How VR AR can be used in Policy Advocacy engagement 政策行銷如何運用VR AR技術進行政策行銷

Confidential business information by CJS Interactive., All Rights Reserved.
The Rise of VR AR-
Policy Advocacy
How to use the newest technology
to advocates the Public Policy
by CJS Interactive
Faust / 2016/10

• Policy Advocacy engagement
Presents the case for why brands should engage now especially for the policy advocacy
field, including brand impact ,survey results and evidence of media interest, and shows the
amazing impact a good VR experience can have on consumers and brand
perception.

4
Policy Advocacy

Your city and county councils are committed to providing timely, efficient and meaningful
services to you: where you work, live and visit. Have a look at this video to remind yourself of all
those services. See also how local authorities are transforming and implementing efficiencies.

What is advocacy?
Process to:
• Influence policy and decision makers, fight for social change, transform public perceptions and attitudes, modify
behaviors, or mobilize resources. (GAVI)
• Use information strategically to change policies that affect the lives of disadvantaged people. (BOND)
• Change attitudes, actions, policies and laws by influencing people and organizations with power. (India HIV/AIDS
Alliance, 2002)
• Speak up, draw attention to an issue, win the support of key constituencies in order to influence policies and
spending, and bring about change. (WHO TB Programme)
• Advocacy is about influencing or changing relationships of power.

Golden rules
• Get to know the key players
• Get to know the policy-makers
• Get to know the key committees and how they work
• Learn the art of good timing
• Create a political issue
• Prepare properly
• Use the media strategically
• Develop your expertise
• Anticipate what the opposition will do
• Create strategic alliances

Whose voices are heard?
• Representation: speaking on behalf of the voiceless (for)
• Mobilisation: encouraging others to speak with you (with)
• Empowerment: supporting the voiceless to speak for
themselves (by)

Advising, advocacy, lobbying and activism
Evidence/
Science based
Interest/
values based
Cooperation/
Inside track
Confrontation/
Outside track
Policy briefings Mobilizing support
Company lobbying Direct action
Advising Advocacy
Lobbying Activism
Based on ODI’s RAPID methodology

Advocacy strategies
Desired
change
Who?
Identify & define relationships;
influencers;
decision makers
How?
Identify opportunities;
Prepare communication tools &
engagement strategies
What?
Identify knowledge gaps:
What research exists?
What needs to be tested?
What new knowledge is
needed?

Planning an advocacy strategy
 First, consider what evidence you are working with and the message it communicates.
What is the story that you are trying to tell or communicate? If successful, what are the
implications for policy change? This is the policy objective and message.
 Second consider the audience you are targeting. Who, in government and among
opinion leaders, do you need to tell the message to and whose decisions do you need to
influence. Where are the supporters, entry points and policy hooks and opportunities you
can hang your proposals on in a timely and focused manner? Where are your
detractors?
 Third, consider how to promote the message to the audience. How can the information
best be delivered? How should the message be packaged? Who should deliver it and in
what context? What alliances can you develop, mobilize or organize? When is the best
time to promote it?

Identify influencers
• Who makes decisions?
• How are decisions made?
• What is the time-frame?
• What are key moments?
 Preparation is critical
 Understanding the rules of the game enables you to
become a player

Get to know decision makers
• Who are they?
• Are they accessible?
• Do they know you and your purpose?
• Do they hear from you regularly?
• What can you do for them?
 Information
 Access to your group
 Press coverage for positive action

Who’s involved and what needs to happen with them?
Figure 2: Stakeholder analysis grid
Keep Satisfied
Engage Closely and
Influence Activity
Monitor
(Minimum effort) Keep Informed
High
Power
Low
Low
Interest
High

Identify allies and helpful experts
• Look at different levels of influence
• Look at those who partially share your views
• Look at different roles
 the expert witness
 the popular hero
 the powerful voice

Identify and understand your opponents
• Who are they?
• What are their reasons?
• What are their interests?
• What strategy are they likely to adopt?
• Can you dialogue with them?
• Do you have good counter-arguments?

Build a strong case
• Anticipate counter arguments
• Select useful facts and examples
• Formulate goals carefully
• Deal positively with criticism

Context, evidence, links framework
Politics &
Policymaking
Research,
Learning &
Thinking
Media,
Lobbying
Networking
External Influences
Socio-economic &
cultural influences,
donor policies
Political Context
Links
Evidence

Policy brief – an effective tool
• What are policy briefs
• Types of basic policy briefs
– An advocacy brief argues in favour of a particular
– An objective brief – balanced information for policy markers
• What should a policy brief do:
– Enough background
– Convince the problem must address urgently
– Information about alternatives (objective brief) and evidence to support
one alternative (advocacy brief)
– Stimulate reader to make a decision

Policy brief – an effective tool
• Structuring a policy brief
– Title
– Summary
– Recommendations
– Introduction
– The body (the main text)
– Policy implications
– Conclusions
• Policy implications
– Suggested revisions in policy. What are the various options?
– Effects of the revised policy or policies. How will the policy changes improve the situation?
Give evidence or examples if possible.
– Advantages and disadvantages of each policy option. What are the potential benefits? What
will it cost? What side-effects might there be?
– If you have not given the recommendations at the beginning of the policy brief, you can put
them here.

Promotion mix for advocacy
1. Public education, awareness raising and mobilization
2. Litigation as a form of rights-based advocacy
3. Persuasion, lobbying often involving high-level networking for
policy influence
4. Action-research and model programmes, often with a strong
evaluation function to learn lessons, demonstrate how policy
change can work
5. Public relations and communication (sometimes including
advertising and marketing) and publications
6. Working with media
7. CSOs and stakeholders engagement, consultation, participation
and consensus in decision-making and policy delivery

Key differences between scientific and advocacy
communication
Science
• Detailed explanations useful
• Extensive qualifications needed for scholarly clarity
• Technical language adds clarity & precision
• Several points made in a single paper
• Be objective & unbiased
• Builds case gradually towards conclusions
• Supporting evidence vital
• Hastily prepared research can be discredited
• Having celebrity support is irrelevant
• Many people believe science is objective
Advocacy
• Simplification preferable
• Extensive qualifications blur messages
• Technical jargon confuses people
• Limited number of messages is essential
• Present a passionate, compelling argument based
on fact
• State conclusions first; then support
• Too many facts and figures overwhelm the
audience
• Quick, accurate preparation & action are needed
to take advantage of opportunities
• Many believe political truth is subjective

Multi-stakeholder processes
• Equity – equal right to all to be at the table
• Transparency – openness and honesty in working relationships (a
systematic sharing of information)
• Mutual benefit – everyone contributes, everyone benefits (looking for
win-win situations)
• Dialogue, not debate – listening, learning, sharing approaches,
experience and ideas
• Agreed action – not on everything, but on what is possible

Observe the five commandments
• 1. Always tell the truth
• 2. Never promise more than you can deliver
• 3. Listen, so that you can understand what is going on
• 4. Co-opt, don't bypass staff and advisers
• 5. Do not spring surprises when creating alliances

we can transport our clients to real or imagined places
instantly. Take them on a virtual walk around an
apartment or hotel suite that may not even be built yet,
do a tour round your factory or office place.
With VR

With high media and public interest in VR early adopters can
benefit from favorable media exposure.
Four Elements in VR
Immersive
Impactful
Novel
Memorable
Users wearing a headset are completely immersed in the content
meaning fewer distractions and more attention on the message.
The intensity of a VR experience is greater than traditional media
generating strong emotions in its users which are linked to
real behavior change.
Human brains are built to remember events linked to locations,
this means that VR experiences have a longer trace in the
audience’s memory.

Four types of experience
親臨體驗
Personal
Presence
全景沉浸
Immersive
Experience
走入幻境
Virtual World
Exploration
虛實整合
From Virtual
to Reality

28
Catwalk VR Experience / TopShop
“Best Hybrid Event / Best Virtual Event” (2014 Event Tech Award)

British Army VR Recruitment Experience

30
Teleporter/ Marriott Hotel

31
XC90 Test Drive/ Volvo

32
"Ascend the Wall" experience/ HBO

33
Sensorium/ Boursin

34
Trail Scape: Virtual Hike / Merrell

35
#Sudden Exploration / North Face (Korea)

36
Old Irish - Virtual Journey to Ireland

we can take the physical world and combine it with the
digital world giving brands the ability to engage with their
consumers before, during and after making a purchase of
their product.
With AR

39
Outdoor AR
Technical Requirements:
• Tracking (GPS, compass ,etc)
• Display (Handheld, headmounted)
• Input devices
• Processing, networking
Using mobile /wearable systems to overlay AR
content outdoors

40
Outdoor AR - Applications
Tourism、Architecture、Gaming、Engineering...,etc.

41
Unbelievable Bus Shelter / Pepsi Max
2015 Gold OBIE Award Winner (OAAA)
Advertising Agency: AMV BBDO, London, UK
This bus shelter execution illustrates that OOH
has become one of the most engaging,
interactive, and innovative media in the world.
Through the brilliance of AR, Pepsi Max
masterfully disrupted a standard shelter and
captured the attention of consumers who
passed it.
- Stephen Freitas, OAAA chief marketing officer
“
”
Case 1

42
#FreeTheJoy AR game/ Cadbury
Case 2
A motion screen at Waterloo Station in London featured
an interactive game using AR where people walking by
were encouraged to try and catch virtual objects on the
screen that gave them joy.
Winning involved hitting objects with hands or kicking to
burst the objects on the screen. The winners got a
Cadbury chocolate bar.
Advertising Agency: Elvis Communication
現場觸及人數
168,000
FB觸及人數
1.6M
Twitter貼文
觀看次數
3M

43
The world of National
Geographic, Rotterdam train station
HSBC Red Hot Festival bus
shelter, Hong Kong
Lev Stærkt - Outdoor Augmented
Reality Prank, Denmark
More
Cases
Samsung Augmented Reality for
the GALAXY S5, Hong Kong

British television anthology series created by Charlie Brooker that features speculative fiction with dark and
sometimes satirical themes that examine modern society, particularly with regard to the unanticipated
consequences of new technologies.

Q&A

Thank you
Faust Chou /CEO CJS Interactive
Mobile: +886-988-367-555
TEL: +886-2-23122760
E-mail：faustcare@mo1.com.tw
QQ: 2068996851 Skype: faust_chou

How VR AR can be used in Policy Advocacy engagement 政策行銷如何運用VR AR技術進行政策行銷

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