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Issue Mapping And Interventions

Issue Mapping And Interventions. Chris Rose www.campaignstrategy.org chris@campaignstrategy.co.uk. Issue mapping. Shares thinking Gets ideas onto paper Quick and dirty connections flows power problems and solutions. Origins – Hans Rittel. Questions Ideas

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Issue Mapping And Interventions

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  1. Issue Mapping And Interventions Chris Rose www.campaignstrategy.org chris@campaignstrategy.co.uk

  2. Issue mapping • Shares thinking • Gets ideas onto paper • Quick and dirty • connections • flows • power • problems and solutions

  3. Origins – Hans Rittel • Questions • 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

  4. Example of causal map (why we have seasons) from cmap.ihmc.us/conceptmap.htm

  5. ‘the issue’ map

  6. Problems Solutions Benefits Responsibilities Some starting points for testing A point of intervention Who controls them ? Who opposes it ? What is the action ? Consequences ? Who does it ? Of winning ? Obstacles ? Why ? Losers ? What is needed to make that happen ? Winners ? Why not ? Of losing ? Slient beneficiaries ? Competitors? Interests ? Allies ? Who influences them ? What is needed to make that happen ? Perceptions ? Detection ? Corporates ? Local, national, regional govt ? Institutional stakeholders ? Visibility ? What is needed to make that happen ? Science? Media ? Who is opposed ? Entertainment ? Spiritual ? Precedents ? Actors and players ? What is needed to make that happen ? Homes ? Legal ? Families ? Cultural ? Arts ?

  7. Problems Solutions Benefits Responsibilities Some starting points for testing A point of intervention Who controls them ? Who opposes it ? What is the action ? Consequences ? Who does it ? Of winning ? Obstacles ? Why ? Losers ? What is needed to make that happen ? Winners ? Why not ? Of losing ? Slient beneficiaries ? Competitors? Interests ? Allies ? Who influences them ? What is needed to make that happen ? Perceptions ? Detection ? Corporates ? Local, national, regional govt ? Institutional stakeholders ? Visibility ? What is needed to make that happen ? Science? Media ? Who is opposed ? Entertainment ? Spiritual ? Precedents ? Actors and players ? What is needed to make that happen ? Homes ? Legal ? Families ? Cultural ? Arts ?

  8. A point of intervention The light bulb campaign The final action = objective 4th action objective 3rd action objective Critical path 2nd action objective 1st action objective

  9. 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’

  10. FOR SALE

  11. FOR SALE

  12. Examples of campaign development – working documents

  13. Land Use Campaign History Chris Rose and Tim De-Keyzer

  14. Campaign Design Task To somewhere not understood ? From something not understood While ‘championing’ ‘good’ ‘farming’

  15. Fundamentals For Design Who or what will add impact ? Who cares ? Find a or create constituency ? While being visible - profile’

  16. NE initiatives Scandal - interest Issue mapping Benefits – a NE starting point Feasibility and evidence - successes Constituencies Making visible – an intervention

  17. Policy drivers CAP processes Actors, land mngrs Issue mapping Possible intervention – manifest public understanding of benefits End objective P1>2

  18. Education/schools Perception – of good/bad Access users Issue mapping research Policy metrics of public interest Engagement – who is engaged and could be and how ? Possible intervention – id benefits locally

  19. Show costs/ benefits ? Issue mapping Obstacles Piggy back to climate change Floods/water Benefits and practices Food users & certification – possible intervention Woodlands & certification

  20. Issue mapping Select intervention Feb 2007 Sustainable Farming Concept Sign off Concept Critical Path Proposition Communications Strategy Activities & Resourcing Plan Sign off Launch and run campaign Monitor, revise Next cycle

  21. Evidence package NGOs + Stat agencies CAP budget reform Desk research Public perception of benefits Forward Look EAC Survey eg parish by parish Like minded member states Economic benefits Elective public survey action MEPs Brand/product devt research with managers, owners, farmers etc engagement Quality appreciation audit What we value – landscape, places, people, features etc Sieve against axis 2 P2 ? Problem driving - awareness Alignment -problem + solution Public understanding research – input: NE’s idea of benefits – output language, intelligence Gazeteers, ‘new Domesday Book’, parish maps, photos, myspace, seminars, conferences ? New relationships project Breathing Places ? alliance ‘conference(s) how to fund the valued‘countryside’ P2 axis 1 funding withdrawn assumption NE call to action Consequences scenario studies Water quality, biodiv, habitats, access, landscape, incl JCAs, jobs etc National and regional media promotion Specificisation – what it means for you, local, regional, sectoral Scientific/ academic reports stakeholders Id victims biodiv landscapes places activities economies 7 Feb 2007 Sustainable Farming Concept Benefits Messenger chain Early Critical path Consequences of loss What it means to you

  22. Identify exemplar Countryside Improvemers and recruit to help (4) CAP budget reform (34) Set up /commission awards admin (3) Commissioner Fischer Boel Legacy agenda (33) Forward Look (35) Like minded member states (30) Define Countryside Improvement Competition terms, start judge recruitment (2) Map agri-environment schemes by parish (CSC, HLS, ELS) (1) EAC (31) Land mnt critical path NGOs + Stat agencies (29) Brief landowners networks, NFU, CLA, woodland owners, LAs (5) LUPG (28) Profile each parish with GIS data (schemes) (6) Build web GIS map of schemes for online (17) Brief parish networks (8) Brussels briefing events for MEPs, Commission officials, NGOs, media (23) NE Evidence package (27) Issue profiles to parishes, with guidance (9) Prepare guidance for parishes re schemes (11) Public perception of benefits (parishes) Brief conservation & access stakeholder networks eg W Trust, NT, RA, CPRE, RSPB (10) Announce/ launch Countryside Improvement Competition [Royal Ag Show ?] (12) Recruit conservation advisers for visits (13) Make national awards, publicise (20) Take winners (etc) to Brussels (21) Specify results regionally and in popular terms (NE) (26) Publish map online (14) Distribute entry forms and promote in media esp regional press (15) Make regional awards, publicise (19) Consequences study – scenarios of results of stopping P2 Axis 1 funding; social, access, environmental (commission) (25) Visits by advisers and exemplars to help identify potential improvements (17) Networking to encourage entries (16) Collate entries and judge regional (18) Publish entries online (map) and publicise (22) Public understanding research – input: NE’s idea of benefits – output language, intelligence (24) May 2007 Ver 2 Refined Critical Path

  23. Identify exemplar Countryside Improvemers and recruit to help (4) CAP budget reform (34) Set up /commission awards admin (3) Commissioner Fischer Boel Legacy agenda (33) Forward Look (35) Like minded member states (30) Summary C Path Define Countryside Improvement Competition terms, start judge recruitment (2) Land mnt critical path Map agri-environment schemes by parish (CSC, HLS, ELS) (1) EAC (31) NGOs + Stat agencies (29) Lobby Brussels Brief landowners networks, NFU, CLA, woodland owners, LAs (5) LUPG (28) Profile each parish with GIS data (schemes) (6) Build web GIS map of schemes for online (17) Set up and run awards Brief parish networks (8) Brussels briefing events for MEPs, Commission officials, NGOs, media (23) NE Evidence package (27) Issue profiles to parishes, with guidance (9) Prepare guidance for parishes re schemes (11) Public perception of benefits (parishes) Brief conservation & access stakeholder networks eg W Trust, NT, RA, CPRE, RSPB (10) Technical studies Announce/ launch Countryside Improvement Competition [Royal Ag Show ?] (12) Recruit conservation advisers for visits (13) Collect winners Make national awards, publicise (20) Take winners (etc) to Brussels (21) Specify results regionally and in popular terms (NE) (26) Publish map online (14) Distribute entry forms and promote in media esp regional press (15) Make regional awards, publicise (19) Consequences study – scenarios of results of stopping P2 Axis 1 funding; social, access, environmental (commission) (25) promote Visits by advisers and exemplars to help identify potential improvements (17) Networking to encourage entries (16) Collate entries and judge regional (18) Publish entries online (map) and publicise (22) Public understanding research – input: NE’s idea of benefits – output language, intelligence (24)

  24. May – June 07 – projects being specified C Path Project Specs

  25. Pink for Publicity Version 3 Public understanding research – input: NE’s idea of benefits – output language, intelligence, and awards content guidance June-July 07 (1) NE integr LU comp> Identify exemplar Countryside Improvers and recruit to help (19) Design /commission awards admin (3) Make national awards, publicise autumn – winter 08 (9) Make regional awards, publicise autumn 08 (8) Design and produce awards materials (4) Define Competition terms, recruit judges (2) Collate entries and judge regional (7) Brussels briefing events for MEPs, EC officials, NGOs, media spring 09 (10) Brief NE staff (28) Brief landowners networks, NFU, CLA, woodland owners, LAs (27) Build web GIS map of schemes for online (41) Publish entries online (map) and publicise (6) Brief conservation & access stakeholder networks (29) Brief parish networks (30) MEPs (26b) Map agri-environment schemes by parish (CS, HLS, ELS) (32) Trail new map at RAS July 07 (34) Publish map online, call for early interest Sept 07(35) Launch Countryside Improvement Competition [Dec 07] (5) Recruit cons advisers for visits by Oct 07 (31) Like minded member states (11) Add expressions of int> database Sept> (36) LUPG (12) Issue parishes, with general guidance Aug 07 (38) Distribute entry forms and promote in media esp regional press (39) Develop tool for ag-env parish profiles- GIS data Jul-Aug (43) EAC (13) Build ag-env exemplar database July 07 (20) Land Management Campaign rev 8 6 07 Critical Path NGOs + Stat agencies (14) Prepare guidance for parishes July 07 (37) Networking to encourage entries (40) Lobbying up to 2013 (15) Consult oracles – expert views on implications re. end P1 - report for media and policy cty (NE) summer 07 (23) Forward Look (16) Identify targeted entrants (21) Visits by conservation advisers for visits [targeted + reactive] (22) MEPs (26a) CAP budget reform (17) Consequences study – scenarios of results of stopping P2 Axis 1 funding; social, access, environmental (+ DEFRA) winter 07 (24) Popular version: specify results regionally (?) in popular terms (NE)> media spri ng 08 (25) New Commissioner agenda (18) Rev Critical path showing publicity

  26. Post Issue mapping Campaign at awareness stage Awareness Generating Actions Brainstorm – NE Marine Campaign Chris Rose www.campaignstrategy.org

  27. Post-issue mapping • Issue 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

  28. Concept

  29. Current situation: polarised debate Situation analysis Conservationists VS European Commission Fishers Scientists

  30. Replace with Good Fishers versus Bad Fishers Strategy VS LUNDY: Shaun Davison, a lobster and crab fisherman from Ilfracombe, said he welcomed the initial results of the scheme.

  31. What place ? Situation analysis Protect what ?

  32. Early version Critical Path Fisher strand Public strand

  33. First create a sense of place – “there is an undersea landscape” … “our region has one” Strategy

  34. Then later we can show threats: problems and solutions (not now) Strategy

  35. How-to research findings Outcomes for NE

  36. Where we are at Awareness Alignment Engagement Action Public strand idea generation here

  37. Communications objective Awareness Alignment Engagement Action “We have regional undersea landscapes”

  38. Communications objective Awareness Alignment Engagement Action We have regional undersea landscapes About 99% can’t name any real specific feature

  39. What will follow Awareness Alignment Engagement Action We have regional undersea landscapes Now is the time (because) and here’s the way … The way is happening Our regional undersea landscapes are under threat & the solution is … Show problems and solutions Provide mechanisms Implement

  40. But not yet Awareness Alignment Engagement Action We have regional undersea landscapes Now is the time (because) and here’s the way … The way is happening Our regional undersea landscapes are under threat & the solution is … LATER Show problems and solutions Provide mechanisms Implement

  41. What works for all Maslow Groups Awareness Alignment Engagement Action We have regional undersea landscapes Dramatic topography Living communities Kids enjoy it People recognize/ celebrate it

  42. Avoiding Awareness Alignment Engagement Action We have regional undersea landscapes Problems (eg over fishing) Solutions (eg MPAs) Policies Politics Issues “Environmental” Complexity Science Dramatic topography Living communities Kids enjoy it People recognize/ celebrate it

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