campaigning
DESCRIPTION
Presentation prepared by the expert Darek Grzemny for YEE study session 'European Environmental Law and Youth Participation'.TRANSCRIPT
There are but two powers in the world, the sword and the mind. In the long run the sword is always beaten by the mind
Napoleon Bonaparte
There are two forces in the world today – US military power, and the world public opinion
Time Magazine, 2003
WHAT CAMPAIGNERS NEED TO KNOW?
For strategy, they need to understand POWER
For engagement, they need to understand MOTIVATION
They need to understand THE MEDIA
They need to have a VISION
They need to understand, express and use their own VALUES
They need to understand the ISSUE of the campaign
3. ANALYSE THE FORCES
You know what you are concerned about
You know what needs to change
WHY HASN’T IT CHANGED ALREADY?
MESSAGE CAN BE TRANSMITTED IN MANY WAYS
IF YOU FIND A FIRE
1.Raise the alarm2.Go immediately to the place of safety3.Call the fire brigade
IF YOU FIND A FIRE1.Network with your neighbours2.Explain the issues and the processes of ignition, fuel effects, oxidation and ion plasmas, and address the social and economic justice dimensions3.Educate decision-makers regarding the establishment of an adequately resourced fire brigade and fire prevention culture, ask your neighbours to join in
4. RIGHT COMPONENTS
The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify 2 different things. Information is giving out; communication is getting through.
Sidney J. Harris
A useful version for the campaigns:
Awareness Alignment Engagement Action
COMMUNICATION MODEL
If you find a fire AWARENESS
We are all in danger ALIGNMENT
Let’s go this way ENGAGEMENT
We are leaving ACTION
Awareness – establishes the subject
Alignment – establishes that it is relevant for everyone
Engagement – is an appeal to join in
Action- is what is needed
5. START WHERE YOUR AUDIENCE IS
When it comes to communication, do your market research. Say you need to persuade a group of councillors to take a particular decision about a forest. You may think it's important for frogs or as a watershed. But what do they see ? What if they use it for jogging or 50% of their constituents are woodcutters ? You may see a forest but they may see timber, or an exercise area. Put the issue in their terms.
7. CAMPAIGN AGAINST UNACCEPTABLE
Your campaign may be 'about an issue' but to engage people it will need to have
a much more specific 'battlefront'.
Choosing that battlefront is a crucial task.
8. MAKE REAL THINGS HAPPEN
Nobody remembers what David and Goliath were fighting about – everyone knows who won
Tom Burke, Friends of Earth
The best campaigns communicate themselves because they involve doing
9. SAY WHAT YOU MEAN – RASPB-ERRY
Responsible party
Action – the action you want people to take
Solution
Problem
Benefit
Illegal loggers are felling valuable timber and wrecking this ancient forest (Problem)
Effective policing and certification of timber has stopped this elsewhere (Solution)
Wildlife and communities benefit from sustainable management (Benefit)
The government of X is to blame because it’s not enforcing the law (responsible party)
We want people to call their MPs to lobby the government (Action)
CAMPCAT
Channel – how the message gets there
Action – what we want to happen (and what the audience is asked to do)
Messenger – who delivers the message
Programme – why we are doing it
Context – where and when the message arrives
Audience – who are we communicating with
Trigger – what will motivate the audience to act
10. FIND THE CONFLICT IN EVENTS – MAKE THE NEWS
Conflict is inherent to campaigns. Without a conflict of interest, a campaign would not be needed.
Campaigns make news when they create change, make a difference, or threaten to do so. A conflict just of ideas is of interest only to academic or political theoreticians. What counts for the rest of us is who comes out on top, what gets changed, how does it affect me, my family, my life and how it can be lived.
If you have a campaign it will be in conflict with someone, somewhere. That is probably your most newsworthy opportunity.
DO’S AND DON’T’S
Be simple: Avoid ‘the issue”
Avoid black holes and elephants
Don’t be led by the press agenda
Evaluation
Don’t believe your detractors
Worry about the right things
Don’t assume we need to change minds
Consider failure
Should we use celebrities?