How VR AR can be used in Policy Advocacy engagement 政策行銷如何運用VR...

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


個人簡介 Profile:

17年數位娛樂產業資歷，數位遊戲開發運營發行， VR/AR項目開發投資、IP授權、產業分析

學經歷 Experience:

東京藝術大學媒體藝術研究所先端藝術專修

米多利傳播娛樂總經理

索尼影視娛樂視覺特效助理導演

雷爵網絡科技海外商務總監

資策會數位教育研究所正規畫師／數位內容學院計畫國際合作經理

AUTODESK 歐特克傳媒娛樂產業解決方案亞太區經理

摩伊移動娛樂科技總經理 / 樂動卓越科技海外商務總監

台灣AVR協會 (TAVAR) 產業顧問

富盈資本聯合創始人

擅長領域 Categories :

Digital Media | IP Licensing | Entrepreneurship | Leadership | Game Design | Innovation | Industry Analysis | VR Technology

Film production | VFX | 3d Animation | VR Content distribution

周佳君

Faust Chou


• 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.

Confidential business information by CJS Interactive., All Rights Reserved. 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.

vidor/Local Authorities- providing services for our everyday lives.mp4


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)

RESOURCE VIDEO/The Topshop Virtual Reality Experience AW14.mp4

https://www.youtube.com/watch?v=lUal_Lrhec0


British Army VR Recruitment Experience

RESOURCE VIDEO/Army Urban Ops - Army 360° - Army Jobs.mp4


Teleporter/ Marriott Hotel

RESOURCE VIDEO/Marriott Hotels' Virtual Travel Experience (Behind the Scenes).mp4


XC90 Test Drive/ Volvo

RESOURCE VIDEO/


"Ascend the Wall" experience/ HBO

RESOURCE VIDEO/The Oculus Rift Game of Thrones- experience.mp4


Sensorium/ Boursin

RESOURCE VIDEO/Boursin® Sensorium 360 Virtual Reality Experience


Trail Scape: Virtual Hike / Merrell

RESOURCE VIDEO/Merrell virtual hike.mp4


#Sudden Exploration / North Face (Korea)

RESOURCE VIDEO/The North Face


Old Irish - Virtual Journey to Ireland

RESOURCE VIDEO/Old Irish - Virtual Journy to Irland.mp4


vidor/Notes on Blindness VR - DEMO - ARTE.mp4


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


Outdoor AR Technical Requirements:

• Tracking (GPS, compass ,etc) • Display (Handheld, headmounted) • Input devices • Processing, networking

Using mobile /wearable systems to overlay AR content outdoors


Outdoor AR - Applications

Tourism、Architecture、Gaming、Engineering...,etc.

https://www.youtube.com/watch?v=EOWTV_YwD04


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

http://www.amvbbdo.com/

https://www.youtube.com/watch?v=Go9rf9GmYpM


#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

http://elviscommunications.com/

https://www.youtube.com/watch?v=QnS6pyiFvWk


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

https://www.youtube.com/watch?v=5QDB7CDD5aA

https://www.youtube.com/watch?v=Tv-lVZCh-XU

https://www.youtube.com/watch?v=GqqMGzWW1qw

https://www.youtube.com/watch?v=J82FV7gHBtE


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：[email protected]

QQ: 2068996851 Skype: faust_chou

mailto:[email protected]

How VR AR can be used in Policy Advocacy engagement 政策行銷如何運用VR...

Government & Nonprofit

Transcript of How VR AR can be used in Policy Advocacy engagement 政策行銷如何運用VR...

How VR AR can be used in Policy Advocacy engagement 政策行銷 如何運用VR...

Government & Nonprofit

Transcript of How VR AR can be used in Policy Advocacy engagement 政策行銷 如何運用VR...

How VR AR can be used in Policy Advocacy engagement 政策行銷如何運用VR...

Transcript of How VR AR can be used in Policy Advocacy engagement 政策行銷如何運用VR...