modest suggestions for anyone trying to save the world
Pulling together work by leading values researchers and applicable to any subject.
An outline of a new strategy model which provides a simple link between the common desire of social campaigners to influence opinion and politics with values and behaviour.
'A Time For Strategy' asks whether environmental NGOs have forgotten how to campaign. Strategy seems to be slipping out of many campaigns. Is this due to the focus on 'behaviour change' through social marketing? This essay provides examples of NGOs who are still doing good campaigns which are both instrumental and strategic and suggests possible strategic campaign targets on climate change. Lastly it describes how efforts to increase 'public engagement' can trip over themselves by inadvertently asking people to change values which are needs they have to meet.
One of the 'great debates' of our age - how to respond to climate change - is often framed by the media in terms of belief or disbelief. This article analyses the different forms of 'scepticism' that are embedded in the 'climate change' debate and the way that the media sometimes 'samples' these to magnify, extend and exaggerate climate scepticism.
Notes expanding on comments by Chris Rose given at the second Green Alliance 'soap box series' of autumn debates 16 October 2006, Royal College of Surgeons, London. This event was entitled: Greening the public: how do we secure a step change in public environmental action?.
Here is a summary of this site's "12 basic guidelines" prepared by the organisers of 'Communicate 06', 12th October 2006 at HP Labs, Filton Road, Stoke Gifford, Bristol, BS34 8QZ, UK.
An explanation of the uses of the powerful psychographic mapping system of the values that underlie behaviour and determin opinion. Authored by Chris Rose and Pat Dade from Cultural Dynamics Strategy & Marketing www.cultdyn.co.uk, leading Value Modes practitioners.
Findings from qualitative research conducted in the West of England. Although intended to inform communications to stimulate changes in domestic behaviours among people to be reached at a number of shopping centres in the region, the findings are relevant to many attempts to secure behaviour change that would reduce CO2 emissions.
A nationally representative study of motivational psychological values and climate change is published here for the first time. It raises important questions for the UK Government and NGO campaigns to 'mobilise public concern' about climate change which currently lack nationally representative information about public motivations and climate.
You've seen the injustice. You're seething. But can you channel your anger into action? Of course you can, says the former Greenpeace activist Chris
Article in The Independent, 18 April 2005.
A guide for getting the most out of these familiar forms of communication that are easy to misjudge.
NGOs are getting together to launch joint campaigns to 'mobilise' the public on climate change. In the US, the 'failure' of climate campaigning has sparked controversy over whether 'environmentalism is dead' (see campaign strategy newsletter #2). Here are ten factors which have made it hard to campaign effectively on 'climate'.
Article published in Ecos in 2004 on the impact of value shifts on the environment movement in the UK (204k pdf).
The Breakthrough Institute write - "In a report prepared for the Environmental Grantmakers Association, Michael Shellenberger and Ted Nordhaus argue that by failing to question its most basic assumptions, the environmental movement is unable to address the greatest human-made ecological crisis in modern history, global warming. Gregg Easterbrook writes, "Shellenberger and Nordhaus have written a bold challenge to environmental conventional wisdom. Anyone who is interested in the future of environmentalism, especially as it tackles global warming, must read this article." Download from The Breakthrough Institute www.thebreakthrough.org
Frequently campaigns fail to identify motivational triggers because no qualitative research is done for various reasons. One way around this problem, particularly suited to campaigns, involves value modes mapping based on the work of psychologist Abraham Maslow. It divides the population according to the 'hierarchy of needs' and maps dozens of attributes, including environment, and can reveal their relative change and position for each group.
This essay summarises and publishes some important findings using this approach, done with the commercial research tools belonging to the company Cultural Dynamics, for the first time. A shorter version will be published in the journal Ecos.
Since the '9/11' watershed it's been easy to forget that, until the Twin Towers were struck, the defining event of the Bush Presidency was the rejection of the Kyoto Protocol....Yet, his decision could be a sign of political climate change and NGOs need to adapt their strategies accordingly..."
Read the rest of this article by Chris Rose (published in the Green Alliance newsletter, Inside Track. See http://www.green-alliance.org.uk)
I used the dimensions of solubility and justification to identify likely candidates in this corporate environmental issues matrix, for a training seminar at Unilever's 'Four Acres' centre. It is inspired by the Boston Matrix which divides a portfolio of businesses, products or brands by growth and market share. Download Rose's Four Acres Matrix document (pdf 68k).
Read the article that appeared in the Independent on Sunday 18 March 2001 or find the report Time For A Campaign Against Rural England? at www.ruralfutures.org.
A second article (that has formed the basis of a submission to the Policy Commission on the Future of Food and Farming chaired by Don Curry), Countryside Contracts: A Voluntary Market Mechanism Through Which The Many May Join The Few can also be found at www.ruralfutures.org. Alternatively, you can download it as a pdf (131k).
I don't know for sure but I think campaigning groups need to cooperate more in dealing with the implications of 'new media' and in particular the internet and the influence of digital and narrowcasting. The old nationally based broadcasters will become less important - and campaigners need to adapt.
Download my essay on the subject or see a shortened version Is the golden age of pressure groups coming to an abrupt end?" 11 August 2000 - at The Independent.
You can also download the text of an article on new politics (150k pdf) I wrote for the University of Pennsylvania (after George Bush rejected Kyoto and before COP6 part 2) and view an accompanying presentation (a painfully large file).
And you can download an article I wrote for ECOS on NGO strategy in the second Blair term.
My practical how-to guide of one hundred key steps or tools for developing effective campaigns applicable to any issue.
The largest online resource for Sun Tzu: The Art of War. This site is supported by Sun Tzu authors and scholars, and where readers around the world gather to discuss strategy.
Saul D Alinsky pub Vintage (1989), ISBN 0-679-72113-4
First published in 1971 at the end of a long life in community campaigning (= 'organizing') in the US. Dated of course but well worth reading for its sections on tactics.
Produced by Fenton Communications for the Packard Foundation. This report (available as a pdf file from the website) summarises views of twenty five "leading figures" in campaigns and communications. Mostly US examples but widely applicable. The content is much more revealing than the chapter headings suggest. Fenton say of NGOs ("not for profits"): They ... face challenges: Sometimes they go from being right to being righteous, losing supporters along the way. They often want to win the battle and the war in one step, when history tells us this is not the way it works. They have to be committed for the long-term. They often build campaigns and initiatives on assumptions - not tested, well-honed strategies. They sometimes think the issues are too complex for simple, concise messages... In preparing this report, we searched for common denominators that helped to define the most successful campaigns - as well as the Achilles’ heel of some failures. One conclusion: there are three MUST HAVES for any successful campaign: 1) Clear, measurable goals. 2) Extensive knowledge of whom you are trying to reach and what moves them. 3) Compelling messages that connect with your target audience. We all know this, yet too often we move forward on campaigns without using these three criteria as our guide. How do we ensure these three core components are at the center of the campaign? 4) Start with systematic planning that is reviewed and then revised. 5) Specify for people what to do, how to do it, and why. 6) Make the case for why action is needed now. 7) Match strategy and tactics to target audience. 8) Budget for success. 9) Rely on experts when needed...
P R Smith, Chris Berry, Alan Pulford, Kogan Page 1997 ISBN 0 7494 2918 6. P 21
Jonathan Lynn and Antony Jay eds, Guild Publishing London 1984
Jonathan Lynn and Antony Jay eds, Guild Publishing London 1986
Peter Hennessy, 1990, Collins
A study of the British civil service
The Art of War, Sun-Tzu, R. L. Wing (Translator), ISBN: 0385237847 - Chinese strategy classic
Amnesty International 1997 ISBN 0 86210 271 5
A-to-Z of practical campaign organisation, very useful if a little dated
Malcolm Gladwell, ISBN 0 316 31696 2
On the spread of ideas
a website and book by Daniel Chandler introducing the subject of semiotics: the meaning of signs and symbols.
Greg Rowland Limited: a communications consultant specialising in semiotics with a website which has useful information and links.
An informative site from Antioch University New England based on 'a master's program that trains public interest advocates and grassroots organizers working on issues such as climate protection, ecological sustainability, social justice, and the democratic control of corporations'. See also the EAOP's blog 'The Well-Trained Activist'.
The Global Campaign for Education (GCE) - a coalition campaigning in over 100 countries for everyone's right to a free, quality education. Includes civil society organisations, teachers' unions, non-governmental organisations, child rights activists, UN agencies, schools, teachers, parents and students.
The Communication Initiative website provides a large number of case studies and tools on communications on health, governance, environment, HIV/AIDS, sustainable development and other topic areas. A newsletter is available (The Drum Beat) designed for the international development community and anyone interested in communication for social development and change. Network of over 50,000 individuals and organisations.
Australia based 'Change Agency' provides access to resources, research, case studies and training for effective community action. The Change Agency focuses on the processes of action, organising and the learning required to effect positive social and environmental change. Compendious website includes the mother of all campaign planning grids by Phil Radford CampaignStrategyGrid.pdf
The Monroe Motivated Sequence for speeches. Attention, need, satisfaction, visualisation, action, conclusion.
Womens Environmental Network aims:
This website has a substantial collection of useful links and many practical resources and lifestyle campaign information including toxics, saniatry products and nappies and gm.
This website includes a well structured 'Environmental Education and Media Toolkit' (http://www.uwsp.edu/cnr/neeap/Media/index.htm) telling you how to plan and run a media outreach campaign, from media planning to constructing soundbites.
The Center for Responsive Politics. Especially good breakdown of where the money goes in US politics, and how much it influences the outcomes (www.opensecrets.org/pubs/whospay/cost.htm).
Campaign case study - 'Old Growth Campaign Timeline: Making History' - RAN Rainforest Action Network campaign against bad logging practices of old growth forest by Home Depot and Boise, starting in 1992 and ending with a success in 2003. A very succinct well illustrated timeline with useful links.
'Activist Toolbox tools for change' - a well thought-out web page on campaigning techniques from Rainforest Action Network, with good links and resources.
A very long list of online resources about sustainability, of interest to environmentalists and others, provided by the University of Nottingham's School of the Built Environment.
This is an excellent American student campaign resource site.
A simple but invaluable resource for communications planners - explains how Maslow's heirarchy of needs can be used to show how and why people take the same action for different reasons, or will need different 'messages' to become aware, aligned or engaged.
The SPIN Project (Strategic Press Information Network) provides media technical assistance to nonprofit public-interest organisations. Its site offers a range of media resources, tips and tools to assist organisations with their PR efforts.
A tremendously useful source of basic marketing strategy tools. Its free 'lessons store' includes such staples as the Boston and Ansoff matrices. You can also sign up to a free newletter.
A useful site which explains the approach of this US-based organisation, with examples. In 'Framework Analysis' it asks:
A new-wave consultancy website with excellent selection of mostly alternative UK links to activist and other groups
A useful commercial site with decision-making tools such as force field analysis, clearly explained
Extensive information links
Many useful information services
Waveland - virtual state with Greenpeace roots on Rockall, now gone its own way
What it says
The only organisation with a definition of sustainable development that is actually useful?
Climate and development magazine online from University of East Anglia Climatic Research Unit. Webcam mosaic, global climate data and news.
Dispersed computing project to help climate research
An American site, the 'What Works?' project "is helping to build the new climate movement. This project, a partnership of leaders and grassroots organizers in the nonprofit, governmental, business and academic sectors, is designed to share, test and build strategies for the new climate movement". Lots of useful links and ideas, plus blogs.
Multisectoral initiative against potent industrial greenhouse gases
Very global things
With global temperature picture gallery from the start of the industrial revolution into the future
A compendium of how-to organise campaigns resources, many drawn from the Change Agency
'connecting, informing and supporting campaigners'
'the new online home for campaigners'. Free site (beta version) with social media tools - you can use it to make a microsite for your campaign, and connect to and manage profiles on other social media sites help coordinate supporter action.
Enough is Enough - campaign group running a teaser campaign 'Sod Them Let's Fly' and other projects
Pandapassport - WWF's online action interface
The Sherpa - an online magazine tracking campaigns aimed at influencing global summits. Run by Kel Currah of Canada based What World. Analytical and topical.
Treehugger - online magazine/site online community which is a rich source of insights into emerging US, mainly west coast thinking on social trends (empahsis on lifestyles) of a mainly 'green' bent
Interactive guide to where the big corporate lobbyists are in Brussels by lobby watchdog Corporate Europe Observatory, who also offer walking tours of the lobbyist quarter.
MP mobiliser - They Work For You - this website enables anyone to find out almost everything an MP is up to in the House of Commons. Useful lobbying tool.
Power Shift consultancy. Campaign services on poverty, human rights and environment, with emphasis on student and university results
The 'Business and Human Rights Resource Centre' is a comprehensive regularly updated hive of information on the environmental and social impacts of corporations worldwide. Independent project run in association with Amnesty International and others
Multinational Monitor - a useful magazine online with a website with extensive links, especially under 'Essential Resources'. Many campaign descriptions, mostly of work related to development/ equity/ multinational issues
Radio Advertising Bureau - a very useful site with a lot of information about communicating via radio
Ethical Corporation Magazine - a website and print magazine pushing the idea of the business case for corporate responsibility
The home of Reuters Daily World Environment News and Pictures. The daily news service is excellent, and the archive is a valuable resource to search through.
Earthtimes - development and environment online newspaper
Environics - probably the best global monitors of opinion regarding environmental issues
United Nations Environment Programme - with useful calendar of events
Worldwatch Institute - environmental information publishers of renown
BBC - faster than using most search engines for tracking down relevant information (good links) whether UK or global
Financial Times - good searchable base of articles on any business issues
Portal and internet search tool for forest and climate change information courtesy of Forest.org,Inc
Innovative environmental advocacy discussion community and learning network that seeks to contribute to global ecological sustainability by enabling communication between those working on behalf of forests, water and climate
Climate Change and Global Warming Portal
E-campaign technology & ideas with case studies of organisations using the technology in the UK and Canada
Wombat gives lecture on connecting to save the world
Africam - one of the things you can do with webcams
Useful academic links regarding new media issues
Copernic multiple search engine
A site which allows local campaigners to create their own website for free and makes a lot of political database resources available. Aimed at increasing participation in British politics
Action tips at website promoting wind energy (UK based but useful resources and links to how to campaign etc applicable generally)
Promotes campaigning and supports campaigners with tuition, skills and resources. Sheila was a well known UK campaigner on social issues.
A non-profit communications agency committed to helping environment, development, humanitarian and social justice groups. For more information on Media Natura contact the Projects Director, Media Natura, 1 Silex Street, London SE1 0DP, United Kingdom
Many UK conservation links
Excellent marketing site with free trial use
The UK Government portal - searchable database starting point for all UK official things
Useful pollution information on some issues
Links to much activist information
Track down addresses etc with maps
Example of conventional (US) simple political campaign planning outline from Dr Swint, Associate Professor of Political Science, Kennesaw State University
Founded by Scotsman John Muir who effectively invented environmental campaigning
Need help? There are a growing number of campaign consultancies. If you want yours listed here, send us an email.
The consultancy company of Chris Rose, owner of this website. Directors Chris Rose and Sarah Wise, associates Elaine Lawrence & Rick Le Coyte. Communications and campaign work, mostly for NGOs but also for public and private bodies
Providing strategic services and support for project development, capacity building and strategic advice. Emphasis on marine and international political work
A US-based consultancy with a website full of useful bits and pieces for planning communications. Its 'Smart Chart' may be helpful in campaign planning, and it publishes regular updates on communications trends and resources. Aimed mainly at not for profits
A UK based project aiming to improve the way in which NGOs campaign about the environment and in particular the climate
It is what it says - extraordinary
Good campaign resource site (tactical not strategic), well presented with human rights perspective
Excellent simple and practical American website on how to do effective political campaigning - with content widely applicable outside the United States. Look beyond the home page
From Channel 4's Battlefront project to help young people get their voices heard as they campaign about issues they really care about
A useful compendium of how-to advice on presentations and other communications, face-to-face and otherwise
Periodic table of visual resources for planning - if you are ever stuck for a way to plan, run workshops etc then here's a solution. Quite amazing
A useful collection of essays and links explaining a lot about visual perception, effectiveness of signs, colours and warnings and so on. Campaigners producing any visual communications, signs etc could find this useful
Psychology of colours as applied to room design
Looking for a job? Try the first global NGO job website
The UK-based Royal Town Planning Institute's community planning website. Although designed for use in development planning, many of the methods and activities are applicable to campaign or communications work in other areas. Especially useful for community, direct and face to face communications planning
A climate action campaign started by three Cambridge-based women engaging with retailers to save energy from shops
A campaign of the UK Woodland Trust at youtube - cheap but effective
Using readily available new media to tidy up Kings Cross
From Sunday 24th September 2006