March 28-30, 2011

1. A taste of their own medicine! Campaigning on Intellectual Property Rights and Access to Essential Medicines March 28-30, 2011

2. imagine

3. you are in bedin a hotel roomyou can smell smoke

4. the issue is Hotel

5. IF YOU FIND A FIRE 1. Raise the alarm 2. Go immediately to the place of safety 3. Call the fire brigade

6. IF YOU FIND A FIRE 1. Network with your neighbours 2. Explain the issues and the processes of ignition, fuel effects, oxidation and ion plasmas, and address the social and economic justice dimensions 3. Educate decision-makers regarding the establishment of an adequately resourced fire brigade and fire- prevention culture, and ask your neighbours to join in

7. What are campaigns? Directional activity designed to achieve a particular purpose • Not education, advocacy, lobbying or peripheral communication activity • Enlist a wider public • Aim to catalyse significant change to the public benefit; to go beyond ‘business as usual’

8. Here’s an old HR campaign http://www.bbc.co.uk/history/british/abolition/abolition_tools_gallery_07.shtml 1791, in England thousands of pamphlets were printed which encouraged people to boycott sugar produced by slaves. 300,000 people abandoned sugar - sales dropping up to 50%. Some shops advertised goods which had been produced by 'freemen' and sales of sugar from India, where slavery was not used, increased tenfold over two years. In Manchester (which sold some £200,000 worth of goods each year to slave ships) 20% of the city's population signed petitions in support of abolition. One pro-slavery lobbyist noted that the 'Press teems with pamphlets upon the subject ... The stream of popularity runs against us.'

9. Why campaign ? Because all else has failed To produce a result To gain influence Because formal politics has failed Because there is no market solution To give agency to supporters To establish legitimacy or show public support To define a conversation, an agenda To make other strategies such as advocacy, more effective

10. 7 Principles Of Campaigning • Bemulti-dimensional - communicate in all the dimensions of human understanding • Engage by providing agency – give supporters greater power over their own lives • Be legitimized by a moral deficit • Provoke a conversation in society. • Meet a need - solve a problem. • Be strategic • Be communicable - verbally - as a story - and visually.

11. How do campaigns achieve change? Through a conversation with society which provides: The Motivation to act - expressing where society knows it ought to be – that “something must be done - urgently” - and asking for help – “only with you can we make a difference, only with you can the impossible become possible” – it is a call to arms or an invitation to join an adventure The Means to act – engages by providing agency – providing the tools and mechanisms for action

12. Three campaign levels for conceiving of a campaign Level 1: How the world should be (example: full access to essential medicines for everyone) Level 2: Changes that are necessary to make the world how it should be (example: cheap generic drugs of good quality are freely available) Level 3: A sequence of activities which we can undertake to make a level 2 change a reality (example: decision makers feel pressure to take on this issue, pressure on them to prioritize the issue, secrecy of negotiations on trade issues is brought to an end – access to information, law is changed to ensure all TRIPS flexibilities can be used, procurement processes are changed, the regulatory system is strengthened …)

13. What we are trying to get to activities events communication results The consequences = our objective Not to ‘get our message across’

14. IF YOU FIND A FIRE 1. Raise the alarm 2. Go immediately to the place of safety 3. Call the fire brigade

15. Effective communication is not accidental - it follows patterns Fire Awareness We are all in danger Alignment Let’s go this way Engagement We are leaving Action

16. motivation sequence awareness > alignment > engagement > action

17. Usually cannot go … Awareness Alignment Engagement Action

18. Usually cannot go … Eg “Policy literalism” Awareness Alignment Engagement Action

19. Why ? Because Attention Opportunity Language Filtering Channel choice Competition/pollution I may not be hearing/ seeing you Context Personalisation Immediacy What interests you may not interest me Framing – I may not be using your frame Recognition Resolution logic Motivational values – it may not meet my needs (unconscious) Emotional rewards Dilemma Discomfort I may already be undertaking a behaviour in conflict with what you say Ability Agency I perceive I lack the means to act

20. Seven important components for effective ‘communications. context audience messenger programme channel action trigger ‘message’ CAMP CAT

21. CAMP CAT • 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

22. Example • Global Cool • http://www.globalcool.org/ • http://bit.ly/f8gPjm: Snog, marry, avoid

23. Communication • is not about sending {not our ‘message’} • it’s about what is received

24. “it’s a complex issue”

25. Don’t communicate ‘the issue’

26. Communicate one line of it

27. Communicate one line of it - one step at a time - one step per project

28. In practice, for each project, one step

29. Instrumental Campaign Where we are – world as it is Where we want to get to – campaign objective – world changed 2nd change 3rd change 4th change End objective – end result 1st change

30. campaign model education model problem problem awareness awareness concern knowledge urgency understanding anger reflection action confusion Campaigning is motivation for action. It’s not ‘education’

31. Opposite processes Campaigning/ advertising: motivation education broadening narrowing narrower action indecision Motivation to act: fewer possibilities Awareness of complexity: more possibilities

32. “argument is constructed in one way and government in entirely another”Macaulay Events drive politics Make events happen Do, don’t argue

33. Advocacy as Usual What I want … Target Audiences Here the audiences are receiving the same propositions

34. Enhanced Advocacy change Context Channel Messenger Trigger Here the audiences are receiving different propositions Change factors such as CAMPCAT to suit Audiences

35. If this makes a change happen From how the world is, to how it should be – then that’s a campaign effect

36. To make a change happen You usually need to go through Awareness Alignment Engagement Action

37. If we just try to change advocacy into a ‘campaign’ we get ‘policy literalism’ – repeated and enlarged or louder demands for ‘what we want’ Often seen as‘protest’ Protest ? What we want … X TODAY ! What we want … WE WANT X What we want … MORE X NOW

38. If we just try to change advocacy into a ‘campaign’ we get ‘policy literalism’ – repeated and enlarged or louder demands for ‘what we want’ Often seen as‘protest’ Protest ? X TODAY ! MORE X NOW What we want … WE WANT X What we want … What we want … Does he notice ? What does he see ? Does he agree ? ??? CAMPCAT factors + values + heuristics + framing

39. So this is why ‘enhanced advocacy’ or campaigns are likely to work better as they tune the communications to the audiences Does he notice ? What does he see ? Does he agree ? ??? CAMPCAT factors + values + heuristics + framing

40. How to do it - short version • KISS • Be visual • Create events • Tell stories with real people • Be proactive - don’t just respond • Start from where your audienceis

41. Campaign example: Robin Hood Tax http://www.youtube.com/watch?v=qYtNwmXKIvM http://robinhoodtax.org/ http://robinhoodtax.org/get-involved