Planning Effective Campaigns (Seminar Room 2)

Campaigns use communication to gather support, create pressure and exert influence. For most non governmental organisations (NGOs), their only resource to secure real change is public persuasion. Business has money, government has law but campaigns have only public support. Communication is the campaigners’ instrument for change, not simply a way to publicise an opinion.

These will include an introduction to campaign tools and techniques, issue mapping, framing, values and heuristics, communications factors and proposition-making, visual language, the history of campaigning and the differences between campaigning and advocacy.


08:45-09:00 Check in: grab your name tag and say hello! You also might want to grab a cup of coffee or tea
09:00-09:30 Welcome and introduction: An overview of the training day and identify specific participant interests/questions
09:30-11:00 Part 1: Introduction to Campaign Tools

  • Key elements and characteristics of instrumental campaigns and their history
  • Levels and key development steps
  • Motivational steps and CAMPCAT
  • Critical paths, audiences, PSB and credibility
  • Exercise
11:00-11:30 Break
11:30-13:00 Part 2: Propositions, Visual Language and Framing

  • Development, meaning and pitfalls of visual language
  • Constructing campaigns with events and framing
13:00-14:00 Lunch (included) & table discussions
14:00-15:30 Part 3: Heuristics and Motivational Values

  • Effect of unconscious processes on real-life communications
  • Examples of heuristics
  • Explanation and illustration (issues, channels etc) of the CDSM motivational values psychographic system
  • Small group exercise
15:30-16:00 Break
16:00-17:00 Part 4: Organising Campaigns

  • Difference between advocacy and instrumental campaigning
  • Campaigns and programme work
  • Campaign development process
  • Ambition and significance
  • Tame and wicked problems in campaigns
  • Critical paths and issue mapping
  • Big picture tool
  • Exercise
  • Champions, chasers, scandals, tactical positioning
  • [Possibly – bridging, brainstorming rules, use of qualitative research]
17:00-17:30 Participant Q&A / Discussion Time for addressing any unanswered questions, discussing the learning, etc.
17:30 End of training
19:30 Pre-ECF dinner & table discussions
21:00 Pub: Whoever feels like it can meet in the pub.


Name Role Organisation Country
Chris Rose Campaign Strategy Ltd. UK
Beth Granter Campaigner Care2 UK
Bryn Kewley Campaigner E3G UK
Carita Lehtniemi Art Director Finnish Red Cross Finland
Heidi Budino Senior Consultant Claremont Social Communications UK
Johanna Taylor Senior Campaigner Action on Hearing Loss UK
Julie Stoneman Forest Campaign Manager WWF-UK UK
Lucy McRobert Nature Matters Campaigns Manager The Wildlife Trusts UK
Matta Samiou Campaigns Manager ActionAid Hellas Greece
Rosie Childs Senior Digital Campaigns Manager Foreign & Commonwealth Office UK
Suzette Woodward National Campaign Director Sign up to Safety Campaign UK


Participants will be invited to complete a short questionnaire about themselves and what they’d most like to get from the day, prior to the event.  This is not obligatory but will help Chris in planning the final content.

Similarly, it will help the session on motivational values if the group all complete the CDSM online values questionnaire so we can produce a group map – this should make the session more interesting.

Information will be circulated about both of the above.

It is not essential but may be useful if participants have also looked at, if not actually read (!) two of Chris’s books   –  How to Win Campaigns: Communications for Change Edn 2 (Taylor and Francis/Earthscan 2010) and What Makes People Tick: The Three Hidden Worlds of Settlers, Prospectors and Pioneers (Troubadour 2011).   The author can bring copies to purchase on the day, if anyone is interested, at a discounted price of £15 and £12 respectively.

You can also get an idea of some of Chris’s work from visiting

Finally, all participants are invited to come armed with a simple 2 minute presentation of a campaign they are working on, worked on or would like to work on, so that it can be used in the sessions where helpful for exercises.  Just a verbal description will do, although it will be useful to sketch it out on a flip chart sheet on the day.  If you bring something ready-prepared, please keep it simple!

Sloane Robinson Building: Seminar Room 2
Lead By:
Chris Rose,