Change through confrontation Greenpeace,
campagne-organisatie pur sang
Joeri Thijs 28/11/2013
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Greenpeace = campagne-organisatie
Enkele basisprincipes
Case: Beïnvloeding van bedrijven – Nestle, Mattel
Kernwaarden
Onafhankelijkheid
Geweldloosheid
Confrontatie
Oplossingen
BURGER/
CONSUMENT BELEID BEDRIJVEN
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RESEARCH - ONDERZOEK
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Greenpeace = campagne-organisatie
Enkele basisprincipes
Case: Beïnvloeding van bedrijven – Nestle, Mattel
Power -
analyse
Critical
pathway
Motivational
strategy
An example : Suzie's campaign
Imagine Suzie, 8 years old, on a very very hot Sunday afternoon.
Mum and Dad are sitting in the living room, reading, and Suzie's in the garden. It's so hot, Suzie decides to do something :
• What is Suzie's objective ?
• Who can give her what she wants ?
• Who can she influence ?
• What is the motivational message ?
• What are Suzie tactics ?
Suzie’s campaign
The Problem
WHAT DO I WANT?
Who can make the change?
SUZIE’S POWER ANALYSIS
Analysis
• Who can give me what I want?
Analysis
• Who can I influence?
Analysis
• Who can I influence?
What will make him change?
Strategy (Critical pathway)
SUZIE’S MOTIVATIONAL
(communicating) STRATEGY
You are a bad papa to
neglect your daughter
What do I do to motivate him?
Tactics (Motivational strategy)
Win
1 Players
• Who might be involved ?
• What is their power regarding the issue ?
Power Analysis : the 3P's Players – Power – Processes
• Key actors map
Influ
ence
Position - +
Power Analysis : the 3P's Players – Power – Processes
2 Power
• Who holds power (over whom and what) ?
• Where does power flow to/from ?
• Why would this change ?
Power Analysis : the 3P's Players – Power – Processes
3 Processes
• Identify decision points
• Look at trends, external events and anticipate these, make the best use of them when they happen
• Who can be our allies?
• Who will be against the change?
• Who will ‘normally’ be neutral?
• Who influences these players?
• Who can Greenpeace influence?
Critical pathway
Critical pathway
• Describes a series of ‘influence steps’ that will achieve your goal
• Identifies which players need to be moved, kept where they are or ignored
• Spells out who will influence other players to move, how they will do this and what the outcome will be
• Start at the end and work backwards
Sometimes you need to...
• remove or weaken the influence of a player (eg by discrediting them 'name&shame')
• make sure neutral players stay neutral (and don't start working against you)
• segment players or exploit internal divisions
• introduce new players in order to shift the balance of power (eg leverage points)
Critical pathway
Communications • Campaigns are needed because there is an urgent
problem which has to be made public in order to be resolved.
• Non-urgent problems may require education or information but they are unlikely to justify campaigns.
• Campaigns are communication exercises. Effective motivation needs simplicity in message and purpose.
• Communicate only one thing at a time. Use a simple unambiguous 'call to action' which requires no explanation.
KISS You all remember SWOT and SMART
initials, but do you know what KISS stands
for ?
Start where your audience is, know you audience,
tailor you message, KISS
Keep It Simple, Stupid !
Strategy without tactics is
the slowest road to victory.
Tactics without strategy
is the noise before defeat. Sun Tsu
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Greenpeace = campagne-organisatie
Enkele basisprincipes
Case: Beïnvloeding van bedrijven – Nestle, Mattel
Problem
Deforestation & peatland conversion in
Indonesian rainforests for pulp & paper
Target:
APP:
Asia Pulp &
Paper Group
Objectives
Contract cancellations by clients of APP
APP engages in negotiations with Greenpeace
on peat clearance and moratorium on forest
conversion as a result of contract cancellations
Main strategies
Investigate
Global, step-by-step public pressure on APP-clients with visible brands, like Mattel (Barbie)
Results
Contract cancellations by Mattel, Lego &
Hasbro & Disney + zero deforestation policies.
In an agreement with Greenpeace, APP
announced a new Forest Conservation Policy
that “puts an immediate end to all natural
forest clearing in Indonesia”.
Greenpeace: “We commend APP for making this commitment to
end deforestation, but it’s what happens in the forest that counts
and we will be monitoring progress closely”.
Approach to companies
1. Commit – brand commitment, statement in
corporate policy
1. Practice – supplier practice, act on supply
chain
1. Advocate wider change – lobby for
legislation or business agreements (level
playing field)
Basic rules
• Investigation
• No one-shots
• No permanent
friends, nor enemies
• Creative & sustained
confrontation
• Solution-oriented
• Clear demands
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