Rod King: Campaign case study -20's Plenty for Us

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Presentation by Rod King, Founder and Campaign Director, 20's Plenty for Us, at the NCVO Annual Conference.

Lobbying and campaigning on a shoestring (workshop)

You can see the presentation in context here: http://www.ncvo-vol.org.uk/networking-discussions/blogs/20591/11/01/31/lobbying-campaigning-shoestring-workshop

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Rod King: Campaign case study -20's Plenty for Us

  1. 1. Rod King20’s Plenty For Us<br />Established Nov 2007<br />
  2. 2. Our Case Study<br />What was/ is the issue?<br />What was/ is the change you wanted to bring about?<br />What free and low cost tools/ resources/ services did you use to support your campaign?<br />How did you use the tools/ resources/ services?<br />What would you have done differently?<br />
  3. 3. What was/ is the issue?<br />2007<br />Recognise fundamental problem with the sharing of roads for vulnerable road users.<br />30 mph speed limit leaves very little time for reaction.<br />Segregation of VRU’s not possible, ethical, equitable or successful.<br />Required a “paradigm shift” in the way residential and urban roads were shared<br />Many VO’s had default 20 mph speed limits on “radar”, none had it in its sights!<br />
  4. 4. What was change you wanted to bring about?<br />20 mph default speed limit for all residential roads.<br />Problems<br />No government interest in changing 30 to 20<br />Motoring lobby hard to fight<br />People like speed and base safety on personal observations<br />But<br />Dept for Transport had just eased 20 mph requirements<br />Portsmouth had just decided on 20 mph for city<br />Grass roots campaign could get local chnage<br />
  5. 5. 20’s Plenty for Us was formed :-<br />Single issue organisation (me)<br />Clear branding to communicate objective and community orientation<br />Goals:-<br />2008 1m people in LA’s with 20 mph as default<br />2009 5m people in LA’s with 20 mph as default<br />2010 30m people LA’s with 20 mph as default<br />Methods<br />Create and support local campaigns for “Total 20”<br />Lobby establishment with the imperative for lower speeds<br />Maximise awareness within the transport profession<br />
  6. 6. Get started<br />We campaign for and support those campaigning at national and local level for Local Authorities setting a 20 mph default speed limit for residential and urban roads.<br />20’s Plenty For Us<br />Strong message<br />“For Us “ indicates community link<br />Easy to remember<br />Campaign tagline<br />Must differentiate from other campaigns<br />
  7. 7. Get respected<br />Become an expert on subject<br />Dept of Transport Circular 01/2006 – Setting Local Speed Limits <br />46 pages of detail on local authority guidelines<br />Track 20 mph implementations throughout the country<br />Visit 1st Local Authority to implement 20 mph – Portsmouth<br />Serious comment on issues<br />Submit evidence to select committees<br />Articles for “friendly” publications<br />Engage with establishment<br />PACTS, Transport Select Committee, London Assembly, NAO<br />
  8. 8. How low is low cost?<br />We had no funding or money<br />Set up website to inform and establish credibility.<br />Blagged our way into national conferences (PACTS and NCVO)<br />Issued Press Releases<br />Submitted evidence to establishment agencies<br />Liaised with key VO’s (CTC, RoadPeace, Living Streets)<br />Spoke at local campaigns<br />Used phone in programs<br />Sept 2008 had phone call from Charitable Trust offering funding of £4,000<br />
  9. 9. Get moving <br />20’s Plenty website a reference source for campaigners<br />Put daily news on website<br />Lever up other campaigners<br />Local 20’s Plenty For Us groups<br />Provide newsgroup and resources<br />Speak at local campaign meetings<br />Always be available to press and establishment for comment<br />Use email lists, newsgroups and individual emails<br />How can you help others campaign? What do they need? Display panels, etc.<br />Work with the willing. Debate, but do not waste time!<br />
  10. 10. How/What tools<br />Website<br />Use low cost online editing websites (Moonfruit.com)<br />No costs<br />No software required other than browser<br />Easy to use<br />Multiple users can update<br />Track events and respond with PR and input<br />Use daily Google alert (20mph -wind – winds)<br />Get on list of government consultations<br />Create a network of campaigners<br />Yahoo or Google Newsgroup<br />Keep information flowing<br />Also Facebook and Twitter<br />
  11. 11. 4 key success words<br />Understand your Goals<br />the result or achievement toward which effort is directed; aim; end<br />Act as a Catalyst<br />A catalyst is a substance which alters the rate of a chemical reaction but is chemically unchanged at the end of the reaction<br />Leverage your people<br />the mechanical advantage or power gained by using a lever. <br />Create an Imperative<br />something that demands attention or action; an unavoidable obligation or requirement; necessity:<br />
  12. 12. Progress to date <br />2008 <br />Set ourselves up<br />co-hosted national cycle campaigning conference on 20 mph subject<br />Attracted funding<br />Charities Commission rejection – too successful, too political!<br />2009 <br />Numerous local campaigns created and visited<br />Responded to DfT, Audit Commission, London Assembly consultations<br />Further funding attracted with proven track record (leverage)<br />Government reverse guidance on 20 mph limits for town wide schemes.<br />2010<br />Recognised as experts in field, witness for local scrutiny committees considering Total 20<br /><ul><li>Took on part time Campaign Manager
  13. 13. StreetFilms create a video of our campaign
  14. 14. SDC and NCVO recognise our success and name us as Case Studies</li></ul>Invited to speak in New York, profile in New Yorker<br />
  15. 15. By 2011<br />5m people now live in local authority with a Total 20 policy – Portsmouth, Warrington, Oxford, Newcastle, Islington, Lancashire, Edinburgh, Bristol<br />65 local campaigns in place, many with own websites<br />Community Newsgroup of 150 activists all sharing best successes and best practice<br />Co-hosting 20mph conference with PTRC-Training<br />Evidence to funding trusts of our competence, professionalism and success.<br />Looking to get 10m in LAs with Total 20 by 201120m by 2012<br />
  16. 16. Thank you for your time<br />www.20splentyforus.org.uk<br />

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