What the Sydney Opera Housecan teach us about campaigning

Learning from ARUP and design processes

Glyn ThomasTwitter: @glynmthomas

Email: glyn@glyn-thomas.co.uk

Purpose

Design

OrganisationResourcesAudience

Question

QuestionWhy?

QuestionWhy? What's the desired outcome?

Any other organizational needs?

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What?

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

Resources

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

Resources

Who?

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

Resources

Who? Who needs to be involved to bring aboutthe change? What are their needs?

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

Resources

Who? Who needs to be involved to bring aboutthe change? What are their needs?

Organisation& Audience

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

Resources

Who? Who needs to be involved to bring aboutthe change? What are their needs?

Organisation& Audience

How?

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

Resources

Who? Who needs to be involved to bring aboutthe change? What are their needs?

Organisation& Audience

How? What tactics are you going to use?Taking into account why, what and who.

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

Resources

Who? Who needs to be involved to bring aboutthe change? What are their needs?

Organisation& Audience

How? What tactics are you going to use?Taking into account why, what and who.

Design

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

Resources

Who? Who needs to be involved to bring aboutthe change? What are their needs?

Organisation& Audience

How? What tactics are you going to use?Taking into account why, what and who.

Design

When?

QuestionWhy? What's the desired outcome?

Any other organizational needs? Purpose

What? What tools do you have available toachieve that? What needs to happen?

Resources

Who? Who needs to be involved to bring aboutthe change? What are their needs?

Organisation& Audience

How? What tactics are you going to use?Taking into account why, what and who.

Design

When?

Where?

Question Clean Water Action CaliforniaWhy?

What?

Who?

How?

When?

Where?

Question Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban;

Recruit new supporters

What?

Who?

How?

When?

Where?

Question Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban;

Recruit new supporters

What? State government sees that the ban is popular withvoters

Who?

How?

When?

Where?

Question Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban;

Recruit new supporters

What? State government sees that the ban is popular withvoters

Who? Clean Water Action supporters; Plastic bagmanufacturers; Consumers; State government

How?

When?

Where?

Question Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban;

Recruit new supporters

What? State government sees that the ban is popular withvoters

Who? Clean Water Action supporters; Plastic bagmanufacturers; Consumers; State government

How? Online petition; send in plastic bags; protest

When?

Where?

Question Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban;

Recruit new supporters

What? State government sees that the ban is popular withvoters

Who? Clean Water Action supporters; Plastic bagmanufacturers; Consumers; State government

How? Online petition; send in plastic bags; protest

When? October - December 2016

Where?

Question Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban;

Recruit new supporters

What? State government sees that the ban is popular withvoters

Who? Clean Water Action supporters; Plastic bagmanufacturers; Consumers; State government

How? Online petition; send in plastic bags; protest

When? October - December 2016

Where? Online - Website, email, Facebook; South Carolina

Question Supporter journeyWhy? Why and/or how from the campaign

strategyPurpose

What? How from the campaign strategy Resources

Who? The audience or audiences for thistactic/email/social media content

Organisation& Audience

How? What you want the supporter to do Design

When? Timing

Where? Channel to use

Question October November DecemberWhy? Recruit new

supportersShow plastic bagmanufacturers theban is popular

What? Online petition Send in plasticbags

Protest outsidecompany HQ

Who? Existingsupporters

New & existingsupporters

New & existingsupporters

How? Sign onlinepetition

Email and ask topost in bags

Report back tosupporters

When? 5 October 7 November 9 December

Where? Website, Email,Facebook

Website, Email,Facebook

Website, Email,Facebook