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How to put people at the centre of planning people powered campaigns - Tracy Frauzel, Mobilization Lab

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Presentation from ECF Europe 2019: https://europe.ecampaigningforum.com In this workshop we will explore the key principles of human centred design and how to apply these to your campaigns for change. We'll look at what it means to build a campaign on empathy to engage new audiences, and use insights from empathetic understanding to spark creative ideas. We'll practice the key principles behind creative collaboration and you'll walk away with a framework and methods you can take home to come up with creative campaign ideas with your own team. Finally we will explore what it means to prototype and test campaign ideas early on. I'm not talking about A/B testing here, rather qualitative testing to ensure you're headed in the right direction from the beginning. This will be a hands on workshop with tools you can use and examples of campaigns that have put this model into practice.

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How to put people at the centre of planning people powered campaigns - Tracy Frauzel, Mobilization Lab

  1. 1. 1 Putting people at the centre of campaign planning ECF Europe 29 November 2019 Tracy Frauzel tracy@mobilisationlab.org @MobilisationLab
  2. 2. We equip social change campaigners and their organisations with the transformative, collaborative, and participatory approaches they need to drive large-scale systems change for a just, equitable and sustainable world.
  3. 3. WHY Design Thinking?
  4. 4. Design thinking puts people at the centre of design and planning.
  5. 5. Design thinking is a strategic innovation process… DESIRABILITY (HUMANS) FEASIBILITY (RESOURCES) VIABILITY (TRANSFORMATION) INNOVATION Source: adapted from Tim Brown
  6. 6. Principles of Design Thinking
  7. 7. Non-linear, creative, exploratory approach to problem solving Solutions mindset
  8. 8. Divergent Convergent
  9. 9. A people centric and empathetic approach Human Centred
  10. 10. 14 Community and stakeholder involvement is a critical part of the process .
  11. 11. Prototyping and testing ideas early and often facilitates an iterative approach to implementation Adaptation & Iteration
  12. 12. Testing ideas early and often Feedback from the people we want to engage to define direction and refine ideas.
  13. 13. Eye Opener
  14. 14. Eye Opener 1. Choose one personal item you are willing/comfortable to swap 2. Take a few minutes to walk around the room – in silence – see what you feel/notice
  15. 15. In pairs: What was it like to wear this new item?
  16. 16. As a group: Did anything change for you?
  17. 17. Sense Purpose Build a deeper understanding of and empathy with the specific groups we need to engage for strategies. Outcomes Insights about people key to our strategy and how we can motivate and engage those people to be part of the solution.
  18. 18. Learning directly from people by observing, engaging and interacting with them.
  19. 19. Sensing is about empathy to gain new perspectives. We empathise to uncover emotional needs, dreams, frustrations, motivations and barriers for taking action.
  20. 20. It also provides inspiration. The insights we gain from sensing can spark new ideas and ensure ideas are relevant to the people we want to engage.
  21. 21. Example: Demobilising guerrilla fighters in Colombia .
  22. 22. Why they joined? Why they left? What their dreams where? What their frustrations where? Interviews with former guerrillas
  23. 23. Insights ● Operate deep in the jungle ● Guerrillas as much prisoners as the people they hold hostage ● Families and love are strictly forbidden ● Guerrillas are more likely to demobilise during christmas because it is such an emotional time ● Talk to the human not to the soldier
  24. 24. How might we…? HMW create communications that reach deep into the jungle to trigger people to demobilise? HMW use family & love to create emotional messages to trigger people to demobilise? HMW use the emotional time of Christmas to trigger people deep in the jungle to demobilise?
  25. 25. Nine strategic pathways in the jungle covered with Christmas lights. Only lit up when the guerrillas happened to walk by and triggered a motion sensor with a message. 331 guerrilla fighters demobilised 30% increase from the previous year First iteration “If Christmas can come to the jungle, you can come home.”
  26. 26. 2nd round interviews ● They thought the Christmas tree was cool. ● They don’t walk as much as everyone thinks. “The rivers are the highways of the jungle.” ● Recruiting was being done in and around the river villages ● Some guerrillas have close personal relationships with the villagers
  27. 27. Collected 6000 messages from villagers and relatives “Come home at Christmas” This generated, on average, a demobilisation every six hours. The campaign prompted 180 guerrillas to demobilise. Second iteration
  28. 28. Why was it successful? Empathise - understand the emotional needs of the target group and what will motivate them to act Methods - Interviews, challenge assumptions, field research & data Prototyping/Iterations - Testing messages before and after campaigns to get feedback and did iterations
  29. 29. Key Principles • Observe, listen and suspend judgement • Meet people where they are and develop empathy to get insights from target groups
  30. 30. To empathise Intellectual understanding blocks empathy. Empathy lies in our ability to be present. Listen for people’s unspoken needs rather than just what they think.
  31. 31. What are insights? ➔ Insights are concise expressions of what you have learned. ➔ They are the “aha” moments and unexpected learnings. ➔ An insight seeks to understand the WHY vs the WHAT.
  32. 32. Fact Men earn much more than women for similar work. Insight Observation Men don’t want women to earn as much as them. Men feel their self worth is tied to their earning power and ability to provide for their family.
  33. 33. Fact In Europe, 20% of women have experienced sexual assault since age 16. Insight Observation Women don’t always say “no” when they are uncomfortable with behaviour. Women need to feel that it is safe to speak out and it takes great courage because they are afraid of the reaction.
  34. 34. Insights should be…. DEEP DIRECTIONAL RESONATE Goes beyond what is said and done You can take action on it Strikes a chord with people – provokes the shock of recognition, is relevant
  35. 35. Fact In Europe, 20% of women have experienced sexual assault since age 16. Insight Observation Women don’t always say “no” when they are uncomfortable with behaviour. Women need to feel that it is safe to speak out and it takes great courage because they are afraid of the reaction.
  36. 36. Create Purpose To generate and develop ideas based on your sensing insights that will inspire and engage specific audiences to engage with the project and help create change. Outcomes At the end of this stage you will have a few ideas with enough detail that you can test the concepts and tactics with specific stakeholders & audiences to support your project strategy.
  37. 37. Creative Principles
  38. 38. Apple Exercise Create. Draw as many apples as you can…fill the grid. Take turns, one at a time. From top left to bottom right. Each one has to be unique. In silence. You have 7 minutes.
  39. 39. Creative Principles Create. ● QUANTITY is a condition for QUALITY ● THINK BIG / encourage wild ideas ● Build on one another’s ideas: “Yes, AND . . .”! ● Postpone critical thinking and judgment ● Listen to other people’s ideas ● Get all of your ideas out ● Diversity leads to new ideas ● Be visual!
  40. 40. Structured Idea Development
  41. 41. Create.
  42. 42. Create. Formulate the challenge as a HMW question Generate as many ideas as possible (without judgement)
  43. 43. When the music starts, one person from your team runs and picks an image — quickly! As a team, think of all the ways you can answer the question inspired by what you see in the image. One idea per post-it note. Picture association Create.
  44. 44. Trend prompts Create. Use these trends to give you inspiration for how you can solve the focus question. ➔ Work as a team. ➔ Write each idea on a post-it. ➔ You have 2 mins per trend.
  45. 45. Create. Formulate the challenge as a HMW question Select ideas that hold creative potential Generate as many ideas as possible (without judgement)
  46. 46. 52 Get out of your . Comfort zone . comfort zone stretch zone Panic zone!
  47. 47. Create. Formulate the challenge as a HMW question Select ideas that hold creative potential Generate as many ideas as possible (without judgement) Develop each idea further - again no judgement!
  48. 48. Create the story of your idea Purpose of this exercise: Creating a people-centred story that will call your audience to action that you can test and refine. Expected outcomes: Key elements of the campaign story you can use to engage people to create change and test. Create.
  49. 49. Engagement Pyramid Purpose of this exercise: Building on your campaign concept to deepen engagement and commitment for your campaign project. Expected outcomes: Tactics for engaging people in different ways in the campaign depending on their ability and interest to contribute. Create.
  50. 50. Create. Formulate the challenge as a HMW question Select ideas that hold creative potential Select one idea and turn it into a final solution Generate as many ideas as possible (without judgement) Develop each idea further - again no judgement!
  51. 51. Prototype & Test Purpose To create quick and rough prototypes of the campaign solution and test with audiences and allies to determine key project activities and improve ideas through feedback. Outcomes At the end of this stage you should have a clear direction for the campaign solution and feedback from audiences to build on and improve ideas for implementation.
  52. 52. What are Prototypes? Prototype & Test. ➔ Quick & early model of an idea ➔ Interaction with audiences
  53. 53. Why Prototype? Prototype & Test. Create: explore your ideas and options for implementation. Understand: better understand audience needs, motivations and barriers to taking action with the campaign. Feedback: helps you decide which ideas will be most effective in achieving your objective. Refine: ideas amplify what’s working, improving ideas and eliminating elements that won’t benefit the campaign.
  54. 54. Prototype & Test. ● Create quick visual, physical or interactive representation of your ideas ● Test with representatives of audiences/allies ● Gather feedback ● Refine and improve ● Repeat
  55. 55. Different ways to prototype
  56. 56. What is it good for: To quickly develop and try out a few ideas and rapidly iterate on them with feedback from target audiences. Expected outcomes: Quick and cheap way to prototype ideas – works well for digital channels. Paper Prototypes Prototype & Test.
  57. 57. Storyboards Prototype & Test. What is it good for: a quick, low resolution story board can help you think through and visualise your idea from start to finish and refine it. Expected outcomes: a quick prototype that tells the story of your campaign or key activities.
  58. 58. Click-thru Prototypes Prototype & Test. What is it good for: combining static drawings and interactive features to create the feeling of a digital platform to improve and iterate the user experience. Expected outcomes: Quick prototype of ideas for digital channels.
  59. 59. Roleplay Prototype & Test. What is it good for: an easy way to get an idea or experience in front of the people you’re designing for quickly. Expected outcomes: get into character and make ideas tangible enough to get a response.
  60. 60. What is it good for: Testing interactive activities that you want to take to scale, such as a street stall, local group activity or distributed supporter action. Expected outcomes: Experiential activity to learn directly from users what works. Activity prototypes Prototype & Test.
  61. 61. Tips for prototypes Prototype & Test. ● Keep it simple and scrappy. You’ll get more honest and constructive feedback if ideas don’t look finished or polished ● Narrow focus to key ideas; you can add more detail as idea evolves ● Ask one question at a time. Break big ideas down into smaller pieces so you can get clear answers to specific questions ● Be specific about language and images so that people can understand the idea with little explanation
  62. 62. Next step… Prototype & Test.
  63. 63. Testing Prototypes ➔ Early and often – before ideas get fixed ➔ Multiple concepts ➔ Constant refining, iteration ➔ OK to abandon ideas
  64. 64. https://mobilisationlab.org/training-coaching/campaign-accelerator-training/re sources/
  65. 65. Stay in touch! Keep up with “what works” in modern campaigning and innovative advocacy... Sign up for the DISPATCH www.moblab.io @MobilisationLab

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