“Once upon a time there was a small girl who gazed at the last tree in the world . . . “ It’s a short-story exercise an inspirational primary school teacher set me back in the early 1970s. I remember seeing that beautiful tree in my mind’s eye, how we all needed it, how good it felt to be next to it. I was that kind of kid. I wanted the tree to live and then more .
What I didn’t know then is that the love of the tree connected with some of my deepest intrinsic values: protecting the environment and promoting well-being. There’s loads of other intrinsic values that people share such as caring for the community and each other and social justice. 20 years of public policy making and campaigning has taught me: you can bombard people with statistics and tactics; but what’s going to stick and create lasting change is appealing to the intrinsic values people hold dear. Yes, money is tight. But here’s an idea: perhaps obsessing about money to sell solutions merely helped create the lone tree in the first place.
If you want to know more about the empirical evidence in support of a value-based approach to campaigning please visit: WWF’s Strategies for Change project
I hope you enjoyed this post. If it has touched you in any way then please do add a comment. If you want to know more about effective communication and creating social good then please do follow me on twitter @businesses4good.