What makes some campaigns successful, and others fail? How do some efforts mark significant developments and others a total disaster?
The overwhelming victory of the “Yes” vote in Ireland’s gay ‘marriage’ referendum can be attributed to a variety of strategies and tactics primarily funded by Atlantic Philanthropies to Irish LGBT lobbies over a decade in advance. Their strategy has been clearly articulated in this report.
Here is the most important aspects of their strategy that led to victory in the referendum:
Be confident that significant change is possible
Know the core advocacy strategy and theory of change:
- Positioning in the mainstream of society
- Working closely with people from all political backgrounds and beliefs
- Providing needed research to policy makers
- Praising the efforts of those they worked with rather than criticise
Build a majority by focusing on the moveable middle
Try positive framing; show the issue as a logical progression of advances already made
Understand the culture and society and link messaging to audience values or traditions
Use credible voices to build and make the case
Work within the system rather than against it
Manage the unmovable opposition do not always fight it
Communicate the strategy to others working towards the same goal.
Work with people where they are.
The Food revolution network is led by John and Ocean Robbins. It is a campaign committed to healthy, sustainable, humane and conscious food for all. It has the backing of 150,000 members and the collaboration of many of the top food revolutionary leaders of our times, including Tony Robbins and Paul McCartney. The network aims to empower individuals, build community and transform food systems to support healthy people and a healthy planet.
John Robbins was groomed to be the heir to the Baskin-Robbins empire. But he did not want to devote his life to selling something that made people unhealthy. He has dedicated his life to promoting healthy eating and living instead.
The Food revolution summit is a powerful method of communication. Once a year, John and Ocean lead a series of webcasts interviewing the top food experts on the planet. Over 400,000 people have listened to the recordings, learning insights about food policy you don’t hear on mainstream news to learn the truth about what you are eating, where it comes from and how it impacts your life. By joining together the world’s most respected visionaries, author and experts, the Summit is a powerful way to help the listener reclaim their health through the food they eat.
John and Ocean have a powerful way to communicate truth through interviewing experts and getting the word out about healthy eating. Informational products can make a powerful difference when trying to change the status quo.