Presentation at the Sydney social media forum by Dae Levine from Republic of Everyone, titled 'Policy, planning, persuasion'

7. Sustainability
Policy Strategy
Communications

8. Policy,
Planning &
Persuasion

9. }
Department of Education and
Early Childhood Development International Fund for Animal
Department of Educ
Early Childhood Dev
Department of Education and
Early Childhood Development International Fund for Animal Welfare
Department of Education and
Early Childhood Development
Department of Education and
Early Childhood Development International Fund for Animal Welfare
Department of Education and
Early Childhood Development International Fund for Animal Welfare
Department of Education and
Early Childhood Development International Fund for Animal Welfare

10. Review & Research Target Connect Report
T he Employee
Persuasion
Engagement
Investor
The The The
expectations
Policy Plan Report Innovation
Plan Cost savings
Government
engagement
Benchmark Document Measure Listen & improve

11. Policy: a document
that is adopted as a
course of action.

12. Making
public policy
personal

13. New What does the new world looks like?
Narration
Old How does that help me?
Need
New
Normal How is that fun and easy?

14. The process
Objectives Brand truth Audience Insight Strategy Messaging
• Show • Coalition of • People • Australians
support 9 groups don’t like that
for a Price understand their
on Carbon • Rational, - carbon is positivity,
Pollution friendly confusing ingenuity
and strength
• Neutralize • People of character
“No” don’t want helps them
to be told do what is
that being best when it
matters
“green”
means
giving
• They also
want to
something know what
up is in it for
them

15. Strategy
Say Yes to a better, cleaner future
Make a positive Tell people the Mobilise
statement facts supporters
Create buzz around Inform, educate, Galvanise support &
our POV debunk myths give tools they need

16. Messaging

20. Champions
A handful of Facebook ‘champions’ took on the trolls and
naysayers, responding to questions and misinformation and
alerting moderators to troublemakers

31. Interactions

32. Say Yes to a better, cleaner future
FACTS
YOU WON’T PAY, BIG YOU WILL BE NO
COMPANIES WILL. WORSE OFF.
A price on pollution is NOT a direct tax on you. It’s not like At least half of the money raised will be used to help
the GST and it won’t be added to your annual tax bill. families that are struggling with bills.
It’s actually a tax levied on Australia’s 1,000 biggest Low-income households and pensioners should actually
polluting companies - to encourage them to stop putting be better off in pure dollar terms. Middle income
carbon pollution into our skies and instead invest in households should be no worse off.
cleaner ways to do business.
IT WILL MEAN NEW
TUESDAY, MAY 31, 2011 smh.com.au The Sydney Morning Herald REDUCING POLLUTION INVESTMENT.
COULD CREATE MORE
OPINION
Big polluters will have a new incentive to clean up their
smh.com.au/letters
letters@smh.com.au Fax:9282 3492 THAN 770,000 EXTRA act, and find cleaner ways to do business. We’ll also unlock
billions of dollars of new investment in clean technologies,
GPO Box 3771, Sydney 2001
JOBS BY 2030. which will become the smart choice for investors.
Research shows that Australia could create more
than 770,000 extra jobs by 2030 by taking strong
Case of injustice action now to reduce pollution. The jobs identified are
DELAYING ACTION
As one of thousands living suc- not just “clean energy” jobs, but new jobs in traditional
Published since 1831 cessfully with mental illness, I was
heartened by the Herald’s defence
industries such as agriculture, mining, manufacturing
and the services sector.
IS RISKY AND
inister fails to
of the two magistrates facing
dismissal after responsibly and Source: ACTU & ACF, Creating Jobs - Cutting Pollution Report, 2010.
IRRESPONSIBLE.
successfully seeking help for their
If we don’t do something, climate change is likely to
l it as it is
mental conditions (‘‘Justice and
mental illness’’, May 30). Rather cause more and more extreme weather events, like
than sack the magistrates, Parlia- bushfires, floods and cyclones.
A HODGKINSON and Robyn Parker, the
ment should sack the Judicial
Commission for its cruel and 31 EUROPEAN COUNTRIES
rimary industries and environment
rs respectively, may be preparing for a
unjust recommendations.
Andrew Macintosh Queenscliff HAVE HAD A PRICE ON AUSTRALIANS CAN ACHIEVE
festival. Last week they issued a joint
nt to the media intended to present their Hitting the source CARBON SINCE 2005. GREAT THINGS WHEN WE PUT
ials and motives as purer than driven snow. And major US states such as California (which has a
OUR MINDS TO IT. IF WE
A possible solution to illegal
ughably titled it: “NSW government takes online poker and other question- bigger economy than Australia) have moved to put a
tics out of marine parks.” An Orwellian able activities may be for laws to price on carbon pollution. China will run a pilot in key
y of truth tick for that one.
media statement detailed Hodgkinson’s
be passed enabling prosecution
of credit card companies that
provinces, as part of its current five year plan, and DECIDE TO CUT POLLUTION
n to revoke further environmental
on in marine parks at Jervis Bay and
service such operations, which
they seem to do now with impun-
India already has a coal tax that works similarly to a
carbon price. Even NZ has already priced pollution! AND BUILD CLEAN ENERGY,
Islands. It followed her telling Parliament
k that the now disallowed zones were
ity (‘‘FBI, federal police target
overseas poker websites that flout WE’LL MAKE A SUCCESS OF IT!
ed “without proper community the law’’, May 30). It is, after all,
ation” by a Labor government desperate to taking a fee for processing an
illegal financial transaction.
eens’ support.
www.SayYesAustralia.org.au
Richard Brett Paddington
her big laugh. Hodgkinson’s attribution of
litical motive to a Labor government may
en as deserved as the hiding that awaited Love thy neighbour
ministration. But her claim about insufficient Jesus’s preaching was for a society
nity consultation was demonstrable in which all people, regardless of
se, and she lacked the wit to see it. race, creed or age, loved and
uttal email promptly arrived at the respected each other; were non-
nson office. The minister, it said, was judgmental, sharing and caring.
ect and seriously misguided” and the new Those who have committed their
ere “based on extensive community lives to these principles are
ideally suited to provide the ser-
ation processes that included more than
vices under the job description of
holder meetings school chaplain. It seems the
d by hundreds of CARBON TAX difficulty Col Nicholson (Letters,
Tax a bow, Blanchett, many share your concern
as well as review of
10,000 submissions
An Orwellian May 30) has in understanding
why a religious background is the
e broad community”.
mail’s author was Dr
ministry of truth prerequisite for this role is more a
lack of acceptance of the concept
e Bishop, NSW tick for that one. To all those criticising Cate ments they have lost the scientific it for what Tony Abbott calls polit- ‘‘there will be no carbon tax under gives us our best long-term
of unconditional love.
Barbara Moore Bonnet Bay
nt of the Australian
Sciences Blanchett’s support for the carbon debate as far as I’m concerned. ical pragmatism, which is always to a government I lead’’? Does she chance at green base-load supply.
tion. She was protesting on behalf of more tax: back off (‘‘Caton defends Antonia Feitz Rocky River be preferred to sound policy. simply believe that the end justi- Charles Pope Morpeth
0 scientists.
consultation that preceded the extension of
Blanchett’s right to opinion on
carbon tax’’, May 30). If people are no longer allowed to
Morris Graham Georgetown fies the means?
William Lloyd Denistone I see John Hewson is also in favour Doing the maths
First, the issue is limiting pollu- endorse government policy I, for one, do not appreciate Cate of a carbon tax. Can he tell us School students studying math-
mental protection was improper or tion; it’s not about Cate or anyone because they are too rich, then all Antoinette telling me that I should I would suggest that the govern- what part of a birthday cake will ematics might be more inclined to
ient, let the minister tell us the standards else. The issue is penalising those politicians, mining moguls, radio eat cake. ment accept industry’s generous attract the tax? take on a calculus-based course if
st be met. Rather than the minister who pollute and giving them the shock jocks and media magnates John Doran Picnic Point offer of $10 per tonne, indexed to Rob Hanna Gowrie (ACT) it was made more relevant to their
g up for “proper community consultation”, only incentive to change that they are going to be very, very quiet. increase at 10 per cent a year plus everyday lives (Letters, May 30).
ect the intemperate haste of her action understand – money. Pip Denton Guildford Michael Caton’s concern for the inflation (‘‘Industry pushes $10 Why are we being exhorted to say Many teachers forget that
trated a contempt for such a process. Hers Second, Blanchett is speaking environment and his support for start for carbon tax’’, May 30). By yes to a carbon tax when the calculus was developed by
lazy, feeble obfuscation ministers employ on behalf of many Australians, Barnaby Joyce might deride Cate the carbon tax should be placed the miracle of compounding, that government has no intention of Newton and Leibniz and others
ey do not have the bottle to articulate their myself included, who want some- Blanchett as ‘‘only an actor’’, but alongside his ardent opposition to would get it up to $20 a tonne by allowing a vote on it, or of seeking to understand natural phenom-
s and actions honestly and unambiguously. thing done about climate change. what are his qualifications for the extension of the eastern sub- 2018 and to $40 by 2023. By this a mandate by way of an election? ena, such as falling apples and
kinson is from the National Party. The The sooner we start action on speaking about the carbon tax or urbs rail line to Bondi Beach. time the other 99 per cent of the And why are we being asked to say planetary motion.
climate change and stop listening climate change? Possibly hundreds of car journeys world might also have done some- yes before we get to see the detail? Unfortunately too often calcu-
ls have a record of opposing marine parks to the polluters and climate- David Ashton Orange every day would have become thing about it and the government It all smacks of propaganda. lus is introduced with nonsensic-
e their voters do not like protection zones change deniers, the more hope we unnecessary. will have occupied the moral high Alan Sturdy Hornsby al examples such as infinitely
ibit recreational and commercial fishing will have for our future and our Part of the reason Cate Blanchett James Prior Sylvania Waters ground in the interim. hopping frogs and fleas that
ause enough of them think the measures children’s future. supports the carbon tax proposal During that time we can have To the detractors of the carbon tax never reach their destination. Or
ed on voodoo science. Geoff Denman Bondi must be that she knows it provides Since Cate Blanchett is making a the debate we have to have on the advertisements, I can see Michael worse still, teachers with simply
s fair enough. Individuals need to judge for compensation for low-income personal stand, perhaps she could nuclear option and, Fukushima- Caton saying: “Tell ’em they’re an arcane interest in numbers
ves whether the likes of the Roads Minister, If the climate alarmists have earners. Barnaby Joyce also knows tell us what she thinks of the Chernobyl notwithstanding, will dreaming.” (they’re probably very good at
Gay – a Nationals’ spear carrier against resorted to celebrity endorse- this provision but chooses to ignore infamous pre-election statement, appreciate that nuclear energy Steve Barrett Glenbrook Sudoku).
parks – is likely to know more of the science If school students were told they
ose who have engaged their working lives in subconsciously use calculus every
d. That is not the issue here. time they cross a road, or to work
Elderly in front line of
humbug of this competition is newspaper reported, all of the and WorkCover on safety in NSW out how fast a car is accelerating,
s about government telling it as it is. If
extraordinary, though hardly sur- recommendations from the (‘‘Crippling blow to a destructive they might show more interest and
rs cannot tell the truth, better they move prising. Especially since it acquired McGrathNichol report were machine’, May 30). understanding of the subject.
disability funding crisis
nd give a go to someone else in the its ‘‘independence’’ from the ABC, addressed, implemented and doc- If NSW has had five times the Bruce Stafford Tascott
n’s swollen ranks who can. the record of this orchestra in umented in an agreement with rate of prosecution and convic-
fostering Australian music is the Department of Health in Octo- tions for workplace safety viola-

33. Social Media Lessons Learned
Did well: Better next time:
Social media policy Moderators
Empowered Community
individuals development post
campaign - email and FB
Multi-textured
campaign Twitter

34. republicofeveryone.com
@daelevine