Nick Gallie is the author of A different view.
The first campaigns I devised were advertising campaigns. Some of the methodology developed within A different view is based on proven commercial practice. Advertisers spend millions on campaigns; many more millions are at stake behind the advertising spend, so the impetus to actually get it right, is very strong. Advertising taught me how to plan, how to conceptualise and how to communicate.
I left advertising and joined Greenpeace in the early 1980s. At that time, Greenpeace was publicly unknown and was a tiny marginal voice crying about something very few people understood was important. I brought the creativity and disciplines of corporate advertising to Greenpeace in the UK and Greenpeace taught me what radical direct action was. When we put the two together something quite extraordinary began to happen. From the mid 1980s till the late 1990s Greenpeace campaigned with a level of intensity that few organisations have ever achieved. Greenpeace evolved its brand through its campaigning. By doing so it earned public respect, it gained political influence and it achieved its strategic ambition, to play a leading role in establishing the environment as a mainstream public issue and to position itself at the spearhead of that concern. In 15 years at Greenpeace I acted as Fundraiser then Creative Director then Campaigns and Communications Director and finally Logistics Director.
Post Greenpeace, I have had the privilege of working for major international corporations and non governmental organisations helping them develop many different kinds of campaign. I designed the launch of the UK's first independent renewable energy supplier (now trading as Good Energy), I have designed sales, cultural change and personal development campaigns for Canon Europe and for Hewlett Packard, I have offered advice to the UK Government on climate change communications and more recently have developed a global public strategy to support the World Society for the Protection of Animals in their endeavour to bring a Universal Declaration on Animal Welfare to the UN.
A different view is the summation of over thirty years campaigning experience, providing answers to the question that only the most driven campaigners dare to ask, "What would it actually take to succeed?"