Presentation prepared by the expert Darek Grzemny for YEE study session 'European Environmental Law and Youth Participation'.

1. ADVOCACY
DON’T FORGET ABOUT
CHICKEN

2. I don’t know why I don’t care about the bottom of the ocean, but I don’t

3. There are but two powers in the world, the sword and the
mind. In the long run the sword is always beaten by the mind
Napoleon Bonaparte
There are two forces in the world today – US military power,
and the world public opinion
Time Magazine, 2003

4. WHAT CAMPAIGNERS
NEED TO KNOW?
For strategy, they need to understand POWER
For engagement, they need to understand MOTIVATION
They need to understand THE MEDIA
They need to have a VISION
They need to understand, express and use their own VALUES
They need to understand the ISSUE of the campaign

5. CAMPAIGNING,
LOBBYING, ADVOCACY

6. DO YOU REALLY
NEED TO
CAMPAIGN?
1. REALITY CHECK

7. 2. CAMPAIGNING IS
NOT EDUCATION
EDUCATION CAMPAIGNS
Broadening Narrowing

8. 3. ANALYSE THE FORCES
You know what you are concerned
about
You know what needs to change
WHY HASN’T IT CHANGED
ALREADY?

9. 3. K.I.S.S
CAMPAIGNS ARE COMMUNICATION
EXERCISE

10. MESSAGE CAN BE TRANSMITTED IN
MANY WAYS
IF YOU FIND A FIRE IF YOU FIND A FIRE
1.Network with your
neighbours
1.Raise the alarm
2.Explain the issues and
2.Go immediately to the the processes of ignition,
place of safety fuel effects, oxidation and
3.Call the fire brigade ion plasmas, and address
the social and economic
justice dimensions
3.Educate decision-makers
regarding the
establishment of an
adequately resourced fire
brigade and fire
prevention culture, ask
your neighbours to join in

11. 4. RIGHT COMPONENTS
The two words ‘information’ and ‘communication’ are often
used interchangeably, but they signify 2 different things.
Information is giving out; communication is getting through.
Sidney J. Harris
A useful version for the campaigns:
Awareness Alignment Engagement Action

12. COMMUNICATION
MODEL
If you find a fire AWARENESS
We are all in danger ALIGNMENT
Let’s go this way ENGAGEMENT
We are leaving ACTION
Awareness – establishes the subject
Alignment – establishes that it is relevant for everyone
Engagement – is an appeal to join in
Action- is what is needed

13. CAMPAIGN COMMUNICATION
JIGSAW

14. 5. START WHERE
YOUR AUDIENCE IS
When it comes to communication, do your market research.
Say you need to persuade a group of councillors to take a
particular decision about a forest. You may think it's
important for frogs or as a watershed. But what do they see ?
What if they use it for jogging or 50% of their constituents are
woodcutters ? You may see a forest but they may see timber,
or an exercise area. Put the issue in their terms.

15. 6. CONSTRUCT A CRITICAL
PATH
All issues are complex but
your campaign must not be

16. 7. CAMPAIGN AGAINST
UNACCEPTABLE
Your campaign may be 'about an issue'
but to engage people it will need to have
a much more specific 'battlefront'.
Choosing that battlefront is a crucial
task.

17. 8. MAKE REAL THINGS
HAPPEN
Nobody remembers what David and Goliath were fighting
about – everyone knows who won
Tom Burke, Friends of Earth
The best campaigns communicate themselves because they
involve doing

18. 9. SAY WHAT YOU
MEAN – RASPB-ERRY
Responsible party
Action – the action you want
people to take
Solution
Problem
Benefit

19. Illegal loggers are felling valuable timber and wrecking this
ancient forest (Problem)
Effective policing and certification of timber has stopped this
elsewhere (Solution)
Wildlife and communities benefit from sustainable
management (Benefit)
The government of X is to blame because it’s not enforcing
the law (responsible party)
We want people to call their MPs to lobby the government
(Action)

20. CAMPCAT
Channel – how the message gets there
Action – what we want to happen (and what the audience is
asked to do)
Messenger – who delivers the message
Programme – why we are doing it
Context – where and when the message arrives
Audience – who are we communicating with
Trigger – what will motivate the audience to act

21. 10. FIND THE CONFLICT IN
EVENTS – MAKE THE NEWS
Conflict is inherent to campaigns. Without a conflict of
interest, a campaign would not be needed.
Campaigns make news when they create change, make a
difference, or threaten to do so. A conflict just of ideas is of
interest only to academic or political theoreticians. What
counts for the rest of us is who comes out on top, what gets
changed, how does it affect me, my family, my life and how it
can be lived.
If you have a campaign it will be in conflict with someone,
somewhere. That is probably your most newsworthy
opportunity.

22. 11. COMMUNICATE IN
PICTURES

23. 12. DON’T SEND
MESSAGES

24. DO’S AND DON’T’S
Be simple: Avoid ‘the issue”
Avoid black holes and elephants
Don’t be led by the press agenda
Evaluation
Don’t believe your detractors
Worry about the right things
Don’t assume we need to change minds
Consider failure
Should we use celebrities?

25. PROBLEM TREE