Don't Think of a Dinosaur – a social change strategy – OverviewDon't Think of a Dinosauris a social change strategy designed to significantly improve the wellbeing of society and the sustainability of our environment and economy. Profound social change is essential to address the massive social, environmental and economic challenges facing Australian and global society today. Far too frequently social change strategies are framed in the negative. The prevention ofchild abuse and neglect and minimising the most harmful effects of human induced climate change are two examples of great significant to humanity today. The problem with a negative framing of social change is that the negative frame remains dominant. When people are told “ Don't think of a dinosaur”ithe majority of them in fact do – with images of T-Rex, brontosaurus and pterodactyls coming to mind. Recent research on the wellbeing of children and young people highlights this very point: Most research on children’s well-being defines well-being in terms ofwhat is negative in children’s lives. It focuses on topics such as childhealth problems, child abuse and neglect or risk-taking behaviour. The consequence of this is that we know more about what we don’t want forour children than what we do want. This is reflected in policy and service provision that responds to vulnerability rather than promoting positive standards for children. This approach is out of step with an increasing body of evidence showing that the best way to prevent negative outcomes for children is to promote well-being throughout their lives, rather than only responding to vulnerability and crisis. iiSuccessful social change requires a bold, courageous and inspiring vision of the future to keep the solution frame dominant. Strategies, policies, campaigns, programs and services need to communicate “yes”, “continue”, “do” and “go” rather than “no”, “don't” and “stop” – sowing seeds for success instead of highlighting the roots of our ruin. For example, a child friendly society is also a society that strives to be free from child abuse and neglect, however as a vision it is able to guide and progress policy, services, programs, values and beliefs. By contrast a social change strategy towards less or no child abuse and neglect leads to a vision of the absence of child abuse, leaving people wondering and often arguing about what it is in fact they are working to create rather than take away. Don't think of a Dinosauris a strategy for social change designed to enable change makers, policy makers, politicians, campaigners, people, communities, organisations and society to move towards wellbeing and sustainability and away from the many 'dinosaurs' facing humanity today.
Don't Think of a Dinosaur– a social change strategy –
Overview Don't Think of a Dinosaur is a social change strategy designed to significantly improve the wellbeing of society and the sustainability of our environment and economy. Profoundsocial change is essential to address the massive social, environmental and economicchallenges facing Australian and global society today.
Far too frequently social change strategies are framed in the negative. The prevention of child abuse and neglect and minimising the most harmful effects of human inducedclimate change are two examples of great significant to humanity today.
The problem with a negative framing of social change is that the negative frame remains
dominant. When people are told “ Don't think of a dinosaur” i
the majority of them in factdo – with images of T-Rex, brontosaurus and pterodactyls coming to mind.
Recent research on the wellbeing of children and young people highlights this very point: Most research on children’s well-being defines well-being in terms of what is negative in children’s lives. It focuses on topics such as child health problems, child abuse and neglect or risk-taking behaviour. Theconsequence of this is that we know more about what we don’t want for our children than what we do want. This is reflected in policy and service
provision that responds to vulnerability rather than promoting positivestandards for children.
This approach is out of step with an increasing body of evidence showingthat the best way to prevent negative outcomes for children is to promotewell-being throughout their lives, rather than only responding tovulnerability and crisis.ii
Successful social change requires a bold, courageous and inspiring vision of the future tokeep the solution frame dominant. Strategies, policies, campaigns, programs and servicesneed to communicate “yes”, “continue”, “do” and “go” rather than “no”, “don't” and “stop”– sowing seeds for success instead of highlighting the roots of our ruin.
For example, a child friendly society is also a society that strives to be free from child abuseand neglect, however as a vision it is able to guide and progress policy, services, programs,
values and beliefs. By contrast a social change strategy towards less or no child abuse andneglect leads to a vision of the absence of child abuse, leaving people wondering and oftenarguing about what it is in fact they are working to create rather than take away.
Don't think of a Dinosaur is a strategy for social change designed to enable change makers,policy makers, politicians, campaigners, people, communities, organisations and society tomove towards wellbeing and sustainability and away from the many 'dinosaurs' facinghumanity today.
What Form of Social Change?Social change takes many forms and can happen in many ways.
Don't Think of a Dinosaur is about the form of change that happens when people's passionis ignited. It is about the process of individuals, communities, organisations and evensocieties being touched, inspired and moved to change, take action and make a difference.
It is this type of change that can create social movements and ultimately bring aboutmassive groundswells of change and transform the qualities of day to day life.
Today, this form of social change is very necessary.
Every day society consumes (mostly) bad news about many serious problems. These arethe “dinosaurs”. Horrific stories of child abuse, obesity, extreme weather events, cancer,depression, mental health problems, terrorism, desertification and drought. Many socialchange campaigns inadvertently add to the emotional burden of this bad news withcampaigns and media strategies to 'raise awareness' of these very same problems.
This phenomena is a proven reality and not just imagination:One electronic search of the psychological literature over a period of more than one hundred years revealed more than 70,000 articles ondepression and almost 58,000 on anxiety, but less than 6,000mentioning life satisfaction and 3,000 happiness.iii
At the same time as awareness of “dinosaurs” has grown change agents have become very sophisticated in their change strategies. Social campaigners and environmentalists useeconomic modelling for the value of carbon, trees and children, parenting techniques areproven by random control trials and everything is “evidence based”.
The problem with this approach is that it fails to engage society towards the solution. The bad news is so upsetting it either breaks people's hearts or they emotionally disconnect.Passion cools, perhaps fear and anger rise, yet the purpose of these facts and figures are toengage their minds with good reasons to do something and change.
The scientific evidence and the economic value are of course important, however they struggle greatly to inspire people to change their lives and make a difference to the lives of others.
A social worker in Sydney had worked with a particular family for over a
decade. During this time the son of the family had become a teenager.
One day the social worker was feeling depressed and low, struggling tofind the strength and courage to face another session with the son,overwhelmed with the knowledge of the continuous trauma, abuse andneglect that he had somehow survived over more than 10 years.
The following conversation took place:
Worker: Can you tell me how you have survived? What kept you going?Boy: Every day, when I used to get on the bus to go to school, the driver
used to ask me: “How’s my little ray of sunshine today?” I knew thenthat I was someone, that I mattered.
The bus driver made a profound difference to this boy, perhaps giving himreason to live and the strength to survive.
Scientifically we know that respectful relationships with children make a profounddifference to their lives. In fact research shows, just like the true story above, in some of the most dire of circumstances the wellbeing and very survival of children can hinge on one
significant person – one relationship.
This story highlights what Don't Think of a Dinosaur is about: ways to touch, inspire andmove people to make a difference. Stories are a very effective way to achieve this outcome,as most ancient cultures have demonstrated by maintaining knowledge over hundreds of generations and thousands of years relying heavily on oral communication through story.
There is a need to redefine our social, economic and environmental goals in ways thatinclude and address the problems with a positive expression of the way forward – a visionto be created instead of the destruction or extinction of a dinosaur.
This broadening of purpose to a positive frame still works to address and benefit the very real needs of victims and marginalised Australians, however it does so in a way that movesus forward together and beyond the inevitable blaming and win-lose scenarios of problemcentric campaigns.
The Role of VisionSocial change requires a bold, courageous and inspiring vision to guide the change processand give direction to the people who will create the numerous solutions, strategies andpolicies required to make it happen.
Research on some of the most successful companies in the world has identified a key driverof their success was having just such a big and audacious vision.iv These companies haveexisted for more than a century and outlasted many, some times all, of their competitors.
The 2000 Olympic games transformed the global city of Sydney. The vision for the firstGreen Games in modern times was complimented by a volunteering ethos which inspiredSydney-siders to become hosts, guides and friends to the visitors who came from allaround the world. The sustainable games set new global benchmarks for environmentalperformance and provided the catalyst for significant “cultural and social change”. v Technology raced ahead too – Newington was the largest solar suburb ever built.
Sydney's SuperDome beyond a regenerated wetlands corridor. Once filled withrubbish, the wetlands now provide a home for native plants and animals.
John F. Kennedy's vision to put a man on the moon before the end of the 1960s is oftenrecalled as an excellent example of the importance and influence of a bold vision, especially since the technology to achieve this goal did not exist in 1962 at the time the commitment
was made. Some time before the vision was achieved in 1969 a visitor to NASA asked acleaner who got into the lift with them “What do you do here?” The cleaner replied "I'mhelping to put a man on the moon."
How many social change strategies, policies and campaigns achieve this clarity andownership of their vision? How many visions of social change resonate so deeply with thepeople who will, could or should fulfil them?
Vision reflects what is most important – our most important values and beliefs – and as afuture possibility it represents the dreams, hopes and aspirations of everyone.
What Type of Vision?Social change requires deep consideration of what vision is most important – for
individuals, communities, organisations, society and our global village. Vision guidespeople, not technology or policy, though it of course guides the people who createtechnology, policy, law and more.
The field of psychology has broadened widely in recent decades to help understand theevolution and changes of humanity – as individuals, communities and societies, withinreligions, language groups and organisations.
All Quadrants Theoryvi from the field of integral psychology provides a simple andcomprehensive model to describe the four broad spheres of human life and consciousness– individual and collective, internal and external.
The type of vision required for social change must embrace and resonate with every quadrants.
All Quadrants Theory
IIndividual & Internal (Subjective)
Values, beliefs, emotions
ItIndividual & External (Objective)
Behaviour, physicality, DNA
WeCollective & Internal (Subjective)
Culture
ItsCollective & External (Objective)
Nations, Nature, Economies,Systems
In recent decades profound developments have taken place in the objective realms –increased life span (It), internet technologies (Its), identifying genes linked to depressionand violence (It), United Nations government (Its) and globalisation (Its).
The social change required today however requires much greater integration of thesubjective realms – both individual and collective wellbeing – with the objective(technology, economics, material goods). Yet today a lot of modern social change strategy
and policy only focus on change that can be objectively (within the realms of currentknowledge and science anyway) measured.
For example, the volume of existing research showing the links between hitting of childrenand mental, emotional and social dysfunction could fill truck loads. However many individuals and cultures still believe it is okay to “smack” their children. They believe (I,
We) this for cultural, religious, personal and other reasons. Germany made laws (Its) that banned physical punishment, however the successful decline in the behaviour (It, Its) hasmostly resulted from extensive parent education about managing stress, emotions, positive
discipline and peaceful conflict resolution skills. These are I and Its domains.
“ A child that acts unlovable needs to be loved.” (Anonymous)
Don't Think of a Dinosaur is about a vision of social wellbeing and environmental andeconomic sustainability. We need a vision that encompasses our internal subjective
wellbeing as well as the external and objective. Individually we yearn for happiness (whichis after all “an inside job” vii), inner peace and calm. Our increasingly diverse communitiesalso yearn for respect, inclusion and understanding.
Environmentally we have technologies and systems which are indeed sustainable –
renewable energy, electric cars, organic food, compact development, reuse and recyclingprograms – yet by and large our values and culture do not yet prioritise nature's wellbeing.Paradoxically the argument this is because sustainable choices are too expensive comesfrom the wealthiest societies on the planet, including most Australians, which also have thelargest and most damaging environmental footprints.
A friend of mine is passionate about conserving water and inspired by their father who was a water engineer and role model.
In their medium sized inner city terrace one wall of the garage is lined with two water tanks: one collects rain water for washing and toilets; the
other filters grey water for gardens from washing, showers and sinks.
The following conversation took place with their neighbour soon after the water system was installed.
Neighbour: How much did the system cost and how long will it take for you to make back the cost from saved water bills?Friend: Well you know how your family has two matching BMW convertibles and how my family have two Mopeds and a small city car?Neighbour: Yes.Friend: I imagine you really enjoy driving your BMWs, and even though
they cost much more than our Mopeds they are worth it?Neighbour: Yes we sure do.Friend: My water system is really worth it. I like water.
Urgency for ChangeEvery generation, culture and religion has a mythical story or superstition about a time of dangerous and great change and loss coming. In the past wars, famines and naturaldisasters have probably filled this role.
For today's generations however there is a need for great change to avoid a great human-made disaster in a time of relative peace viii.
Climate change is only one of many ecological calamities we face. The loss of habitatcaused in the last few centuries alone – felled forests, dried rivers, desertification and
barren ocean fisheries – is greater than any time before in human history. Biodiversity isintricately interwoven and interdependent. Species extinctions are accelerating boththrough direct harvest and through the loss of habitat they once lived in.
Some scientists believe we have already harmed planetary systems to the point thatmassive environmental shift is inevitable – with or without renewable energies,sustainable development and massive reuse and efficiency gains in resource usage (thoughevery single one of these and more are of course valuable and required).
However the benefits from the use and decimation of the planet and its resources have,until very recently, mostly benefited the few societies who had the technologies of guns andsteel or the naïve biological weapon of germs.ix
The global population has boomed, requiring exponentially increasing resources to sustaina quality of life that for most remains far from modern or civilised. If our global
community was a village of only 100 peoplex
:• 33 are attempting to live on only 3% of the income of “the village”;• 5 control 32% of the wealth;• 80 live in substandard housing;• 67 are unable to read;• 50 are malnourished and 1 person is dying of starvation;• 33 do not have access to a safe water;• 24 do not have any electricity (76 only for light at night);• 7 people would have access to the Internet;• 1 would have HIV; and,• 2 being born and, 1 dying.
Economic development and the advancement of technology are without doubt one of thegreatest success stories of the last millennium – especially for the 67% of the world'spopulation who hold 97% of the economic wealth.
But, and this is a big but, the economic development and wealth are not ecologically sustainable. Our economy is heavily dependent on fossil fuels and consuming carbon –affecting human induced climate change – and the use of seriously depleted naturalresources. Of Australia's 200 largest publicly listed companies, 145 are such large emittersof greenhouse gases they were served notice to address the legal, financial and regulatory risks of climate change.xi
Paradigm Storm & AdaptationThe late Peter Brock used an analogy when teaching people performance driving thatinfluenced the thinking behind Don't Think of a Dinosaur . Peter explained how common itis for cars to be in smash repair workshops with the indent of trees, telegraph poles orother vehicles near the very centre of the bonnet. The point being made was that all toooften when the driver loses control of the vehicle, or finds themselves in an unexpected anddangerous situation, they focus on the one thing they must avoid – they focus on thedinosaur .
Peter Brock taught drivers to keep their focus on the road or the gap between the trees andto stay aware of the proverbial telegraph pole disappearing in your rear view mirror andthe distance behind.
It is time to strap ourselves in for the drive of our lives. In the coming decades ourlifestyles, values, technologies, systems, economies, work, relationships, communities andsocieties are going to change paradigm again and again.
We are experiencing a paradigm storm – wave upon wave of paradigm shift, layering ontop of each other and causing further shifts as they interact. We are adapting at a rate and
on a scale not previously known by humanity. To achieve environmental sustainability andan economy which is sustainable and improves the wellbeing of societies right across theglobe we must not think of a dinosaur .
Rather, we must think, feel, act and adapt, towards sustainable wellbeing. Our economy will be knowledge-based rather than resource based – an economy that turns over withservices enabling the skills and capacities for wellbeing and sustainability.
Three super paradigm shifts are upon us:1. Moving towards lives of wellbeing – personal, family, community, social and global
wellbeing – that are much broader and less reliant on material wealth alone.
Material wealth is a luxury that is environmentally unsustainable, becoming scarceand what material level that can be sustained needs to be shared among billionsmore people than currently is the case;
2. Swift evolution of a sustainable economy – a form of economics strongly integrated with both social wellbeing and environmental sustainability. This sustainable business and economy has been usefully described as the “single bottom line” xii; and
3. Conserve, rehabilitate and regenerate the natural systems of Earth.
Change processes are rarely simple or predictable and the paradigm storm we arenow experiencing is likely to be neither. It is wise to have back up and redundancy systems in place. Living in a resource constrained world is likely to make local life
much more important – for food, community and entertainment. Being able tocommute energy-light (walk, bike, public transport) will be increasingly importanttoo. Renewable energy is of course critical, as will independent energy sources likedomestic solar and micro wind and hydro, to power essential items should mainsenergy grids be unstable or interrupted. Energy-light technology, such as solarisedcommunication devices, will be essential.
The World Wildlife Fund’s Living Planet Report identifies Cuba as theonly country in the world to meet requirements for sustainabledevelopment (low resource use and high living standards). Cuban citiesand towns produce most of their food within their boundaries and some
actually export produce.
Cuba is economically described as 'poor' however: – Life expectancy averages 77.4 years (Australia male 78.5 years
(Indigenous 59.4) and female 83.3 years (Indigenous 64.8)) – Infant mortality is 9 per 1,000 live births (Australia male 5, female 4;
Indigenous male 15, Indigenous female 12) – The literacy rate is 97% – Education (one teacher for every 16 students) and medical systems are
free (one doctor for every 167 people) – 50 colleges and universities have been established in the provinces to
expand learning opportunities and strengthen rural communities
The Art of Social ChangeThe various processes and forms that social change has taken have been studied anddescribed extensively by experts such as Bill Moyer, Malcolm Gladwell, Paul Hawken, DonBeck, Christopher Cowan and Jared Diamond.
What follows is a synthesis of the art of social change specifically for Don't Think of a
Dinosaur – a form of social change for courageous, bold and inspiring vision based changetowards sustainable wellbeing. Real world examples are included throughout.
Touch & ConnectThe first process in the art of social change is to touch and connect people with the visionand adaptation required – whether it is about nature, wellbeing or sustainable work and
business. For this to work is must resonate with people's values, beliefs and spirit.
This first step is best kept simple and heart felt.
The wellbeing of children underpins the wellbeing of our society
as a whole. A global wave of child friendly initiatives, programsand communities is growing.
“Kiss & Go” signs are being used by schools to encourage parentsand carers to do both show their care for their children andothers. Parents and families using the zones correctly arerewarded with "kiss" stickers.xiii
The rise in inter-faith dialogue around the world is seeks to establish connections, understanding and respectacross religions towards a shared spiritual vision for world peace.
A recent conference held by The Institute of Interfaith Dialogue for World Peace stated: “Muslims make up 22 percent of the world'spopulation and Christians make up 32 percent. If we got those twogroups to come together peacefully, then that would be half of the world's population."
Inspire, Move & Involve
After being touched by and connected with the vision,social change progressed when people are inspired,moved to action and get involved in making the visionreal.
On 31 July 2007 a world record was achieved with10,586,448 trees being planted in a single day. Thisenvironmental feat was achieved by 363,797 people inthe Indian State Uttar Pradesh.xiv
School “walking buses” are being used all over Australia andare now complimented by “riding buses” which are convoys of
bike riding children.
At Diamond Creek Primary School, Victoria, 75% of theschool's 200 students catch the “walking bus” to and fromschool. The program is simple, costs very little and provides
children with a safe healthy way to travel and an opportunity to bond with other children,caring adults and their wider community. The initiative provides both relief andconnection for parents who can participate as volunteers or use the walking bus as analternative to bus or car travel.
Enable, Transform & Adapt
As people's connection and involvement with practical actions the vision grows and it becomes possible to enable them to transform and adapt their lifestyles, work, businessand tread more lightly on the Earth.
Australian Ethical's refurbished office building (Block E of Trevor Pearcey House in Bruce, ACT) was awarded the 'world leadership' rating by the Green Building Council of Australia.It has a 6 Star environmental rating.
The Abu Dhabi Future Energy Company has initiated a $6 Billion(AUD) plan to build by 2009 a six square kilometre city free of carsand powered by renewable energy from wind and solar farms. Thecity of Abu Dhabi accounts for more than 90 percent of the United
Arab Emirate's oil resources which rank third largest in the world.
The Chief Executive Sultan Al Jaber says: “‘‘As the first majorhydrocarbon-producing nation to take such a step, Abu Dhabi hasestablished its leadership position... a global cooperative platformfor open engagement in the search for solutions to some of mankind's most pressing issues -- energy security, environmentand truly sustainable human development.''xv
Support & Sustain As the process of social change deepens and takes hold in daily life it becomes necessary to support and sustain the adaptationtaking place.
On 1 December 1948 the President Oscar Arias Sánchez of Costa Rica broke down this wall to symbolise the government'scommitment to peace and the abolition of the military. Themilitary budget was redeployed to provide greater access to
education and cultural programs. The country still invests in security by maintainingPolice Guard forces.
Unlike its neighbours, Costa Rica has not endured a civil war since.
My Personal Social Change Journey I was six years old when my passion for social change ignited. I was watching the 6 o'clock news with my family and a story about an unwanted greyhound came on. The poor dog wasnearly dead, having been left to starve and be eaten to death – it was chained to a stakedriven into a termite mound. I was horrified and sickened by this act of cruelty and deeply moved by the RSPCA rescuers who took the dog into care. Amazingly, the dog survived.
I was determined to do something. I joined the RSPCA and presented the 'news' to my school class. For the next year I gave away drawings of a dog with the quotation “A dog
makes more friends than man because he wags his tail and not his tongue”. The drawing was rolled with a ribbon bound around it.
Until quite recently I spent a large part of my life studying “dinosaurs” and became anexpert about what was cruel, unjust, inequitable, abusive and neglectful – whether people,animals, plants or the planet was effected. My poor Irish-Catholic-English convict originsmay have played a part in my fascination being sparked by such injustice.
Some thirty years later I have slowly, and painfully, learnt that what is needed is a new vision, with solutions and leadership showing a way forward – not more “dinosaurs”. Thischange greatly affected my world view and my study and work transitioned towards social
wellbeing and economic and ecological sustainability.
Don't Think of a Dinosaur was both formed by and integrated with the social changestrategies developed and applied in my roles with Greenpeace, Climate Action Network
Australia and the National Association for Prevention of Child Abuse and Neglect(NAPCAN).
NAPCAN launched a social change campaign for a Child Friendly Australia which over 4 years resulted in a tenfold increase in size of National Child Protection Week a 1,000%increase in website usage, quadrupled media exposure and 6 new national programs.
ConclusionMargaret Mead is famously quoted for saying:“ Never doubt that a small group of thoughtful,committed citizens can change the world.”
Don't Think of a Dinosaur provides a roadmap to
touch, move and inspire such small groups of citizens to change the world.
The paradigm shift now being experienced by humanity is unprecedented. Many small groupshave begun adapting to accommodate the greattransition to a sustainable and well society. Theiractions and stories will inspire others and slowly and surely sow the seeds for our collective social, environmental and economic success.
Different to the many forms of social change which have taken
place before now, this shift is towards visions that are bold,courageous and inspiring. Such visions have the qualities to grow in the hearts and minds of people everywhere and enable them tomake the greatest transition in human history – an act of adaptation through a paradigm storm of social, environmental andeconomic transformation.
ReferencesCollins J, Porras J. 1994. 'Built to Last: Successful Habits of Visionary Companies ', HarperBusiness.
Diamond, J. 1997. 'Guns, Germs, and Steel: The Fates of Human Societies', W.W. Norton &Company
Eckersley, R. 2005. 'Well & Good: Morality, meaning and happiness, Text Publishing.
Fattore, T (NSW Commission for Children and Young People); Mason J and Watson L.(University of Western Sydney); 2007. 'Overview of Children's Understandings of Well-
being', NSW Commission for Children & Young People, Sydney.
Gilding, P; Hogarth, M; Reed, D. (Ecos Corporation) 2002. 'Single Bottom LineSustainability, How a Value Centred Approach to Corporate Sustainability can pay off forShareholders and Society', Sydney.
Lakoff, G. 2005, 'Don't think of an Elephant', Chelsea Green Publishing.
Sydney Organising Committee for the Olympic Games, 2001. 'Official Report of the XXVII
Olympiad, Volume 1', Paragon Printers.
Wilbur, K. 2000. 'A Theory of Everything: An Integral Vision for Business, Politics, Scienceand Spirituality', Shambhala Publications.
i The title for the Don't think of a Dinosaur social change strategy has been derived from George Lakoff's book titled Don't think of an Elephant .
ii Fattore, T; Mason J; Watson L (2007: 1)iii Eckersley, R (2005: 77)iv Collins J; Porras J (1994). This type of vision was described as a Big Hairy Audacious Goal (BHAG). v Sydney Organising Committee for the Olympic Games (2001: 367) vi Wilbur, K (2000: 70) vii King, P. Personal comment. viiiThe number of armed conflicts in the world has been declining since 1990. The Facts on War & Peace,
New Internationalist, http://www.newint.org/features/1999/04/01/thefacts/index.php ix Diamond J. (1997)x Family Care Foundation, http://www.familycare.org/news/if_the_world.htm xi Maurice Blackburn Cashman and Climate Action Network Australia, 30 July 2003, Sydney xii Gilding, P; Hogarth, M; Reed, D. (Ecos Corporation) 2002.xiiihttp://www.randwick.nsw.gov.au/default.php?id=1222xiv http://www.unep.org/billiontreecampaign/CampaignNews/UttarPradesh.aspxv http://www.ipsnews.org/news.asp?idnews=38187
