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utsfl:classroom:seminars:pbs200y [2016/07/20 04:58] – balleyneutsfl:classroom:seminars:pbs200y [2023/06/29 18:01] (current) – mmccann
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-====== PBS200Y: Towards a Theory of Change: Pro-Life Strategy FTW ====== +====== PBS200Y: Towards a Theory of Change ====== 
-===== 1. The Problem: Widespread Acceptance of Abortion ==== +FIXME post updated version of presentation? 
-From [[http://www.unmaskingchoice.ca/sites/default/files/publications/reforming_our_movement_reforming_our_culture.pdf|Reforming Our Movement, Reforming Our Culture: Part II]]: +===== Introduction: A Forest Fire ===== 
-  * Abortion Statistics: +{{:utsfl:classroom:seminars:deerfire_high_res_edit.jpg?300|}}
-    * 100,000 per year; +
-    * For every four children born in Canada, another dies from abortion +
-    * Ripple effects +
-    * = widespread acceptance and wounds +
-  * Public Opinion polls: while most Canadians support //some// restrictions on abortion, very few Canadians are opposed to //all// abortions -- most are in the mushy middle +
-  * Fence-sitters: the mushy middle, the apathetic, the silent, those who fear controversy or "prefer a negative peace which is the absence of tension to a positive peace which is the presence of justice"((Letter from a Birmingham Jail) +
-  * The Pro-Abortion Movement:  +
-    * Effective at framing the issue as a matter of choice and a woman's right +
-    * Bubble zones, vandalism, disrupting events, censorship, club status, etc. +
-    * institutional support: governments, unions, medical bodies, corporations, etc. +
-    * Funding: even Morgentaler brought in an estimate $11 million one year, or Warren Buffet donated $21 million to pro-abortion groups another year; most pro-lifers are unpaid volunteers+
  
-===== 2. An Analysis of Pro-life Responses =====+We know the problem.(([[http://www.unmaskingchoice.ca/sites/default/files/publications/reforming_our_movement_reforming_our_culture.pdf|Reforming Our Movement, Reforming Our Culture: Part II]])) Canada widely accepts abortion. While most people support //some// restrictions, very few oppose all abortions -- especially in the first trimester, when most abortions happen. 100,000 pre-born children are killed every year -- for every four children born, one is killed by abortion. And think of all the people who've been affected by abortion -- post-abortive women, post-abortive men, their friends, their children. Our culture is deeply wounded by the killing. 
 + 
 +Abortion advocates frame the issue using choice and women's rights. Pro-life clubs are shut down on campus, pro-life protesters are subject to bubble zones, pro-life displays get slashed with a pocket knife, pro-life doctors who won't kill are forced to refer to others who will, the government funds abortion across most of the country -- there are more people working full-time to kill babies than to save babies. 
 + 
 +We're facing a forest fire. How should we respond? 
 + 
 +===== A Goal ===== 
 +When facing a forest fire, what's the goal? To put out the fire, and keep everyone you can safe in the meantime. Not to build a memorial while the fire is still raging. Not to raise awareness about the need to fight forest fires. Not to raise awareness about the harmful effects of smoke inhalation. Not to hold a fire-fighting volleyball tournament. Or to make the presence of the firefighters known, so people know there are some of us that fight fires. 
 + 
 +The goal should be to put the fire out. And to save anyone who's in danger in the meantime. 
 + 
 +  * http://www.probikersforlife.us/about_us.html 
 +  * Volleyball tournaments 
 +  * a pro-life club doesn't exist so that you can eat pizza with people who already think the same way you do 
 + 
 +We need to be goal-oriented. 
 + 
 +===== Theory of Action vs Theory of Change ===== 
 +==== Theory of Action ==== 
 +// Video that explains theory of change and uses the analogy of building a wardrobe without a manual: https://www.youtube.com/watch?v=BJDN0cpxJv4 // 
 + 
 + 
 +Our pro-life efforts too often have a theory of action. We look around us and think, what //actions// can we do to accomplish our goals? What can we do that could abolish abortion? Let’s recriminalize abortion, just change the law back. Write your MP, write a blog post, go on social media, march, hold a sign, hand out some pamphlets, hold a conference, host a speaker, put some posters or ads up. These are all actions we can do as we look around us. Some of these actions might reach people and change their minds, or even save lives. None of these scattered actions will fundamentally change anything. 
 + 
 +=== Problems === 
 + 
 +:?: **Question:** What's wrong with this approach? Doesn't it make sense to do what you can? What do you think? 
 + 
 +A theory of action works forwards, to pick from immediate actions available to see if you can move forward to the goal, but without tracing a clear path to the goal: 
 +{{youtube>3zc4bGkU05o}} 
 + 
 +FIXME //why// is a theory of action insufficient? 
 +  * no clear path to goal 
 +  * no solid way of evaluating where our actions fit into the vision 
 + 
 +> By having a clear plan, pro-life organizations are vision-driven instead of crisis-driven. By having a clear plan, prolifers can frame the debate and map out a winning strategy to make abortion unthinkable. By having a clear plan, pro-life organizations are able to properly evaluate how certain activities fit into that bigger picture((CCBR Handbook p. 17)) 
 + 
 +FIXME transition  
 + 
 +Well, that’s because we’re outnumbered, you might say. Or that’s because it won’t happen overnight, it’ll take a long time, but we just have to keep at it! 
 + 
 +No amount of spitting into the ocean will cause a sea-change.  
 + 
 +FIXME cargo cult copying 
 + 
 +==== Theory of Change ==== 
 +We don't need a better theory of action; a theory of action isn't good enough. We need a theory of change. 
 + 
 +A theory of action works //forwards// to pick actions that might accomplish your goal (e.g. I'm hungry, maybe I should get some food. The fridge is pretty empty. Well, I could order a pizza. That'll work.). 
 + 
 +A theory of change works //backwards// from the goal, identifying the preconditions to get there -- what thing //needs// to happen before the goal can be realized? What //needs// to happen before that thing can happen? And backwards, in concrete steps, until you get to specific actions you can take on a path back to the goal. 
 + 
 + 
 +FIXME theory of action says "what can I do?" whereas theory of change says "what do I need to do?" 
 +Some rough skeletal (simplifying, skipping many steps) examples: 
 +  * Goal: An abortion-free Canada 
 +    * **CCBR:** make abortion unthinkable, so people won't choose it 
 +      * make people more horrified by abortion than by its alternatives 
 +        * make the injustice of abortion visible 
 +          * show people photos of abortion victims 
 +            * __action:__ use "Choice" chain to bring photos to the streets and campuses 
 +            * __action:__ deliver postcards to student houses 
 +            * __action:__ use abortion victim photography in presentations 
 +          * convince people through dialogue that abortion is an injustice 
 +            * discover the most effective dialogue strategies and arguments 
 +              * make a case that abortion is a human rights violation 
 +                * __action:__ run seminars and workshops to equip volunteers with pro-life apologetics 
 +                * __action:__ have practice dialogue 
 +                * __action:__ debrief after conversations to help each other improve and share new ideas 
 +    * make abortion illegal, so people can't choose it 
 +      * pro-life legislation needs to be passed 
 +        * pro-life legisation needs to be proposed 
 +          * **We Need A Law**: we need to lobby for pro-life public policy that's supported by the public 
 +            * propose ideas to legislators 
 +              * identify what pro-life laws would have public support 
 +                * __action:__ polling 
 +                * __action:__ SimpleMail to let politicians know 
 +              * find legislators who might be willing 
 +                * __action:__ talking to legislators 
 +          * **Right Now**: pro-life politicians need to be elected FIXME https://www.itstartsrightnow.ca/more_pro_life_mpps_than_liberals_yes_please 
 +            * nominate pro-life politicians 
 +              * join local riding association boards 
 +              * identify pro-lifers in each riding 
 +                * __action:__ door-knocking 
 +    * make abortion unnecessary, so people won't need it 
 +      * provide material support to those facing difficult pregnancies 
 +        * FIXME CPC 
 +      * alleviate the economic pressures that lead people to choose abortion 
 +        * fund more social programs? 
 +          * convince parties to put these social programs in their platforms 
 +            * convince candidates/MPs to advocate for these policies 
 +            * pass policies at party conventions 
 +              * get more pro-lifers registered and active with parties 
 + 
 +If you're fighting a forest fire, you need a plan. You need a vision of how you'd going to bring it under control and put it you. Trying to end abortion with a scattered pro-life theory of action is like trying to put out a forest fire with a watergun. We need a real plan with a path to success, a plan that might actually work. 
 + 
 +FIXME ETK plan summary 
 +FIXME post-CLC pro-life politics summary 
 + 
 +FIXME http://www.macleans.ca/society/why-social-activists-should-think-like-venture-capitalists/  
 +  * importance of balance between a clear, structured vision/mission and the flexibility needed to handle ongoing change 
 +  * or 300-level strategy seminar? ("this is not a charitable cause") 
 + 
 + 
 +===== An Analysis of Pro-life Responses =====
 Three approaches: Three approaches:
-  - Service/Pastoral: providing aid to women and families in crisis; +  - __Pastoral (Service):__ providing aid to women and families in crisis; 
-  - Political: changing the law; +  - __Political:__ changing the law; 
-  - Education/Prophetic: educating the public.+  - __Prophetic (Education):__ educating the public.
  
 All three approaches are necessary, but the success of the first two depends on the success of the third. If public opinion doesn't change, people won't take advantage of crisis pregnancy services and the law won't change.((Part III http://www.unmaskingchoice.ca/sites/default/files/publications/reforming_our_movement_reforming_our_culture.pdf )) All three approaches are necessary, but the success of the first two depends on the success of the third. If public opinion doesn't change, people won't take advantage of crisis pregnancy services and the law won't change.((Part III http://www.unmaskingchoice.ca/sites/default/files/publications/reforming_our_movement_reforming_our_culture.pdf ))
  
-> Imagine there is a building on fire with people trapped inside. The most obvious need is for firefighters to put out the fire and rescue those in harm's way. But when their job ends, many other jobs are just beginning: paramedics need to provide on scene care; physicians need to diagnose and treat the wounded; nurses need to implement the required care; law enforcement officers need to investigate the origins of the fire and respond to any foul play; parents and educators need to teach children the dangers of playing with fire. All approaches are necessary and no one would criticize firefighters, for example, for not being physicians.+> Imagine there is a [forest fire raging through a town]. The most obvious need is for firefighters to put out the fire and rescue those in harm's way. But when their job ends, many other jobs are just beginning: paramedics need to provide on scene care; physicians need to diagnose and treat the wounded; nurses need to implement the required care; law enforcement officers need to investigate the origins of the fire and respond to any foul play; parents and educators need to teach children the dangers of playing with fire. All approaches are necessary and no one would criticize firefighters, for example, for not being physicians.
  
-Is any one of these approaches more central than the others? When there's a building on fire, on which approach do all others depend?+:?: **Question:** Is any one of these approaches more central than the others? When there's a building on fire, on which approach do all others depend?
  
 > The success of one approach very much depends on the success of another: if firefighters do not rescue people, the medical care at a hospital’s burn unit will go unused -- no matter how impressive it is. > The success of one approach very much depends on the success of another: if firefighters do not rescue people, the medical care at a hospital’s burn unit will go unused -- no matter how impressive it is.
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   * Critical, life-saving work here, but there's an important question: //how many clients seriously consider abortion?//   * Critical, life-saving work here, but there's an important question: //how many clients seriously consider abortion?//
   * In 2002, Focus on the Family’s newsletter HeartLink reported that "less than 10 percent of the clients darkening the doors of pregnancy care centers [across the United States] were abortion-minded."((p. 10 http://www.unmaskingchoice.ca/sites/default/files/publications/reforming_our_movement_reforming_our_culture.pdf))   * In 2002, Focus on the Family’s newsletter HeartLink reported that "less than 10 percent of the clients darkening the doors of pregnancy care centers [across the United States] were abortion-minded."((p. 10 http://www.unmaskingchoice.ca/sites/default/files/publications/reforming_our_movement_reforming_our_culture.pdf))
-  * "Most abortion-minded women do not choose the help of PCCs because the PCCs will help women +  * "Most abortion-minded women do not choose the help of PCCs because the PCCs will help women //through// the pregnancies but abortion clinics will help them //out// of the pregnancies. PCCs are willing to provide whatever a woman //needs// (e.g., housing, baby supplies, moral support). The abortion clinic offers her what she  //wants//. [...] The pro-life movement is offering an alternative that //in many women's minds// does not even compete with what the abortion clinic offers by way of short-term solutions. " ((p. 10-11 http://www.unmaskingchoice.ca/sites/default/files/publications/reforming_our_movement_reforming_our_culture.pdf))
-//through// the pregnancies but abortion clinics will help them //out// of the pregnancies. PCCs are willing to +
-provide whatever a woman //needs// (e.g., housing, baby supplies, moral support). The abortion clinic +
-offers her what she //wants//. [...] The pro-life movement is offering an alternative that //in many women's minds// does not even compete with what the abortion clinic offers by way of short-term solutions. " ((p. 10-11 http://www.unmaskingchoice.ca/sites/default/files/publications/reforming_our_movement_reforming_our_culture.pdf))+
   * "Offering help, while //necessary//, is not //sufficient// in ending abortion. [...] pastoral approach needs the prophetic approach to change peoples' minds on abortion"((p. 11))   * "Offering help, while //necessary//, is not //sufficient// in ending abortion. [...] pastoral approach needs the prophetic approach to change peoples' minds on abortion"((p. 11))
   * Gregg Cunningham: "“The simple fact of the matter is that women who are not more horrified by abortion than they are terrified of the burdens of the pregnancy will kill their babies almost every time."   * Gregg Cunningham: "“The simple fact of the matter is that women who are not more horrified by abortion than they are terrified of the burdens of the pregnancy will kill their babies almost every time."
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   * More effective political action is needed   * More effective political action is needed
     * incrementalism     * incrementalism
-    * reversing direction: illegal > regulated > unregulated > regulated > illegal (WNAL Direction Matters)+    * [[https://www.weneedalaw.ca/attachments/article/405/Postition%20Paper%20on%20Gestational%20Laws.pdf|reversing direction]]: 
 +      * illegal > regulated > decriminalized 
 +      * decriminalized > regulated > illegal((WNAL Direction Matters))
     * broad political coalitions, less idea bundling     * broad political coalitions, less idea bundling
-    * e.g. compare Right Now and WNAL to CLC and AFLO +    * new political efforts, e.g. Right Now and WNAL
-  * Could do a whole critical analysis of the political problems, e.g. epic 1 million signatures with no names saved for database, but that'd be another seminar +
-    * Instead, take a look at what WNAL or Right Now are doing, and what they're doing differently than Campaign Life+
  
 ==== The Prophetic Approach ==== ==== The Prophetic Approach ====
-> Within the specific task of firefighting, there are different ways to put out a fire. Some methods (firehoses) are more effective than others (ice cream buckets). In the same way, while it is important to respond to abortion from a number of ways (pastoral, political, prophetic), within each approach, there are more effective and less effective activities. Prophetic activists, just like firefighters, must choose ethical methods that will save the most lives.+> Within the specific task of [fighting a forest fire], there are different ways to put out a fire. Some methods ([waterbombers]) are more effective than others ([waterguns]). In the same way, while it is important to respond to abortion from a number of ways (pastoral, political, prophetic), within each approach, there are more effective and less effective activities. Prophetic activists, just like firefighters, must choose ethical methods that will save the most lives.
  
 The goal is not to just "do something, do anything." The goal is to end abortion, and time, effort and money spent on less effective activities takes away from more effective activities. The goal is not to just "do something, do anything." The goal is to end abortion, and time, effort and money spent on less effective activities takes away from more effective activities.
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         * "By their presence and attitude of peace and respect, they conveyed to the public that they were human like everyone else. Often they were victimized during their marches and images of this further injustice, communicated via the media, turned the public against the injustice."         * "By their presence and attitude of peace and respect, they conveyed to the public that they were human like everyone else. Often they were victimized during their marches and images of this further injustice, communicated via the media, turned the public against the injustice."
         * We need to go out of our way to convey //who// they're standing for and //what// they're standing against         * We need to go out of our way to convey //who// they're standing for and //what// they're standing against
-      * photos of born babies: not the victims, not being denied their humanity, the average person isn't disputing their cuteness -- showed a cute newborn doesn't change anyone's mind on the humanity of an embryo 
       * We should:       * We should:
         * train participants to defend the pro-life view         * train participants to defend the pro-life view
         * equip participants with compelling resources (e.g., evidence-based, visual signs) and then take the message to the public         * equip participants with compelling resources (e.g., evidence-based, visual signs) and then take the message to the public
 +          * photos of born babies: not the victims, not being denied their humanity, the average person isn't disputing their cuteness -- showed a cute newborn doesn't change anyone's mind on the humanity of an embryo
     * Media     * Media
       * An ad: The ad shows a split screen where two seeds are planted. On one side the seed is dug up, and thus destroyed; on the other side the seed grows into a flower, with pictures of babies and children and the simple words, "Choose life" at the end.       * An ad: The ad shows a split screen where two seeds are planted. On one side the seed is dug up, and thus destroyed; on the other side the seed grows into a flower, with pictures of babies and children and the simple words, "Choose life" at the end.
-        * Pro-life leader said: this "show the truth about abortion"+        * Pro-life leader said: this "shows the truth about abortion"
         * Removing a seed from soil doesn’t even come close to conveying abortion’s destructiveness. [...] If we were trying to convey to an indifferent public that butchering Tutsis in Rwanda was wrong, would we show pictures of smiling Tutsis on one side of a screen while on the other a seed was removed from soil? Or what if we lived during the time of the Holocaust? If we wanted to show the truth about the Holocaust would we show people a seed removed from soil or a Jew killed by Nazis?          * Removing a seed from soil doesn’t even come close to conveying abortion’s destructiveness. [...] If we were trying to convey to an indifferent public that butchering Tutsis in Rwanda was wrong, would we show pictures of smiling Tutsis on one side of a screen while on the other a seed was removed from soil? Or what if we lived during the time of the Holocaust? If we wanted to show the truth about the Holocaust would we show people a seed removed from soil or a Jew killed by Nazis? 
   - __Idea Bundling:__ If we are blending a number of moral issues in our campaign, is that helping or hindering our ability to win converts?   - __Idea Bundling:__ If we are blending a number of moral issues in our campaign, is that helping or hindering our ability to win converts?
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       * You had one problem... now you have like eight       * You had one problem... now you have like eight
     * e.g. Campaign Life Coalition "Other Issues" drop down     * e.g. Campaign Life Coalition "Other Issues" drop down
-    * e.g. PLAGAL and the US March for Life+    * e.g. PLAGAL and the US March for Life((http://utsfl.ncln.ca/2009/07/02/against-idea-bundling-in-the-pro-life-movement-plagal-on-prolife-unity-radio/))
   - __Frequency:__ Does the frequency of our work reinforce the gravity of our message or contradict it?    - __Frequency:__ Does the frequency of our work reinforce the gravity of our message or contradict it? 
-    * A lot of pro-life activities are annual. If we were in Nazi Germany, would an annual protest against the Holocaust be an effective way of offering opposition? Or would our actions support or undermine our claims to observers, would they really believe that we believe what we say we believe based on our actions?+    * A lot of pro-life activities are annual. If we were in Nazi Germany, would an annual hour of protest against the Holocaust be an effective way of offering opposition? Or would our actions support or undermine our claims to observers, would they really believe that we believe what we say we believe based on our actions?
   - __Proactive Responses:__ Are our activities proactive or reactive?   - __Proactive Responses:__ Are our activities proactive or reactive?
     * If abortion advocates hold a rally or conference, pro-lifers will protest it. If abortion advocates advance pro-abortion legislation, prolifers write letters of opposition. If the Governor General awards abortionist Henry Morgentaler with the Order of Canada, pro-lifers will mobilize, objecting to the award through letter-writing, phone calls, petitions, and protests.     * If abortion advocates hold a rally or conference, pro-lifers will protest it. If abortion advocates advance pro-abortion legislation, prolifers write letters of opposition. If the Governor General awards abortionist Henry Morgentaler with the Order of Canada, pro-lifers will mobilize, objecting to the award through letter-writing, phone calls, petitions, and protests.
       * e.g. frequent AFLO or EPC emails       * e.g. frequent AFLO or EPC emails
-    * Who's setting the agenda? Pro-lifers need a //clear plan//, not just a series of reactions to current events or move from abortion advocates+    * Who's setting the agenda? Pro-lifers need a //clear plan//, not just a series of reactions to current events or move from abortion advocates. Chasing online polls isn't going to change the culture.
     * We need to be //vision-driven//, not //crisis-driven//, to set the terms of the debate, to be able to properly evaluate whether individual activities fit into the bigger picture or not     * We need to be //vision-driven//, not //crisis-driven//, to set the terms of the debate, to be able to properly evaluate whether individual activities fit into the bigger picture or not
     * Plus, we need to be focused on those who are persuadable -- often times reactive moves are targeted about abortion advocates, who are far less likely to be persuaded anyways, versus pro-actively targeted the mushy middle or mobilizing latent pro-lifers     * Plus, we need to be focused on those who are persuadable -- often times reactive moves are targeted about abortion advocates, who are far less likely to be persuaded anyways, versus pro-actively targeted the mushy middle or mobilizing latent pro-lifers
-    * FIXME Students for Choice Dec 2015 example of reactive versus proactive action+    * FIXME Students for Choice Dec 2015 or Sept 2016 RSU examples of reactive versus proactive action 
 +    * FIXME Briarpatch article(( "...with anti-choicers setting the terms of debate, how can pro-choice activists respond in a way that best advances women’s struggles for reproductive autonomy?... Pro-choice groups and networks have formed or expanded at a number of universities in response to the activities of anti-choice groups, particularly where more extreme organizations like the CCBR have been active. The danger, however, is that pro-choice activists have sometimes been drawn into, and consumed by, reactionary struggles, focused more on blocking anti-choice groups than on building an analysis rooted in women’s bodily autonomy. While supporting women who have had abortions and protecting women from harassment are the primary goals of the pro-choice response to anti-choice groups on campus, the defensive stance taken by pro-choice students has limited them in taking a more proactive approach to building support for the issues at hand. Anti-choice groups are using the free speech argument to win the public relations battle, leaving some to wonder if groups like the CCBR are deliberately luring pro-choice activists into an unwinnable war." https://briarpatchmagazine.com/articles/view/freedom-of-hate-speech))
   - __Cost-Effectiveness:__ Is our work cost-effective?   - __Cost-Effectiveness:__ Is our work cost-effective?
     * e.g. RTL newsletters, often contain reprinted news items, multi-page printouts that get mailed out     * e.g. RTL newsletters, often contain reprinted news items, multi-page printouts that get mailed out
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     * spending huge amounts of money is still important, e.g. delivering 1 million postcards     * spending huge amounts of money is still important, e.g. delivering 1 million postcards
  
-===== 3. Towards a Theory of Change ===== +===== Discussion ===== 
-Too much pro-life activity is based on a theory of action; we just do whatever we can think of doing, without much though to how it will accomplish our goals, whether or not it will be effective, or even what our goals are.+Compare and critique strengths and weaknesses: 
 +  * Pro-Life ads 
 +    * {{:utsfl:classroom:seminars:prolife_ads.pdf|}} 
 +    * {{:utsfl:classroom:seminars:lrtl-061616_1_.pdf|}} 
 +  * Pro-Life Postcards 
 +    * Guelph Right to Life: http://www.guelphforlife.com/blog/?p=304 
 +      * Ultrasound but no AVP; mostly irrelevant born children 
 +      * Weak argument 
 +      * Addressed to Prime Minister... (to change the law all at once?) 
 +    * CCBR 
 +      * AVP, before/after cognitive dissonance 
 +      * human rights 
 +      * delivered to homes across the country (to change public opinion) 
 +  * Outreach Activities 
 +    * Life Chain / "Choice" Chain / Show the Truth / QA Project 
 +    * 40 Days for Life 
 +    * Postcarding 
 +FIXME "**If (insert activity) saves even 1 life, isn't it worth it?**" 
 +  * We're all in agreement that the saving of a child's life is a great good, since every child is immeasurably valuable. But does that answer the Q of whether the activity itself is one we should continue to do? 
 +  * Blaise (re: HUSH but applies to other activities): "We're up against the forest fire of abortion. Sure, a [seminar on the negative health effects of smoke inhalation given by someone who still thinks arson is okay] might save a few lives, though I doubt it. But is that really a **responsible way to be spending money, time or energy** while the fire is still raging? Maybe we could save lives by evacuating the neighbourhood by giving people bicycles. **Wouldn't it be irresponsible to do that if we could bring in buses or helicopters instead**?
  
-Pro-life political campaign to spend $10,000 printing posters and postcards that RTL groups and campus clubs would distribute in public places encouraging people to contact their MPs about a motion before parliament on abortion. +  * That any given action has the potential to save a life doesn't answer the question of whether or not it's worthwhile to do. Life Chain might save lives. Creating a pro-life anthem and choreographing and filming a music video for it might save a life. That doesn't automatically mean it's a responsible use of money, time or energy."
-  * Who's the target audience? The general public, who need to be converted? Or the already-converted, who need to be activated and motivated to contact their MP? //Nobody// in the mushy middle is going to see a poster and suddenly feel compelled to talk to their MP about a contentious issue like abortion. +
-    * What's the messaging, and who is it designed to appeal to? +
-  * What's the distribution plan? How do we know how much money to spend and material to print? +
-    * Do any of these groups have experience with these projects? +
-    * Do we have any operations guidance, or are we just giving them materials and hoping they can effective manage volunteers, look up information on by-laws, train volunteers for dialogue, handle media requests, etc.? +
-  * Nevermind the website and blacklisting and awkwardness and unprofessional approach... +
- +
-==== Theory of Change ==== +
-We don't need a better theory of action; we need a theory of //change//.((http://www.aaronsw.com/weblog/theoryofchange)) +
-  * Theory of action: you work forwards by looking around at the things you know how to do and picking one that might accomplish your goal +
-    * let's march +
-    * let's hold signs, write clever slogans +
-    * let's write newsletters, hold dinners, have conferences, run ads +
-    * let's print thousands of posters and send them out organizations to put up somewhere +
-    * let's poll people to see what they think about a smattering of vague questions related to life issues +
-    * even worse is cargo cult copying... +
-  * Theory of change: work //backwards// from the goal, in concrete steps, to figure out what you can do to achieve it +
-    * goal: to abolish abortion (long-term), to save as many lives as possible (short-term) +
-      * make abortion unthinkable, so people won't choose it +
-        * make people more horrified by abortion than by its alternatives +
-          * make the injustice of abortion visible +
-            * show people photos of abortion victims +
-              * use "Choice" chain to bring photos to the streets and campuses +
-              * use the truck to bring photos to drivers +
-              * use victim imagery in presentations +
-          * have conversations about the morality of abortion with people to convince them its a human rights violation +
-            * develop effective rhetorical strategies +
-              * ... +
-          * make the humanity of pre-born children visible +
-        * implement ultrasound laws and waiting periods to stress humanity of victims +
-      * make abortion illegal, so people can't choose it +
-        * are there any legislative initiatives that would have political support already? +
-        * public public can't change until public opinion changes +
-          * to change public opinion, we need to reach the public with a message that will influence their view +
-      * make abortion inaccessible, so people can't choose it +
-        * shut down abortion clinics +
-      * make abortion unnecessary, so people won't need it +
-        * alleviate the economic pressures that lead people to choose abortion +
-          * fund more social programs? +
-            * convince parties to put these social programs in their platforms +
-              * convince candidates/MPs to advocate for these policies +
-              * pass policies at party conventions +
-                * get more pro-lifers registered and active with parties +
-        * prevent more unwanted pregnancies +
-          * better sex education? +
-        * improve medical technology so pregnancy is easier, or so there are non-life-ending ways to end pregnancy +
-          * too science fiction, no short-term leads here, but maybe long-term scientific research opportunities+
  
-==== A Better Approach ==== +FIXME "What makes a protest effective?" https://comment.org/protest-and-persuasion-productive-or-pointless/
-FIXME is this a good example? Confusing with election outcomes? Hard to go through in detail? +
-FIXME UTSFL CC example? As local implementation of ETK plan? +
- +
-The #No2Trudeau campaign.((Here's a good mid-election take: http://www.poletical.com/pro-life-liberals.php )) Set the political question aside for a second, and think about it in terms of strategy. This campaign wasn't just saying "vote pro-life." Campaign Life Coalition and the Canadian Centre for Bio-ethical Reform teamed up to accomplish two very specific strategic objectives: +
-  - "we wanted to expose Justin Trudeau’s position on freedom of conscience because we genuinely believe that a lot of traditional Liberal voters are pro-life and they need to be alerted to the fact that the Liberals are not only not pro-life, but that they now disallow pro-life members from their caucus. Which is something most people are unaware of outside of the Ottawa bubble. Our target audience are the enormous numbers of Canadians who haven’t been exposed to abortion, who have no idea what’s going on and furthermore were not aware of the fact that if they vote Liberal they are de facto voting for the status quo." -JVM +
-  - "The second goal was to show Canadian citizens the reality of abortion and what abortion does to the victims and we accomplished that to the tune of one million Canadians. So the goal was political and educational." -JVM +
- +
-Then, think about the media coverage they earned. It didn't really matter what the angle was of the story. Their goal wasn't to get //journalists// to change their minds on abortion, and even "negative coverage" and controversy furthered their strategic objectives of getting out the political and educational message to a broader audience that otherwise wouldn't have heard about it. +
- +
-> One million households received these anti-abortion flyers with this information on the back. Lot’s of earned media was produced, but most of the stories from the blitz resulted in “outrage at the images” angles like this one on Global television. Volunteers worked incredibly hard to reach their goal of delivering these brochures before the writ was dropped and third-party advertising laws dropped into place. They garnered even more earned media with Canada Post refusing to deliver the last of the bunch as the election started. Amongst all the media noise, the main purpose of the campaign was forgotten by reporters: criticising the Liberal position and informing the electorate about abortion. +
- +
-Also, at a //tactical// level, the postcards weren't a shot a in the dark. They were a deliberate tactic that had already been used, tested, measured: +
-> "We have internal polling that shows that people in the ridings that receive the postcards are tremendously impacted on the issue of abortion. We tested this project multiple times before we took it to this big of a scale. We delivered just shy of 500,000 postcards between 2012-2014. Pre and post campaign polling showed that 42.3% of people who received the postcards found their view of abortion had been negatively affected. Because of the success we saw on a small scale we were able to take it to the biggest scale that we were capable of with the resources we had at our disposal." -JVM +
- +
-This project was developed strategically using a theory of change, not a theory of action. +
- +
-How can every pro-life project be given the same strategic consideration? +
- +
-====== PBS201H: The Problem and an Analysis of Pro-Life Response ====== +
- +
-FIXME main points from CCBR strategy document +
- +
-Compare and critique strengths and weaknesses: +
-  * {{:utsfl:classroom:seminars:prolife_ads.pdf|}} +
-  * {{:utsfl:classroom:seminars:lrtl-061616_1_.pdf|}}+