Post on 15-Jul-2015
Case Study of Values Applied to a Communications Strategy
ECF Oxford 2015
Chris Rosechris@campaignstrategy.co.uk
www.campaignstrategy.org
Developing Communications Strategies
Mission Detectable objectives
Situation
Strategy choice
Design of comms
Implementation
Experience
Current outcomes, trendsCauses, reasons, factorsChangeables (evidenced)
ApproachIntervention (application of approach)
QualitativesQuantitativesCAMPCAT
ExecutionsAssets/resourcesSkills/competencesResultsAcquisitionBehavioursSatisfaction Impacts
2nd order effects
Research ‘insight’
Formativeresearch
Developing Communications Strategies
Mission Detectable objectives
Situation
Strategy choice
Design of comms
Implementation
Experience
Current outcomes, trendsCauses, reasons, factorsChangeables (evidenced)
ApproachIntervention (application of approach)
QualitativesQuantitativesCAMPCAT
ExecutionsAssets/resourcesSkills/competencesResultsAcquisitionBehavioursSatisfaction Impacts
2nd order effects
Research ‘insight’
Formativeresearch
Get evidence
Make theories – what might work
Test theories - refine
Try it
Learn
FAIRYLAND TRUST examplewww.fairylandtrust.org
Not enough people engaged with nature
Children like fairies and magic
Parents are desperate to please small children
Provide parents with a child-pleasing opportunity that engages children and parents with nature
www.fairylandtrust.org
Our story“I want to go to the kind of places where I can look for fairies”
“ And where do you think the fairies live?” asked Mum. “In fields full of flowers and old knobbly trees” replied the little girl.
At the same time
Scientific knowledge of biodiversity has increased
Public connection with it has declined
Public has become greener but blinder
to nature
She was right about thatWhere the bee sucks, there suck I; In a cowslip's bell I lie;
The Tempest, Shakespeare – refers to Ariel, Prospero’s fairy servant
40 local names – connection lost
Bunch of Keys – Somerset; Cove-Keys – Kent; Cowflop – Devon, Somerset; Cowpaigle – Hertfordshire; Carslope – Yorkshire; Coosloop – LincolnshireCow Stripling, Cow Strupple, Cow Stropple – Yorkshire, Cumbria, Westmorland, Northern EnglandCreivel – Dorset; Crewel – Devon, Dorset, Somerset, WiltshireCuckoo – Cornwall (and Coucou in France)Culver Keys – Somerset, Kent, NorthamptonshireFairies’ Basins – Somerset; Fairie’s flower – Somerset ….
Remaking a conection lost
2001
What we wanted to do
Fairyland (never got the site)
What we did
Fairs and workshops – reaching over 60,000 children and families
11+ workshops with outcomes
Results
•High level of repeat visits•70% never in touch with ‘conservation’ before• Most would recommend• “They’re hippies but they are alright”• Nature ‘installed’
The Sign
The Fairyland Trust is a conservation organisation which … blah blah blah Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque pretium tortor libero, et eleifend tortor dictum et. Proin luctus porta tristique. Curabitur accumsan posuere luctus. Duis sit amet turpis commodo arcu dignissim scelerisque. Phasellus vestibulum est faucibus velit iaculis mollis. Vestibulum vitae metus non odio
What it depends upon
performance
stories
another world - ambience
“Do we have to goback to England now?”Small boy on leaving Fairyland Trust event
fun
The proposition (day out)
A magical land you can enter
A family day out
Having funNo mention of nature – but implicit
No mention of ‘education’
The power source
imagination (no images)
if you see a fairy – we didn’t put it there
summationFairiesDay outFunFamily
NatureDelightMaking thingsEnchantmentMagical experience
NatureCultureFolkloreAuthenticityThe landGenerations
Offer
Experience
MeaningsSatisfaction
Stories we tell
Stories they tell
imitation
Forest Fairies and Gnarly Knomes in The National Trust. Kids can enjoy an afternoon of magic at Crom. Make fairy wands and crowns and follow the fairy path ...
Go wild with the National Trust Are Fairies, Pixies and Potions more your thing? Discover the magical secrets of wildlife and flowers; then make your magic potions to take home!
National Trust
You Create An Experience
Fairy Fair – creates a ‘magical world’ – other world experience
Fairyland
England
Fairy Fair – creates a ‘magical world’ – other world experience
England
Workshop creates a
magical space for 45 minutes
+STORY
+Leader – magical (?) - character
Senses +Learningstyles
Suspenddisbelief
Fairy Fair – creates a ‘magical world’ – other world experience
England
Workshop creates a
magical space for 45 minutes
+STORY
+Leader – magical (?) - character
Positive memories
Nature Ability Get something
Senses +Learningstyles
Suspenddisbelief
Pleases children Pleases childrenPleases parents
Approval of nature Approval of FLT
TraditionalLook goodEthical
Prospectors – outer directed: need for success, esteem of others then self esteem. Acquire and display symbols of success.
Settlers - need for security driven: safety, security, identity belonging. Keep things small, local, avoid risk
Pioneers – inner directed. Need to connect actions with values, explore ideas, experiment. Networking, interests, ethics, innovation
Drivers and behaviours – unmet needs
campaignstrategy.org
What this means for your communication
Campaign proposition/ ask/
offer
Can it make me / my country/ organisationlook good, be recognized as better or best, successful , materially better off ? Is it fun, enjoyable ? Is it the right answer ?
Can it make me / my country/ organisation/ family safe ? Does authority say it is the right thing to do (rules) ? Is it tradition ?
Is it ethically the right thing to do ? Is it asking the right question ? It is just, global, benevolent, innovative ? Does it increase self-choice ? Does it help me connect, make a difference ?
Maslow
Safety and belonging Success
aka Pioneer
aka Prospector aka Settler
Maslow’s hierarchy of Needs – CDSM version www.cultdyn.co.uk - the unmet need is the dominant need
Should care for naturePersona
The Sun almost always The Guardian almost always
Dail Mail almost always Member of Greenpeace
Settler
Prospector
Pioneer
Settlers
Prospectors
Pioneers
Attributes of the Fairy Fair by PsychologySettler Prospector Pioneer
Family Day Out *** ** **
Pleases kids *** *** ***
Nature (good cause) ** * ***
Get stuff for kids * *** *
Fun entertaining * *** *
Ethical policies * * ***
Authentic * * ***
Traditional *** * *
Interesting innovative * * ***
Kids play naturally *** * ***
Non commercial ** * ***
Best better recommended
* *** *
Looks/ing good * *** *
Dressing up * *** *
Plus points
Family day outFunEntertainmentSocialPleasureGet somethingDressing upLooks goodReputationRecommended
Plus points
Family day outSafeFor the kidsAffordableTraditionalThe old ways of play and lifeLocalNature
Plus points
Family day outNatureGreen and ethicalInnovativeAuthenticMulti layeredTake aways to doUnbranded
Enhancing the offer(social and old media)
More reputation piecesRankingsMore recommendations eg from friendsCelebrities
Enhancing
RepetitionPromotion via known local groups etc “us”
Enhancing
Back story – getting inside the why’s and wherefore’s “Why we went” stories“Why we support” stories
Introduce children to nature
Care for Nature
questions
Aspiration Busy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
ConfidentSexual
UnplannedGreen intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking Good Pleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
DeferenceOverspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional SpenderBender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
JoynessPositive green
Everybody should do something Fairly TrueSource: _Prox BVS 2012 Cool.xls (CWSACmg)
Distant
Poverty aware
Self-efficacy
28%
Good Time
AspirationBusy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
ConfidentSexual
Unplanned
Green intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking GoodPleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
DeferenceOverspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional SpenderBender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
JoynessPositive green
GOOD TIMESource: _BVS 2014.xls (CWSA)
Distant
Poverty aware
Self-efficacy
Good Time
Aspiration Busy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
ConfidentSexual
UnplannedGreen intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking Good Pleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
DeferenceOverspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional SpenderBender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
JoynessPositive green
Everyone should do something Very TrueSource: _Prox BVS 2012 Cool.xls (CWSACmg)
Distant
Poverty aware
Self-efficacy
42%
Universalism
Aspiration Busy
Fun
Wrong Clothes
Safety
National pride
Adventure
Novelty
Image
Achievement
Premium shopper
Fantasy
Hedonism
Traditional Family
Control
Reserved
Adaptable
No Sweat
ConfidentSexual
UnplannedGreen intent
Inquisitive
Faith
Divided
Catharsis
Propriety
Stimulation
Big business
Two classes
Learner
Showhome
Looking Good Pleasure
Visible Success
Material Wealth
Power
Healthy Lifestyle
Local
DeferenceOverspend
Speculate
Visible Ability
Sensitive
Good Time
Certainty
Impulsive Spender
Simmer
Hetero-love
Unobliged
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Insular
Indulgent Diet
Rules
Complacent
Force
Skeptical
Irresolute
Be Satisfied
Socialist
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Universalism
Pessimism
Openness
Justice
Optimism
Free
Artisan
Cheerful
Exhilaration
Aesthetics
Listening
Tao
Self-direction
Buzz
Creativity
Global
Caring
Loyalty
Benevolence
Self-choice
Nature
Solitary
Bodily Ease
Functional SpenderBender
Car Casual
Whip
Afraid
Shangri-la
Stupid law
Budget Bedlam
Patriarchy
Revenge
Conscience
Forgiveness
JoynessPositive green
Distant
Poverty aware
Self-efficacy
UNIVERSALISM
Universalism
Everyone should do something to care for Nature Very True
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
Source: _Prox BVS 2012 Cool.xls (CWSACmg)
Prospector
Settler
Pioneer
42%
Everybody should do something to care for Nature Fairly True
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
Prospector
Settler
Pioneer
28%
Prospectors
Settlers
Pioneers
EXERCISE
Name
Activity
ProblemSolutionBenefits
MessengerChannelContext
More informationCultural Dynamics – 3 Maslow Groups and 12 Values Modes
www.cultdyn.co.uk – take the questionnaire
www.campaignstrategy.org (papers)
What Makes People Tick – from
http://www.campaignstrategy.org/threeworlds/
http://www.cultdyn.co.uk/alphabet/index.php
This ExampleSituation (2000)
Not enough people engaged with nature
Prospectors least engaged with nature
Pioneers most want to reconnect
Nature disappearing People blind to nature Inter-generational link broken
Not enough action
Pioneer asks alienate Prospectors
Narrow political base
Pioneers dominate nature NGOs
‘Extinction of Experience’
Disengagement becomes
normal
Settlers follow norm
Recruitment and retention failure
Values insight
Change this
Not enough people engaged with nature
Prospectors least engaged with nature
Pioneers most want to reconnect
Nature disappearing People blind to nature Inter-generational link broken
Not enough action
Pioneer asks alienate Prospectors
Narrow political base
Pioneers dominate nature NGOs
‘Extinction of Experience’
Disengagement becomes
normal
Settlers follow norm
Recruitment and retention failure
To change this
Change this
To change this
It is vital to introduce young children to nature – Strongly AgreeScale Factor 1.9
Observed response rate = Key rate ÷ Scale Factor
0%-10%
10%-20%
20%-30%
30%-40%
40%-50%
50%-60%
60%-70%
70%-80%
80%-90%
90%-100%
Source: _Proxulated_BVS 2013 All (CWSARMG)
It is vital to introduce young children to nature- Strongly Agree
Nature
Openness
Justice
Universalism
BenevolenceCaring
Loyalty
Trad
ition
Conf
orm
ity
Religious
Be SatisfiedRules
Propriety
Security
National
Security
Safety
Power
ControlOthersMaterialWealthAchievem
ent
Visible Succe
ss
Visible Ability
Hedonism
Fun
Good Time
Stim
ulat
ion
AdventureNovelty
Self Direction
Creativity
Self Choice
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