A theory of change that made the impossible possible

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.