Of all the hot campaign trends from the past few years, the one that’s probably most commonly implemented on new campaigns is the “theory of change”. A critical part of storytelling and engagement, having a credible one helps smart but cynical audiences decide whether your impossible campaign is indeed possible, and thus worth their time and effort. And it’s a lot harder to make one than we usually think.
In this article, Jason Mogus shares his observations about the #StopAdani” campaign’s theory of change, and how campaigners are actually making it come true.