Change through confrontation
Greenpeace,
campagne-organisatie pur sang

Joeri Thijs
28/11/2013
1

Greenpeace = campagne-organisatie

2

Enkele basisprincipes

3

Case: Beïnvloeding van bedrijven – Nestle, Mattel
Kernwaarden
Onafhankelijkheid
Geweldloosheid
Confrontatie
Oplossingen
RESEARCH - ONDERZOEK
L
O
B
B
Y
BURGER/
CONSUMENT

BELEID

A
C
T
I
E

BEDRIJVEN
1

Greenpeace = campagne-organisatie

2

Enkele basisprincipes

3

Case: Beïnvloeding van bedrijven – Nestle, Mattel
Power analyse
Critical
pathway
Motivational
strategy
An example : Suzie's campaign
Imagine Suzie, 8 years old, on a very very hot Sunday afternoon.
Mum and Dad are sitting in ...
Suzie’s campaign
The Problem
WHAT DO I WANT?
Who can make the change?

SUZIE’S POWER ANALYSIS
Analysis
• Who can give me what I want?
Analysis
• Who can I influence?
Analysis
• Who can I influence?
What will make him change?
Strategy (Critical pathway)
SUZIE’S MOTIVATIONAL
(communicating) STRATEGY

You are a bad papa to
neglect your daughter
What do I do to motivate him?
Tactics (Motivational strategy)
Win
Power Analysis : the 3P's
Players – Power – Processes
1 Players
• Who might be involved ?
• What is their power regarding ...
-

Influence

• Key actors map

Position

+
Power Analysis : the 3P's
Players – Power – Processes
2 Power
• Who holds power (over whom and what) ?
• Where does power ...
Power Analysis : the 3P's
Players – Power – Processes
3 Processes
• Identify decision points
• Look at trends, external ev...
Critical pathway
•

Who can be our allies?

•

Who will be against the change?

•

Who will ‘normally’ be neutral?

•

Who...
Critical pathway
•

Describes a series of ‘influence steps’ that
will achieve your goal

•

Identifies which players need ...
Critical pathway
Sometimes you need to...
•

remove or weaken the influence of a player (eg by
discrediting them 'name&sha...
Communications
•
•
•
•

Campaigns are needed because there is an urgent
problem which has to be made public in order to be...
KISS
You all remember SWOT and SMART
initials, but do you know what KISS stands
for ?

Keep It Simple, Stupid !
Start wher...
Strategy without tactics is
the slowest road to victory.
Tactics without strategy
is the noise before defeat.
Sun Tsu
1

Greenpeace = campagne-organisatie

2

Enkele basisprincipes

3

Case: Beïnvloeding van bedrijven – Nestle, Mattel
Problem
Deforestation & peatland conversion in
Indonesian rainforests for pulp & paper
Target:
APP:
Asia Pulp &
Paper Grou...
Objectives
Contract cancellations by clients of APP
APP engages in negotiations with Greenpeace
on peat clearance and mora...
Main strategies
Investigate

Global, step-by-step public pressure on APPclients with visible brands, like Mattel (Barbie)
Results
Contract cancellations by Mattel, Lego &
Hasbro & Disney + zero deforestation policies.
In an agreement with Green...
Approach to companies
1. Commit – brand commitment, statement in
corporate policy

1. Practice – supplier practice, act on...
Basic rules
• Investigation
• No one-shots
• No permanent
friends, nor enemies
• Creative & sustained
confrontation
• Solu...
IDdagen 2013 - W3 - Campagnes & acties die het verschil maken
IDdagen 2013 - W3 - Campagnes & acties die het verschil maken
IDdagen 2013 - W3 - Campagnes & acties die het verschil maken
IDdagen 2013 - W3 - Campagnes & acties die het verschil maken
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IDdagen 2013 - W3 - Campagnes & acties die het verschil maken

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IDdagen 2013 - W3 - Campagnes & acties die het verschil maken

  1. 1. Change through confrontation Greenpeace, campagne-organisatie pur sang Joeri Thijs 28/11/2013
  2. 2. 1 Greenpeace = campagne-organisatie 2 Enkele basisprincipes 3 Case: Beïnvloeding van bedrijven – Nestle, Mattel
  3. 3. Kernwaarden Onafhankelijkheid Geweldloosheid Confrontatie Oplossingen
  4. 4. RESEARCH - ONDERZOEK L O B B Y BURGER/ CONSUMENT BELEID A C T I E BEDRIJVEN
  5. 5. 1 Greenpeace = campagne-organisatie 2 Enkele basisprincipes 3 Case: Beïnvloeding van bedrijven – Nestle, Mattel
  6. 6. Power analyse Critical pathway Motivational strategy
  7. 7. An example : Suzie's campaign Imagine Suzie, 8 years old, on a very very hot Sunday afternoon. Mum and Dad are sitting in the living room, reading, and Suzie's in the garden. It's so hot, Suzie decides to do something : • What is Suzie's objective ? • Who can give her what she wants ? • Who can she influence ? • What are Suzie tactics ? • What is the motivational message ?
  8. 8. Suzie’s campaign
  9. 9. The Problem
  10. 10. WHAT DO I WANT?
  11. 11. Who can make the change? SUZIE’S POWER ANALYSIS
  12. 12. Analysis • Who can give me what I want?
  13. 13. Analysis • Who can I influence?
  14. 14. Analysis • Who can I influence?
  15. 15. What will make him change? Strategy (Critical pathway)
  16. 16. SUZIE’S MOTIVATIONAL (communicating) STRATEGY You are a bad papa to neglect your daughter
  17. 17. What do I do to motivate him? Tactics (Motivational strategy)
  18. 18. Win
  19. 19. Power Analysis : the 3P's Players – Power – Processes 1 Players • Who might be involved ? • What is their power regarding the issue ?
  20. 20. - Influence • Key actors map Position +
  21. 21. Power Analysis : the 3P's Players – Power – Processes 2 Power • Who holds power (over whom and what) ? • Where does power flow to/from ? • Why would this change ?
  22. 22. Power Analysis : the 3P's Players – Power – Processes 3 Processes • Identify decision points • Look at trends, external events and anticipate these, make the best use of them when they happen
  23. 23. Critical pathway • Who can be our allies? • Who will be against the change? • Who will ‘normally’ be neutral? • Who influences these players? • Who can Greenpeace influence?
  24. 24. Critical pathway • Describes a series of ‘influence steps’ that will achieve your goal • Identifies which players need to be moved, kept where they are or ignored • Spells out who will influence other players to move, how they will do this and what the outcome will be • Start at the end and work backwards
  25. 25. Critical pathway Sometimes you need to... • remove or weaken the influence of a player (eg by discrediting them 'name&shame') • make sure neutral players stay neutral (and don't start working against you) • segment players or exploit internal divisions • introduce new players in order to shift the balance of power (eg leverage points)
  26. 26. Communications • • • • Campaigns are needed because there is an urgent problem which has to be made public in order to be resolved. Non-urgent problems may require education or information but they are unlikely to justify campaigns. Campaigns are communication exercises. Effective motivation needs simplicity in message and purpose. Communicate only one thing at a time. Use a simple unambiguous 'call to action' which requires no explanation.
  27. 27. KISS You all remember SWOT and SMART initials, but do you know what KISS stands for ? Keep It Simple, Stupid ! Start where your audience is, know you audience, tailor you message, KISS
  28. 28. Strategy without tactics is the slowest road to victory. Tactics without strategy is the noise before defeat. Sun Tsu
  29. 29. 1 Greenpeace = campagne-organisatie 2 Enkele basisprincipes 3 Case: Beïnvloeding van bedrijven – Nestle, Mattel
  30. 30. Problem Deforestation & peatland conversion in Indonesian rainforests for pulp & paper Target: APP: Asia Pulp & Paper Group
  31. 31. Objectives Contract cancellations by clients of APP APP engages in negotiations with Greenpeace on peat clearance and moratorium on forest conversion as a result of contract cancellations
  32. 32. Main strategies Investigate Global, step-by-step public pressure on APPclients with visible brands, like Mattel (Barbie)
  33. 33. Results Contract cancellations by Mattel, Lego & Hasbro & Disney + zero deforestation policies. In an agreement with Greenpeace, APP announced a new Forest Conservation Policy that “puts an immediate end to all natural forest clearing in Indonesia”. Greenpeace: “We commend APP for making this commitment to end deforestation, but it’s what happens in the forest that counts and we will be monitoring progress closely”.
  34. 34. Approach to companies 1. Commit – brand commitment, statement in corporate policy 1. Practice – supplier practice, act on supply chain 1. Advocate wider change – lobby for legislation or business agreements (level playing field)
  35. 35. Basic rules • Investigation • No one-shots • No permanent friends, nor enemies • Creative & sustained confrontation • Solution-oriented • Clear demands

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