Introduction to Campaigning Techniques and Tools Cont’d

1. Introduction to Campaigning Techniques and Tools Cont’d Chris Rose chris@campaignstrategy.co.uk www.campaignstrategy.org

2. to look credible these must balance OBJECTIVES (purpose) feasible ? credible ? workable ? attractive ? RESOURCES (commitment priority) ACTIVITIES (applying effort)

3. Good faith/ serious intent ? Achievement ? Competent ? judgements OBJECTIVES (purpose) RESOURCES (commitment priority) ACTIVITIES (applying effort)

4. Scandal effect – by showing more could be done than is being done, plus awfulness of the problem Scandal = awfulness x what can be done x immoral profit from it (x secrecy) what is being done I’ve seen what’s happening (body count-tragedy) The difference we will make Who profits from status quo ?

5. converts chasers champions challengers Change-phobics Champions, chasers etc Change this way

6. Communications hierarchy Predatory logging TNC companies Predatory logging Jurua Valley logging Brazilian companies Extractive reserves Markets for solutions Timber certification Development of solutions Biodiversity FSC Timber shipments Protected areas Forest laws Aid and development policies Native land demarcation Land use planning Work & health conditions Native peoples

7. logging Brazilian companies Predatory logging TNC companies Predatory logging Jurua Valley Extractive reserves Markets for solutions Timber certification Development of solutions Timber shipments Biodiversity FSC Protected areas Aid and development policies Forest laws Land use planning Native land demarcation Work & health conditions Native peoples QUALITATIVE ISSUE LINKAGES

8. Have three stories about your project (same general content) • The popular story - no jargon: test - your relatives could understand (all of) it - use for all public communication • The policy/professional story (jargon ok) - how the project works • The political story - why the project is needed, political benefits and drivers EXERCISE www.campaignstrategy.org

10. Society’s Motivation Which phase are you in now/ next ? Perceived urgency (problems) overall change Track of ‘issue’ Problem-driven phase Solution-driven phase Perceived feasibility (solutions)

11. Typical NGO-Govt dialogue + news-content Ok we are taking care of it Ok but there are no solutions Ok but only unimportant people care Ok there’s a problem, but nobody cares There’s no problem Supply - evidence of problem evidence of caring evidence of who cares evidence of ‘solution’

12. Campaign research • Issues anlaysis/ mapping of processes, drivers, obstacles, allies, resources, assets, social currents • Identification of possible points of intervention • Objectives • PESTEL • Force Field Analysis • Power analysis • Critical Path Development and ground truthing Campaign developmentbasic process Campaign design Audience research Eg Quant and qual using VMs Focus groups etc Instrumental communications strategy Awareness > alignment> engagement > action Existence and meaning of X Problems and solutions Means to engage Action with an impact > change