CREATIVE CREATIVE CAMPAIGNING CAMPAIGNING

GETTING PEOPLE TO CARE

@info_activism

Who am I? Who am I?

Find your partner or partners by the image on their card.

Take 10 minutes in your groups to discuss if and why you think the campaign works.

Consider the following questions: •Who is the campaign aimed at?•What is the point being made?•What effect are they trying to have on the audience?

FeedbackFeedback

Did anyone learn something they didn’t know before? Did any groups come across a campaigning method that was new to them? Did anyone really hate their campaign?

Getting people to care Getting people to care

Who are these ‘people’ and how do you get them to ‘care’?

What is the change you want to make? Who would help you to achieve your aim?What would make them listen?

Strategies for influence Strategies for influence •Interruption: questioning the dominant narrative and transforming the way people understand a particular issue. •Education: shifting the dominant narrative and transforming the way people understand a particular issue•Coercion: compelling action by some type of force or threat of force, which usually involves challenging the dominant narrative to reveal concealed facts.

InterruptionInterruption

• Humour softens the blow of the message and draws people in.

• No space for negotiation with Google and so can only paint them as the ‘bad guys’.

• Mainly speaks to those that already distrust Google and gained a lot of media attention.

Google Nest culture jamming by Peng! Collectivewww.google-nest.org

Education Education

Education: shifting the dominant narrative and transforming the way people understand a particular issue

Khede KasraKhede Kasra The Hariri Foundation wanted to

address gender inequality in Lebanon by tackling it inpeople’s daily vocabulary.

CoercionCoercion

Coercion: compelling action by some type of force or threat of force, which usually involves challenging the dominant narrative to reveal concealed facts.

A bit of all threeA bit of all three• None of these interventions ever exists in their

pure form. The choice of emphasis is a strategic question that may ultimately affect the outcome of a campaign.

• The decision needs to be informed by a profound understanding of the problem you want to solve and what the barriers to change are.

Getting people to care Getting people to care

Appeal to one or more of these:-Evidence-Emotion-Morals

Evidence www.drones.pitchinteractive.com

EmotionEmotion

MoralsMoralsJames Bridle drones 002

Ask the right questionAsk the right questionProducts of Slavery by Tactical Technology Collective

www.ilovemountains.org

Be selective about the data!

The Story – Moby DuckThe Story – Moby Duck

Shed Bird

Constructing a visual Constructing a visual argument:argument:

1. presentation (the objective description of facts) 2. representation (the subjective depiction of ideas through metaphor, analogy and allegory)

“the print seemed to make an instantaneous impression of horror upon all who saw it, and was therefore instrumental, in consequence of the wide circulation given it, in serving the cause of the injured Africans” Thomas Clarkson, abolitionist 1808

Meet the World, 2005

Implementing the campaignImplementing the campaign

How will you implement the visual information campaign? (networks/ technologies/ design)

How does your audience receive and digest information?

Thank you! Thank you!

Find us at: www.tacticaltech.org www.visualisingadvocacy.org info_activism