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Heuristics – Rules of Thumb Session 4

Heuristics – Rules of Thumb Session 4. Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org.

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Heuristics – Rules of Thumb Session 4

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  1. Heuristics – Rules of ThumbSession 4 Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org

  2. What if it’s hard to decide ? conflicting signals

  3. What advocacy and conventional campaigns assume happens What actually happens Facts, asks, arguments (campaigners opinions) Facts, asks, arguments (campaigners opinions) Audience thinks about it analytically – weighs pros and cons Audience can’t think about it analytically – resorts to heuristics, values, framing Audience decides, changes opinion Audience acts (may mean no change in their actions) Audience acts, changes behaviour Audience adopts opinion in line with behaviour REFLEXIVE THINKING - unconscious REFLECTIVE THINKING - conscious

  4. And … with a mature issue they already have made up their minds about Facts, asks, arguments (campaigners opinions) REFLEXIVE THINKING makes up most (98% ?) decision making Audience tests it against behaviour and opinion Audience finds conflict (not comfortable) Not how science works Audience continues behaviour and resolves dilemma by concluding you must be wrong (about facts, arguments, opinions) Not how the media and philosophy say politics works

  5. heuristics • Liking • Similarity • Effort • Exchange • Cooperation/groups • Authority • Representativeness • Consistency • Commitment • Confirmation • Social proof • Scarcity (availability) • Availability (recall) • Adjustment from anchor

  6. Heuristics are one reason why CAMP CAT factors are important • Context – where the message arrives • Audience – who we are communicating with • Messenger - who delivers the message • Programme – why we’re doing it • Channel – how the message gets there • Action – what we want to happen • Trigger – what will make that happen

  7. changed Messenger and utilised Liking Authority Consistency Similarity

  8. Consistency Opinion driven by behaviour

  9. Commitment

  10. Confirmation I love Cornflakes because ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….. A Customer Name ………………………………………….. Address………………………………………………………………………………………… -------------------------------------------------------- Return to PO Box A13982786 secton A To win your prize

  11. Effort PAY PACKET

  12. Social

  13. Similarity

  14. Liking

  15. Groups and cooperation

  16. Authority

  17. Scarcity

  18. Representativeness

  19. Availability, Recall and Vividness

  20. Adjustment From An Anchor How much further or nearer is London to New York than 2,000 miles ? 2,000

  21. Quick campaign (re)design Take your example Think about audiences Apply triage Already agree Might agree Probably won’t agree Target audience

  22. What are they like ? What might work for them ? Do it in pictures – Use visual language - Use at least one heuristic Victim/problem Solution Way to act Benefit of success Target audience (pick one audience) Tip: try not to make it like what you do for those who already agree Can also use CAMPCAT and RASPB

  23. How to make my national dish I want … my national dish End objective – end result 1st step 2nd step 3rd step 4th step (etc) 1st activity 3rd activity 4th activity 5th activity …(etc) 2nd activity

  24. I want to be able to make my my national dish Campaign to un-ban my national dish End objective – end result 1st step 2nd step 3rd step 4th step (etc) 1st activity 3rd activity 4th activity 5th activity …(etc) 2nd activity

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