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”
