issue mapping and interventions session 8 finding the critical path to change: planning and...
TRANSCRIPT
Issue Mapping And Interventions
Session 8Finding the Critical Path to Change:
Planning and Implementing a Successful CampaignFebruary 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel
Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.ukwww.campaignstrategy.org
Issue mapping
• Shares thinking
• Gets ideas onto paper
• Quick and dirty
• connections
• flows
• power
• problems and solutions
Origins – Hans Rittel
• Questions
• Ideas
• Arguments (pros and cons)
Ideas respond to questions, offering possible solutions to the question.
From issue map to Intervention, to Critical Path
Example of causal map (why we have seasons) from
cmap.ihmc.us/conceptmap.htm
‘the issue’ map
Point of intervention
What is the desired result ?
Desired result
What is needed to make that happen ?
Desired result
Desired resultWho controls them ?
Who does it ?
Why ?Why not ?
Who influences them ?
Who opposes it ?
Obstacles ?
Interests ?
Consequences ?
Winners ?Losers ?
Slient beneficiaries ?
Perceptions ?
Visibility ?
Who is opposed ?
Precedents ?
Legal ?Cultural ?
Spiritual ?
Institutional stakeholders ?
Media ?
Actors and players ?
Of winning ?
Of losing ?Competitors?
Detection ?
Some starting points for
testing
Corporates ? Local, national, regional govt ?
Problems ?Solutions ?Benefits ?
Responsibilities ?
Allies ?
What is needed to make that happen ?
Arts ?
Entertainment ?
Science?
Families ?Homes ?
Who controls them ?
Who does it ?
Why ?Why not ?
Who influences them ?
Who opposes it ?
Obstacles ?
Interests ?
Consequences ?
Winners ?Losers ?
Slient beneficiaries ?
Perceptions ?
Visibility ?
Who is opposed ?
Precedents ?
Legal ?Cultural ?
Spiritual ?
Institutional stakeholders ?
Media ?
Actors and players ?
Of winning ?
Of losing ?Competitors?
Detection ?
Some starting points for
testing
Corporates ? Local, national, regional govt ?
Problems ?Solutions ?Benefits ?
Responsibilities ?
Allies ?
Prior change needed
What is needed to make that happen ?
Arts ?
Entertainment ?
Science?
Families ?Homes ?
Desired result
Who controls them ?
Who does it ?
Why ?Why not ?
Who influences them ?
Who opposes it ?
Obstacles ?
Interests ?
Consequences ?
Winners ?Losers ?
Slient beneficiaries ?
Perceptions ?
Visibility ?
Who is opposed ?
Precedents ?
Legal ?Cultural ?
Spiritual ?
Institutional stakeholders ?
Media ?
Actors and players ?
Of winning ?
Of losing ?Competitors?
Detection ?
Some starting points for
testing
Corporates ? Local, national, regional govt ?
Problems ?Solutions ?Benefits ?
Responsibilities ?
Allies ?
Prior change needed
Prior change needed
What is needed to make that happen ?
Arts ?
Entertainment ?
Science?
Families ?Homes ?
Desired result
Who controls them ?
Who does it ?
Why ?Why not ?
Who influences them ?
Who opposes it ?
Obstacles ?
Interests ?
Consequences ?
Winners ?Losers ?
Slient beneficiaries ?
Perceptions ?
Visibility ?
Who is opposed ?
Precedents ?
Legal ?Cultural ?
Spiritual ?
Institutional stakeholders ?
Media ?
Actors and players ?
Of winning ?
Of losing ?Competitors?
Detection ?
Some starting points for
testing
Corporates ? Local, national, regional govt ?
Problems ?Solutions ?Benefits ?
Responsibilities ?
Allies ?
Prior change needed
Prior change needed
Prior change needed
Arts ?
Entertainment ?
Science?
Families ?Homes ?
Desired result
What is needed to make that happen ?
Prior change needed
Prior change needed
Prior change needed
Desired result
Prior change needed
The final action = objective
4th action objective
3rd action objective
2nd action objective
1st action objective
The light bulb campaign
Critical path
For a point of intervention-proposition:
Zoom in to black and white/ either-or question
One side is right, the other wrong
Irreducible – passes the ‘dinner party test’
Use this to create your end objective
And apply the ‘photo test’
Examples of campaign development – working documents
Land Use Campaign History
Chris Rose and
Tim De-Keyzer
?
Campaign Design Task
From something not understood
To somewhere not understood
While ‘championing’ ‘good’ ‘farming’
?
Fundamentals For Design
Who cares ? Find a or create constituency
Who or what will add impact ?
While being visible - profile’
Making visible – an intervention
Benefits – a NE starting point
Constituencies
Scandal - interest NE initiatives
Feasibility and evidence - successes
Actors, land mngrsPolicy drivers CAP processes
End objective P1>2
Possible intervention – manifest public understanding of benefits
Engagement – who is engaged and could be and how ?
Perception – of good/bad Education/schools Access users
research
Possible intervention – id benefits locally
Policy metrics of public interest
Food users & certification – possible interventionWoodlands & certification
Benefits and practices
Floods/water
Obstacles
Piggy back to climate change
Show costs/ benefits ?
Issue mapping
Select intervention
Concept
Critical Path Proposition
Communications Strategy
Activities & Resourcing Plan
Launch and run campaign
Monitor, revise
Next cycle
Sign off
Sign off
Feb 2007Sustainable Farming Concept
Problem driving - awareness
Alignment -problem + solution
engagement
NE call to action
New relationships project
‘conference(s) how to fund the valued‘countryside’
alliance
Brand/product devt research with managers, owners, farmers etc
MEPs
CAP budget reform
EAC
NGOs + Stat agencies
Like minded member states
Desk research
Evidence package
Forward Look
Public perception of benefits
Economic benefits
Survey eg parish by parish
Elective public survey
Quality appreciation audit What we value – landscape, places, people, features etc
Gazeteers, ‘new Domesday Book’, parish maps, photos, myspace, seminars, conferences ?
Breathing Places ?
Sieve against axis 2 P2 ?
Specificisation – what it means for you, local, regional, sectoral
P2 axis 1 funding withdrawn assumption
Consequences scenario studies
Scientific/ academic reports
Water quality, biodiv, habitats, access, landscape, incl JCAs, jobs etc
Public understanding research – input: NE’s idea of benefits – output language, intelligence
Id victims biodiv landscapes places activities economies
National and regional media promotion
stakeholders
action
7 Feb 2007
Sustainable Farming Concept
Benefits
Consequences of loss What it means
to you
Messengerchain
Greenpeace Apple Campaign draft critical path
Core strategy – a seduction/ jilted loversProduct is the pollutionDissonance with Apple valuesDirect appeal to Steve JobsCustomers the victims and messengers
Flagship Issue
Point of Intervention
Critical Path
Proposition
Map Issue
What will make this happen ?
What do we need to do ?CAMPCAT
RASPB
ProblemsSolutionsDynamics
Allies ObstaclesPoliciesPEST
CultureEvents
ResourcesAssets
Force Field Analysis
what are you up against ?
5 4 3 2 1 2 3 4 5
Current position
driving forces > <restraining forces
change gap
Champions, chasers etc
champions
converts
chasers
challengers
Change-phobics
Change this way
Triage
Will agree anyway
Won’t ever agree
Potential targets