Integrating the elements of successful activism Campaigns as
complex adaptive systems
Slide 2
Integration of all elements we need to always be mindful of:
the importance of integrating tactical components into effective
holistic campaigns The interconnectedness of individuals and groups
involved in social movements The dynamic and organic nature of
social movements as aspects of ecological systems
Slide 3
Integration of tactical elements: creating amplification cycles
No campaign element exists in isolation All elements may be capable
of amplifying others Ideally positive feedback loops can be
established that amplify pressure on targets Be careful of positive
feedback loops that can damage your own campaign, these may need to
be dampened
Slide 4
4 What is Direct action? Direct in that it is Action intended
to Direct in that it is Action intended to expose a problem expose
a problem demonstrate a solution or demonstrate a solution or
prevent irreversible damage prevent irreversible damage It is
empowering, because it directly address the problem (blockades) It
is empowering, because it directly address the problem (blockades)
Actions generally speaks Actions generally speaks louder than
words
Slide 5
5 Roles at a Protest There are a variety of essential roles
that are needed. Someone who observes and bears witness Someone who
observes and bears witness Peacekeeper one who seeks to defuse
conflict Peacekeeper one who seeks to defuse conflict Bunny one who
places themselves in an arrestable position Bunny one who places
themselves in an arrestable position Buddy the friend and carer of
the bunny who watches over them Buddy the friend and carer of the
bunny who watches over them Coordinator who has a strategic
perspective Coordinator who has a strategic perspective Media
spokesperson Media spokesperson Police liaison Police liaison
Slide 6
6 Be Smart at protests Bring the following: Clothes, food,
water, chairs sun protection for all weather Clothes, food, water,
chairs sun protection for all weather Present yourself in a
mainstream way Present yourself in a mainstream way Phone, Camera
and chargers Phone, Camera and chargers Signs/banners Signs/banners
Protest devices (if applicable) Protest devices (if
applicable)
Slide 7
What is the theory of change behind our protests? Blockades etc
are proof that industry is forcing its way into a community over
the head of local opposition Blockades etc are proof that industry
is forcing its way into a community over the head of local
opposition This inflicts an ever growing price on government and
the companies This inflicts an ever growing price on government and
the companies This message has to be repeated again again at
increasing cost to our opponents This message has to be repeated
again again at increasing cost to our opponents 7
Slide 8
8 Intentional law breaking? The vast majority of people who
attend are not breaking any laws The vast majority of people who
attend are not breaking any laws But some people will choose to
place themselves in strategic arrestable situations But some people
will choose to place themselves in strategic arrestable situations
Police generally respect orderly arrestable protests Police
generally respect orderly arrestable protests The legal system has
a long tradition of recognising the role of conscientious objectors
and the courts are usually lenient on them The legal system has a
long tradition of recognising the role of conscientious objectors
and the courts are usually lenient on them
Slide 9
Strategic arrestable actions Well placed, comfortable and
difficult to remove, one protester achieves more than 30 in a mass
arrest scenario 9
Slide 10
Exit strategy It is important to know ahead of time that each
local blockade is a battle in a longer war It is important to know
ahead of time that each local blockade is a battle in a longer war
Maintaining morale within the movement is the key challenge
Maintaining morale within the movement is the key challenge 10
Slide 11
Take home messages about NVDA Strategic arrest vs. mass arrest
Strategic arrest vs. mass arrest Exit strategy awareness Exit
strategy awareness Police liaison Police liaison Avoid unnecessary
arrests Avoid unnecessary arrests Maintain morale with a theory of
change that includes repeated defeats Maintain morale with a theory
of change that includes repeated defeats 11
Slide 12
Understanding your groups relationships Your group potential
allies corporate targets political targets foes related groups
volunteersdonorssupporters Complex relationships exist between your
group and other players and between players Any one player could be
made the centre and webs constructed around them The purpose of
campaign mapping is to realise opportunities for amplification or
areas requiring dampening
Slide 13
Influencing corporations We can no longer focus solely on
change through the public sector We can no longer focus solely on
change through the public sector Activist strategies need to create
conditions that align corporate self interest with our campaign
goals Activist strategies need to create conditions that align
corporate self interest with our campaign goals This is done by
creating an atmosphere where there will be adverse consequences for
the company that breaches widely held social values This is done by
creating an atmosphere where there will be adverse consequences for
the company that breaches widely held social values 13
Slide 14
The growing activists toolkit Brand attack Brand attack Supply
chain targetting Supply chain targetting Ethical investment Ethical
investment and divestment campaigns and divestment campaigns
Strategic shareholder actions Strategic shareholder actions *Social
movement risk as an investment risk *Social movement risk as an
investment risk 14
Slide 15
The amplification cycle of corporate campaigning 15 Effectively
the very fact of social movement activity can be harnessed as a
risk factor that can be used to unsettle non-ethical shareholders
The risk amplifies at every turn through the cycle
Slide 16
The new frontier: risk based campaigns All of the older methods
of corporate campaigning have relied on the choices of the
ethically oriented, but there is a need to go beyond this All of
the older methods of corporate campaigning have relied on the
choices of the ethically oriented, but there is a need to go beyond
this The challenge is to use the prism of investor self interest as
a mechanism for pursuing the public interest The challenge is to
use the prism of investor self interest as a mechanism for pursuing
the public interest 16
Slide 17
Case study : Northern Rivers destroys Metgasco 17 Social
movement Campaign takes off March 2012 Lismore rally 7000 march in
early May Public poll 87% against CSG Sept State government grants
production license Sept Blockades Nov to March Coy admits to market
protests hurt us Jan 24 Coy discloses new Govt regs will affect it
Coy announces suspension of whole program ANU divests Feb 26
Slide 18
The fall and fall of Metgasco Effective community mobilisation
Effective community mobilisation Entrenched blockades Entrenched
blockades Concerted corporate disclosure campaign and shareholder
risk campaign Concerted corporate disclosure campaign and
shareholder risk campaign All combined to devastating effect All
combined to devastating effect Incidentally the corporate
disclosure campaign also silenced coy attacks on the movement for
alleged violence Incidentally the corporate disclosure campaign
also silenced coy attacks on the movement for alleged violence
18
Slide 19
19 Metgasco shares drop as protests escalate Mick Daley 13th
Dec 2012 2:09 PM COAL seam gas mining company Metgasco's shares
plummeted to an all- time low of 15.5 cents this week, a drop of
some eight per cent since last week. The apparent nervousness of
investors is not shared by Metgasco CEO Peter Henderson, who was
issued an extra 1.3 million shares by the company on November 14
and has vowed the company will press ahead with CSG well drilling,
despite the massive community opposition. See also
http://www.northernstar.com.au/news/pr
otests-do-hurt-csg-miner/1731009/ But in the past week, protestors
at Glenugie (south of Grafton) have stopped a truck with a
generator from entering a drilling site, and a drill rig has been
held up in Casino while protestors continue a vigil ouside
Metgasco's office.