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Visual Language and Framing Session 3

Visual Language and Framing Session 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.uk www.campaignstrategy.org.

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Visual Language and Framing Session 3

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  1. 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.uk www.campaignstrategy.org

  2. 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

  3. See > conclude

  4. Analogies PLEASE KNOCK Analogies IQTEST Achievement – red = danger/dominance, avoid Romance – red = available, attract

  5. Visual language is independent of words, not a visualisation of words

  6. ?

  7. Be visual -do thingscreate eventsbe proactive

  8. We remember events

  9. Not ‘the issues’...Why were they fighting ?

  10. REACH example

  11. What’s it really about ?

  12. The plan – use events to communicate expectations, norms before moving to policy calls Policy, regulation Expectations - norms events

  13. testees Events Recipe

  14. What WWF did (visual) events + story

  15. Signs and evidences of the problem- frame the problem and requirements of the solution campaignstrategy.org

  16. Communicable - as a story & visually

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

  18. We could just dress up reports with ‘PR’ launches

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

  20. Is this strangely familiar ?

  21. What is understood Framing- unconscious categories “First we see – then we understand” Walter Lippman campaignstrategy.org

  22. a frame can pre-determine what is good/bad relationships context and more besides roles relevant reasons how things are decided

  23. How it works input Does it fit the frame ? NO YES Discard input, retain frame interpret through frame

  24. The Post Office lacks money input It’s a public service It’s a business It needs more money Let it fail Frame logic A Frame logic B

  25. The Post Office lacks money apply frames It’s a public service It’s a business It needs more money Let it fail Easy Media Dialectic Easy Debate

  26. War on Drugs Expectation Reality mis-match

  27. Elephant problem ‘framing’ see www.frameworksinstitute.org “First we see, then we understand”

  28. Objective = motivate them about giraffes - they don’t know much about giraffes - they do know about elephants

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