issue mapping and interventions

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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 InterventionsChris [email protected]

  • Issue mappingShares thinkingGets ideas onto paperQuick and dirtyconnectionsflowspowerproblems and solutions

  • Origins Hans RittelQuestions 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

  • 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 interventionSome starting points for testingCorporates ?Local, national, regional govt ?ProblemsSolutionsBenefitsResponsibilitiesAllies ?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 interventionSome starting points for testingCorporates ?Local, national, regional govt ?ProblemsSolutionsBenefitsResponsibilitiesAllies ?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 = objectiveA point of intervention4th action objective3rd action objective2nd action objective1st action objectiveThe light bulb campaignCritical 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

  • Examples of campaign development working documents

  • Land Use Campaign HistoryChris Rose andTim De-Keyzer

  • ?Campaign Design TaskFrom something not understoodTo somewhere not understoodWhile championing good farming

  • ?Fundamentals For DesignWho cares ? Find a or create constituencyWho or what will add impact ?While being visible - profile

  • Making visible an interventionBenefits a NE starting pointConstituenciesScandal - interestNE initiativesFeasibility and evidence - successes

  • Actors, land mngrsPolicy driversCAP processesEnd objective P1>2Possible intervention manifest public understanding of benefits

  • Engagement who is engaged and could be and how ?Perception of good/badEducation/schoolsAccess usersresearchPossible intervention id benefits locallyPolicy metrics of public interest

  • Food users & certification possible interventionWoodlands & certificationBenefits and practicesFloods/waterObstaclesPiggy back to climate changeShow costs/ benefits ?

  • Issue mappingSelect interventionConceptCritical PathPropositionCommunications StrategyActivities & Resourcing PlanLaunch and run campaignMonitor, reviseNext cycleSign offSign offFeb 2007Sustainable Farming Concept

  • 7 Feb 2007Sustainable Farming ConceptBenefitsConsequences of lossWhat it means to youMessengerchain

  • 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: NEs 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 awardspromoteCollect winnersLobby BrusselsTechnical studiesLand mnt critical path

  • May June 07 projects being specified

  • Version 3Pink for Publicity

  • Awareness Generating Actions Brainstorm NE Marine CampaignChris Rose www.campaignstrategy.org

  • Post-issue mappingIssue 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 debateVSEuropean CommissionConservationistsScientistsFishers

  • Good Fishers versus Bad FishersReplace withLUNDY: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 atAwarenessAlignmentEngagementActionhere

  • Communications objectiveAwarenessAlignmentEngagementActionWe have regional undersea landscapes

  • Communications objectiveAwarenessAlignmentEngagementActionWe have regional undersea landscapesAbout 99% cant name any real specific feature

  • What will followAwarenessAlignmentEngagementActionWe have regional undersea landscapesOur regional undersea landscapes are under threat & the solution is Now is the time (because) and heres the way The way is happeningShow problems and solutionsProvide mechanismsImplement

  • But not yetAwarenessAlignmentEngagementActionWe have regional undersea landscapesOur regional undersea landscapes are under threat & the solution is Now is the time (because) and heres the way The way is happeningShow problems and solutionsProvide mechanismsImplement

  • What works for all Maslow GroupsAwarenessAlignmentEngagementActionWe have regional undersea landscapesDramatic topographyLiving communitiesKids enjoy itPeople recognize/ celebrate it

  • AvoidingAwarenessAlignmentEngagementActionWe have regional undersea landscapesDramatic topographyLiving communitiesKids enjoy itPeople recognize/ celebrate itProblems (eg over fishing)Solutions (eg MPAs)PoliciesPoliticsIssuesEnvironmentalComplexityScience

  • So what we need areAwarenessWe have regional undersea landscapesDramatic topographyLiving communitiesKids enjoy itPeople recognize/ celebrate itCommunications egActivitiesEventsWhich lead people to conclude thisShow dont tell

  • Weve started withAwarenessWe have regional undersea landscapesDramatic topographyLiving communitiesKids enjoy itPeople recognize/ celebrate itLandscapes 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

  • Whats NeededRepetitionAmplificationMagnificationMoreChannelsMessengersPartnersContextsEgAdoptingTwinningCelebratingExploringSignpostingConnectingMANCHESTERTwinned withTHE LUNE DEEP

  • Eg network pf viewpoint landscape boxes

  • never too whackyToo dullToo whackyOrganisational current lets be realistic rational thinking drags this wayundiscovered 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 IssuePoint of InterventionCritical PathPropositionMap IssueWhat will make this happen ?What do we need to do ?CAMPCATRASPBProblemsSolutionsDynamicsAllies ObstaclesPoliciesPESTCultureEventsResourcesAssets

  • 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 interventionSome starting points for testingCorporates ?Local, national, regional govt ?ProblemsSolutionsBenefitsResponsibilitiesAllies ?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

    Cant look at issues from way up high, must zoom in to a real issue.Is this land for sale? Yes or no? [part of a movement to keep playing fields from being sold to private developers by the city] -for pain relief- we need to go to the bedside where the person isnt being given the needed morphine, not at the high academic level.*Start with the end objective [ex: policy change] and work backwardWhat is the public perception of this problem- it is real to the families of the people being denied pain relief. *Often have to create something that didnt exist before so you can control the process and make the difference [ex: created a competition to show countryside improvement]3 stories (political, policy, etc)*In this example some bad fishermen were over fishing but people identified more with fishermen than with policy wonks and politicians. So had to create a good fishermen vs bad fishermen context. *We want to find a group of fishers who will be supportive of controls on fishing in areas of the sea, organise them, give them a voice.

    *