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Facts, asks, arguments (campaigners opinions) Audience thinks about it analytically – weighs pros and cons Audience decides, changes opinion Audience acts, changes behaviour REFLECTIVE THINKING - conscious REFLEXIVE THINKING - unconscious What advocacy and conventional campaigns assume happens Facts, asks, arguments (campaigners opinions) Audience can’t think about it analytically – resorts to heuristics, values, framing Audience acts (may mean no change in their actions) Audience adopts opinion in line with behaviour What actually happens
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Heuristics – Rules of ThumbSession 4
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
What if it’s hard to decide ?
conflicting signals
Facts, asks, arguments (campaigners opinions)
Audience thinks about it analytically – weighs pros and cons
Audience decides, changes opinion
Audience acts, changes behaviour
REFLECTIVE THINKING - conscious
REFLEXIVE THINKING - unconscious
What advocacy and conventional campaigns assume happens
Facts, asks, arguments (campaigners opinions)
Audience can’t think about it analytically – resorts to heuristics, values, framing
Audience acts (may mean no change in their actions)
Audience adopts opinion in line with behaviour
What actually happens
Facts, asks, arguments (campaigners opinions)
Audience continues behaviour and resolves dilemma by concluding you must be wrong (about facts, arguments, opinions)
Audience tests it against behaviour and opinion
And … with a mature issue they already have made up their minds about
Audience finds conflict (not comfortable)
REFLEXIVE THINKING makes up most (98% ?) decision making
Not how science works
Not how the media and philosophy say politics works
heuristics
• Liking• Similarity• Effort• Exchange
• Cooperation/groups• Authority• Representativeness
• Consistency• Commitment• Confirmation• Social proof• Scarcity (availability)• Availability (recall)• Adjustment from
anchor
Heuristics are one reason why CAMP CAT factors are important
•Context – where the message arrives•Audience – who we are communicating with•Messenger - who delivers the message•Programme – why we’re doing it
•Channel – how the message gets there •Action – what we want to happen •Trigger – what will make that happen
changed Messenger and utilised
LikingAuthorityConsistencySimilarity
Consistency Opinion driven by behaviour
Commitment
Confirmation
I love Cornflakes because ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….. A CustomerName …………………………………………..Address…………………………………………………………………………………………--------------------------------------------------------Return to PO Box A13982786 secton ATo win your prize
Effort
PAY
PAC
KET
Social
Similarity
Liking
Groups and cooperation
Authority
Scarcity
Representativeness
Availability, Recall and Vividness
Adjustment From An Anchor
How much further or nearer is London to New York than 2,000 miles ?
2,000
Take your example
Think about audiencesApply triage
Already agree Might agree Probably won’t agree
Target audience
Quick campaign (re)design
Target audience (pick one audience)
What are they like ? What might work for them ?
Victim/problem Solution Way to act Benefit of success
Tip: try not to make it like what you do for those who already agreeCan also use CAMPCAT and RASPB
Do it in pictures – Use visual language - Use at least one heuristic
How to make my national dish
1st step 2nd step 3rd step 4th step (etc)
End objective – end result
1st activity
2nd activity
3rd activity
4th activity
5th activity …(etc)
I want … my
national dish
Campaign to un-ban my national dish
1st step 2nd step 3rd step 4th step (etc)
End objective – end result
1st activity
2nd activity
3rd activity
4th activity
5th activity …(etc)
I want to be able to
make my my national
dish
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