and resources, sometimes even serve?—and then send them personal notes or combining very different worldviews. emails that tie their passions to the climate change movement. Be humble and don’t ask for too much— Look for Shared Passions chances are everyone’s very busy. When we need help with something, we turn first to our friends, then to a wider circle of people who are still within our comfort zone. Sometimes they are friends of friends, but sometimes it’s the people who share our faith, our associations, our passions. Indeed, it’s rare to take a leap and invite people who don’t share something with us, and with organizing, that’s usually our passion for an issue. Why would we be more likely to invite people who oppose our ideas? But it’s important to include people who share your vision for a better world but choose to arrive there by different channels. While it’s understandable to feel shy with strangers, there’s also much to be gained from reaching out. Ask for Help Early Whenever you ask people to participate, it holds more meaning when they have had some say in how the event unfolds. The earlier you pull people into the decision-making, the more likely it is that they will become a new ally to work with in the future—even if your event is planned on a snappy timeline. Think Like a Fellowship Diverse collaborations work better as a loose group than as a hierarchy of leaders. If nothing else, that diffuses any issues about whether one organization is more in control of an action than another, since at least some of the people involved will probably represent some sort of institution in your community. When inviting people to participate, ask them to be your fellow organizers, not members of your group. Share responsibility. You’ll also be more likely to pull in people who will pitch in because they want to rather than because you asked them for help. 63
  • 64. 350Speaks Climate Leadership Workshop Go Local After you have your list of fellow-thinking groups, you may still want to look for ways to get more people involved in what you’re planning. Find the other groups in your community who have regular meetings. Maybe it’s an environmental group, but maybe it’s a volunteering group or a humane society. The group should have a goal that doesn’t conflict with what you’re doing and an infrastructure with a track record of success. That way, you kill two birds with one stone—not only will you connect with people who are active in your community and have an established network in place, but you get to extend the reach of the climate change movement by contacting a group less tied with it already. Do Easy Favors Easily Practical Tip: Find Fellows Look for easy ways to help the people who help you. If you ask a local To recruit lots of people to the global warming group to donate money or services to your event and they ask for movement, you need to set aside rivalries and something easy in return—like publicity—give it. For example, you might forget what you don’t have in common—and focus on what you do. Who should you ask? ask an outing club to help spread the word to their members or a local band to provide a sound system. They might say yes, but on the  Environmental organizations (of course) condition that you put their logo on your Web site, the kind of thing that  Schoolteachers, especially in science and helps them and doesn’t hurt you. Say yes, and fast! In fact, don’t even civics (teachers are a great way to get word wait for them to ask. Offer it to them first. out to students and other young people) Doing favors is also a good way to quell tensions. If you have created a  Religious groups that have dedicated themselves to public service in the community webpage for your group or action, it may have a blog or other venue for writing under a byline. When that person—we all know one—insists on  Outdoors clubs, from mountaineering groups to Boy Scout and Girl Scout troops making a political speech during your logistical meetings, ask him or her to write an article about it so that everyone can have the opportunity to  Farmers and other local food producers hear and consider the point. The chance to be heard in public will often  Local restaurant owners, especially those be enough to get everyone back to work on the tasks at hand. that specialize in local foods or vegetarian menus. Conclusion Often an individual needs to get thing things started, but the realization  Residents of neighborhoods near dirty- energy sources—they have to deal with more that you don’t need to always carry all the weight paradoxically means of the effects—and social justice groups that there are times when you feel strong enough to really lead—to put working on their behalf. everything you have into a campaign for a couple of months, confident that there will be someone else to take the reins in the future. One of the things we have learned is that you can become acquainted with folks by going to parties with them or sharing a common interest. But you become friends with someone by working with them and depending on them—as you and your fellow organizers will discover. Recruiting, Running Meetings, and Delegating The first step to organizing effectively is bringing together a team. You might think you can do everything on your own – and believe us, we’ve all been there – but you can’t. You can keep yourself from going crazy and get more done in less 64
  • 65. 350Speaks Climate Leadership Workshop time by getting other people on board, and forming a group to work together. Start out by having a planning meeting well ahead of time. Invite all people who might be interested to get involved in the planning of your October 24 event and your local campaign, and brainstorm what kind of action you may want to host. Oftentimes an event can be a great focal point for bringing diverse groups and individuals together to collaborate. Here are some tips on getting people involved: Make it personal You can find interested folks by sending emails or text messages to your friends, talking to people in your workplace, school or place of worship, making announcements at meetings of related groups, or putting up posters in key places with meeting information. By far the best way to get somebody to come to a meeting is to ask them personally: a one-on-one conversation is more effective than a group email or putting up lots of posters (though those help, too). Unlikely Allies Reach out to the usual suspects to get involved - your local environmental or conservation group - but also think about faith groups, sports leagues, schools, civic societies, labor unions, and other organized groups in your communities that may want to get involved. They’ll bring new people into the process, and new and valuable perspectives. Attend meetings of other groups you think might want to get involved and pitch in to help with their work, then be sure to announce to everybody there how to get involved with your climate activist group. Run a good meeting There’s nothing worse than sitting through a meeting where one person talks the whole time and nothing gets done. There is an art to running an effective, dynamic meeting. Here are a few tips that will help you get the job done: • Make sure to have an agenda with approximate times for each item, and circulate it ahead of time. Leave enough time for others to make their points, but try to stay on schedule. Circulate the agenda before the meeting, and ask for input. • Assign somebody to run the meeting (a facilitator), and a note-taker to write everything down and distribute the notes to the group. The facilitator and note-taker could be yourself, but it’s often better to delegate those tasks to somebody else who may not be distracted by other leadership tasks. Sometimes it may be appropriate to agree on hand signals ahead of time to make sure that the conversation moves along. • Listen, understand and share ideas with others; understanding is different than agreeing, so you should learn to understand and accept even opposite opinions. The leader uses his/her heart as well as his/her head. The leader has an open mind and is nonjudgmental but rather accepts others for what or who they are. • Stay positive and have fun. Smile at everybody. It makes communication much easier. It is very important for the leader to enjoy what she/he is doing, and to have a sense of humor. She/he has a humble spirit and can laugh at him/herself. 65
  • 66. 350Speaks Climate Leadership Workshop • Circulate the notes after the meeting, with action items Practical Tip: Assign Homework delegated and clearly highlighted so that people on your team Homework doesn’t sound like much fun, will know exactly what they need to do before the next especially to anyone who has just graduated from meeting. Decide on a next meeting time. college. But here’s the idea: at the end of a meeting or a round of emails, everyone Delegate (absolutely everyone) should have something to Make sure everyone goes home with something to do - and be sure do. Whatever it is, by the time the next meeting to follow up with those people who were assigned a task. Delegation rolls around, that person is accountable for is one of the most important parts of being an effective leader. realizing a piece of the group’s goal. Make sure Anybody can write a press release, plan an event or engage everyone has a range of possible tasks to choose politicians; a real leader is able to involve dozens, hundreds, from. thousands or millions of people in the movement. Why does this help build collaborations? Because Be equal each individual member feels ownership of the You may have heard about October 24 first, and called the first project as a whole and can feel proud of making a meeting, but make sure that you treat your fellow organizers as contribution to the group. Homework doesn’t have equals. Each person in your group has talents or skills that will be to take the effort of a term paper—an assignment can be as small as calling one more person and critical to the effort; let them take responsibility for parts of the inviting him or her to the next meeting, or as big planning process and make sure to include everybody. as obtaining funding for the action. Learn from your mistakes It is ok to make mistakes; the important thing is to learn from them. Make sure that the whole team also knows about your mistake so that they don‘t repeat it as well. A leader will be criticized from time to time, and she/he should accept it and act upon it. A leader is not expected to know everything, but is able to learn from others, especially his/her teammates. The leader has faith in people. Make it fun Fun is probably our number one strategy. People are much more apt to be a part of the effort if they’re likely to have a good time doing it. Good ways to keep morale up are to work with others, bring food and beverages to meetings, be positive and creative about your planning (no idea is too crazy!), hold meetings outside, and try opening or closing meetings with a song or game! 66
  • 67. 350Speaks Climate Leadership Workshop Session 13: Building a Campaign, Part 2 Tactics There are many ways to influence decision-making on an issue. In this section, we will discuss some basic tactics that you can use to pressure targets to move toward your campaign objective. Think of each tactic as a tool in your toolbox to make change. You can pick and choose, combine them and create new ones depending on who your target is and what their interests may be. Note that a discussion on tactics should always come after deciding on campaign goals and making a power map. That way, you can be sure that your tactics serve the final goal of your campaign. For example, it wouldn’t necessarily make sense to chain yourself to a tree if your goal is to secure sustainable development assistance for your village and your target is your finance minister. Unless he has some connection with trees—or that tree in particular—your tactic doesn’t match up with the goal or target. Recognizing the creativity within ourselves and our organizing communities is just as critical as raising enough money to pull off something big. Effective actions are supposed to make people think outside the box, and so they need to be out of the ordinary. Our world is changing at a breakneck pace, and as activists, we need to keep developing new, innovative tactics to get out messages and flex grassroots muscle. Below is a list of common tactics that you can use in your community to affect change. This is by no means meant to limit you – use your imagination and you will come up with new, exciting ones. Feel free to use any of these ideas as part of your October 24 event. Petition One basic way to get your message heard is to have supporters sign a petition about a certain issue. If you’re working on getting the town council to put up a solar panel on your school, for example, it could be helpful to have all the students and teachers sign their names to a statement. Two key pieces of a petition are the target (make sure you have a very clear one) and the delivery. Running a petition without a public delivery is like climbing a mountain and deciding to turn around before you reach the top. Make sure that you plan a public delivery, and that the local media covers you delivering the petition, so that everybody who signed it feels like their voice was heard, and all those who hadn’t heard about the petition learn about the issue. Boycott A boycott is a very effective way of targeting companies or businesses that are blocking the way, either because they perpetrate injustice on people and the earth, or because they support groups or government agencies that do. Boycotts can take many forms, but involve avoiding purchasing goods or services from a business, and encouraging others to do the same. If a business leader does not feel the need to change his or her tune on an issue after being asked repeatedly, you can hit that business at it’s bottom line. Boycotts are typically sustained, public actions, and are most effective when 67
  • 68. 350Speaks Climate Leadership Workshop widespread, and combined with other tactics. Good Media, Bad Media The news media, both online and offline, have enormous sway on stakeholders and the general public. You can use tactics like penning op-eds, running advertisements and Public Service Announcements (PSAs) on radio, TV, online and in print. You can use the media to publicly shame or vaunt opponents or allies. We will talk more about using media effectively in the “Spreading the Word” session. Using viral online and guerilla media can get a simple symbol or slogan into stakeholders’ and the general public’s minds. Putting the number 350 in places where people don’t expect it, or spreading a ‘meme’ through online social networks are ways to influence decisionmakers and the public in more subliminal ways. Road tour Many of our friends and allies have used caravans or road tours to spread the word about climate action and garner press about solutions. While road tours are relatively resource-intensive, they can be very rewarding. In India, for example, a group of Indian youth climate activists drove two electric cars from village to village around the country, spreading the word about climate change, collecting stories of local climate solutions and building a network of dedicated supporters in strategic locations. You can run a road tour in cars, trucks, on bicycles or even on foot! Party/Concert Music is a big part of our lives, and in the past it has provided a lot of the spirit for social change—it’s hard to imagine the civil rights movement without the freedom songs that helped give people courage and solidarity in the face of real brutality. But environmentalism has never been a particularly musical movement; it has tended to be highly rational, to make more use of statistics than perhaps it should, and less of guitars and drum kits. A concert will entertain your core audience, attract passersby, and get musicians involved. Often, three or four songs performed between speakers or activities are enough from any one act. And don’t forget to send thank-you notes to musicians after the event—they have (hopefully) given you for free what they’re used to being paid for. Education A huge part of your job as a climate organizer is to educate the public and your elected officials about climate change and how it connects to your community. Giving a presentation or putting together a teach-in can be a downright radical act in some places in the world. Facts are often our best friends in the fight to stop climate change, but make sure that you keep the language at the level of the people you’re talking to. Too cursory, and you won’t get your point across; too technical, and participants’ eyes will glaze over before you can say “350.” Getting high-profile people to repeat your ask Sometimes it takes the right messenger to put your issue on the plate of the decision-maker. That’s why so many advocacy organizations turn to people like Bono and Angelina Jolie to talk about their issue and the solutions they seek. You don’t have to get a movie or rock star, but having a few influential people in your community on board is a useful 68
  • 69. 350Speaks Climate Leadership Workshop tactic to pursue, as people are more likely to listen to people they know and trust. Lobbying A sometimes daunting word, lobbying is nothing more than sitting down with an elected official and asking him or her to take your concerns into account. It’s fairly easy to set up a meeting with a politician or official. Make sure you’re brief, to the point, and have a solid, actionable ‘ask’ that he or she can move forward with. It’s good to go with a partner or a small group, but avoid making threats or being too angry. Stay positive, but be firm about what you’re asking for. Direct Action Direct action is a way to take action outside normal social/political channels. Direct action can be violent or non-violent, and usually targets people, groups or property that characterize the issue. When a climate activist drops a banner on the smokestack of a coal power plant or occupies a government building, that is direct action. When all other options have been exhausted, sometimes direct action can be used to directly pressure a stakeholder if he/she will not change his/her position after using other tactics. Direct action should always be non-violent, so as to show the opposition that we are willing to reconcile differences as soon as they realize that they are morally wrong. If your group is considering direct action, make sure that you have exhausted all other options, that you have evaluated what the results may be, and accepted the risk, and have planned logistics SIX PRINCIPLES OF NONVIOLENCE for any eventuality ahead of time. Direct action should not be taken From Martin Luther King, Jr. lightly. PRINCIPLE ONE: Nonviolence is a way of life for Civil Disobedience courageous people. Civil disobedience is the active refusal to obey certain laws, PRINCIPLE TWO: Nonviolence seeks to win demands and commands of a government, or of an occupying friendship and understanding. power, without resorting to physical violence. PRINCIPLE THREE: Nonviolence seeks to defeat When youth from Soweto township in Johannesburg stayed out injustice not people. past their curfew, or African-American youth sat-in a lunch counters PRINCIPLE FOUR: Nonviolence holds that suffering and were arrested, they engaged in civil disobedience. Like direct can educate and transform. action, civil disobedience should be non-violent, but is sometimes PRINCIPLE FIVE: Nonviolence chooses love more involved, as participants may be bodily harmed because of instead of hate. their refusal to follow laws. PRINCIPLE SIX: Nonviolence believes that the As with direct action, civil disobedience can be very effective, but universe is on the side of justice. should not be taken lightly. Creative Tactics Don’t get stuck using the same tactics over and over – they will get boring for you, less exciting for participants and less effective politically. There are a whole host of creative tactics you can use, from arranging a flotilla down a local river, 69
  • 70. 350Speaks Climate Leadership Workshop putting together an activist art installation, doing street theater, holding a vigil or prayer service, or any other publicly engaging action. Invent a new one yourself! Rally/March This is our bread and butter. The team behind 350.org have organized and attended hundreds of rallies and marches. Why? Because they are fun, easy and often the most effective ways to get people involved from the smallest village to the largest metropolis. They can be celebratory and fun for the whole family, and still garner media and become moments of public pressure. Rallies and marches, if done right, can uncover a movement that may have previously been invisible at a local, national or international level. They can also provide the energy and morale boost your group needs to continue the hard work of solving climate change. Over the past few years, we’ve interviewed thousands of climate organizers around the world, and have come up with an easy 9-step plan to help you organize your rally or march. 70
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  • 73. 350Speaks Climate Leadership Workshop Team Work: Tactics Goal: To understand the toolbox of tactics that is available to a campaigner, and when those tactics should be utilized. Agenda TOTAL TIME: 45 min. 1. Gather in your team. Timekeeper begins keeping time. 5 min 2. Look over the three campaign situations provided. List and 20 min discuss what tactics might work in each case, and why. 3. Review the goal and power map for your campaign, and write 10 min down some tactics that may work in your community. 4. Discuss with your team why the tactics you chose might work. 10 min Below are three campaign situations that an organizer might run into. Think through and discuss the best option in terms of targets and tactics – it can be either one or a combination – that will work: 1. You are trying to get your Mayor to agree to fund the installation of a photovoltaic solar panel array on the primary school in your town. Despite repeated attempts to set up a meeting with the Mayor to discuss this opportunity, she does not respond to your requests, and avoids bumping into you and other prominent members of your climate action group while walking around town. What do you do? 2. You’ve been working with a local pickle-making factory to green their practices, since they dump hundreds of gallons of briny garlic water into a nearby estuary daily. They recently introduced recycling bins into their employee cafeteria and put bike racks outside the main office, and now market themselves as “the first green pickle producer in the province,” even though they are still dumping hundreds of gallons of waste water into a fragile marine ecosystem. What do you do? 73
  • 74. 350Speaks Climate Leadership Workshop 3. You’re deep in the planning process for your October 24 event; You’ve gotten a group together and decided to focus your efforts on convincing your representative to Parliament or Senate to vote for an upcoming bill that will regulate carbon dioxide emissions from all power plants and factories. A group of private power plant operators in your district that have hired professional lobbyists to oppose the bill. How can you effectively use your October 24 event to put pressure on your representative to do the right thing? What combination of targets/tactics might work? Now, review what the goals and targets are for your local/regional/national campaign, and think about what combination of tactics may work. Remember that the order and timing in which you apply each tactic matters – sometimes it helps to think of campaigning as a game of chess, and try to anticipate a few moves ahead of where you are. Write down how you might apply tactics to your campaign here: 74
  • 75. 350Speaks Climate Leadership Workshop Doing a lot with a little Make It Cheap. Inevitably at some point in your organizing, you’ll be asking yourself the following question: “Who’s going to pay for all this?” For Step It Up, keeping it cheap was one of our priorities. First, because we had too—as a completely new ad hoc group, we began with zero cash in our coffers. We also knew an important thing about money, though, which is that it often slows you down. In our experience, every dollar an organization raises is often another minute or hour fighting over how to spend it. Dollars, like all resources, are best used in moderation. Still, you’re going to have to cover your costs: Hold down expenses. You won’t need to worry about money if you don’t need to spend it. In fact, money is often used as a substitute for creative thinking. Use your local resources. Of course, some events require more than a banner and a canoe. When planning larger events, costs add up quickly, but only if you’re going at it alone. When it comes to organizing a big event in your community, the best way to keep costs down is something you learned in kindergarten: sharing is caring. As you plan an action or campaign, think about the people you know who may have the supplies or skills you would normally pay for. Need a banner? Try calling up a friend who is an artist or seeing if kids at a local school will make one as part of an art project. Don’t have the money to pay for speakers and a microphone? Maybe those kids down the street with the garage band will lend you their equipment if you let them play a song or two. Need food? See if a local business will sponsor your event in return for some free publicity. All of these options have one main thing in common: making friends. As many scholars have pointed out, it’s no coincidence that as we spend more of our own money, we tend to forget about how much our community can provide for us. By learning how to effectively use your community resources, you’ll not only save money, but also strengthen your group. Fundraise effectively. When it comes down to it, sometimes you’re simply going to need to shell out some dough. If you’ve exhausted all your other options and know that you’re going to need to spend some money, then it’s time to do some quick fundraising. Think about fun and creative ways to get people to pledge money—especially ways that somehow connect with your community or cause. Ideally, every member of your group or community will contribute what he or she can. For some, that means hours of hard work; for others, it means financial resources. When people give money, don’t just take it and run. Keep in touch with them, share your future ideas, listen to theirs, and involve them in your organization just like you would involve someone who is volunteering to pass out flyers in the park. And most important, thank them for their support! Be Homemade—It’s Better. If you had all the money in the world, and all the time in the world, you could be completely polished—but that can detract as much as it can add to the success of your event. Speed requires that you throw a potluck, not a formal dinner party, and if you’re like most of us, an informal potluck will be more fun and more accessible than a perfectly prepared formal banquet—leave those to the corporations. In general, politicians and the media pay more 75
  • 76. 350Speaks Climate Leadership Workshop attention to work if it seems to come genuinely from the grassroots than from some over-organized effort. Avoid Perfection. Organizers often think they have to have everything mapped out in order to run a campaign or start an organization; they worry that no one will join them unless they’ve thought everything through in advance. That’s wrong. People like to help out, they like to be involved in the decision-making process, and they like it when someone needs their input. It turns out that it’s more important to commit—to jump in and say, “I’m going to organize a demonstration outside the city council meeting next month.” You can put together the final pieces of the plan with other people as you go along. If that means you don’t have an absolutely perfectly polished event, so be it—we’re not talking about your wedding here. We’re talking about an event, one of many actions in a movement that may play out over years. You may be involved in some or all of the campaign, or this may be your one moment of maximum participation, but don’t put it off because you’re worried you don’t have a complete plan. Once you start, things will begin to fall into place. In the end, this strategy actually leads to less work, not more. If you plan an action a year in advance, you will likely do a year’s worth of work on it. If you plan that action three months in advance, you will only have three months of work, and you’ll probably get almost as much success—a ten percent larger crowd isn’t worth the extra nine months of work, especially since you can use that time to organize two or three more actions. Build a Budget. It’s important to know what you have, and how much you need to run a campaign. A budget is a document that details these facts precisely. Even though it’s precise, a budget is designed to give you an idea of how much resources you might need. You don’t need to hold fast to it, nor should it dictate what you can and can’t do. And remember, an effective action doesn’t have to be an expensive action. 76
  • 77. 350Speaks Climate Leadership Workshop Team Work: Mobilizing resources, scaling cheaply Goal: To map out the financial, material and human resources you have available, and to practice mobilizing new resources. Agenda TOTAL TIME: 30 min. 1. Gather in your team. Timekeeper begins keeping time. 5 min 2. Look at the tactics you wrote in the last exercise that may work 10 min with your campaign leading up to and beyond October 24. For each tactic, talk about and then list resources you might need. 3. Build a sample budget for your October 24 event. 10 min 4. Debrief 5 min Look at your tactics to assess what kind of resources you may require, and then try to match up some of those needs with your natural allies, many of whom you have listed in your power map. List them below: Now think about ways to mobilize new resources, both inside and outside your community. Don’t forget that members of your climate group, friends or family may have skills or resources they’re willing to lend. Use this space to draw up a sample budget for your October 24 event. 77
  • 78. 350Speaks Climate Leadership Workshop Session 14: Spreading the Word Campaigning is all about communicating. You can be very well organized, have everything mapped out and planned to the smallest detail, but if you can’t spread your story far and wide, you’ll have missed some great opportunities. This session will help you make your own media online and off, and work with traditional media outlets like radio, TV and newspapers. Make it Seductive (to the media). There’s no guarantee that even if you do everything absolutely right you’ll get a lot of coverage in the press. That’s because the news is inherently unpredictable—a big news story completely unrelated to global warming could break the same day as your action. If you don’t get much coverage, don’t fret—you will have all the good and lasting effects of educating the people you reach directly, no matter the news. Yet, getting press coverage is worth the effort since it can multiply the effects of your hard work and gives everyone involved a nice boost. And you can vastly increase the odds of getting coverage if you understand how reporters and editors think—what it is that makes them want to write about or film a story, and then to give it good placement in print or on broadcasts. With Bill McKibben’s lifetime of experience as a newspaper and magazine writer, 350.org has an insider’s insight into how the process works—and you will, too. They Don’t Call It a “New”spaper for Nothing. The first thing to understand is that reporters and editors are deeply interested in what’s new. And, by contrast, they’re deeply uninterested in anything they perceive as old—as yesterday’s news. When we started planning 350.org, for instance, many people suggested that the climate movement needed a massive march on Washington. We thought it was the wrong strategic idea for many reasons, including the mixed message it would send to have people crossing the continent spewing carbon behind them in order to protest global warming. But we had also noticed that recent big demonstrations on the mall in Washington or in New York’s Central Park had received virtually no news coverage even though they had drawn hundreds of thousands of demonstrators. The frustrating reason: reporters and editors saw them as ‘old hat,’ as a cliché. Take the early 2007 anti-war protest that successfully mobilized tens of thousands of people on the Capitol. The Washington Post, one of the few newspapers to give it any coverage at all, emphasized what they saw as the “newsworthy” part of the event: a few hundred militants who skirmished with police. So we decided that a dispersed action all across the world would seem “new” and generate more coverage, even if it drew no more total people than a big march on Washington. That proved right. The same dynamic is probably at work in your city or town. If it’s the usual suspects doing the usual thing in the usual place, there’s not much chance the press will show unusual interest. You should think beyond the standard rally or march for something that is distinct enough to generate media interest. (This is a good idea for more than attracting the press, of course—it’s also a good way to attract new people into the global warming movement.) Consider how to take advantage of your place, your history, and your struggle in ways that entice media coverage. The power of place. In Helena, Montana, local organizers Becca Leaphart and Ben Brouwer were originally planning a 78
  • 79. 350Speaks Climate Leadership Workshop march through town, but they ran into problems getting permits—which turned out to be a blessing. When they were forced to think a little harder, they came up with a truly inspired symbol to make the centerpiece of their action: the town’s historic fire tower. For years, it had housed a fire spotter, who protected the forested community from wildfire; the tower was known as “the guardian of the Gulch.” You couldn’t ask for better symbolism for a global warming rally—especially when they recruited a city commissioner to help them get permission to ring the tower’s bell, which many in the community had never before heard. Becca and Ben handed the first paragraph of the story to their local news reporters. The power of history. Adi Nochur and his co-organizers in Boston wanted to highlight the danger of our dependence on coal. The city did not have much visible connection to the coal industry, but it is a place rich in revolutionary history. So as part of an international day of climate action in 2006, Adi and his friends staged a Boston Coal Party, dressing up in colonial garb and dumping coal in the Boston Common in the spirit of America’s tea-dumping ancestors. The innovative street theater powerfully connected the city’s special history with the dirty energy issue, and hundreds of people showed up to watch the festivities and participate. The power of struggle. People are inherently interested in hearing stories of struggle and success. Even walking fifty miles is challenge enough to raise some drama—one reason our 2006 Vermont march raised attention was that by day five, the TV cameras could take pictures of our blistered feet as we rested by the road. In 2007, a hardy crew of skiers ascended one of the High Peaks in New York’s Adirondack Mountains in the midst of a blizzard. The picture of them fighting their way to the top with a banner on climate change dominated the front page of the Albany Times Union, upstate New York’s most important paper, the next day, and was picked up by scores of online news services. Hook Them with a Story Line Reporters love a narrative, a story line that lets them understand why something is new and different. If you can provide that narrative for them, if you can almost write the story yourself, you’ll get covered. That requires figuring out the angles that might interest a reporter and going far beyond “We’re having a rally and we hope a lot of people come” and “global warming is really, really dangerous.” Here are a few tried-and-true narratives that you can adapt to your situation. The superlative. Find a way to boast about your action. Is it the “first interfaith gathering in the area on global warming”? Is it “the longest march in Cairo in a decade”? Is it “the biggest piece of aerial art ever on an Indian beach”? Don’t make outrageous claims (“perhaps the biggest” and “among the first” are useful phrases when you can’t prove your superlative without a doubt), and if someone points out that there was a longer march the year before, thank them enthusiastically for letting 79
  • 80. 350Speaks Climate Leadership Workshop you know—and think of something else to boast about. David v. Goliath. There’s a temptation to make your organization sound bigger and more polished than perhaps it is—we figure people will take us more seriously the more professional we seem. But that’s not always the case. With the media, it can be an asset to be a little amateur, a little homemade. Reporters and editors are used to dealing with organized interest groups with slick press releases, and often find it refreshing to get a different pitch. In discussing 350.org, we usually emphasize that we are a handful of youth climate activists and a writer, and hence a little clueless. This has the advantage of being both true and interesting, and has made the success of 350.org more remarkable. So invite a reporter to see that you’re meeting around a kitchen table, let them know that you’ve organized four hundred people on $5. Keep in mind, though, that this approach only works as a news story if David is beating Goliath. Strange bedfellows. One of journalism’s favorite narratives is the happy odd couple. And it never seems to grow old, no matter how odd. (The media also love the unhappy odd couple, as all the he said-she said coverage and news debates attest, but you’re in this to build collaborations and a movement, not to make enemies.) Are you an evangelical pastor concerned about global warming? Invite a secular environmentalist in to share your pulpit some Sunday before your event, and let the local newspaper know. Are you a secular environmentalist? Find the local evangelical pastor who shares your concerns, and make him or her a featured speaker at your rally. Think Dramatically. In earlier sessions, we practiced many different methods for dramatizing your message. This is especially crucial when it comes to the media, because there are a couple of problems with global warming from a reporter’s point of view. For one thing, it happens more slowly than traditional news events. Its effects are also felt everywhere, instead of in a particular place, that is, your hometown. In a sense, climate change is too big a story, so your job is to break it down to reasonable size. One way to do that is with the latest forecasts for what climate change will do to your area. Many good newspapers have run series about such possible impacts, and someone at the local college or university will probably know where the latest data on your region can be found. That’s good—but then you need to bring it to life. Feel free to borrow ideas that others have used elsewhere—until something becomes clichéd, there’s no prize for originality, so a crane hoisting a yacht will work in any coastal community until one of the events gets a national media hit. Think about the striking visuals that define your community. There are different kinds of drama, of course, and some you may want to avoid. Angry people are inherently dramatic, because you never know if something will happen. For the moment, though, we think the climate movement has less to gain from people being angry than from people pointing out that it’s completely reasonable and obvious to take steps against global warming. The day may come when anger is the appropriate emotion—but in relation to the press, understand that if there’s confrontation in your event, that’s the drama that will dominate the coverage. And it will drown out any other message, so make certain it’s the message you want to get across. Which leads us to the most important piece of advice about the media: when everything is over and done with, it’s largely outside your control. Don’t worry too much. Good and bad images and stories are transitory, gone in a day or a week, and 80
  • 81. 350Speaks Climate Leadership Workshop definitely by the time you start brainstorming your next action. Manufacture Media Momentum. People like to be involved in things that promise to be successful, and reporters are people, too. And one of the ingredients of a successful campaign is the impression of “snowballing”—that your supporters and participants are numerous and growing. Much of the work that you do to build a crowd for your action will build interest among the press. And vice versa. An early step is to land your first article in a print publication, and a good place to start is the alternative paper in your area—they’re likely to be well disposed to what you’re doing. Ditto the community radio station if there is one nearby. Once you’ve got that clip or those tapes, send copies along to your contacts at the more mainstream press. You can do the same thing with blog posts—collect a few about your action and forward them to the reporters you’re working with. In general, press begets more press. Reporters are more comfortable running with a story if someone else is covering it. You can bootstrap your way up the media food chain in this way. But you don’t have to rely solely on getting people to write stories about you. The local press is wide open to uncensored input from the outside. Letters to the editor can be very effective. Especially in a small community, they’re what people turn to in order to take the temperature of the town in a given week. Writing a good letter to the editor isn’t hard, and it needn’t be long. It isn’t necessary or even useful to recite the whole story of global warming -- connect to something local, and then get the information out about your event: Dear Editor: I was walking on the beach at Moanda last Sunday after reading the story in your paper about the possibility of sea level rise from melting ice shelves. I calculated that the twenty-five foot rise in sea level would be enough to submerge the whole city of Moanda—that’s the world we may be leaving our kids. Some of us here in Kinshasa are trying to do something about it. We’ll be holding a protest on Saturday, October 24 to urge our federal government to pass legislation that would halt deforestation in the Congo Basin. A team of windsurfers with that message on their sails will be playing in the waves. We’ll all converge on the beach at noon and form a human postcard to our leaders by lying in the sand. (Details are at 350.org.) I hope many of our neighbors will join in this day of action. It seems to me like the least we can do to help make sure our kids can enjoy the same Congo forest that’s meant so much to us. You don’t even need a news story about global warming as a hook for your letter: Dear Editor: It saddens me how often we hear news about the polarization of our politics between left and right—I think our country has gotten stuck in a rut, and it’s making it hard to deal with our most important problems, like global warming. That’s why I’m so glad that religious groups from around the county will be gathering for a special interfaith march to call for action on climate change. This is an issue that all people who care about God’s creation can agree on, from evangelical Christians to Unitarians, from Jews to Muslims. We’ll be walking a circuit of the seven houses of worship in downtown Johannesburg, stopping in each to offer prayers—and to replace the light bulbs in each sanctuary with new compact fluorescent lights that symbolize our hope for a new and brighter energy future. Our eighth and final stop will be at MEP Johnson’s district office, where we’ll deliver a petition asking for action from 81
  • 82. 350Speaks Climate Leadership Workshop Pretoria to help in this effort. All are welcome to join—we’ll meet at the Lutheran Church at 10 AM on Saturday, April 6. Complete details can be found at circlethechurches.org. Religious people can go on looking for things to disagree about—there will always be plenty. Or they can concentrate on the things they have in common, namely a reverence for the world God has made. Basically, your letter to the editor should convey the core of the idea in a sentence and then provide enough details that interested readers can easily follow up. Keep it short—because if you don’t, either the paper will cut the text of your letter for you or won’t find room to print it. Your local public radio station may also feature listener commentaries that serve the same purpose. If there’s a radio call- in show on a related topic, it might pay off to try to get a listener comment on the air that way. Finally, your local commercial radio stations may have morning drive-time shows during which the hosts conduct five- to ten-minute interviews with local residents. For these programs, it helps if the person can wield a sense of humor. 82
  • 83. 350Speaks Climate Leadership Workshop Team Work: Making the Pitch Goal: To practice making 1/3/10 minute pitches about your campaign to news media Agenda TOTAL TIME: 45 min. 1. Gather in your team. Timekeeper begins keeping time. 5 min 2. Write down 5 talking points about your campaign and how it links 10 min with the international 350.org campaign. 3. Assign one teammate to act as an interviewer, one as a 10 min campaigner and the rest as observers. Practice running a 1- minute radio interview. Discuss how it went, then switch roles, and repeat the same exercise. 4. Repeat the previous exercise, but practice the 3-minute pitch. 10 min 5. Continue to practice, honing your talking points as necessary 10 min Talking Points: 1. Weak points and clever phrases: 2. 3. 4. 5. 83
  • 84. 350Speaks Climate Leadership Workshop Working with reporters & writing a press release Sometimes even getting reporters to come to your event can be difficult – and sometimes they miss the point entirely. It’s best to present them with a succinct, refined and informative 1-page document that gives them the story on a silver platter, called a press release. It’s easy to get caught up in the details of putting one together, so we’ll make it as simple as possible, and let you do the rest. Create a Relationship. Now that you have your story pitches down, it is time to turn to the care and feeding of your media list. Reporters and editors are extremely busy, but they are also much more community-minded than you might expect—especially local reporters and editors (though the same principles apply at all levels of the business). Your job is to be helpful to reporters—to provide them with information without being pesky. The temptation when dealing with reporters is to send a press Practical Tip: Get Your Ten Minutes release and leave it at that. But press releases drift into newsrooms What seductive words will get a reporter or editor to like snowflakes in a blizzard. It helps to get to know a reporter and accept your request to meet? You’ll need to craft a an editor early on in your work. Say you’re planning a rally two two-sentence (or maybe three, if you include your ID) query that makes the most of your news and months hence. Call or email and ask if you can meet with the editor your narrative. You have about twenty seconds to for ten minutes—chances are he or she will say yes. Journalists ask for your ten-minute meeting. Try something like want to know the people in their communities who will be making these: news, and they like to have a sense (or a sneak preview) of what’s going on. “My name is John Smith and I’m a lifelong resident of Anytown. For October 24, I’m planning what’s Once you’re in the office, don’t use your ten minutes to explain why shaping up to be the biggest rally in our town in two global warming is a bad idea. The editor of the local paper or the decades and I would like to meet with you for ten news director at the radio station cares less about global warming minutes to tell you about it.” than he or she does about the politics and news of your particular town. “My name is Jane Smith and I own the sporting goods store on Main Street. I’m part of a community Instead, lay out the basic plan for your campaign—the things you group that will be demonstrating how global warming plan to do in the lead-up to your event, the kinds of people you will affect our town by “kayaking” down the new have involved so far. If there are a few things in your early planning coastline that will run right in front of my storefront. that seem unusual—and thus newsworthy—mention them; they I’d like to give you a sneak preview of our plans over ten minutes on Thursday.” might spark interest in a feature story. Consider how the people who would be featured would help pull in an audience for the newspaper or station. Perhaps you’ve got a group of residents at the local nursing home who have volunteered to handle the clerical chores or a group of school children who will be performing at the event—that will get their families reading, clipping, watching, and video recording. But this isn’t the time to press for commitments on stories—all you’re doing is establishing a relationship and demonstrating that you’re accurate, helpful, and not so self-righteous that they’ll need to roll their eyes when you call with an update. 84
  • 85. 350Speaks Climate Leadership Workshop Choose a Single Point of Contact You need to identify one person in your planning team as the main Practical Tip: Watching the Byline contact for the press. That person will hold the initial meetings and Want another way to build a close relationship build the relationships with reporters and editors, and he or she should with a reporter or editor? Track the types of have the ability to be informative without boring and persistent without stories that your local newspapers and radio hectoring. As the media goes, your official contact is the public face of and TV stations like to cover that fit into the the event. This doesn’t mean the person needs to be an expert, but he narratives you’ll be pitching for your action—and or she should be self-assured, optimistic, confident, and convincing. think beyond the science, environment, and Your media contact should be easily available; a person who only political beats. Who at the local affiliate tends to be on camera when the station goes to the checks email weekly is no doubt virtuous, and probably saner than the retirement center to do a community feature? rest of us, but should be given a different job. Having enough sense for Who likes to cover stories of ordinary folks how journalism works that the person can make the lives of editors trying to fight The Man? Does your local paper and reporters easier also helps—at the very least, your contact should always cover any event that happens at Central be prepared and willing to provide interested media with the phone High? If you know who reports the sort of story numbers and email addresses of local experts that can be interviewed you want to place or what sorts of locales get (which requires, to some extent, nurturing good relationships with the regular coverage, you’ll do a better job of caring experts, as well). and feeding for your journalist. Everyone else on your organizing team should back off from calling reporters and editors directly. The last thing you want is for six people to each call the same reporter, who will feel besieged and drop the story rather than sort out the right contact for your event. But that doesn’t mean everyone else won’t play a role in helping to assure good coverage. Practical Tip: Spurring the Media Create Advance Coverage Carry a simple media contact phone and email list on If you’re getting together to make signs for your demonstration, the day of your action so that you can make calls on have your official spokesperson invite his or her closest media the spur of the moment in order to get spur of the contacts, and let the reporters and editors know in advance that moment coverage. there will be good visual images as you’re prepping for the big event. Or plan “prequel” or “teaser” events for your action. One Have your official media contact pre-write text idea is to deliver invitations to each of the members of your city messages and add media email addresses to cell council in the week before. Tell the assignment editor the date and phones so that he or she can send an email blast to time when you’ll be making the delivery, and add that you’ll be the list right half an hour before your event and as the event kicks off or breaks news. giving each of the councilors a compact fluorescent light bulb at the same time. The basic principle is that journalists often like to Ask members of your organizing team, including cover things before they happen, whether you call it a scoop or anyone staffing a media check-in table at your event, call it good community service. And you like that too, because it to add key press phone numbers to their mobile builds momentum for your event. phone address books before the day of the event. By the same token, though, you need to acknowledge the last- minute nature of the press. Some reporters may feel that if they cover the pre-event, there is nothing new to report once 85
  • 86. 350Speaks Climate Leadership Workshop the main action arrives, and they may leave you wondering until the last minute about whether you’ll get any coverage at all. If you’ve cultivated your relationships and done your homework, it’s reasonable to expect a payoff at the last minute, which is when journalism (the ultimate last-minute profession) bites. Build Last-Minute Buzz But count on nothing. Instead, you need to work the media right to the last minute. In the final twenty-four hours before your event, you want to create an overwhelming sense of urgency around it in the newsrooms. Don’t worry any longer about a single point of contact—obnoxiousness is no longer a big issue. Have six, eight, ten people call the news tips line for each of the papers and TV and radio stations the day before and the day of your event. The callers don’t need to identify themselves as part of the planning team—they can just be citizens who have heard of a big event that’s taking place the next day. Or they were just downtown and saw two hundred people gathering on bicycles and wanted to let the station know. Precisely because news is a last-minute business, journalists are set to cover things on the spur of the moment, and you want to provide that last spur to get them into action. Sometimes last minute really means last minute. While you’re following all this good advice, don’t forget to take some time to make your own media. We live in an age less dependent on the formal press than any in American history—if you have access to a computer, you have a printing press of sorts. Use it too. Tips for a solid press release Drafting a Press Release Avoid any amazing, fantastic, best, biggest, smallest and similar adjectives Writing press releases is an art – but anybody can do it! Start off Do not over use unnecessary words. Stick to your by following these simple steps: facts. Jot down words or ideas you want to include, then formulate draft Make sure you don‘t repeat yourselves. sentences from those ideas; forget about spelling, forget about Use large readable font. good vocabulary and just focus on the content first. Now that you have a first draft, you can move on to carefully reread what it says Overcrowding your paper with information is not for -- make sure your information is as specific as possible. Next, your advantage. Let each paragraph have one big decide on an attractive angle for your story (see the suggestions idea only. earlier in this section.) Review the press release. Double check every fact, name, date and quote. Here’s what the format of the press release should be like: Make sure someone else reads your release before Headline: Include the most important/interesting news, in no more you start faxing it and ask them for their first and frank than 7 words. Sometimes, readers of newspapers just read the opinion. headlines so it is your chance to grab their attention. 10. End with -30- centered on the page. This is a Introductory paragraph: Describe the event. world-wide agreed upon sign that your release has ended. 86
  • 87. 350Speaks Climate Leadership Workshop For example: Today, 10 350.org activists organized a concert at their school to raise awareness about energy efficiency on campus. More than 200 individuals attended the concert, including students, parents, teachers and local municipality. Second paragraph: Focus on the issue. So -- to continue the example above -- we can explain why climate change is important, and how efficiency will save the planet and save money. Quotes from key people: Need to hold the most interesting information, the punch line, and the one that would influence the feelings or thoughts of the readers. Always include a quote by someone from your climate group – preferably the leader. You can add one or two quotes from other key people, such as experts, decision makers or other partners. After the quotes, you need to present and explain the solution – i.e. why you are taking action on climate change, and how we will solve the problem. You can also add a quote at the end of this paragraph. The last paragraph in the press release is your demand. What are you asking for? What is your goal? Now you need to put your contact details so that the media can contact you for more information and materials (photos, more facts, etc.) Add ### to the bottom of the press release – this is so that reporters know where the critical information ends. After the contact details, you add the editors‘ notes, which can include: a short paragraph (maximum 5 lines) about 350.org and your local climate group – i.e. who you are, and what you do. Below is a sample press release: FOR IMMEDIATE RELEASE PRESS RELEASE Rain or Shine, Lebanon Will Walk against Climate Change NGO, Private and Governmental Sectors Call for Action on Climate Change Beirut 24 October 2009 – “Rain or Shine, President or No President, we are going to walk as a statement against Climate Change this Saturday,” stated Wael Hmaidan, Executive Director of the League of Independent Activists (IndyACT). This call for action, supported by HSBC, the main sponsors of the event, came at a press conference held by IndyACT at the Ministry of Environment. Other speakers at the press conference included Mr. Charles Hall, CEO of HSBC, and Mr. Bill McKibben, founder of 350.org. Mr. McKibben spoke via teleconference from London about the importance of the event in Lebanon. The climate walkathon in Beirut will be one of many held worldwide on the same weekend as part of the 350.org International Day of Climate Action. The purpose of this global event is to call on the world leaders meeting in Copenhagen, Denmark this December to take urgent action against climate change. During the day, information about climate change will be distributed, and a petition will be signed that calls on the Arab League to support the fight against climate change. 87
  • 88. 350Speaks Climate Leadership Workshop Mr. Hall said, “HSBC Bank worldwide has committed USD 100 million over the next five years to fund climate change projects around the world, and in Lebanon, by sponsoring the Climate Change Walkathon on 24 October, 2009.” McKibben added “The image of Lebanon around the world is that of war and political conflicts. This event on Sunday will show the world that Lebanon is still on the global map, and that the Lebanese public is still engaged with global problems.” “We can live a long time without a president, but we will not be able to survive one day without water,” said Hmaidan. “Climate change is the main threat to our water and agricultural resources in the future.” This conference served as one of the final calls from the three sectors – private (HSBC), governmental (Ministry of Environment) & NGOs – for all Lebanese to participate in the climate walkathon. The event follows an extensive publicity campaign characterized by the theme ‘draw the line.’ Walkathon Details: 24 October, 2009; starting 10 a.m. at Ein El Mreisseh (beginning of Corniche), Beirut. Contact: Wael Hmaidan, IndyACT Executive Director: Tel/Fax: +961-1-362592, mobile: +961-3-506313, email: whmaidan@indyact.org ### About IndyACT IndyACT is a league of veteran environmental, social and cultural activists working together to achieve a healthy, safe and equitable planet. IndyACT uses non-violent direct and indirect actions to create the necessary pressure or to inspire the required change. IndyACT has already established regional and international campaigns on climate change, marine protection, waste management, and the rights of women and youth, among others. About 350.org 350.org is an international campaign dedicated to creating an equitable global climate treaty that lowers carbon dioxide below 350 parts per million. 350 is the number that leading scientists say is the safe upper limit for carbon dioxide; it's the number humanity needs to get back below as soon as possible to avoid runaway climate change. www.350.org 88
  • 89. 350Speaks Climate Leadership Workshop Make it Wired The Internet has become the essential tool for building momentum behind the kinds of activism we describe, and there are some crucial things to understand as you put it to use in planning your campaign. In fact, we’d go further than that. While the pace of technological change can be a bit overwhelming, we see the Internet as a way to help save our threatened planet. If a crisis of this magnitude had to strike at any time, it may as well be in the Internet age. Tackling global warming is going to require an unprecedented level of collaboration and communication at every level of society—and that’s precisely why it’s so vital that we learn to take advantage of the connections that the internet provides. But actions themselves don’t happen online—they are real-life, on-the-ground affairs, with neighbors coming together in the flesh to demand change. We feel strongly that the Internet is best used to get people together face-to-face, for action on the ground. Too many organizations have put a blind faith in the Internet, thinking that simply having a basic online presence will immediately transform their group to a cutting-edge, international organizing miracle. But to effectively harness the Web’s potential, you must have a strategy to guide your work and good set of tools to put your ideas into action. Online tools While there’s nothing more important than meeting up and taking action face to face with other people, connecting and showcasing your work online is a very important part of activism today. Be sure to post all your action reports, photos, and videos at 350.org to share your action with the world. If you’re using Youtube, Flickr, twitter, digg or other websites where you can tag content, make sure to use ‘350ppm’ as the tag. First of all, make sure your event is registered at http://www.350.org. Use 350.org to unite your community to stop the climate crisis and connect your efforts to a global movement. At 350.org, you can: • Find or start a local group and an October 24 event. • Create e-mail lists and discussion boards • Share photos and files and more. • Connect with allies and build a strong local climate action group. It only takes a minute to join, so get started right away! Remember, its’ easy to get so caught up working on the web; creating beautiful images and linking to magnificent sources of information that you forget to organize. Being wired is not a substitute for actually making contact with the people in your community that you need to persuade, it’s one more tool for making it easier. Use it wisely. A few tools to help multiply your impact: Blogs You have a lot of options when it comes to blogging. The tool that is easiest to set up (but also the least customizable) is Blogger (www.blogger.com), which can get you up and running in a matter of minutes. If you need more functionality and 89
  • 90. 350Speaks Climate Leadership Workshop flexibility, check out WordPress (www.wordpress.com) and TypePad (www.sixapart.com/typedad). Photo sharing Web sites like Flickr (www.flickr.com) allow you to create a centralized online repository of a large number of digital photos and contribute photos to public “pools,” or groups of photos around an event, a theme, a city, a neighborhood, or anything else you can think of. Using flickr you can easily embed photos into other Web sites and blogs. Make sure that you tag your October 24 photos 350 and upload the best ones to 350.org as soon as your event is over. Video sharing There are only a few big players in the game of online video, with the most dominant being YouTube (www.YouTube.com). After registering on their site, you can easily upload videos and embed any video in your web page or blog. Make sure to tag your videos 350. If you want a higher file size limit, we suggest Vimeo (www.vimeo.com) or BlipTV (www.blip.tv). List Managers If you’re trying to communicate with large numbers of people, using regular email might not cut it. When your list gets bigger than a few dozen people, your messages can get flagged as spam or junk email. Listserves come in a few different flavors – unless you are emailing thousands of people regularly, a free, Web-based service will do. We recommend Google’s list manager, Google Groups (http://groups.google.com). Remember that once people have signed up to attend your event at 350.org, you can email them all at once by logging into your 350.org account. Social Networking The rise of social networking tools, designed to help individuals create active online communities, has been truly meteoric. While no social network is tailor-made for local action groups, they are evolving rapidly, and they are yet another way to let your friends and their friends, know what you’re up to. While MySpace (www. myspace.com) and Facebook (www.facebook.com) are the prototypical social networking sites, there are scores of others that are worth investigating. Check out Orkut, Hi5, Friendster, SkyRock and LiveJournal. To stay updated with the latest 350 news, sign up for the 350.org groups, pages and events on each of these networks, and invite your friends to do the same. It’s not enough to know which tools to use, but also how to use them wisely. Here are a few tips on how to make sure that your content is as exciting as the online tools that you’re using: Become an Email Guru Though it may not be the most exciting tool in the box, email is nonetheless the cyber-activist’s single most powerful weapon. You need to know how to craft compelling emails, send them out to many people, and handle large quantities of incoming mail. In fact, the ability to write compelling emails may be the single most useful talent an organizer can possess. • Keep Your Message Focused. When sending out an email to a large group of people, make sure to keep it short and sweet—if you make it too wordy, people will simply click “delete.” Try to keep each message focused on the very next action steps people can take. 90
  • 91. 350Speaks Climate Leadership Workshop • Break Up Your Text. Sometimes you will need to convey a lot of information in a single message. In these cases, you should avoid long, stream-of-consciousness blocks of text. Instead, break down the information using bullet points, underlines, paragraphs, and bold formatting. • Nail the Subject. An email’s subject line can determine whether or not people even open the message. You get fewer than a dozen words, and you need to make the most of them. • Double Check. Nothing makes you feel ditzier than sending out an email to three hundred people only to realize that you forgot to put in the location of your meeting or that you asked people to “Fight Global Worming.” Mobile Activism Mobile phones are quickly becoming more widespread than computers. Even in the furthest reaches of the Sahara desert or the Congolese rainforest, people have cell phones and use them to communicate in various ways. There are a number of ways to use your cell phone as an activist tool, from starting a text tree about your October 24 event to using twitter [http://twitter.com] to hiring a third party vendor with a short code. The best way to get started is by building a mobile list at events or planning meetings. Make an announcement and ask everybody who is in attendance to SMS his/her name to your phone number (or another number set up for this purpose). You will then be able to store those numbers and names in a spreadsheet or on a piece of paper. When you have a piece of news to announce, or if you need something specific related to your campaign, send out a mass text. Short, informative messages are usually more effective. NOTE: Using SMS for a campaign can be both expensive for you, and annoying for your supporters, so try to keep your SMS use to a minimum – one message every few weeks is probably a good rule of thumb. 91
  • 92. 350Speaks Climate Leadership Workshop Make Your Own Media In the last few years, the barriers that prevented people from generating online media have shrunk or disappeared completely. Now, with little time and less money, you can get up and running within minutes as a blogger, digital photojournalist, or YouTube videographer. It sounds hip and trendy, but there’s a catch: new media can’t be used simply because they are “the new cool thing.” Thinking strategically about if, when, and how to deploy digital media is just as important as having a grip on the technology itself. • Blog it. Start your own blog and update it frequently. A blog post should be fairly short, be about a discrete subject (plans for a particular rally, a word about a particular politician), and be written with confidence and just a bit of brio. It should take advantage of your collaborations—inviting people to write guest posts or post comments livens up the blog, provides an accessible space for fresh ideas and encouragement, and offers one more opportunity to involve everyone. • Play Tag. Another way people will find your blog is through “tags,” self-made indexing words that you can attach to your blog post, pictures, tweets, social network updates or other web tools. Invent a tag specific to your campaign, and use it whenever you put content on the web. Use ‘350ppm’ whenever you want to tag something related to October 24 or the 350.org campaign. • Take a picture. A picture says a thousand words, or in this case, just one number... Your action photo is KEY, and here’s why: on October 24th, a cascade of photographs from diverse and beautiful actions in every corner of the planet, will come together on the web to reflect how big this global climate movement really is. Taking a great action photo that incorporates the number 350, and submitting it to the 350 website is one of the best ways to show the world the powerful work your community is doing on climate change, and to link it with other efforts around the globe. Here are just a few tips: • Designate a photographer: it could be a professional, a volunteer, a friend – whoever you can find that can take a good photo and make sure to be reliable. Don’t have a camera? Fortunately they’re becoming more accessible than ever these days, so look around for a local university, library, or friend that might have one you could borrow. You can even use the camera on your cell phone (but a high-resolution camera would be much better.) • Put it on the agenda: make some time in your event schedule to get everyone together to take a photo. Nothing’s worse than realizing everyone’s gone home before you can take a photo to remember it. Some questions to ask yourself: Will you have a lot of people? Where could you take the photo from to get a shot of the whole crowd? How can you capture the backdrop of your iconic location in the photo? • Upload the photo as soon as you can! Get to your computer or an internet cafe right away to upload your best action photos at 350.org. The sooner you do that, the more you’ll be able to help the coordinating team get the message out to the media about the amazing actions that happened all around the globe. Send the photos around to your email list. 92
  • 93. 350Speaks Climate Leadership Workshop • Make sure we know where you are. We often receive beautiful photos from organizers who have painstakingly spelled out 350 in some creative way or another, but they forget to tell us where they took the photo. When you upload your photo, add the location to the caption, or include the name of the place in the photos itself. For example, a banner with Kinshasa for 350 or 350 Kinshasa will help people looking at your photo elsewhere in the world recognize where you are instantly. • Make a video. Digital story telling is now more accessible than ever, with the advent of YouTube and cheap video cameras. Consider taking video as a compelling way to get the word out before your event, document your action, and amplify your impact. Here are just a few tips to keep in mind to make your video stand out: • Avoid the talking head. There’s nothing less interesting than watching 3 minutes—or even 30 seconds—of a person talking at their desktop computer’s webcam. • Choose lively locales. Let the background in your video provide some visual interest and play up your local angle. • Take steady, easy-to-watch shots that can be spliced with other video using quick cuts in your editing software • Don’t have a camera? Record audio — particularly if you can include music — and create a podcast (audio file) that can be shared on the web or sent to your local radio station as a PSA. • Focus on what’s fun, funny, or what you’d want to watch. That’s what makes a video go viral. • Upload the video. YouTube is a great first choice. For higher-quality or longer videos, use Vimeo.com or blip.tv. Make sure to include the video in your report-back at 350.org as soon as you can. 93
  • 94. 350Speaks Climate Leadership Workshop Team Work: Record your story Goal: To practice telling your story and spreading the word using new media tools. Agenda TOTAL TIME: 45 min 1. Gather in your team. Timekeeper begins keeping time. 5 min 2. Think back to your Story of Myself, Story of Us and Story of Now. 15 min Choose one teammate to film, one to tell the story, and the others to observe. Practice telling your full story (in 3 minutes) in front of the camera. 3. Watch the film, and provide feedback on the story and the 15 min videography. Switch roles, and repeat. 4. Film a final version on your story for each teammate, and then 10 min upload to a computer. 94
  • 95. 350Speaks Climate Leadership Workshop Session 15: October 24 Planning This is what you’ve been waiting for – putting all the pieces together into a campaign plan leading up to and beyond October 24. You’ve repeated your story a gazillion times, learned all about climate science and policy, power-mapped your community, got creative with targets and tactics, practiced your media pitch and made your own media. Whew! Now, it’s time to put it all together in a coherent document. Why is it so important to put it all down on paper? For one, it’s easier to engage people, evaluate your resources and ask for help when you have a clear picture of what your goals, targets and tactics are. Secondly, in the middle of your campaign, when you’re running 100 miles per hour towards your goal, it’s easy to lose sight of the path you set for your group. If you have everything spelled out for yourself and your group to see, it’s easy to evaluate whether, working with a local union or church on a related campaign, for example, will get you closer to your goal. Finally, a campaign plan is where you put all of your goals, targets and tactics on a timeline. On a campaign, progress often happens in fits and starts, and is difficult to predict. But, if you at least have a rough outline of the road ahead, with interim goals and events, what may seem impossible at the start (getting leaders of the world to sign an agreement that puts us on the path to 350ppm), suddenly seems doable. As an organizer, your job is to work with your community to make what may seem impossible, possible. The first step is designing a plan to get it done. Writing a campaign plan: Nuts & Bolts A campaign plan has a pretty standard form. It takes some research and some serious thinking (usually best done in a small group of 3-6 key people). You will want to use a precise, confident tone throughout, and try to make it a narrative piece rather than a list of ideas. Make sure it’s succinct and readable to people outside your organization, but don’t share it publicly unless you need to – you don’t want your opponents to know all of the moves you’re planning! The good news is that you’ve already thought through most of the pieces you need throughout this training. Let’s take a look at what a campaign plan might look like: I. Introduction. An introduction should include a little bit about who you are, and what your main and secondary goals are. It should provide a brief overview of the campaign plan so that somebody reading it for the first time will know what is coming later in the plan. II. Background. Here’s where you put all the information about climate change, how it’s affecting your community, and the history of your climate group. Don’t be shy about putting statistics in this section, but make sure it’s readable for a general audience. Describe the political situation in your community, region, town and the world (from your power map), but make sure to tell the story so that it leads the reader to the solution that you’re proposing – your campaign! III. Rationale. This is where you set forth your campaign targets and tactics, and explain why they are the right ones to use in your situation. Describe how you will build power, what tactics you will use, how you will achieve your goals, and whom you will get on board. 95
  • 96. 350Speaks Climate Leadership Workshop IV. Field. If your focus is to empower the public, you may want to describe you “field” tactics, which include recruitment, phone banking, going door-to-door, and other one-on-one tactics. Chances are, most of your work will be field work, so just describe those activities in this section. V. Media. We’ve talked about the importance of involving the traditional news media and creating your own content. Describe your media plan in this section – you don’t need to list specific outlets, but include a general overview of how you will engage media through your October 24 event and other public venues. VI. Online. Increasingly, organizers are thinking strategically about how to implement myriad online tools that are at our disposal on the internet. Use this section to describe how you will use blogs, podcasts, online video and audio, email and listserves to build power and spur online-to-offline action. VII. Timeline. This is perhaps the most important part of your campaign plan. Think through all the moving pieces, your context and goals, your allies and resources, and try to sketch out a feasible timeline for your campaign. Keep in mind that snappy, quick campaigns can sometimes create more energy and generate more power than long drawn-out affairs. That said, things often tend to move more slowly than we expect. You can do a week-by-week or month-by-month calendar, making sure to include internal goalposts for the campaign (“I will have X done by Y week) and critical events and holidays. This will let you envision your campaign into the future, and provide your group with a sense of urgency and mission. VIII. Budget. Think about the resources you have, and the resources you need. Don’t inflate your budget, and consider where you partners can help you with non-monetary resources. Make sure the budget doesn’t sit center-stage in your proposal – it’s more for you than for anybody else. IX. Conclusion. Use this section to review your goals, targets, tactics and timeline, and piece together a short paragraph telling why your campaign will be successful. Be flexible! Too often, organizers come up with campaign plans that they cling to throughout a campaign – even if some aspects prove to be ineffective or a time suck. The #1 rule of organizing is be flexible. Use your plan as a roadmap, but don’t be afraid to stray off the highway occasionally – you may find something worth pursuing, or a short cut! Some organizers change their campaign plan document daily or weekly, and others write new ones as the campaign develops and new ideas, tactics and targets reveal themselves. Whatever way you do it, give yourself time to evaluate your campaign plan as the campaign develops. Some tactics and targets are going to be worth pursuing, while others may prove to be inconsequential or resource-intensive. Use your budget, your gut and your good judgment to decide where to spend your limited financial and human resources. 96
  • 97. 350Speaks Climate Leadership Workshop Team Work: Write a Campaign Plan Goal: To write your campaign plan leading up to October 24 and beyond. Agenda TOTAL TIME: 45 min 1. Gather in your team. Timekeeper begins keeping time. 5 min 2. Write an outline of your campaign plan (no need to write full text). 30 min 3. Discuss your campaign plan with your small team and give 10 min feedback. 4. Continue to develop your campaign plan, and use the skills you’ve learned in your afternoon track to present it in a creative way to the large group. Outline your campaign plan here. Make sure to include your plans leading up to October 24, and how it will fit into your longer timeline: 97
  • 98. 350Speaks Climate Leadership Workshop The End? Thanks for being part of the first ever 350Speaks Climate Advocacy Institute. We hope that the sessions were both useful and fun, and that you had a chance to talk with some of the most inspiring climate organizers in the world. If you’re anything like us, your head is probably spinning right now with ideas and energy that you will bring home to your communities. Don’t be surprised if you run into some skeptics or some people who move more slowly than you. Stay in touch with each other and the 350.org staff. All of us are resources, so even when you’re in the depths of despair, or stressed about a hard decision you have to make, consider us a safety net. A true leader never leads alone. 350.org staff will be in contact with you many times over the net few months to make sure that your October 24 plans are going smoothly, but don’t hesitate to reach out to us with questions, ideas, concerns or thoughts. Our contact information is below. Let’s not think about this as the end of the Climate Advocacy Institute, but rather the beginning of a youth climate movement that will take the world by storm. Keep up the good fight. In Solidarity, Phil, Will, Farah, Adnan and the 350.org and IndyACT Team 1505 22nd St. NW, Washington, DC 20037 USA IndyACT, Nahr Street, Rmeil, Jaara Building, 4th Floor, +1 202 640 1838 Beirut, Lebanon phil@350.org PO Box 14-5472, Beirut, Lebanon http://350.org +961 1 447 192 fsalka@indyact.org http://indyact.org 98
  • 99. 350Speaks Climate Leadership Workshop 99
  • 100. 350Speaks Climate Leadership Workshop 100