Tck Tck Tck We Media V4
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Powerpoint presentation given by Kelly Rigg, Executive Director of the Global Campaign for Climate Action (GCCA), at the We Media conference in Miami in March 2010.
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Tck Tck Tck We Media V4
- 1. tcktcktck Kelly Rigg We Media March 2010
- 3. A GLOBAL CLIMATE MOVEMENT
- 4. Global CO2 emissions must peak by around 2015, and decline dramatically thereafter This is more challenging than anything modern human civilization has ever faced, and will require global cooperation to do it. Are we up to the challenge?
- 5. No more business as usual.
- 8. A Flotilla
- 9. Fair, Ambitious and Binding
- 21. Mobilized Beyond the Usual Suspects
- 30. Where Next?
Editor's Notes
- Thank you for inviting me to accept this award on behalf of the tck campaign. In India there's a saying that to get to where you're going, you first have to get the elephant to move. About this time last year it became clear that if we had any hope of changing the game in the climate treaty negotiations, that elephant had to get moving – and fast. We had about eight months to do it before the big Copenhagen climate talks.
- But let’s rewind to 2006 when the seeds of the Tck campaign were planted, right around the time that Al Gore’s “Inconvenient Truth” woke up the masses to the threat of climate change. A handful of leading climate campaigners from around the world got together to discuss what it would take to stave off the impending climate catastrophe.
- To put this in perspective -- Global CO2 emissions need to peak by 2015. Just imagine what that will take. The sheer scale of the action required means that all levels of society will need to work together in unprecedented ways. And while we can do a lot by rolling up our sleeves, changing our light bulbs, riding our bicycles and eating less meat, we aren’t going to get there without major investments in energy efficient cars, factories and buildings, and renewable energy technologies. We need to stop chopping down forests and change the way we do agriculture, not to mention reducing/eliminating the industrial gases that contribute to climate change. Global agreements–legally binding agreements -- will be needed to make this happen.
- So as I said, these global campaign leaders sat down together– picture world leaders in an old B-movie talking about how to stave off an alien invasion or an impending meteorite hurtling towards the earth. Like the B-movie leaders, they knew that urgent intervention was needed and that no single NGO could make it happen on its own. The call to arms needed to come from more than the usual environmental groups . So they created The Global Campaign for Climate Action – the GCCA .
- So fast forward to 2009. The GCCA started with around 25 core partners in January, and grew into an alliance of around 250 by the end of the year – bringing together labor, faith groups, health, youth, human rights, social justice, educators, opinion leaders--anyone who had an audience needed to be speaking to this issue. this meant collaboration on a scale never before seen in civil society campaigning and advocacy are. We needed a common brand or logo to communicate that this was a unified movement.
- HAVAS Worldwide/EuroRSCG had entered into a strategic partnership with the global humanitarian forum of Kofi Annan. They developed t he tck tck tck creative and rationale for the time for climate Justice campaign. It was designed as an open source tool, communicating a sense of urgency with time literally ticking down to Copenhagen 7 th December. The global humanitarian forum joined the GCCA, and the tck concept was adopted as the public face of the campaign. Our goal was to be perceived as being everywhere
- The key to getting a group of organizations with their own powerful brands to work together was to adopt what we called a flotilla approach. They maintained their own campaigns and identity, while at the same time communicating that they were part of a global movement. There were only a few central conditions: (the common campaign ask, the Copenhagen focus, and the Tck brand). The flotilla approach combined with the open-source nature of the campaign allowed people to be creative, independent, and do what they do best. This enabled us to grow extremely quickly, respond rapidly to changing circumstances, and align the work of these very diverse and powerful partners with minimal resources.
- Our Call to action – our shared messaging on the need for a fair, ambitious and legally binding treaty – a FAB agreement --became our connective tissue, and it stuck. Everyone from the PM of UK to the media to UN leaders picked up this language, and it became the yardstick against which a Copenhagen agreement could be measured against.
- To deliver incontrovertible evidence of public support for FAB deal, we created tcktcktck.org as a vehicle for aggregating the number of supporters who signed petitions– Any petition by any of our supporters which called on world leaders to go to Copenhagen and sign up to a strong climate treaty got counted.
- In June, GHF and Havas launched what they described as the world’s first musical petition, a specially re-recorded version of Midnight Oil’s ‘Beds are Burning’.
- More celebrities joined the campaign over the coming months.
- By late August, the campaign had moved into high gear with a series of global events and days of action. The September 21 Global Wake-Up Call was the first manifestation of the burgeoning climate movement. Followed by the 350 day of action in October, and the final day of action on December 12. No politician or legislator could say or do anything without an immediate consequence. We were not just watching, we were acting.
- Film viewed in slideshow mode
- It wasn’t enough to just mobilize the public – mandate for action needed to be felt in the negotiating rooms. Linking insider and outsider strategies was a key factor in the campaign’s success. Our “adopt a negotiator” project brought youth from key countries to the negotiation meetings, where they were joined at the hip with negotiators, blogging about their performance for the public back home. We also established a powerful rapid response force. Using real-time inside information about country negotiating positions, we organized actions both inside the conference center as well as the capitals back home.
- We were able to get the message out through a variety of channels: The website, our Facebook fan page, twitter, our “climate insider” listserv – where hundreds of top bloggers/editors were sharing information, and in Copenhagen, at our Fresh Air Center - a digital media hub that connected and supported nearly 500 high profile bloggers from around the world and digital campaigners from our partners. Modeled after digital media hub at the DNC, Fresh Air became the place for message makers to share stories, content, and for us to help align our messages reaching the world from COP-15.
- Those of you here who work in advertising will recognize some of these strategies.
- Our messages were simple and could be supported and repeated by all kinds of organizations. Shared messaging created a seamless face for the issue.
- We changed the debate from being perceived primarily as an environmental concern, and helped give a voice to those concerned with social justice – not to mention future generations. This required us to change the narrative ---its about kids, jobs, the future.
- We aggregated the actions of our partner organizations. The large NGOs found this helpful, but for dozens of small organizations around the world, it was incredibly empowering to be a part of a global movement.
- We knew we needed to be more than a one-hit wonder. We wanted the campaign to feel like a huge wave that grew larger as it swept across the globe, keeping up the pressure with continuous events, media hits, news, videos, until it hit the shore like a Tsunami -- which is what happened in Copenhagen.
- Culminating with 100,000 people on the streets of Copenhagen on December 12.
- And finally, as I noted before we had the FAB messaging toserve as a benchmark for what governments agreed. So we were able to stop them from a spinning the deal as a success. With more than 100 world leaders there, we knew it was likely they would claim success regardless of what they actually did. In the end, they didn’t even try. We owned the message, and in the final hours of the final night organized with our partners a joint message for a website home page takeover. For around 24 hours, the home pages of many of our partner organizations were overlaid with this “Not Done yet” messaging.
- stopped them from a spinning the deal after the cop by owning the message.
- stopped them from a spinning the deal after the cop by owning the message.
- Well, we didn't achieve the FAB deal we wanted in Copenhagen in 2009. And while governments were discussing issues that literally could spell the end of the world as we know it, Copenhagen and climate change didn’t even feature in the top 10 news stories of the year, let alone the tck campaign. Michael Jackson’s death got more coverage. But in many respects, we did win because there is now a sustained global movement that will allow no backsliding. Fifteen million people now have skin in the game and more join everyday. And, politicians know that backsliding has a price. Many years ago, Gandhi, a man who knew a thing or two about change, said, 'First they ignore you. Then they laugh at you. Then they fight you. Then you win.' We are in the muck of stage three. So, stage four where we win -- What do you think it will take to get that elephant moving faster?