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Chris Rose

12 basic guidelines: K.I.S.S. (keep it simple, stupid)
12 basic guidelines index:

Introduction

Reality check!

Motivation, not education

Analyse the forces

 K.I.S.S.

Right components...

Start where your audience is

Construct a critical path

Campaign v. the unacceptable

Make real things happen

Say what you mean

Find the conflict

Communicate in pictures

Don't send messages


Campaigns are needed because there is an urgent problem which has to be made public in order to be resolved.

Non-urgent problems may require education or information but they are unlikely to justify campaigns.

Campaigns are communication exercises. Effective motivation needs simplicity in message and purpose.
IF YOU FIND A FIRE

1. RAISE THE ALARM

2. GO IMMEDIATELY TO A PLACE OF SAFETY

3. CALL THE FIRE BRIGADE
Communicate only one thing at a time. Use a simple unambiguous 'call to action' which requires no explanation.

Consider the 'fire' notices you find on the door of a hotel bedroom.

If you are asleep in a hotel and you smell smoke, you expect to find instructions a bit like the picture above.

It gives the bare minimum of essential information. It fits the situation. It asks for action in the right order - you don't want guests looking for a telephone to call the fire brigade - they should first get out.

Yet so many 'campaigns' try to be explanations of the issue. They would produce a fire notice more like this:

IF YOU FIND A FIRE

1. NETWORK WITH YOUR NEIGHBOURS.

2. EXPLAIN THE ISSUES & PROCESSES OF IGNITION, FUEL EFFECTS, OXIDATION & ION PLASMAS. ADDRESS THE SOCIAL & ECONOMIC JUSTICE DIMENSIONS.

3. EDUCATE DECISION-MAKERS REGARDING THE ESTABLISHMENT OF AN ADEQUATELY RESOURCED FIRE BRIGADE & FIRE PREVENTION CULTURE & ASK YOUR NEIGHBOURS TO JOIN IN.