issue mapping and interventions session 8

43
Issue Mapping And Interventions Session 8 Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org

Upload: redell

Post on 24-Feb-2016

26 views

Category:

Documents


0 download

DESCRIPTION

Issue Mapping And Interventions Session 8. Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org. - PowerPoint PPT Presentation

TRANSCRIPT

Page 1: Issue Mapping And Interventions Session 8

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

Page 2: Issue Mapping And Interventions Session 8

Issue mapping

• Shares thinking• Gets ideas onto paper• Quick and dirty• connections• flows• power• problems and solutions

Page 3: Issue Mapping And Interventions Session 8

Origins – Hans Rittel

• Questions • Ideas • Arguments (pros and cons) 

Ideas respond to questions, offering possible solutions to the question.

Page 4: Issue Mapping And Interventions Session 8

From issue map to Intervention, to Critical Path

Page 5: Issue Mapping And Interventions Session 8

Example of causal map (why we have seasons) from

cmap.ihmc.us/conceptmap.htm

Page 6: Issue Mapping And Interventions Session 8

‘the issue’ map

Page 7: Issue Mapping And Interventions Session 8

Point of intervention

Page 8: Issue Mapping And Interventions Session 8

What is the desired result ?

Page 9: Issue Mapping And Interventions Session 8

Desired result

Page 10: Issue Mapping And Interventions Session 8

What is needed to make that happen ?

Desired result

Page 11: Issue Mapping And Interventions Session 8

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 ?

Page 12: Issue Mapping And Interventions Session 8

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

Page 13: Issue Mapping And Interventions Session 8

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

Page 14: Issue Mapping And Interventions Session 8

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 ?

Page 15: Issue Mapping And Interventions Session 8

Prior change needed

Prior change needed

Prior change needed

Desired result

Prior change needed

Page 16: Issue Mapping And Interventions Session 8

The final action = objective

4th action objective

3rd action objective

2nd action objective

1st action objective

The light bulb campaign

Critical path

Page 17: Issue Mapping And Interventions Session 8

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’

Page 18: Issue Mapping And Interventions Session 8
Page 19: Issue Mapping And Interventions Session 8

Examples of campaign development – working documents

Page 20: Issue Mapping And Interventions Session 8

Land Use Campaign History

Chris Rose andTim De-Keyzer

Page 21: Issue Mapping And Interventions Session 8

?

Campaign Design Task

From something not understood

To somewhere not understood

While ‘championing’ ‘good’ ‘farming’

Page 22: Issue Mapping And Interventions Session 8

?

Fundamentals For Design

Who cares ? Find a or create constituency

Who or what will add impact ?

While being visible - profile’

Page 23: Issue Mapping And Interventions Session 8

Making visible – an intervention

Benefits – a NE starting point

Constituencies

Scandal - interest NE initiatives

Feasibility and evidence - successes

Page 24: Issue Mapping And Interventions Session 8

Actors, land mngrsPolicy drivers CAP processes

End objective P1>2

Possible intervention – manifest public understanding of benefits

Page 25: Issue Mapping And Interventions Session 8

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

Page 26: Issue Mapping And Interventions Session 8

Food users & certification – possible interventionWoodlands & certification

Benefits and practices

Floods/water

Obstacles

Piggy back to climate change

Show costs/ benefits ?

Page 27: Issue Mapping And Interventions Session 8

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

Page 28: Issue Mapping And Interventions Session 8

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 2007Sustainable Farming Concept

Benefits

Consequences of loss What it means

to you

Messengerchain

Page 29: Issue Mapping And Interventions Session 8

Greenpeace Apple Campaign draft critical path

Page 30: Issue Mapping And Interventions Session 8

Core strategy – a seduction/ jilted loversProduct is the pollutionDissonance with Apple valuesDirect appeal to Steve JobsCustomers the victims and messengers

Page 31: Issue Mapping And Interventions Session 8

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

Page 32: Issue Mapping And Interventions Session 8
Page 33: Issue Mapping And Interventions Session 8
Page 34: Issue Mapping And Interventions Session 8
Page 35: Issue Mapping And Interventions Session 8
Page 36: Issue Mapping And Interventions Session 8
Page 37: Issue Mapping And Interventions Session 8
Page 38: Issue Mapping And Interventions Session 8
Page 39: Issue Mapping And Interventions Session 8
Page 40: Issue Mapping And Interventions Session 8
Page 41: Issue Mapping And Interventions Session 8

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

Page 42: Issue Mapping And Interventions Session 8

Champions, chasers etc

champions

converts

chasers

challengers

Change-phobics

Change this way

Page 43: Issue Mapping And Interventions Session 8

Triage

Will agree anyway

Won’t ever agree

Potential targets