Slide 1 : www.bankwatch.org
How things go wrong ... and why they go wrong : How things go wrong ... and why they go wrong 10:10 steps into
Room 101... www.bankwatch.org
CLIP HERE : CLIP HERE
How things go wrong ... and why they go wrong : How things go wrong ... and why they go wrong “At the most general level, the video fails to address basic principles of communication. What is the message? Who are the audience? The video literally doesn't make any sense – if it is aimed at supporters, what are we supposed to take from it? And if it is aimed at those who oppose the 10:10 campaign – or more pertinently, are not yet aware of or interested in it – then what is the video hoping to achieve?”
Adam Corner, http://climatesafety.org www.bankwatch.org
The psychology of communicating climate change : “It is now well established that using shock tactics to pressure people into caring about climate change is of limited use: while fear of a negative outcome (e.g. lung cancer) can be an effective way of promoting behavioural changes (e.g. giving up smoking), the link between the threat and the behaviour must be personal and direct.
Typically, climate change is perceived as neither a direct nor a personal threat – and so shocking people into doing their recycling is probably not the way to go.” www.bankwatch.org The psychology of communicating climate change
The psychology of communicating climate change : The psychology of communicating climate change “We also know that while 'peer pressure' can be a remarkably effective way of promoting and spreading environmentally friendly behaviour, this is a process of social comparison that cannot be controlled by 'outsiders' to an individual's social group. People make their comparisons to people who are 'like them' – people that they respect, admire, or empathise with in some way. Observing other people engaging in pro-environmental behaviour is a fantastic way of generating a positive social norm. Blowing them up for failing to get with the programme is not…” www.bankwatch.org
Three Ms of a Campaign : Three Ms of a Campaign Message
Media
Management www.bankwatch.org
The Message : The Message “Time for a change”
“Fighting the war on terror”
“Vital for our energy security” www.bankwatch.org
What the message does for you : What the message does for you COMMUNICATES – HITS PEOPLE's BRAINS
→ effective campaign communication
=
A conversation, not a lecture: it must speak to the audience www.bankwatch.org
Staying “on message” : Staying “on message” The “30 second” rule
→ You can't have 25 items in your agenda or demands
→ Reduce down to 3 issues MAXIMUM
→ Carefully select based on AUDIENCE: what will best spark their interest and get them acting for you www.bankwatch.org
Fuck that message shit, man! : Fuck that message shit, man! Sales image www.bankwatch.org
Fuck that message shit, man! : Fuck that message shit, man! Theatre image – Shakespeare weird actor pic www.bankwatch.org
The Media : The Media www.bankwatch.org
The media : The media Journalists have “attention deficit disorder”
Bloggers have “obsessive compulsive disorder” www.bankwatch.org
A few (just a few) media essentials : A few (just a few) media essentials Research
Targeting: quality not quantity
Sympathetic (alternative) V sceptical (mainstream)
→ Letters to editors
→ Reacting to journos direct
→ Leaving comments on important blogs
→ The Twitter army www.bankwatch.org
Management : Management Develop a strategic plan (one page)
Campaign mission and goal
Activities & timetable (known key dates)
Infrastructure & budget
Types and frequency of contacts with TARGET AUDIENCE www.bankwatch.org
A campaign is not just for Xmas : A campaign is not just for Xmas Effective campaigns must be:
Responsive
Flexible
Opportunistic www.bankwatch.org
Online campaigning : Online campaigning http://www.spurt-aviation.com/montypenguin.html
Online campaigning in Web 2.0 : Online campaigning in Web 2.0 Make it visually appealing
Tools for contacting policy makers
Trying to build a coalition of interest
Creating a buzz – for two-way communication www.bankwatch.org
The revolution will not be Tweeted, or Facebooked : The revolution will not be Tweeted, or Facebooked www.bankwatch.org
Slide 21 : http://actionaid.org.uk/102017/the_outlandish_revenue_service.html
Slide 22 :
Media events: KISS and tell : Media events: KISS and tell CLIP www.bankwatch.org
Media events: KISS and tell : Media events: KISS and tell Keep It
Short & Simple
and rehearse and agree before www.bankwatch.org
If in doubt, don't forget beavers : If in doubt, don't forget beavers www.bankwatch.org
Cement factories and global loans... : Cement factories and global loans... What kind of media and online campaigning does Bankwatch need to do?
thinking of:
National level project campaigns
More thematic international level campaigns www.bankwatch.org
Thanks for your attention! : Thanks for your attention! Name Coordinator
main@bankwatch.org
CEE Bankwatch Network
Na Rozcesti 6
190 00 Praha 9
Czech Republic www.bankwatch.org