step 1: problem analysis the problem...

Step 1: Problem Analysis

The Problem Tree

© Jan Korte | YEPP Exchange on Advocacy | Cuneo 2014

6. Evaluation

1. Problem analysis

4. Strategy & Action Plan

5. Implementation & Monitoring

2. Objectives

3. Stakeholders

6 steps of an Advocacy strategy


1. Problem analysis

Identify and analyse the problem

What is the core problem? What are its effects (which you want to change ultimately)? What are its causes (which you might want to address)?

Why you are lobbying,

and what for?


1. Problem analysis The problem tree

Effects: what you ultimately want to change - indirectly & in the long run

The focal problem: what your advocacy project wants to concretely address & change

The causes: what you need to tackle directly in order to address your focal problem

effects

focal problem

causes

causes

causes

effects

effects


Example:

Office for the Freedom from Advertising and the Good Life © Jan Korte | YEPP Exchange on Advocacy

| Cuneo 2014

FOCAL PROBLEM

More and more outdoor advertising in Berlin-Kreuzberg PROBLEM

TREE


FOCAL PROBLEM

EFFECTS

More and more outdoor advertising in Berlin-Kreuzberg

Undemocratic: only powerful and rich actors get their messages to be heard

More and unnecessary consumption growth environmental damage

Sexist & racist images spreads discrimination in society

Advertising = lack of happiness, so buy a product.. No product, no happiness, no good life

PROBLEM TREE


FOCAL PROBLEM

EFFECTS

CAUSES

More and more outdoor advertising in Berlin-Kreuzberg

Undemocratic: only powerful and rich actors get their messages to be heard

More and unnecessary consumption growth environmental damage

Sexist & racist images spreads discrimination in society

Huge source of income for the city district

Lobbying success of advertising industry

Advertising = lack of happiness, so buy a product.. No product, no happiness, no good life

Advertising has become „normal“

Privatisation: advertisers pay public toilets for advertising spaces

So far: no opponent, no media reporting

PROBLEM TREE


from

PROBLEM TREE to

SOLUTION TREE


GOAL Complete BAN of outdoor advertising in Berlin-Kreuzberg SOLUTION

TREE


GOAL

LONG TERM VISION

Complete BAN of outdoor advertising in Berlin-Kreuzberg

Democratic public spaces: local residents can create their own neighbourhood art

Less unnecessary consumption less growth less environmental damage

No Sexist & racist images Less discrimination in society

A good life in peace without the permanent unhappiness or desire to buy

SOLUTION TREE


GOAL

LONG TERM VISION

OBJECTIVES

Complete BAN of outdoor advertising in Berlin-Kreuzberg

Democratic public spaces: local residents can create their own neighbourhood art

Less unnecessary consumption less growth less environmental damage

No Sexist & racist images Less discrimination in society

alternative source of income for the city district no privatisation, but public funds

Lobbying success of „the people“; advertising industry not credible any more

A good life in peace without the permanent unhappiness or desire to buy

View that advertising is „normal“ has been challenged

Critical media discourse

SOLUTION TREE


1. Problem analysis The problem tree

Effects: what you ultimately want to change - indirectly & in the long run

The focal problem: what your advocacy project wants to concretely address & change

The causes: what you need to tackle directly in order to address your focal problem

effects

focal problem

causes

causes

causes

effects

effects


6. Evaluation

1. Problem analysis

4. Strategy & Action Plan

5. Implementation & Monitoring

2. Objectives

3. Stakeholders

6 steps of an Advocacy strategy


Up to you…

…let‘s work on 8 of your local cases…


step 1: problem analysis the problem...

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