Issue Mapping And Interventions
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Transcript of Issue Mapping And Interventions
Issue Mapping And Interventions
Chris Rosewww.campaignstrategy.org
Issue mapping
• Shares thinking• Gets ideas onto paper• Quick and dirty• connections• flows• power• problems and solutions
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
What is the action ?
Who controls them ?
Who does it ?
Why ?Why not ?
Who influences them ?
Who opposes it ?
Obstacles ?
Interests ?
Consequences ?
Winners ?Losers ?
Slient beneficiaries ?
Perceptions ?
Visibility ?
Who is opposed ?
Precedents ?
Legal ?Cultural ?
Spiritual ?
Institutional stakeholders ?
Media ?
Actors and players ?
Of winning ?
Of losing ?Competitors?
Detection ?
A point of intervention
Some starting points for
testing
Corporates ? Local, national, regional govt ?
ProblemsSolutionsBenefits
Responsibilities
Allies ?
What is needed to make that happen ?
What is needed to make that happen ?
What is needed to make that happen ?
What is needed to make that happen ?
Arts ?
Entertainment ?
Science?
Families ?Homes ?
What is the action ?
Who controls them ?
Who does it ?
Why ?Why not ?
Who influences them ?
Who opposes it ?
Obstacles ?
Interests ?
Consequences ?
Winners ?Losers ?
Slient beneficiaries ?
Perceptions ?
Visibility ?
Who is opposed ?
Precedents ?
Legal ?Cultural ?
Spiritual ?
Institutional stakeholders ?
Media ?
Actors and players ?
Of winning ?
Of losing ?Competitors?
Detection ?
A point of intervention
Some starting points for
testing
Corporates ? Local, national, regional govt ?
ProblemsSolutionsBenefits
Responsibilities
Allies ?
What is needed to make that happen ?
What is needed to make that happen ?
What is needed to make that happen ?
What is needed to make that happen ?
Arts ?
Entertainment ?
Science?
Families ?Homes ?
The final action = objective
A point of intervention
4th action objective
3rd action objective
2nd action objective
1st action objective
The light bulb campaign
Critical path
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’
?
Campaign Design Task
From something not understood
To somewhere not understood
While ‘championing’ ‘good’ ‘farming’
?
Fundamentals For Design
Who cares ? Find a or create constituency
Who or what will add impact ?
While being visible - profile’
Making visible – an intervention
Benefits – a NE starting point
Constituencies
Scandal - interest NE initiatives
Feasibility and evidence - successes
Actors, land mngrsPolicy drivers CAP processes
End objective P1>2
Possible intervention – manifest public understanding of benefits
Engagement – who is engaged and could be and how ?
Perception – of good/bad Education/schools Access users
research
Possible intervention – id benefits locally
Policy metrics of public interest
Food users & certification – possible interventionWoodlands & certification
Benefits and practices
Floods/water
Obstacles
Piggy back to climate change
Show costs/ benefits ?
Issue mapping
Select intervention
Concept
Critical Path Proposition
Communications Strategy
Activities & Resourcing Plan
Launch and run campaign
Monitor, revise
Next cycle
Sign off
Sign off
Feb 2007Sustainable Farming Concept
Problem driving - awareness
Alignment -problem + solution
engagement
NE call to action
New relationships project
‘conference(s) how to fund the valued‘countryside’
alliance
Brand/product devt research with managers, owners, farmers etc
MEPs
CAP budget reform
EAC
NGOs + Stat agencies
Like minded member states
Desk research
Evidence package
Forward Look
Public perception of benefits
Economic benefits
Survey eg parish by parish
Elective public survey
Quality appreciation audit What we value – landscape, places, people, features etc
Gazeteers, ‘new Domesday Book’, parish maps, photos, myspace, seminars, conferences ?
Breathing Places ?
Sieve against axis 2 P2 ?
Specificisation – what it means for you, local, regional, sectoral
P2 axis 1 funding withdrawn assumption
Consequences scenario studies
Scientific/ academic reports
Water quality, biodiv, habitats, access, landscape, incl JCAs, jobs etc
Public understanding research – input: NE’s idea of benefits – output language, intelligence
Id victims biodiv landscapes places activities economies
National and regional media promotion
stakeholders
action
7 Feb 2007
Sustainable Farming Concept
Benefits
Consequences of loss What it means
to you
Messengerchain
Land mnt
critical path
Map agri-environment schemes by parish (CSC, HLS, ELS) (1)
Build web GIS map of schemes for online (17)
Profile each parish with GIS data (schemes) (6)
Issue profiles to parishes, with guidance (9)
Brief parish networks (8)
Brief landowners networks, NFU, CLA, woodland owners, LAs (5)
Brief conservation & access stakeholder networks eg W Trust, NT, RA, CPRE, RSPB (10)
Define Countryside Improvement Competition terms, start judge recruitment (2)
Prepare guidance for parishes re schemes (11)
Recruit conservation advisers for visits (13)
Announce/ launch Countryside Improvement Competition [Royal Ag Show ?] (12)
Networking to encourage entries (16)
Distribute entry forms and promote in media esp regional press (15)
Identify exemplar Countryside Improvemers and recruit to help (4)
Visits by advisers and exemplars to help identify potential improvements (17)
Collate entries and judge regional (18)
Make regional awards, publicise (19)
Make national awards, publicise (20)
Publish entries online (map) and publicise (22)
Publish map online (14)
Take winners (etc) to Brussels (21)
Set up /commission awards admin (3)
Brussels briefing events for MEPs, Commission officials, NGOs, media (23)
CAP budget reform (34)
EAC (31)NGOs + Stat agencies (29)
Like minded member states (30)
NEEvidence package(27)
Forward Look (35)
Public perception of benefits (parishes)
Commissioner Fischer Boel
Legacy agenda(33)
LUPG (28)
Public understanding research – input: NE’s idea of benefits – output language, intelligence (24)
Consequences study – scenarios of results of stopping P2 Axis 1 funding; social, access, environmental (commission) (25)
Specify results regionally and in popular terms (NE) (26)
May 2007Ver 2
Map agri-environment schemes by parish (CSC, HLS, ELS) (1)
Build web GIS map of schemes for online (17)
Profile each parish with GIS data (schemes) (6)
Issue profiles to parishes, with guidance (9)
Brief parish networks (8)
Brief landowners networks, NFU, CLA, woodland owners, LAs (5)
Brief conservation & access stakeholder networks eg W Trust, NT, RA, CPRE, RSPB (10)
Define Countryside Improvement Competition terms, start judge recruitment (2)
Prepare guidance for parishes re schemes (11)
Recruit conservation advisers for visits (13)
Announce/ launch Countryside Improvement Competition [Royal Ag Show ?] (12)
Networking to encourage entries (16)
Distribute entry forms and promote in media esp regional press (15)
Identify exemplar Countryside Improvemers and recruit to help (4)
Visits by advisers and exemplars to help identify potential improvements (17)
Collate entries and judge regional (18)
Make regional awards, publicise (19)
Make national awards, publicise (20)
Publish entries online (map) and publicise (22)
Publish map online (14)
Take winners (etc) to Brussels (21)
Set up /commission awards admin (3)
Brussels briefing events for MEPs, Commission officials, NGOs, media (23)
CAP budget reform (34)
EAC (31)NGOs + Stat agencies (29)
Like minded member states (30)
NEEvidence package(27)
Forward Look (35)
Public perception of benefits (parishes)
Commissioner Fischer Boel
Legacy agenda(33)
LUPG (28)
Public understanding research – input: NE’s idea of benefits – output language, intelligence (24)
Consequences study – scenarios of results of stopping P2 Axis 1 funding; social, access, environmental (commission) (25)
Specify results regionally and in popular terms (NE) (26)
Set up and run awards
promote
Collect winners
Lobby Brussels
Technical studies
Land mnt
critical path
MEPs (26b)
CAP budget reform (17)
Forward Look (16)
New Commissioner agenda
(18)
Publish entries online (map) and publicise (6)
Publish map online, call for early interest Sept 07(35)
Map agri-environment schemes by parish (CS, HLS, ELS) (32)
Build web GIS map of schemes for online (41)
Develop tool for ag-env parish profiles- GIS data Jul-Aug (43)
Issue parishes, with general guidance Aug 07 (38)
Prepare guidance for parishes July 07 (37)
Launch Countryside Improvement Competition [Dec 07] (5)
Distribute entry forms and promote in media esp regional press (39)Networking to encourage entries (40)
Brief parish networks (30)
Brief NE staff (28)
Brief conservation & access stakeholder networks (29)
Recruit cons advisers for visits by Oct
07 (31)
Define Competition terms, recruit judges (2)
NE integr LU comp> Identify exemplar Countryside Improvers and recruit to help (19)
Trail new map at RAS July 07 (34)
Build ag-env exemplar database July 07 (20)
Make regional awards, publicise autumn 08 (8)
Make national awards, publicise autumn – winter 08 (9)
Collate entries and judge regional (7)
Design and produce awards materials (4)
Visits by conservation advisers for visits [targeted + reactive] (22)
Identify targeted entrants (21)
Design /commission awards admin (3)
Brussels briefing events for MEPs, EC officials, NGOs, media spring 09 (10)
EAC (13)
NGOs + Stat agencies (14)
Like minded member states (11)
LUPG (12)
Consult oracles – expert views on implications re. end P1 - report for media and policy cty (NE) summer 07 (23)
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)
Lobbying up to 2013 (15)
Add expressions of int> database Sept> (36)
Brief landowners networks, NFU, CLA, woodland owners, LAs (27)
Public understanding research – input: NE’s idea of benefits – output language, intelligence, and awards content guidance June-July 07 (1)
MEPs (26a)
Land Management
Campaign rev 8 6 07 Critical
Path
Version 3Pink for Publicity
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
Good Fishers versus Bad Fishers
Replace with
LUNDY:
Shaun Davison, a lobster and crab fisherman from Ilfracombe, said he welcomed the initial results of the scheme.
VS
Communications objectiveAwareness Alignment Engagement Action
“We have regional
undersea landscapes”
Communications objectiveAwareness Alignment Engagement Action
We have regional
undersea landscapes About 99%
can’t name any real specific feature
What will followAwareness Alignment Engagement Action
We have regional
undersea landscapes
Our regional undersea
landscapes are under
threat & the solution is …
Now is the time
(because) and here’s the way …
The way is happening
Show problems
and solutions
Provide mechanisms
Implement
But not yetAwareness Alignment Engagement Action
We have regional
undersea landscapes
Our regional undersea
landscapes are under
threat & the solution is …
Now is the time
(because) and here’s the way …
The way is happening
Show problems
and solutions
Provide mechanisms
Implement
What works for all Maslow GroupsAwareness Alignment Engagement Action
We have regional
undersea landscapes
Dramatic topography
Living communities
Kids enjoy it
People recognize/ celebrate it
AvoidingAwareness Alignment Engagement Action
We have regional
undersea landscapes
Dramatic topography
Living communities
Kids enjoy it
People recognize/ celebrate it
Problems (eg over fishing)Solutions (eg MPAs)PoliciesPoliticsIssues“Environmental”ComplexityScience
So what we need areAwareness
We have regional
undersea landscapes
Dramatic topography
Living communities
Kids enjoy it
People recognize/ celebrate it
Communications egActivitiesEvents
Which lead people to conclude this
Show don’t tell
We’ve started withAwareness
We have regional
undersea landscapes
Dramatic topography
Living communities
Kids enjoy it
People recognize/ celebrate it
Landscapes in a box
Sea creature makes (location-related) +Landscape panoramas
Undersea landscape maps (regional and national)
What’s Needed
RepetitionAmplificationMagnification
MoreChannelsMessengersPartnersContexts
EgAdoptingTwinningCelebratingExploringSignpostingConnecting
MANCHESTERTwinned with
THE LUNE DEEP
Eg network pf viewpoint ‘landscape boxes’
view here
corals dragons sea bream nurseries reef
never “too whacky”
Too dull Too whacky
Organisational current – “let’s be realistic” – rational thinking drags this way
undiscovered right idea
< Line of search >
Core strategy – a seduction/ jilted loversProduct is the pollutionDissonance with Apple valuesDirect appeal to Steve JobsCustomers the victims and messengers
Flagship Issue
Point of Intervention
Critical Path
Proposition
Map Issue
What will make this happen ?
What do we need to do ?CAMPCAT
RASPB
ProblemsSolutionsDynamics
Allies ObstaclesPoliciesPEST
CultureEvents
ResourcesAssets
What is the action ?
Who controls them ?
Who does it ?
Why ?Why not ?
Who influences them ?
Who opposes it ?
Obstacles ?
Interests ?
Consequences ?
Winners ?Losers ?
Slient beneficiaries ?
Perceptions ?
Visibility ?
Who is opposed ?
Precedents ?
Legal ?Cultural ?
Spiritual ?
Institutional stakeholders ?
Media ?
Actors and players ?
Of winning ?
Of losing ?Competitors?
Detection ?
A point of intervention
Some starting points for
testing
Corporates ? Local, national, regional govt ?
ProblemsSolutionsBenefits
Responsibilities
Allies ?
What is needed to make that happen ?
What is needed to make that happen ?
What is needed to make that happen ?
What is needed to make that happen ?
Arts ?
Entertainment ?
Science?
Families ?Homes ?
FLAGSHIP