A free tool to help you choose the right campaign approach

The US political scientist Joseph P Overton argued that governments can act on an an issue only when public opinion shows a readiness for a new approach.  

He identified the different stages that ideas pass through: from unthinkable to acceptable. As we approach a general election in the UK, a new opportunity opens up to nudge forward those policy ideas that were previously considered unthinkable or radical.

We have added to Overton’s original thinking the specific actions that social change organisations need to take to move policy ideas one stage to the next. For example, if an idea is currently unthinkable, raising a public debate about the issue and framing change in positive terms is the best step. If you want to move an idea from acceptable to desirable, developing concrete and costed options is key. By the same token, if an idea is currently unthinkable developing costed options will keep you busy, but is unlikely to make an impact. 

Passion for an issue, in our experience, leads people to think their issue is further along the lifecycle than it often is. The result? The wrong techniques are chosen and the effort and energy results in little or no change.

Checking your assumptions against public opinion polls or social attitudes surveys is a good corrective. With a clearer view of where your issue sits, you can then choose the best tools for the moment.  

Progress is never inevitable and the risk of regression on issues that we might have assumed were “won” is an ever present risk. But being clear in your analysis and intentional in your campaigning approach informed by tools such as the Overton window gives you the best possible chance of campaigning success especially as new policy opportunities open up.

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