Improving the win-rate of environmental campaigns

Improving the win-rate of environmental campaigns:
Advice to Foundations supporting policy change advocacy
A number of groups are currently evaluating where and why campaigns on environment issues such as climate change are ‘failing’. Our view is that the major improvement can be made at the campaign design stage by challenging certain premises. We lay out below a possible checklist for evaluating campaigns.

Many of the recommendations below derive from a single phenomenon; that while decisions are taken by ‘elites’, in fact the most (only) effective way to influence these elites is by pressurising them through public opinion, not by reasoning with them through lobbying. Although industry is often seen as subverting the process through lobbying, this is not the most important lesson that environmental campaigns can learn from industry. The model to learn from is mass communication (e.g. advertising).

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