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Finding the Critical Path to Change: Successful Campaign Planning and Implementation

This session explores the critical elements of planning and implementing successful campaigns through visual language and strategic framing. Highlighting the power of visuals in communication, we will discuss how people process images and form opinions, often more readily than words. Attendees will learn how to craft compelling narratives using visuals, effectively frame issues, and create impactful events that resonate with audiences. The session emphasizes proactive approaches to engagement, illustrating how successful campaigns utilize visuals to convey expectations and drive change.

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Finding the Critical Path to Change: Successful Campaign Planning and Implementation

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  1. 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.uk www.campaignstrategy.org

  2. 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

  3. See > conclude

  4. Analogies PLEASE KNOCK Analogies IQTEST Achievement – red = danger/dominance, avoid Romance – red = available, attract

  5. Visual language is independent of words, not a visualisation of words

  6. ?

  7. Be visual -do thingscreate eventsbe proactive

  8. We remember events

  9. Not ‘the issues’...Why were they fighting ?

  10. REACH example

  11. What’s it really about ?

  12. The plan – use events to communicate expectations, norms before moving to policy calls Policy, regulation Expectations - norms events

  13. testees Events Recipe

  14. What WWF did (visual) events + story

  15. Signs and evidences of the problem- frame the problem and requirements of the solution campaignstrategy.org

  16. Communicable - as a story & visually

  17. What if we don’t plan visual events that are doing ?

  18. We could just dress up reports with ‘PR’ launches

  19. You know what message you are sending - but what is received ?

  20. Is this strangely familiar ?

  21. What is understood Framing- unconscious categories “First we see – then we understand” Walter Lippman campaignstrategy.org

  22. a frame can pre-determine what is good/bad relationships context and more besides roles relevant reasons how things are decided

  23. How it works input Does it fit the frame ? NO YES Discard input, retain frame interpret through frame

  24. The Post Office lacks money input It’s a public service It’s a business It needs more money Let it fail Frame logic A Frame logic B

  25. The Post Office lacks money apply frames It’s a public service It’s a business It needs more money Let it fail Easy Media Dialectic Easy Debate

  26. War on Drugs Expectation Reality mis-match

  27. Elephant problem ‘framing’ see www.frameworksinstitute.org “First we see, then we understand”

  28. Objective = motivate them about giraffes - they don’t know much about giraffes - they do know about elephants

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