Dear
CCOPP Core Members,
re: DRAFT CCOPP MARKETING STRATEGY
As
indicated in the minutes of the meeting of July 15, I am pleased to submit
(below) a first draft of a CCOPP Marketing Strategy for your consideration and
discussion. Our challenge is to develop the best possible strategy to
“sell peace” (in simple terms), to advance a Culture of Peace and
Non-violence, at home and abroad. Your suggestions to improve the
document will be appreciated.
I
trust that this document will help as we activate our Action Planning Group
and prepare for a September or October meeting.
Regards,
email stewartr[at]peace.ca
ANNUAL
PEACE EDUCATION CONFERENCE IN
"The
world is dangerous not because of those who do harm, but because of those who
look at it without doing anything." - Albert Einstein
WHAT
FUTURE WILL YOU CREATE? - The
Canadian Peace Initiative (“CPI”) is a process to simply provide the
venues, support and guidance to ‘Open Space to Open Minds to Peace’.
The CPI process is open, transparent, patient and committed, drawing
people from all walks of life, freeing them from their stasis and mobilizing
them. All members of the Culture of Peace movement have to be leaders in
their own right, drawing on their own potential and inner strengths,
galvanizing, inspiring and energizing the peace movement. Everyone is a
peace leader and peace educator. Every day we must take ownership of
ourselves and our relationships: we can do anything we set our minds and
hearts to; we do no harm, expect and demand no harm be done to us or others;
no one is better than another; we are critical thinkers, finding our own
truths; education is our best investment and information our most important
resource. Building a healthy culture is about building healthy
relationships – we can do that. As we take ownership of peace
others will follow – because it will be uplifting and empowering, it will be
infectious, and lead to sudden, massive, cultural change.
(As in all things peaceful, this enlightening statement is the result of many
contributors and supporters. The CPI process has led to the Canadian
Culture of Peace Program .
http://www.cultureofpeace.ca
)
Making
an Impact: Your gift to the Canadian Peace Education Foundation will do much
to reduce the human cost of violence in our communities and world through
education about peace and the future in classrooms. Your gift will
have a critical impact on future generations. You will enable
youngsters to widen their sights by exploring alternate paths to
transforming conflicts and building a better world. Gifts of cash,
securities, and planned gifts are welcome and may be sent to the Canadian
Peace Education Foundation,
THE
POWER OF SOCIAL INTELLIGENCE – A CANADIAN CULTURE OF PEACE PROGRAM MARKETING
STRATEGY
“Since
wars (and violence) begin in the minds of men, it is in the minds of men that
the defences of peace must be constructed.” UNESCO motto
"We
need to adopt the mindset of most professional futurists and become systemic
optimists - those who believe that life can get better, but only if we
fundamentally alter the way we think and do things. We need to embrace
whole-system change."
Preface
Canadian
Culture of Peace Program (“CCOPP”) Members believe that the transformation
of the world from a culture of war and violence to a Culture of Peace and
Nonviolence is inevitable, the process will involve everyone, and will take
many paths. This proposal is submitted within the spirit of the ‘CCOPP
Protocol To Guide Our Conversations And Relationships’ at http://www.peace.ca/CCOPPprotocol.htm
.
The
CCOPP Marketing Strategy purpose is to respond to three questions regularly
asked of peace people by people in all walks of life:
What
do we want and need?
Is
peace possible?
What
can I do?
What
Do We Want/Need?
“Maslow's hierarchy of needs is often depicted as a pyramid consisting of five levels: the four lower levels are grouped together as deficiency needs, while the top level is termed being needs. While our deficiency needs must be met, our being needs are continually shaping our behaviour. The basic concept is that the higher needs in this hierarchy only come into focus once all the needs that are lower down in the pyramid are mainly or entirely satisfied. Growth forces create upward movement in the hierarchy, whereas regressive forces push prepotent needs further down the hierarchy.” [Note 1]
Diagram
of Maslow's hierarchy of needs.
“Physiological and Safety needs are primary for everyone. We need to
physically survive, avoiding pain of all sorts. We need the security of
a safe home, family and community. Many in our society cry out for law
and order because they do not feel safe enough to go for a walk in their
neighborhood. In addition, safety needs sometimes motivate people to be
religious. Religions comfort us with the promise of a safe secure place after
we die and leave the insecurity of this world. Then, we need to feel
loved (non-sexual) by others, to be accepted by others. Humans have a
desire to belong to groups: clubs, work groups, religious groups, family,
gangs, etc.
There
are two types of esteem needs. First is self-esteem which results from
competence or mastery of a task. Second, there's the attention and recognition
that comes from others. This is similar to the belongingness level, however,
wanting admiration has to do with the need for power.
People who have all of their lower needs satisfied, often drive very expensive
cars because doing so raises their level of esteem. "Hey, look what I can
afford-peon!" The need for self-actualization is "the desire
to become more and more what one is, to become everything that one is capable
of becoming." People who have everything can maximize their potential.
They can seek knowledge, peace, esthetic experiences, self-fulfillment,
oneness with God, etc. It is usually middle-class to upper-class students who
take up environmental causes, join the Peace Corps, go off to a monastery,
etc.” "
There
is no reason that everyone can not experience growing satisfaction of their
physiological, safety, love/belonging, esteem and actualization needs (in
fact, to advance a Culture of Peace and as part of our CCOPP goals, we need
and society needs to grow or mature from satisfying deficit needs to
satisfying being needs). Currently, even in a ‘rich’ country like
- through
information knowledge (education),
- through
social intelligence, contacts and networks,
- through
purposeful and shared action
Power
is central to needs and wants. Abuses of power and greed by unscrupulous
leaders drive wars and violence. For example: the United States have
plans for the invasion of Canada should it be judged to be in their national
interest; President George Bush and Prime Minister Tony Blair lied about the
reasons for invading Iraq; the military/industrial/congressional congress
misappropriates billions of taxpayer dollars, robbing citizens’ education,
health and welfare programs; political leaders use fear to control the public,
and starve peace initiatives of resources. In other words, those in
power feel they have a vested interest in the status quo (to satisfy their
selfish power needs). But for the majority the status quo is not good
enough, it puts us and our families at risk, the suffering of others weighs on
our conscience, and we do not have to take it any longer. A more Civil
Society is within reach.
Citizen
Empowerment is central to building a Culture of Peace. Citizens can take
back power by working for it through the above three step process.
Knowledge is power. The new currencies are information resources and
social intelligence and contacts (networks).
Is
Peace Possible?
This
is an important question because people need to be able to visualize success,
and to ‘know’ that any program is ‘worth the cost’.
Peace
and violence are measurable, manageable and relative. CCOPP Members view
it that we live in a ‘continuum’:
C
a
n
a
!
d
!
I
a
!
I
I--------i------i-------i------------!------------------------------------I
Culture of
Culture of
War & Violence
Peace & Non-violence
(high incidence of
(low incidence of
direct & indirect violence)
direct & indirect violence)
The
best test is: “what is the effect on the least privileged in society?”
Our CCOPP assessment is that our Canadian Culture is still more predominantly
one of violence than peace (or stated more directly, “In Canada, we live in
a culture of violence”). In any case, evidence points to the fact that
we are significantly underachieving our potential, and far too many Canadians
(and others) are suffering harm (including death) unnecessarily. All the
reader has to do is look at some recent news headlines. Canadians know
that women and children must fear for their safety far too often.
Studies
[Note 8] show financial costs of violence against women in
The
Symbol chosen to represent the Canadian Culture of Peace Program and CCOPP
Members is in the form of an 'Inukshuk'. For millennia, massive stone
figures built in the image of a human have stood silhouetted on the treeless
Arctic horizons. Created by Inuit people, these Inukshuks serve as
guides to point out a journey or a safe passage. The Canadian Culture of
Peace Program believes this is a fitting Canadian symbol of the journey to
safe and caring communities and world. It is also
symbolic of our humble and durable role as ‘Servant Leaders’.
Your
mission, if you decide to accept it, is to join us in helping others:
-
build
their peace information and knowledge,
-
build
social intelligence and contacts (networks),
-
accelerate
the transformation to a Culture of Peace and Non-violence.
Your
decision to act along with us will be motivated, among other things, by:
-
a conscience that no longer allows us to
sit idly by while others suffer needlessly
o
building
your own social intelligence and contacts (networks),
o
to
live on purpose (as in ‘meaning of life’; “I am much better than this”
and “I can do better”)
-
exercising
your own power (self-empowerment; self-reflection)
-
desire to be part of something bigger than
just oneself, and succeed in the process
-
desire
to hold our leaders (and others) to account (asking “are you doing your
utmost?”)
In
the process, you will turn on and increase your power. [Note 3]
It
takes commitment to get “off our duffs” and act. Our target
audiences are:
-
those
that will readily embrace the values of the Culture of Peace Program,
-
everyone
else in due course (CCOPP is inclusive).
We
will be developing a “Tool Kit” to help Members. In the meantime, a
wealth of information is available on the following web sites:
• the Canadian Centres for Teaching Peace, the virtual peace education
centre in Canada (see http://www.peace.ca
),
• the Canadian Culture of Peace Program (see http://www.cultureofpeace.ca
),
•
the Canadian Peace Education Foundation (see http://www.peace.ca/foundation.htm
).
As Carl Rogers said, “The only learning which significantly influences
behaviour is self-directed, self-appropriated learning.”
Practice
your social intelligence – spend at least one hour per week catching people
doing something positive for peace, reinforcing that behaviour with a sincere
“Thank You”. In the process, you will improve your
social intelligence.
Branding
the Peace Profession: A Highly Strategic Initiative
The
branding exercise for CCOPP must address the following questions:
- what
does the CCOPP brand stand for?
- what
is the “DNA” of the CCOPP brand identity?
- what
characterizes CCOPP Members as a group and a profession, and what do they
want to become? That is, how do we as Peace Professionals want to be
perceived and what do we want our designation to tell and promise the
world, especially our key stakeholders and prospective students?
- the
strategic vision, mission and plan just developed
- the
profession’s history, culture, membership and organization
- an
in-depth understanding of key stakeholders’ needs and perceptions. Brand
strategy should define positioning; essential promise; unique value
proposition; differentiation; and competitive advantage.
- seize
every opportunity to position the Peace Profession, uniquely and strongly,
in the mind of Members, stakeholders and students;
- consistently
repeat a strong message and idea, over the long term;
- communicate
and demonstrate a unique competitive advantage;
- understand
stakeholders, their perceptions and expectations;
- use
all touch points in a coherent and convergent way;
- yield
emotions to build aspirations, admiration and loyalty to the brand.
The
success factors that the CCOPP brand will have to meet to increase its value
and strength are:
- roots
and authenticity: it must not be just a shiny image;
- substantiation:
as a profession we must be able to explain and prove our claims and
statements;
- credibility:
the brand’s promise and value proposition must be credible;
- sustainability:
as a profession we must be able to deliver on the brand promises;
- differentiation:
the CCOPP brand must distinguish itself from other philosophies;
- inner
coherence: the CCOPP brand must have more than just surface consistency.
We
are on the verge of professionalizing peace. Embracing Social
Intelligence as our CCOPP brand will help us be mindful to walk the talk, and
gain recruits, resources and results in the process.
[Notes 6 and 7, particularly Karl Albrecht's book "Social
Intelligence"]
This
is a living, breathing, evolving, organic document. Feedback is invited
to info[at]peace.ca
Note
1 – Excerpted from http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs
. See other Maslow's
Hierarchy of Needs articles: http://web.utk.edu/~gwynne/maslow.HTM
; http://chiron.valdosta.edu/whuitt/col/regsys/maslow.html
; http://www.ship.edu/~cgboeree/maslow.html
; http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs
; http://www.businessballs.com/maslow.htm
Note
2 – Citizen sharing in the leadership of their community and country is not
new. Pericles said: “We do not allow absorption in our own affairs to
interfere with participation in the city’s; we yield to none in independence
of spirit and complete self-reliance, but we regard him who holds aloof from
public affairs as useless.” And the Greeks had a word for the
“useless” man, a “private” citizen, idiotes,
from which the English word “idiot” comes.
Note
3 – The CCOPP and its Members are pledged to live the values set out in
Manifesto 2000 (ref. http://www3.unesco.org/manifesto2000/
) and explained at http://cpnn-usa.org/learn/values.html
Note
4 - A Socially Intelligent Network is described at http://www.peace.ca/CCOPPorganization2004.htm
, http://www.peace.ca/CCOPPstakeholdernetworkdesign.htm
and http://www.peace.ca/The%20Design%20of%20Peace.ppt
Note
5 – To learn more about “Servant Leadership” reference the summary at http://www.peace.ca/servantleadership.htm
, and the output of the Leadership and Peace Workshop at http://www.peace.ca/CCOPPleadership2004.htm
Note
6 - The section on Branding was tailored to CCOPP from the article “Branding
the CA Profession”.
Note
7 - See the following articles on Social Intelligence:
Social
Intelligence: The New Science of Success; Beyond IQ, Beyond EI, Applying
Multiple Intelligence Theory to Human Interaction,
by Karl Albrecht http://www.karlalbrecht.com
. Format: Hardcover, 280pp. ISBN: 0787979384. October 2005.
Jossey-Bass. When I developed the Draft Canadian Culture of Peace
Program Marketing Strategy (ref. http://www.cultureofpeace.ca/CCOPPmarketingstrategy.htm
) , I suggested we use the concept of Social Intelligence (i.e. raising Social
Intelligence/Social Development) as a path to Peace Education and a Culture of
Peace – that it is more readily acceptable/ understandable by the general
population. This book explains it much better than I, including the
“How To”, hence I strongly recommend it. Karl Albrecht defines social
intelligence (SI) as the ability to get along well with others while winning
their cooperation. SI is a combination of sensitivity to the needs and
interests of others, sometimes called your “ social radar, ” an attitude
of generosity and consideration, and a set of practical skills for interacting
successfully with people in any setting. "Social Intelligence provides a
highly accessible and comprehensive model for describing, assessing, and
developing social intelligence at a personal level. This book is filled with
intriguing concepts, enlightening examples, stories, cases, situational
strategies, and a self-assessment tool – all designed to help you learn to
navigate social situations more successfully.
The author takes you on a guided tour of the
five dimensions of social intelligence (“S.P.A.C.E.”): 1. Situational
Awareness – the ability to read situations and to interpret the behaviors of
people in those situations; 2.
Presence – Often called ‘bearing’, it’s a whole range of verbal and
nonverbal behaviors that define you in the minds of others;
3. Authenticity – the behaviors that cause others to judge you as
honest, open, and ‘real’; 4.
Clarity – the ability to explain your ideas and articulate your views;
5. Empathy – the ability to ‘connect’ with others.
You can get it (and read a descriptive summary) at Chapters book store
online at http://www.chapters.indigo.ca/item.asp?Item=978078797938&Catalog=Books&Ntt=social+intelligence&N=35&Lang=en&Section=books&zxac=1
for $21.43 (which is 33% off the list price right now). 5 star must
reading.
===============================================================================
Note
8 – Costs and prevalence of violence in
1)
The Health-Related Costs of Violence Against Women in Canada: The Tip of the
Iceberg, by Tanis Day, Ph.D., 1995, published by the Centre for Research on
Violence Against Women and Children, London, Ontario (email: urpvio@uwoadmin.uwo.ca
) . This study includes a very detailed appendix on calculating the
costs of violence, including medical and dental costs, workplace costs,
long-term effects, existing community resources, and provincial/territorial
initiatives. Its estimate of the annual health-related costs of
violence against women in
4)
Costs and Prevalence of Violence in Canada see http://www.prairieactionfoundation.ca/costsViolenceAbuse.htm
There
also are references to the cost of violence in "Health Aspects of
Violence Against Women: A Canadian Perspective", by Diane Kinnon and
Louise Hanvey, published as part of the Women's Health Forum August 8-10,
1996, in Ottawa. It refers to costs identified by the Canadian Panel on
Violence Against Women, published in 1993. This paper says the World Bank has
estimated that in industrialized countries, sexual assault and domestic
violence take away almost one in five healthy years of life of women aged 15
to 44. (United Nations, Violence Against Women, prepared for Fourth World
Conference on Women, Beijing, China, September 1995, New York, page 1).
===============================================================================
Note
9 – The above CCOPP Marketing Strategy benefited from a previous article
“How To Sell Peace” by
Providing
"the greatest marketing challenge in the world" for your
consideration.
This
challenge involves:
- the
Canadian Centres for Teaching Peace (reference http://www.peace.ca
),
- the
Canadian Peace Education Foundation for a World Fit For Children
(reference http://www.peace.ca/foundation.htm
),
- the
Canadian Culture of Peace Program (reference http://www.peace.ca/CCOPPstatement2004.htm ),
- the
- Peace
Consultants Inc. (a potential business opportunity)
The challenge: How to mass market or "sell" peace, in a big way?
Brief background:
Although (anecdotally) over 90% of the people of Canada and the world
positively embrace peace, virtually no resources (particularly money, but also
human resources and information resources) is made available to build peace.
Generally, people lack awareness of peace issues (most do not understand the
need to look at the bigger picture), think they can leave it to their
governments, and have no idea of what they need to do to contribute to
building a better, more peaceful community and world. The reason no
resources are provided for peace education and peacebuilding: the people with
power and resources (wealth) have a vested interest in maintaining the status
quo - while peacebuilding means changing the current world order. So
there are fears (eg. what will they lose, etc.).
Further, peace has gotten somewhat of a bad reputation in some important
circles. For example, 'peace activist' often has a negative connotation
because of some violence that is too often associated with activism; peace is
often associated with "pot smoking hippies of the Sixties"; George
Bush (and other national, religious, business, etc. leaders like him) is
prepared to bomb the hell out of other countries, killing innocent babies
("collateral damage") in the name of peace; many well intentioned
peace people in the past have been misdirected; etc.; etc.; etc. We must
reappropriate the word "peace".
Approximately 8 years ago, I started Canadian Centres for Teaching Peace
("CCTP") to help fill the gap in Information Resources (CCTP is
currently a virtual organization, with a network of over 1000 peace educators
in Canada and around the world). This year, we are in the process
of getting the Canadian Peace Education Foundation ("CPEF") and the
Canadian Culture of Peace Program off the ground. Fortunately, we have a
significant group of peace educators and peace builders who wish to help.
Our needs:
We need,
-
to sell peace to the masses, as soon as possible (time is of the essence -
"people are dying for this"), through the "converted"
(i.e. current peacebuilders and peace educators, and like-minded). We
will also need to have patience, as it is difficult to change minds/attitudes
and behaviours, individually and organizationally (particularly
ethically).
- a clear understanding of our "product" - peace (see Appendix 1
below)
- a clear understanding of our key target audiences, what motivates them and
how to get them to significantly support peacebuilding and peace education
(see Appendix 2 below).
- a marketing strategy (with a purpose of attracting money, human
resources/volunteers, and action to build a Culture of Peace)
- an advertising campaign
- media buy-in
- help with getting the "biggest bang for our bucks"
- other?
Proposed
Marketing Strategy:
I
believe that we want to sell
Logistics:
We can communicate by email, telephone (when necessary - for example,
interviews at the appropriate time), and in-person; our Peace Education
email listserver (110 members) and initiate a dialogue to gain a breadth of
input to your project. CCTP can help with some out-of-pocket expenses (eg.
printing of brochures, telephone costs, etc.). Finally, I suspect there
are many knowledgeable people who may be able to provide you with some
further background and input based on her experience with what I do.
Benefits:
There is no question about the significant benefits of this project:
- it certainly serves a real and most significant world problem
- peace is the most complex problem (it is termed a "problem of
convergence"), and selling peace is accordingly complex
- as a minimum, this project would generate a prototype to attract a major,
professional marketing effort
- it will attract money and people to advance peace education in
- it will get significant exposure through our web site and network of peace
educators
- it will help reduce the human cost of violence
That is the challenge. I look forward to meeting and talking
further about this.
Regards,
APPENDIX
1
FOCUS:
A CLEAR UNDERSTANDING OF OUR "PRODUCT" - PEACE
Peace
means many different things to many different people. There are many
paths to peace. There is peace at the individual level, family level,
community level, national level, regional level and world level - each is
interconnected. It is complex. People need an understanding of
peace that they can "take hold of" (versus "fuzziness"),
and we can help give fairly clear examples of what peace is not (easier),
and what peace is (a little more difficult) below.
We
have a significant consensus on the values that underlie a Culture of Peace
and Non-violence:
- Respect
the life and dignity of each human being without discrimination or
prejudice;
- Practise
active non-violence, rejecting violence in all its forms: physical,
sexual, psychological, economical and social, in particular towards the
most deprived and vulnerable such as children and adolescents;
- Share
my time and material resources in a spirit of generosity to put an end to
exclusion, injustice and political and economic oppression;
- Defend
freedom of expression and cultural diversity, giving preference always to
dialogue and listening without engaging in fanaticism, defamation and the
rejection of others;
- Promote
consumer behaviour that is responsible and development practices that
respect all forms of life and preserve the balance of nature on the
planet;
- Contribute
to the development of my community, with the full participation of women
and respect for democratic principles, in order to create together new
forms of solidarity.
The
Canadian Culture of Peace Program mission is to advance a Culture of Peace and
Non-violence at home and abroad. (ref. http://www.peace.ca/CCOPPstatement2004.htm ,
which embraces the values above).
The
Canadian Centres for Teaching Peace mission is to help
build a better world for our children, and advance peace in the world
The CCTP Vision is to significantly reduce the human cost of violence (direct
and indirect) in our communities and world. (ref. http://www.peace.ca/overview.htm and
http://www.peace.ca/introtoguestbook.htm ).
This latter definition is more measurable (eg. numbers of wars, deaths,
injuries, incidence of violence, costs)
What
peace is not (intuitively, this is easier to define):
killing
(the Bible's Ten Commandments) and hurting
stealing (the Bible's Ten Commandments)
lying
(the Bible's Ten Commandments)
coveting
(the Bible's Ten Commandments)
power
based on force/coercion/belief that violence works/training in realpolitick
(Culture of War and Violence characteristics)
enemy
images/Intolerance and prejudice against people who are different/Extreme
patriotism/Religious Intolerance (suspicion and fear) (Culture of War and
Violence characteristics)
Authoritarian
governance/Corruption/Obedience to orders from the top down (subservience and
fear) (Culture of War and Violence characteristics)
Propaganda/Secrecy/Government
control of media/Militaristic language/Censorship (Culture of War and Violence
characteristics)
arms
poliferation/militarism/preparation for war (Culture of War and Violence
characteristics)
disrespect/disregard for human rights (Culture of War and Violence
characteristics)
profiting from the exploitation of people and nature within and/or between
countries (greed) (Culture of War and Violence characteristics)
male
domination and power/Patriarchy (Culture of War and Violence characteristics)
meddling (interference)
aggression
repression
community, national, international crime and (social) anarchy
nuclear holocaust and other weapons of mass destruction
etc.
What
peace is (we need to paint a good picture of what peace looks like at the
individual, family, community, national, regional, world levels):
Secular
Golden Rule: Do nothing that harms another person, that injures, jeopardizes
or even offends.
One
has probably learned in kindergarten the fundamentals of foreign policy: Don't
cheat. Don't lie. Don't steal. Don't kill. Don't hate.
Don't seek revenge. Be responsible. Treat others with respect.
Seek friends who follow these rules. (ref. How to Achieve World Peace http://www.peace.ca/worldpeace.htm
)
ALL
I REALLY NEED TO KNOW I LEARNED IN KINDERGARTEN http://www.peace.ca/kindergarten.htm
saving
lives and protecting from harm (human security)
sharing
truth
serving
leadership
by persuasion and change by convincement/education for a culture of peace and
non-violence (Culture of Peace and Non-violence characteristics)
tolerance,
solidarity and international understanding (Culture of Peace and Non-violence
characteristics)
democratic
participation (Culture of Peace and Non-violence characteristics)
free
flow of information (Culture of Peace and Non-violence characteristics)
disarmament/defence
capability (Culture of Peace and Non-violence characteristics)
respect/human
rights and responsibilities (Culture of Peace and Non-violence
characteristics)
sustainable
development (Culture of Peace and Non-violence characteristics)
equality
of women and men (Culture of Peace and Non-violence characteristics)
helping
(intervention)
humility
empowerment
community,
national, international law and (social) order
elimination
of nuclear weapons and other weapons of mass destruction
etc.
APPENDIX
2
POTENTIAL
MARKET AND/OR CUSTOMERS/CLIENTS FOR A CANADIAN PEACE INSTITUTE
from
http://www.peace.ca/acandadianpeaceinstitute.htm
(A
CANADIAN PEACE INSTITUTE SWOT ANALYSIS)
Sample
list of the potential market and/or customers/clients for a Canadian Peace
Institute:
1.
Canadian federal government (there are several departments, such as DFAIT,
CIDA, foreign diplomats, DND, justice, corrections, health, social services),
2.
Foreign governments (e.g..
3.
Canadian provincial and municipal governments (teacher education, education
systems development, police services, victims services, safe and caring
cities, safe and caring schools; responding to real community needs as
identified by the community)
4.
research institutions,
5.
the UN (including many UN agencies, UN Universities,
6.
private research services,
7.
businesses (e.g.. international businesses vis international affairs, employee
relations, public relations, conflict resolution/ADR)
8.
non-government organizations (e.g.. CARE, Red Cross, religions, foreign NGOs;
teaching leadership, fund-raising, etc.)
9.
individuals (e.g.. target hardening courses, enlightenment seekers)
10.
other
[Note
- In
APPENDIX
3
ELEMENTS
OF A MASS MARKETING STRATEGY FOR PEACE
What
market? We are looking for people to "buy in" to peace,
peacebuilding and peace education in a mass way. Although they may be
basically similar, there will probably be a number of different marketing
strategies (eg. targeting individuals, families, communities, national,
regional, international, businesses, governments, religious organizations,
educational institutions, NGOs, etc.).
Employing
Culture of Peace and Non-violence characteristics:
leadership by persuasion and change by convincement/education for a culture of
peace and non-violence
understanding
democratic participation
free flow of information
defence capability
respect/human rights and responsibilities
sustainable development
equality of women and men
Employing
other attributes of peace (from above):
saving lives and protecting from harm (human security)
sharing
truth
serving
helping (intervention)
humility
empowerment
community, national, international law and (social) order
Employing
leadership by persuasion and change by convincement:
psychology
influence (reference the book 'Influence: Science and Practice' by Robert
Cialdini Chapter by chapter topic summary
; and 'Persuasive Technology: Using Computers to Change What We Think and Do'
by B.J. Fogg)
I
believe that we want to sell
1.
Live on Purpose
-
difference in perspective and priorities
- perspective most important difference between the 20% and the 80% (the 80%
don't starve, suffer or lose - but they also don't win; the 20% wish to be
fulfilled, to win)
- life is made up of choices
- adding value to the universe
- committed to having their lives make a difference
- take the tombstone test
- help others to get what they want (solve customer problems)
2.
Before - Visualize (Vision)
-
the ability to create (the future)
- role play (see their points of view - "the fires")
- see our advantages and the happy ending (how it will solve their problems)
- just do it
3.
During - Obstacles to Change
1.
No Trust (build relationship - have their interest in mind)
2.
No Need (show the difference between now and later - recognize problem)
3.
No Help (how my solution can solve and meet his needs - the happy ending)
4.
No Hurry (maximize benefits/minimize risks - payoff As Soon As Possible)
-
walk in their shoes
4.
After - Show you are there to help
1.
Strengthen relationship
2.
Credibility
3.
Referrals (leveraging)
5.
Self Management - how you get what you want (self interest)
-
we become what we think about
-
if you don't keep checking your goals, you will go off track
Finally, there
are a number of books out now looking at a new Canadian Peace Vision:
'At
Home in The World:
'The
Best Country: Why