Before you can attempt to solve a problem, you have to understand it. We are often disturbed by expressions of problems we see around us: lots of feral cats in the neighborhood, or too many plastic bottles not being recycled in the school cafeteria. A first step is to analyze the underlying problem and opportunities for addressing it. These opportunities are often called “issues”. A problem is thus a broader, deeper concern: people need to understand and act on their relationship with the environment, animals need to enjoy certain rights. Issues are thus the opportunities for addressing those problems: launch an education and recycling program at school, demand that the county increase services for animals.
Problems and opportunities don’t live in vacuums. They are very much defined by their context. Understanding the bigger forces at play, as well as what resulting messages will resonate with people you will involve or target with your campaign, is an important next step.
Following are some basic criteria for choosing issues:
- Issues should result in real improvements in people’s lives.
- Issues should be winnable: know what is realistic. Target “low-hanging fruit” at first to inspire your group.
- Issues should be consistent with your values and vision, and should not divide your group.
- Issues should be broad enough to attract a relatively large base of interested and motivated participants who identify with the cause, and yet it should be narrow enough that it is winnable to a certain degree.
- Most importantly, make sure the issue gets you and your peers excited and riled up! No force is stronger than that of determined passion.
