visual language and framing session 3
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Visual Language and Framing Session 3. 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 PresentationTRANSCRIPT
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Visual Language and FramingSession 3
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.ukwww.campaignstrategy.org
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Power of visuals
• After ‘being there’, the most powerful communication
• Unconsciously processed: “I saw it - I made up my own mind”
• Recall and use images more easily than words or numbers – construct meaning
• Increasingly visual communications channels
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See > conclude
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PLEASE KNOCK
Achievement – red = danger/dominance, avoid Romance – red = available, attract
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Visual language is independent of words, not a visualisation of
words
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?
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Be visual -do things
create eventsbe proactive
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We remember events
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Not ‘the issues’...
Why were they fighting ?
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REACH example
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What’s it really about ?
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The plan – use events to communicate expectations, norms before moving to
policy calls
events
Expectations - norms
Policy, regulation
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Events Recipe
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What WWF did (visual) events + story
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Signs and evidences of the problem
- frame the problem and requirements of the solution
campaignstrategy.org
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Communicable - as a story & visually
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What if we don’t plan visual events that are doing ?
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We could just dress up reports with ‘PR’ launches
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You know what message you are sending - but what is received ?
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Is this strangely familiar ?
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Framing- unconscious categories
campaignstrategy.org
“First we see – then we understand”
Walter Lippman
What is understood
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a frame can pre-determinewhat is good/bad
how things are decided
roles
relationshipsconte
xt
relevant reasons
and more besides
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How it worksinput
YES
Does it fit the frame ?
NO
interpret through frameDiscard input, retain frame
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The Post Officelacks money
It’s a businessIt’s a public service
It needs more money Let it fail
Frame logic A Frame logic B
input
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The Post Officelacks money
It’s a businessIt’s a public service
It needs more money Let it fail
Easy Media Dialectic
Easy Debate
apply frames
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Expectation Reality
War on Drugs
mis-match
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Elephant problem
‘framing’
see www.frameworksinstitute.org
“First we see, then we understand”
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Objective = motivate them about giraffes
- they don’t know much about giraffes
- they do know about elephants
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Climate Change
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“It’s a question of international cooperation”
Q: Who does such things ?
A:
Conclusion (for 59%)“not to do with me”
values
“or my actions”