I don’t know why I don’t care about the bottom of the ocean, but I don’t
There are but two powers in the world, the sword and themind. In the long run the sword is always beaten by the mindNapoleon BonaparteThere are two forces in the world today – US military power,and the world public opinionTime Magazine, 2003
WHAT CAMPAIGNERSNEED TO KNOW?For strategy, they need to understand POWERFor engagement, they need to understand MOTIVATIONThey need to understand THE MEDIAThey need to have a VISIONThey need to understand, express and use their own VALUESThey need to understand the ISSUE of the campaign
MESSAGE CAN BE TRANSMITTED INMANY WAYS IF YOU FIND A FIRE IF YOU FIND A FIRE 1.Network with your neighbours 1.Raise the alarm 2.Explain the issues and 2.Go immediately to the the processes of ignition, place of safety fuel effects, oxidation and 3.Call the fire brigade ion plasmas, and address the social and economic justice dimensions 3.Educate decision-makers regarding the establishment of an adequately resourced fire brigade and fire prevention culture, ask your neighbours to join in
4. RIGHT COMPONENTSThe two words ‘information’ and ‘communication’ are oftenused interchangeably, but they signify 2 different things.Information is giving out; communication is getting through.Sidney J. HarrisA useful version for the campaigns:Awareness Alignment Engagement Action
COMMUNICATIONMODELIf you find a fire AWARENESSWe are all in danger ALIGNMENTLet’s go this way ENGAGEMENTWe are leaving ACTIONAwareness – establishes the subjectAlignment – establishes that it is relevant for everyoneEngagement – is an appeal to join inAction- is what is needed
5. START WHEREYOUR AUDIENCE ISWhen it comes to communication, do your market research.Say you need to persuade a group of councillors to take aparticular decision about a forest. You may think itsimportant for frogs or as a watershed. But what do they see ?What if they use it for jogging or 50% of their constituents arewoodcutters ? You may see a forest but they may see timber,or an exercise area. Put the issue in their terms.
6. CONSTRUCT A CRITICALPATH All issues are complex but your campaign must not be
7. CAMPAIGN AGAINSTUNACCEPTABLEYour campaign may be about an issuebut to engage people it will need to have a much more specific battlefront. Choosing that battlefront is a crucial task.
8. MAKE REAL THINGSHAPPENNobody remembers what David and Goliath were fightingabout – everyone knows who wonTom Burke, Friends of EarthThe best campaigns communicate themselves because theyinvolve doing
9. SAY WHAT YOUMEAN – RASPB-ERRYResponsible partyAction – the action you wantpeople to takeSolutionProblemBenefit
Illegal loggers are felling valuable timber and wrecking thisancient forest (Problem)Effective policing and certification of timber has stopped thiselsewhere (Solution)Wildlife and communities benefit from sustainablemanagement (Benefit)The government of X is to blame because it’s not enforcingthe law (responsible party)We want people to call their MPs to lobby the government(Action)
CAMPCATChannel – how the message gets thereAction – what we want to happen (and what the audience isasked to do)Messenger – who delivers the messageProgramme – why we are doing itContext – where and when the message arrivesAudience – who are we communicating withTrigger – what will motivate the audience to act
10. FIND THE CONFLICT INEVENTS – MAKE THE NEWSConflict is inherent to campaigns. Without a conflict ofinterest, a campaign would not be needed.Campaigns make news when they create change, make adifference, or threaten to do so. A conflict just of ideas is ofinterest only to academic or political theoreticians. Whatcounts for the rest of us is who comes out on top, what getschanged, how does it affect me, my family, my life and how itcan be lived.If you have a campaign it will be in conflict with someone,somewhere. That is probably your most newsworthyopportunity.
DO’S AND DON’T’SBe simple: Avoid ‘the issue”Avoid black holes and elephantsDon’t be led by the press agendaEvaluationDon’t believe your detractorsWorry about the right thingsDon’t assume we need to change mindsConsider failureShould we use celebrities?