Glyn Thomas: what the Sydney Opera House can teach us about campaigning. At ECF Europe, October 2016. https://europe.ecampaigningforum.com/

1. What the Sydney Opera House
can teach us about campaigning
Learning from ARUP and design processes
Glyn Thomas
Twitter: @glynmthomas
Email: glyn@glyn-thomas.co.uk

7. Purpose
Design
Organisation
Resources
Audience

11. Question

12. Question
Why?

13. Question
Why? What's the desired outcome?
Any other organizational needs?

14. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose

15. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What?

16. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?

17. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?
Resources

18. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?
Resources
Who?

19. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?
Resources
Who? Who needs to be involved to bring about
the change? What are their needs?

20. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?
Resources
Who? Who needs to be involved to bring about
the change? What are their needs?
Organisation
& Audience

21. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?
Resources
Who? Who needs to be involved to bring about
the change? What are their needs?
Organisation
& Audience
How?

22. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?
Resources
Who? Who needs to be involved to bring about
the change? What are their needs?
Organisation
& Audience
How? What tactics are you going to use?
Taking into account why, what and who.

23. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?
Resources
Who? Who needs to be involved to bring about
the change? What are their needs?
Organisation
& Audience
How? What tactics are you going to use?
Taking into account why, what and who.
Design

24. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?
Resources
Who? Who needs to be involved to bring about
the change? What are their needs?
Organisation
& Audience
How? What tactics are you going to use?
Taking into account why, what and who.
Design
When?

25. Question
Why? What's the desired outcome?
Any other organizational needs?
Purpose
What? What tools do you have available to
achieve that? What needs to happen?
Resources
Who? Who needs to be involved to bring about
the change? What are their needs?
Organisation
& Audience
How? What tactics are you going to use?
Taking into account why, what and who.
Design
When?
Where?

27. Question Clean Water Action California
Why?
What?
Who?
How?
When?
Where?

28. Question Clean Water Action California
Why? Industry stops lobbying against plastic bag ban;
Recruit new supporters
What?
Who?
How?
When?
Where?

29. Question Clean Water Action California
Why? Industry stops lobbying against plastic bag ban;
Recruit new supporters
What? State government sees that the ban is popular with
voters
Who?
How?
When?
Where?

30. Question Clean Water Action California
Why? Industry stops lobbying against plastic bag ban;
Recruit new supporters
What? State government sees that the ban is popular with
voters
Who? Clean Water Action supporters; Plastic bag
manufacturers; Consumers; State government
How?
When?
Where?

31. Question Clean Water Action California
Why? Industry stops lobbying against plastic bag ban;
Recruit new supporters
What? State government sees that the ban is popular with
voters
Who? Clean Water Action supporters; Plastic bag
manufacturers; Consumers; State government
How? Online petition; send in plastic bags; protest
When?
Where?

32. Question Clean Water Action California
Why? Industry stops lobbying against plastic bag ban;
Recruit new supporters
What? State government sees that the ban is popular with
voters
Who? Clean Water Action supporters; Plastic bag
manufacturers; Consumers; State government
How? Online petition; send in plastic bags; protest
When? October - December 2016
Where?

33. Question Clean Water Action California
Why? Industry stops lobbying against plastic bag ban;
Recruit new supporters
What? State government sees that the ban is popular with
voters
Who? Clean Water Action supporters; Plastic bag
manufacturers; Consumers; State government
How? Online petition; send in plastic bags; protest
When? October - December 2016
Where? Online - Website, email, Facebook; South Carolina

34. Question Supporter journey
Why? Why and/or how from the campaign
strategy
Purpose
What? How from the campaign strategy Resources
Who? The audience or audiences for this
tactic/email/social media content
Organisation
& Audience
How? What you want the supporter to do Design
When? Timing
Where? Channel to use

35. Question October November December
Why? Recruit new
supporters
Show plastic bag
manufacturers the
ban is popular
What? Online petition Send in plastic
bags
Protest outside
company HQ
Who? Existing
supporters
New & existing
supporters
New & existing
supporters
How? Sign online
petition
Email and ask to
post in bags
Report back to
supporters
When? 5 October 7 November 9 December
Where? Website, Email,
Facebook
Website, Email,
Facebook
Website, Email,
Facebook