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Issue Mapping And Interventions Chris Rose www.campaignstrategy.org [email protected] .uk

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Issue Mapping And Interventions. Chris Rose www.campaignstrategy.org [email protected]. Issue mapping. Shares thinking Gets ideas onto paper Quick and dirty connections flows power problems and solutions. Origins – Hans Rittel. Questions Ideas - PowerPoint PPT Presentation

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Issue Mapping And Interventions

Chris Rosewww.campaignstrategy.org

[email protected]

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.

The arguments argue for and against the various ideas.

Questions can then be expanded on or challenge other questions, ideas, or arguments

Example of causal map (why we have seasons) from cmap.ihmc.us/conceptmap.htm

‘the issue’ map

What is the action ?

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 ?

A point of intervention

Some starting points for

testing

Corporates ? Local, national, regional govt ?

ProblemsSolutionsBenefits

Responsibilities

Allies ?

What is needed to make that happen ?

What is needed to make that happen ?

What is needed to make that happen ?

What is needed to make that happen ?

Arts ?

Entertainment ?

Science?

Families ?Homes ?

What is the action ?

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 ?

A point of intervention

Some starting points for

testing

Corporates ? Local, national, regional govt ?

ProblemsSolutionsBenefits

Responsibilities

Allies ?

What is needed to make that happen ?

What is needed to make that happen ?

What is needed to make that happen ?

What is needed to make that happen ?

Arts ?

Entertainment ?

Science?

Families ?Homes ?

The final action = objective

A point of intervention

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’

FOR SALE

FOR SALE

Examples of campaign development – working documents

Land Use Campaign History

Chris Rose andTim 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

Land mnt

critical path

Map agri-environment schemes by parish (CSC, HLS, ELS) (1)

Build web GIS map of schemes for online (17)

Profile each parish with GIS data (schemes) (6)

Issue profiles to parishes, with guidance (9)

Brief parish networks (8)

Brief landowners networks, NFU, CLA, woodland owners, LAs (5)

Brief conservation & access stakeholder networks eg W Trust, NT, RA, CPRE, RSPB (10)

Define Countryside Improvement Competition terms, start judge recruitment (2)

Prepare guidance for parishes re schemes (11)

Recruit conservation advisers for visits (13)

Announce/ launch Countryside Improvement Competition [Royal Ag Show ?] (12)

Networking to encourage entries (16)

Distribute entry forms and promote in media esp regional press (15)

Identify exemplar Countryside Improvemers and recruit to help (4)

Visits by advisers and exemplars to help identify potential improvements (17)

Collate entries and judge regional (18)

Make regional awards, publicise (19)

Make national awards, publicise (20)

Publish entries online (map) and publicise (22)

Publish map online (14)

Take winners (etc) to Brussels (21)

Set up /commission awards admin (3)

Brussels briefing events for MEPs, Commission officials, NGOs, media (23)

CAP budget reform (34)

EAC (31)NGOs + Stat agencies (29)

Like minded member states (30)

NEEvidence package(27)

Forward Look (35)

Public perception of benefits (parishes)

Commissioner Fischer Boel

Legacy agenda(33)

LUPG (28)

Public understanding research – input: NE’s idea of benefits – output language, intelligence (24)

Consequences study – scenarios of results of stopping P2 Axis 1 funding; social, access, environmental (commission) (25)

Specify results regionally and in popular terms (NE) (26)

May 2007Ver 2

Map agri-environment schemes by parish (CSC, HLS, ELS) (1)

Build web GIS map of schemes for online (17)

Profile each parish with GIS data (schemes) (6)

Issue profiles to parishes, with guidance (9)

Brief parish networks (8)

Brief landowners networks, NFU, CLA, woodland owners, LAs (5)

Brief conservation & access stakeholder networks eg W Trust, NT, RA, CPRE, RSPB (10)

Define Countryside Improvement Competition terms, start judge recruitment (2)

Prepare guidance for parishes re schemes (11)

Recruit conservation advisers for visits (13)

Announce/ launch Countryside Improvement Competition [Royal Ag Show ?] (12)

Networking to encourage entries (16)

Distribute entry forms and promote in media esp regional press (15)

Identify exemplar Countryside Improvemers and recruit to help (4)

Visits by advisers and exemplars to help identify potential improvements (17)

Collate entries and judge regional (18)

Make regional awards, publicise (19)

Make national awards, publicise (20)

Publish entries online (map) and publicise (22)

Publish map online (14)

Take winners (etc) to Brussels (21)

Set up /commission awards admin (3)

Brussels briefing events for MEPs, Commission officials, NGOs, media (23)

CAP budget reform (34)

EAC (31)NGOs + Stat agencies (29)

Like minded member states (30)

NEEvidence package(27)

Forward Look (35)

Public perception of benefits (parishes)

Commissioner Fischer Boel

Legacy agenda(33)

LUPG (28)

Public understanding research – input: NE’s idea of benefits – output language, intelligence (24)

Consequences study – scenarios of results of stopping P2 Axis 1 funding; social, access, environmental (commission) (25)

Specify results regionally and in popular terms (NE) (26)

Set up and run awards

promote

Collect winners

Lobby Brussels

Technical studies

Land mnt

critical path

May – June 07 – projects being specified

MEPs (26b)

CAP budget reform (17)

Forward Look (16)

New Commissioner agenda

(18)

Publish entries online (map) and publicise (6)

Publish map online, call for early interest Sept 07(35)

Map agri-environment schemes by parish (CS, HLS, ELS) (32)

Build web GIS map of schemes for online (41)

Develop tool for ag-env parish profiles- GIS data Jul-Aug (43)

Issue parishes, with general guidance Aug 07 (38)

Prepare guidance for parishes July 07 (37)

Launch Countryside Improvement Competition [Dec 07] (5)

Distribute entry forms and promote in media esp regional press (39)Networking to encourage entries (40)

Brief parish networks (30)

Brief NE staff (28)

Brief conservation & access stakeholder networks (29)

Recruit cons advisers for visits by Oct

07 (31)

Define Competition terms, recruit judges (2)

NE integr LU comp> Identify exemplar Countryside Improvers and recruit to help (19)

Trail new map at RAS July 07 (34)

Build ag-env exemplar database July 07 (20)

Make regional awards, publicise autumn 08 (8)

Make national awards, publicise autumn – winter 08 (9)

Collate entries and judge regional (7)

Design and produce awards materials (4)

Visits by conservation advisers for visits [targeted + reactive] (22)

Identify targeted entrants (21)

Design /commission awards admin (3)

Brussels briefing events for MEPs, EC officials, NGOs, media spring 09 (10)

EAC (13)

NGOs + Stat agencies (14)

Like minded member states (11)

LUPG (12)

Consult oracles – expert views on implications re. end P1 - report for media and policy cty (NE) summer 07 (23)

Consequences study – scenarios of results of stopping P2 Axis 1 funding; social, access, environmental (+ DEFRA) winter 07 (24)

Popular version: specify results regionally (?) in popular terms (NE)> media spri ng 08 (25)

Lobbying up to 2013 (15)

Add expressions of int> database Sept> (36)

Brief landowners networks, NFU, CLA, woodland owners, LAs (27)

Public understanding research – input: NE’s idea of benefits – output language, intelligence, and awards content guidance June-July 07 (1)

MEPs (26a)

Land Management

Campaign rev 8 6 07 Critical

Path

Version 3Pink for Publicity

Awareness Generating Actions Brainstorm – NE Marine Campaign

Chris Rose www.campaignstrategy.org

Post-issue mapping

• Issue mapping identified two points of intervention

• (A) with fishing industry to build a robust alliance/voice of progressive minded

• (B) with the public to create a constituency for undersea conservation

Current situation: polarised debate

VSEuropean Commission

Conservationists

Scientists

Fishers

Good Fishers versus Bad Fishers

Replace with

LUNDY:

Shaun Davison, a lobster and crab fisherman from Ilfracombe, said he welcomed the initial results of the scheme.

VS

What place ?

Protect what ?

Fisher strandPublic strand

First create a sense of place – “there is an undersea landscape” … “our region has one”

Then later we can show threats: problems and solutions (not now)

Outcomes for NE

Where we are atAwareness Alignment Engagement Action

here

Communications objectiveAwareness Alignment Engagement Action

“We have regional

undersea landscapes”

Communications objectiveAwareness Alignment Engagement Action

We have regional

undersea landscapes About 99%

can’t name any real specific feature

What will followAwareness Alignment Engagement Action

We have regional

undersea landscapes

Our regional undersea

landscapes are under

threat & the solution is …

Now is the time

(because) and here’s the way …

The way is happening

Show problems

and solutions

Provide mechanisms

Implement

But not yetAwareness Alignment Engagement Action

We have regional

undersea landscapes

Our regional undersea

landscapes are under

threat & the solution is …

Now is the time

(because) and here’s the way …

The way is happening

Show problems

and solutions

Provide mechanisms

Implement

What works for all Maslow GroupsAwareness Alignment Engagement Action

We have regional

undersea landscapes

Dramatic topography

Living communities

Kids enjoy it

People recognize/ celebrate it

AvoidingAwareness Alignment Engagement Action

We have regional

undersea landscapes

Dramatic topography

Living communities

Kids enjoy it

People recognize/ celebrate it

Problems (eg over fishing)Solutions (eg MPAs)PoliciesPoliticsIssues“Environmental”ComplexityScience

So what we need areAwareness

We have regional

undersea landscapes

Dramatic topography

Living communities

Kids enjoy it

People recognize/ celebrate it

Communications egActivitiesEvents

Which lead people to conclude this

Show don’t tell

We’ve started withAwareness

We have regional

undersea landscapes

Dramatic topography

Living communities

Kids enjoy it

People recognize/ celebrate it

Landscapes in a box

Sea creature makes (location-related) +Landscape panoramas

Undersea landscape maps (regional and national)

Landscapes (in a box)

Panoramas and creatures

Maps

We will add

What’s Needed

RepetitionAmplificationMagnification

MoreChannelsMessengersPartnersContexts

EgAdoptingTwinningCelebratingExploringSignpostingConnecting

MANCHESTERTwinned with

THE LUNE DEEP

never “too whacky”

Too dull Too whacky

Organisational current – “let’s be realistic” – rational thinking drags this way

undiscovered right idea

< Line of search >

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

What is the action ?

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 ?

A point of intervention

Some starting points for

testing

Corporates ? Local, national, regional govt ?

ProblemsSolutionsBenefits

Responsibilities

Allies ?

What is needed to make that happen ?

What is needed to make that happen ?

What is needed to make that happen ?

What is needed to make that happen ?

Arts ?

Entertainment ?

Science?

Families ?Homes ?

FLAGSHIP