Visual Language and FramingSession 3

Finding the Critical Path to Change:Planning and Implementing a Successful Campaign

February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel

Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.ukwww.campaignstrategy.org

Power of visuals

• After ‘being there’, the most powerful communication

• Unconsciously processed: “I saw it - I made up my own mind”

• Recall and use images more easily than words or numbers – construct meaning

• Increasingly visual communications channels

See > conclude

PLEASE KNOCK

Achievement – red = danger/dominance, avoid Romance – red = available, attract

Visual language is independent of words, not a visualisation of

words

?

Be visual -do things

create eventsbe proactive

We remember events

Not ‘the issues’...

Why were they fighting ?

REACH example

What’s it really about ?

The plan – use events to communicate expectations, norms before moving to

policy calls

events

Expectations - norms

Policy, regulation

Events Recipe

What WWF did (visual) events + story

Signs and evidences of the problem

- frame the problem and requirements of the solution

campaignstrategy.org

Communicable - as a story & visually

What if we don’t plan visual events that are doing ?

We could just dress up reports with ‘PR’ launches

You know what message you are sending - but what is received ?

Is this strangely familiar ?

Framing- unconscious categories

campaignstrategy.org

“First we see – then we understand”

Walter Lippman

What is understood

a frame can pre-determinewhat is good/bad

how things are decided

roles

relationshipsconte

xt

relevant reasons

and more besides

How it worksinput

YES

Does it fit the frame ?

NO

interpret through frameDiscard input, retain frame

The Post Officelacks money

It’s a businessIt’s a public service

It needs more money Let it fail

Frame logic A Frame logic B

input

The Post Officelacks money

It’s a businessIt’s a public service

It needs more money Let it fail

Easy Media Dialectic

Easy Debate

apply frames

Expectation Reality

War on Drugs

mis-match

Elephant problem

‘framing’

see www.frameworksinstitute.org

“First we see, then we understand”

Objective = motivate them about giraffes

- they don’t know much about giraffes

- they do know about elephants

Climate Change

“It’s a question of international cooperation”

Q: Who does such things ?

A:

Conclusion (for 59%)“not to do with me”

values

“or my actions”