We have seen in a previous post how social psychologist Jonathan Haidt attempts to classify values into 5 major categories: Care, Fairness, Liberty, Authority and Sanctity. Shalom Schwartz from the University of Jerusalem has later on developed the theory of basic values, by which he identifies 10 clusters of values: Self-Direction – Defining goal: independent thought…
Actions speak louder than words. Some of the most effective campaigns show and don’t just tell their message. When a campaign has chosen its core action message (or what theorists call the “meta-verb,” such as “disrupt,” “resist,” or “confront”), it should not only say it out loud, but also choose protest actions that actually embody…
From Storybasedstrategy.org Storytelling has always been central to movement building and successful campaigns. Now in the face of an increasingly complex and fragmented media environment, being strategic about how we tell our stories is more important than ever. Creating a strategy to frame an issue, build an inviting brand and distill our messages into the…
In their paper “Changing the Story: Story-Based Strategies for Direct Action Design”, Doyle Canning and Patrick Reinsborough develop an essential argument: “In the advertising industry they say, “People can only go somewhere that they have already been in their minds.” This rings true for action organizing too. When using a story-based strategy, the aspect of “foreshadowing” is…