Upstream campaigning: striking the right tone & activating the right people for your advocacy targets - Chris Gee, WWF UK
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Ignite talk - Chris Gee Wednesday 5pm
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Upstream campaigning: striking the right tone & activating the right people for your advocacy targets - Chris Gee, WWF UK
- 1. Upstream Campaigning Striking the right tone & activating the right people for your advocacy targets @ChrisGeeUK www.linkedin.com/in/ChrisGeeUK/ Upstream Campaigning Striking the right tone & activating the right people for your advocacy targets
- 2. Can’t directly influence your ultimate advocacy target (yet)?
- 8. “Farm” to shop shelf 熊 胆 = Bear Bile
- 9. Survey question: I am now going to read you some statements that describe ways you may react if you found out a company whose shops you visit produces and sells products containing bear bile in markets outside of the UK. 66% 20% 15% 71% 14% 15% 87% 7%5% Agree Disagree Neither/nor I would be less enthusiastic about the company If I held shares in the company I would sell them I would discourage friends from shopping there Corporate association with bear bile viewed negatively
- 10. Survey question: I am now going to read you some statements that describe ways you may react if you found out a company whose shops you visit produces and sells products containing bear bile in markets outside of the UK. 66% 20% 15% 71% 14% 15% 87% 7%5% Agree Disagree Neither/nor I would be less enthusiastic about the company If I held shares in the company I would sell them I would discourage friends from shopping there Corporate association with bear bile viewed negatively
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- 16. 16 Campaign launch - 6th April - Belize 16 cgee@wwf.org.uk @ChrisGeeUK www.linkedin.com/in/ChrisGeeUK/
Editor's Notes
- I am Chris Gee WWF Int campaigns, Planned Parenthood & WSPA before that I worked in party politics in UK and Internationally Mostly advocacy campaigning but I like to use digital when it helps. For more from WWF see Lindsay #OrigamiMigration talk tomorrow
- 3 examples from 2 campaigns (one current) 1. A public facing digital example of how I tried to rebrand a campaign to be more sensitive to adv target whilst I worked for WSPA on ending bear bile farming. 2. Same camapign a behind the scenes example of how we gained upstream influencers on the same issue to be advocates for our cause. 3. How WWF are now applying/harnessing upstream pressure to raise pressure on extractive companies to respect UNECO WHS that on our current global #SaveOurHeritage campaign
- When Hired into WSPA/WAP in 2007 my main task was working out how we could stand a better chance of influencing the Govt of China to end the cruel and unnecessary practice of extracting bear bile from wild bears that were “farmed”. We were making progress in Vietnam and S Korea. Some of my ideas were sharpened bouncing off people ECF discussions in 2008
- On arriving at WSPA my instincts were that President Hu was unlikely to be a big fan of Prince Vultan from Flash Gordon or June Ackland from the Bill. I asked for evidence and there was none Shouting at the person who has the power to make your advocacy change happen is rarely what will make the change happen especially when it comes to the Govt ofChina.
- Wanted to reframe the campaign make it more culturally sensitive with better look and feel. Subtle difference in tone from “China” to “Asia”. Step back … bear bile farming is cruel & unnecessary practice that most working in traditional medicine hate. Vietnam was phasing out and Korea (S) on way. We brought on board Jackie Chan – promoted (never inside of China) motivating Chinese overseas – Yahoo news .hk & tw Built massive email list
- Used email list to encouraging those people to take digital action to make the campaign more culturally sensitive Creating a bank of ethnically Asian people campaigning on the issue for use in country. Did not exclude non Asian but deliberately designed to make the space most comfortable for overseas communities. Provided photo content our offices in Asia esp China could use without endangering Chinese citizens
- 2nd example more behind the scenes n the same topic. WSPA could not go directly up against the government. Needed to find more creative ways to deploy pressure. Could not win with wildlife Ministry so aimed to get Ministry of Trade and Investment complain about the hassle doing any business on bear bile was not worth it when dealing with foreign multinationals. How would we get to them?
- Found western companies who (legally) sold bear bile products in shops in China. We knew they did not know that their new Chinese business partners sold bear bile. We took this information to top Directors Shared with them the evidence that bear bile is obtained from live, caged bears –Shared the video Jackie Chan video and solid polling information of their customers
- Companies were our conduit to their Chinese business partners (who are mostly state owned companies with links to Ministry of Trade & Investment. Some of the worlds biggest pharmacy chains and supermarkets quietly stopped selling or allowing sale in kiosks in their shops they also helped with advocacy to government about why even when legal they would not undertake sales. Also did work with some major investors in pharma in China to have them re-iterate these messages.
- 3rd example WWF campaigned to help protect Virunga Africa’s oldest NP in DRC, home to endangered mountain gorilla and a WHS. Threatened by exploration for oil UK oil co. UNESCO WHC clear that OMG incompatible with WHS status At the time no-one had heard about the place.
- Launched a public facing campaign (film with Anna Friel). But also looked at who the oil company banked with & investors. Oil co ignored us. WWF asked major investors to publicly support Soco withdrawal (note our request was to engage not divest). Launched a complaint under OECD Guidelines for MNE.
- - Using OECD provided the company (who had previously been ignoring WWF) a relatively face saving way to back down through the process. Motivated investors on the issue of WHS protection which we used for evolving campaign
- Did this report with investors Aviva and Investec who had been Soco shareholders on the need to protect all WHS Highlighted position of 2/3 major mining industry no go, In oil Tullow, Soco, Shell and Total no go Catalysed investors with over £1 Trillion under management to engage extractives companies without policy on protecting WHS
- Upstream - works but only if you have the right expertise 1. With WSPA had a consultant who had been a US trade negotiator working with me who knew about 2. Report we paid almost bus costs for copy editing by finance specialists but it has paid off
- You can help at wwf.org.uk/saveourheritage