Values and Experience in Environmental Campaigns
This blog post is re-published from Identitycampaigning.org.
At Identity Campaigning, we talk a lot about values and how they pertain to the sense of identity that people have. What we haven’t talked much about - yet - is the central role of experience in the expression of values… especially as they emerge in environmental campaigns.
Why is it that you almost never hear anyone suggest that the way the public experiences a campaign could have a significant impact on what the campaign means to them? There is quite a lot of discussion around selecting among word choices (Global warming or climate change?), and yet no one seems to notice that recent smashing successes in the campaign world went much deeper than wording - and into the realm of experience.
Identity Campaigning and Cognitive Policy
I would like to share with you some work that is led by Tom Crompton, change strategist for WWF-UK and author of Weathercocks and Signposts: The Environmental Movement at a Crossroads, which builds a framework for political campaigns based on cognitive policy.
Tom and I are working along with a host of other people to develop and implement identity campaigns. We have just received a Page Legacy Scholar Grant to explore the cognitive impacts of environmental communications. Throughout the next few months, we will explore the role of identity and values in environmental campaigns. A report will be prepared for public dissemination through WWF-UK and Cognitive Policy Works.
You can learn more about this project here:
http://www.identitycampaigning.org
The following text is republished from this site and is written by Tom. He does an excellent job explaining what we’re doing and why it is important to the environmental movement.
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Cognitive Policy Works is an educational center and consulting service that provides strategic guidance to the progressive world. Our cognitive approach offers sound methodologies, informed by cutting-edge science, to help you understand the ways people think and feel about the issues and how those perspectives influence their behavior.
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