Change requires both political will and social demand in equal measure

Theory of Change

Czech society has long been resistant to significant foreign influences. One example is European regulations, which would often help us but are not our own. The same is true of progressive initiatives aimed at bringing about sustainable social change. The reasons may be historical (decisions made about us without us) or personality-based (a marked prevalence of individualism in society; see Hofstede) or sociological.

However, targeted social change can be achieved. This requires two interrelated factors: political will and social demand.

Sometimes political will influences social demand. For example, when a charismatic leader convinces society of the need for the policies he or she proposes. Recent examples include Angela Merkel’s refugee policy and Emmanuel Macron’s climate policy, which, thanks to their leaders’ influence, prevailed in Europe for a time. However, in many countries, the general public was not ready for a shift in approach to migration or climate change, and as a result, these changes are understandably proceeding more slowly.

In Central Europe, political will is often driven by social demand. Political representatives sense and see from voters’ preferences how potential voters are reacting.

We are capable of developing a communication strategy that explains and raises awareness of the need for legislative or social change, not only among decision-makers but also among the general public.

Take a look at what we've accomplished in the area of climate change:

What is included in a communication strategy?

1: Mapping the Topic

» legislative barriers

» current public opinion polls

» Affiliation with political platforms or overlaps in statements and priorities

» Definition of a targeted change

2: Analysis

» Mapping the organizational identity of an organization that promotes change

» Design of focus groups and/or original public opinion surveys

» Media monitoring going back several years

» Identifying key stakeholders

» Definitions of proponents and opponents

3: Strategy

» Theory of Change defined through the PARL workshop format

» Strengths and weaknesses, identification of opportunities and threats

» Definition of Potential Partners

» Recommendations for a change in identity or the formation of a coalition

» Defining goals and scheduling them over time

» Defining Target Audiences and Key Messages

» Definition of communication channels and activities

» Communication Plan

» budget

4: Fundraising

» Proposal for a fundraising framework (philanthropy/donors)

» Proposal for a fundraising communication campaign

» Scenarios for the outcome of the fundraising campaign (optimistic/neutral/negative)

5: Consultation During Implementation

» Supplier Recommendations

» Managing the planning and execution of the campaign

» evaluation of results