CREATIVE CAMPAIGNING GETTING PEOPLE TO CARE
@info_activism
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?
Feedback 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 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 •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.
Interruption Google Nest culture jamming by Peng! Collective www.google-nest.org • 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.
Education Education: shifting the dominant narrative and transforming the way people understand a particular issue
Khede Kasra The Hariri Foundation wanted to address gender inequality in Lebanon by tackling it in people’s daily vocabulary.
Coercion 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 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 Appeal to one or more of these: -Evidence -Emotion -Morals
Evidence
www.drones.pitchinteractive.com
Emotion
Morals James Bridle drones 002
Ask the right question Products of Slavery by Tactical Technology Collective
www.ilovemountains.org
Be selective about the data!
The Story – Moby Duck
Shed Bird
Constructing a visual 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 campaign How will you implement the visual information campaign? (networks/ technologies/ design) How does your audience receive and digest information?
Thank you! Find us at: www.tacticaltech.org www.visualisingadvocacy.org info_activism