About this Training Manual
Title
Action Planning Training Manual
Identifier
IIPP547F11
Rights
n/a
Date
n/a
Author
Locality
Oakland, California
Country
Language
English
Collection
Hartsough Collection
Type
extracted text
IJ
□
T he Ruckus Society
Action Planning
Training
Manual
Version 1.0
4/13/2003
.....
369 15th Street
The Ruckus Society
Oakland.CA 94612 510-763-7078x301
www.ruckus.org • info@ruckus.org
Fax510-763-7068
©1996 - 2003 The Ruckus Society • A II Rights Reserved Except W here Otherwise Noted
1111 The Ruckus Action Planning Manual
Introduction:
Three arguments for direct action
Nonviolent direct action is often misunderstood and just as often criticized. You hear it
called ineffective, un-American, or illegal. That the effectiveness of direct action can still
be debated strains credulity. The success of Gandhi's campaigns in India or the U.S. Civil
Rights Movement should have settled the question. Since the beginning of the modem
environmental movement, the campaigns against nuclear power, to save ancient forests,
to achieve a global ban on high-seas drift net fishing and end ocean dumping all have
incorporated significant direct action components. The American experience is teeming
with nonviolent direct action. One of the most famous direct actions ever, the Boston Tea
Party, is patriotically taught in school. These colonial campaigns were so effective that
some argue the "shot heard 'round the world" actually delayed American independence.
Most of the world's democracies have been created by acts of conscience against the
state. The final argument - that direct action is illegal - is weakest. It is also illegal to
break into a home. But if that home is on fire and you fear someone will be hurt, it is OK
- it is in fact your responsibility - to break in. This is the argument of competing harms: A
smaller harm is accepted if it prevents a greater harm from occurring.
The Functions of Direct A ction
As we discuss the uses of direct action, remember one thing: almost all successful actions
occur within the context of an ongoing campaign. This means that political - not only
logistical - work has been done before the action. This improves the chances that your
action will be understood and successful. This also means you intend to follow up on
your action. Intervention demands responsibility. Here are some typical functions of
direct action within campaigns:
• ANNOUNCEMENT OR ALARM
You have learned of a situation that demands immediate attention from the public.
Your direct action is meant to shine a light on a hidden (more likely, covered-up)
danger that must not be kept secret.
• REINFORCEMENT
You have been campaigning on an issue, yet somehow the issue remains murky to
the public. You take action to clearly define the evil or injustice, and the parties
responsible.
[:; 1996 • 2003 The Ruckus Society • A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
I
□
The Ruckus Action Planning Manual
• PUNCTUATION
Direct action can be used to sustain interest in a campaign. It is a dramatic
reminder that the problem has not gone away. Direct action can serve as a
milepost - the early anti- nuclear movement marked time by Seabrook
occupations - or it may commemorate an outrage that should not be forgotten,
such as the fifth anniversary of the Exxon Valdez spill, or ten years since
Chernobyl.
• ESCALATION
A frequent use of direct action is to raise the stakes in an ongoing struggle. If a
group of activists who have not previously used direct action turns to it, this sends
a message that the situation has become critical and direct action is the last
remaining avenue of protest.
• MORALE
Sometimes when a group has suffered a setback and morale is low - or a group is
tired from a long struggle - direct action can serve to raise the spirits and renew
the struggle.
There is no doubt that direct action is a powerful builder of morale and
community, but a word of caution. Those of us who have engaged in direct action
know its transforming effect. It leads to new discoveries about yourself, changes
and intensifies your relationship with your fellow activists, and alters profoundly
your notions of power. It is intoxicating. But these personal-growth benefits are
not the reason for doing direct action. Your actions should strive to make an
objective change in the world - to literally change the course of history. The
change you seek is the main course of the action; empowerment, self-awareness
and community are dessert.
The Symbolic Nature of Direct Action
There is much debate over "hard" vs. "soft" action. You hear it at meetings, around
campfires, or read it in an eco-journal: folks advocating "harder" action and often
criticizing "soft" action as being "just symbolic." This argument has at times even kept
groups on different sides of the divide from working together effectively. But this
argument shows a misunderstanding: all direct action is symbolic by nature.
When people say "hard" actions, they usually mean physical intervention or blocking. It
is thought that hard actions cost the object of the action "a real price" and often end in
arrests.
E1996 - 2003 The Ruckus Society• A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
'
I
□
The Ruckus Action Planning Manual
"Soft" action, on the other hand, is viewed as mostly symbolic - sometimes so non
interventional that it is described simply as a presence or witness. Demonstrations and
vigils also tend to wear the soft label. But when facts are examined, distinctions blur.
Blockades always end; plugs come out; bladders give out. So is there a difference? You
can argue that the difference remains in the risk entailed by the action, or its difficulty.
This is, in the end, a red herring. All actions, "hard" or "soft," have the same goal: to
make an objective change in the world.
First, activists use direct action to reduce the issues to symbols. These symbols must be
carefully chosen for their utility in illustrating a conflict: an oil company vs. an
indigenous community, a government policy vs. the public interest.
Then we work to place these symbols in the public eye, in order to identify the evildoer,
detail the wrongdoing and, if possible, point to a more responsible option. Frequently,
usually by design, the symbolism and conflict are communicated to the wider public,
using the media. This symbolic treatment of the issue is, in fact, at the core of action
strategy, and knowing this is key to understanding the tactic. When someone criticizes
your idea for a direct action as "just symbolic," remind him or her that all are. Ultimately
the debate over "hard" vs. "soft" action is only a distraction from the real question: could
this action make an objective change in the world?
The most important, and therefore most difficult, thing about direct action is developing a
sense of timing - when to seize a political moment.
The second most important thing is creativity in designing an action, and fortunately
that's a bit easier. Most of us are already creative in other areas, and this generally
tran�fers well to direct action - especially when you've got a group of committed, focused
activists with which to work and trade ideas.
There are a number of ways to practice creative brainstorming. Find out which one works
for your group of activists. The most crucial factor in brainstorming, of course, is
openness to new ideas from all quarters - action leaders must be ready to accept an idea
that may come from a team member who has a "minor" role, or is not as experienced in
actions.
A close second is a commitment to stay at it until you get it right - hours, days or longer.
Brainstorm until you're dry, then analyze what you've come up with and wait for your
creative well to fill again. Remember that formal indoor meetings are often the hardest
place to be creative. Vary the location for your strategy sessions. David Brower's advice
is to close more bars. You'll get your best ideas between midnight and closing time.
Openness to new ideas also includes the ability to see good ideas in other quarters, and
appropriate them. You can't copyright an action, so don't be afraid to steal good ideas.
1{')1996 - 2003 The Ruckus Society • A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
I
I□
The Ruckus Action Planning Manual
Become a student of the ways other groups or individuals are talcing action. Pay special
attention to direct actions by non-environmental groups, who are doing some of the most
creative stuff today. ACT-UP, Queer Nation, the students at Gallaudet University,
homeless activists, even Operation Rescue and the Wise Use movement, on the other side
of the ideological spectrum, have added to the tactical development of direct action in
recent years. Look for and at action as a tactic instead of specific issues.
Finally, remember timing once again. A colleague used to say: "Timing may not be
everything, but it's damn close." Action skills such as climbing or inflatable driving are
mechanical ones and people usually pick them up relatively quickly. A sense of timing
and opportunity is harder to develop. When examining other actions as a source of ideas,
always work to understand the timing behind them.
A ct ion Development
Although each action is different and in its course takes on a life of its own, there are a
series of more-or-less standard steps to develop one. These steps presume that you are
developing your action within the context of an ongoing campaign:
1.
2.
3.
4.
Issue Identification and Clarification
Picking the Audience
Setting the Context
Scouting
5. Performing the action
Issue Identification and Clarification
The public has a brief, shifting attention span and a limited ability to absorb new
information. That is why you as an activist must keep your campaign and action focused
and on message. You must be able to answer three questions: Presuming your overall
campaign goals are clear, ask yourself again: Why is an action warranted at this particular
point? Does the proposed action have a reasonable chance of benefiting the campaign - of
sending a message, moving the debate or raising its profile? What about the political
follow-up to the action: Will you be able to exploit the political opportunity your action
seeks to create? As environmentalists, we recognize that everything is connected. But we
can't attempt to campaign on everything at once, because the public won't hear us. You
must define the issues as clearly and simply as possible. For instance, your campaign
might be against the Forest Service in general. But what are you going to focus on right
now? Clearcutting, endangered species, habitat and clean water are all good issues, but
you can't make a coherent statement about all of them in one action. So decide which
aspect of your campaign you're going to emphasize right now. Then work to make
everything about the action - location, banner slogan, even what your activists are
oc.:•1996 - 2003 The Ruckus Society• A 11 Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
II
The Ruckus Action Planning Manual
wearing - speak to that. A word about anger: A lot of us have been fighting the Forest
Service, or nukes, or whatever, for a long time, and sometimes we build up a fair bit of
righteous anger. A little anger can be a good thing. It puts a passion in the work. But seek
in your action to go beyond expressing your anger. Let them - and the public - know why
you're angry. People sometimes get impatient with this arduous process of issue
clarification and message development. But it is an absolute prerequisite to the next steps.
Only with a clear understanding of your campaign and the issue can you pick the target
audience, set the context, and scout, plan and execute your direct action.
Picking the Target Audience
Picking the target audience is the next step in your action's development. It flows directly
from your understanding of what needs to happen in the campaign at this point. In
essence you're saying: "I want my target audience to do this: " Is it the general public,
government officials, the mill operators, or the corporate executives you are trying to
affect? Too often we hear a defiant comrade declare: "I'm sending a message to all of
them." Good intentions, but fuzzy politics. Such universal messages are very rare. lf you
think you're sending a message to "all of them," it often means you haven't thought
through your target audience well enough. Each action should reveal what we're against
and what we're for. We may be against several things: the mill, the Forest Service, and
the corporate suits. Bu� each of these players should be held specifically accountable for
their specific actions. Nailing them on the specifics - who did what, and when did they do
it - may be harder than issuing a grand indictment, but sends a clearer message. The
principle also applies when you're thinking about what segment of the public you're
trying to reach.
Setting the Context
Before making decisions about the place of action or other tactical choices we should
pause and ask ourselves: Will the action be understood? It's an important consideration.
Actions don't occur in a void. They occur in a particular context, and being sensitive to
the context increases the chances that your action will be understood. Do you want to do
that hard-hitting action just before Christmas, for example, when folks don't like
receiving bad news? As activists we often have a more sophisticated understanding of an
issue than the general public. Polls have consistently shown that only about 15 percent of
the American public is "interested and informed" on any given issue. This has several
consequences for direct action campaigning. Frrst, we have to avoid jargon - specialized
language or concepts understood in an industry of a movement, but obscure to the general
public. Second, if you want to campaign on these more complicated issues, you must take
the time to establish the context before the action. There are many ways to do this.
Releasing a report, holding a press conference or briefing, placing letters to the editor or
advertising, can all help to establish context. Third and most important, it's much easier that is, more understandable to the public - to protest events rather than policy. In the
(('11996 - 2003 The Ruckus Society• A II Rights Reserved Except Where Otherw:se Noted
www.ruckus.org • info@ruckus.org
I
□
The Ruckus Action Planning Manual
IWC example cited above, an action directed at a possible policy shift would be very
difficult to understand. An action directed at the Russians after they actually changed
their vote would be much easier for the public to understand. Another example: You
might want to send a message that the President's nuclear policy is an ongoing disaster
for the planet. In trying to protest these policies keep your eye open for event
opportunities - a presidential visit to a nuclear research site, an accident at a government
nuclear facility, etc. Finally, for all actions, remember the KISS rule: Keep It Short and
Simple. The public has only a limited capacity to absorb new information over the short
term.
t'1996 - 2003 The Ruckus Society• A 11 Rights Reserved Except Where Otherwise Notec
www.ruckus.org • info@ruckus.org
□IJ T he Ruckus Society
Action Planning
Training
Manual
Version 1.0
4/13/2003
..... The Ruckus Society
369
15th
Street Oakland.CA 94612 510-763-7078x301 Fax510-763-7068
www.ruckus.org • info@ruckus.org
©1996 -2003 The Ruckus Society • A II Rights Reserved Except W here Otherwise Noted
1111 The Ruckus Action Planning Manual
Introduction:
Three arguments for direct action
Nonviolent direct action is often misunderstood and just as often criticized. You hear it
called ineffective, un-American, or illegal. That the effectiveness of direct action can still
be debated strains credulity. The success of Gandhi's campaigns in India or the U.S. Civil
Rights Movement should have settled the question. Since the beginning of the modem
environmental movement, the campaigns against nuclear power, to save ancient forests,
to achieve a global ban on high-seas drift net fishing and end ocean dumping all have
incorporated significant direct action components. The American experience is teeming
with nonviolent direct action. One of the most famous direct actions ever, the Boston Tea
Party, is patriotically taught in school. These colonial campaigns were so effective that
some argue the "shot heard 'round the world" actually delayed American independence.
Most of the world's democracies have been created by acts of conscience against the
state. The final argument -that direct action is illegal -is weakest. It is also illegal to
break into a home. But if that home is on fire and you fear someone will be hurt, it is OK
-it is in fact your responsibility -to break in. This is the argument of competing harms: A
smaller harm is accepted if it prevents a greater harm from occurring.
The Functions of Direct A ct ion
As we discuss the uses of direct action, remember one thing: almost all successful actions
occur within the context of an ongoing campaign. This means that political -not only
logistical -work has been done before the action. This improves the chances that your
action will be understood and successful. This also means you intend to follow up on
your action. Intervention demands responsibility. Here are some typical functions of
direct action within campaigns:
• ANNOUNCEMENT OR ALARM
You have learned of a situation that demands immediate attention from the public.
Your direct action is meant to shine a light on a hidden (more likely, covered-up)
danger that must not be kept secret.
• REINFORCEMENT
You have been campaigning on an issue, yet somehow the issue remains murky to
the public. You take action to clearly define the evil or injustice, and the parties
responsible.
[:; 1996 • 2003 The Ruckus Society • A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
□I The Ruckus Action Planning Manual
• PUNCTUATION
Direct action can be used to sustain interest in a campaign. It is a dramatic
reminder that the problem has not gone away. Direct action can serve as a
milepost -the early anti-nuclear movement marked time by Seabrook
occupations -or it may commemorate an outrage that should not be forgotten,
such as the fifth anniversary of the Exxon Valdez spill, or ten years since
Chernobyl.
• ESCALATION
A frequent use of direct action is to raise the stakes in an ongoing struggle. If a
group of activists who have not previously used direct action turns to it, this sends
a message that the situation has become critical and direct action is the last
remaining avenue of protest.
• MORALE
Sometimes when a group has suffered a setback and morale is low -or a group is
tired from a long struggle -direct action can serve to raise the spirits and renew
the struggle.
There is no doubt that direct action is a powerful builder of morale and
community, but a word of caution. Those of us who have engaged in direct action
know its transforming effect. It leads to new discoveries about yourself, changes
and intensifies your relationship with your fellow activists, and alters profoundly
your notions of power. It is intoxicating. But these personal-growth benefits are
not the reason for doing direct action. Your actions should strive to make an
objective change in the world -to literally change the course of history. The
change you seek is the main course of the action; empowerment, self-awareness
and community are dessert.
The Symbolic Nature of Direct Action
There is much debate over "hard" vs. "soft" action. You hear it at meetings, around
campfires, or read it in an eco-journal: folks advocating "harder" action and often
criticizing "soft" action as being "just symbolic." This argument has at times even kept
groups on different sides of the divide from working together effectively. But this
argument shows a misunderstanding: all direct action is symbolic by nature.
When people say "hard" actions, they usually mean physical intervention or blocking. It
is thought that hard actions cost the object of the action "a real price" and often end in
arrests.
E1996 -2003 The Ruckus Society• A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
'
□I The Ruckus Action Planning Manual
"Soft" action, on the other hand, is viewed as mostly symbolic -sometimes so noninterventional
that it is described simply as a presence or witness. Demonstrations and
vigils also tend to wear the soft label. But when facts are examined, distinctions blur.
Blockades always end; plugs come out; bladders give out. So is there a difference? You
can argue that the difference remains in the risk entailed by the action, or its difficulty.
This is, in the end, a red herring. All actions, "hard" or "soft," have the same goal: to
make an objective change in the world.
First, activists use direct action to reduce the issues to symbols. These symbols must be
carefully chosen for their utility in illustrating a conflict: an oil company vs. an
indigenous community, a government policy vs. the public interest.
Then we work to place these symbols in the public eye, in order to identify the evildoer,
detail the wrongdoing and, if possible, point to a more responsible option. Frequently,
usually by design, the symbolism and conflict are communicated to the wider public,
using the media. This symbolic treatment of the issue is, in fact, at the core of action
strategy, and knowing this is key to understanding the tactic. When someone criticizes
your idea for a direct action as "just symbolic," remind him or her that all are. Ultimately
the debate over "hard" vs. "soft" action is only a distraction from the real question: could
this action make an objective change in the world?
The most important, and therefore most difficult, thing about direct action is developing a
sense of timing -when to seize a political moment.
The second most important thing is creativity in designing an action, and fortunately
that's a bit easier. Most of us are already creative in other areas, and this generally
tranfers well to direct action -especially when you've got a group of committed, focused
activists with which to work and trade ideas.
There are a number of ways to practice creative brainstorming. Find out which one works
for your group of activists. The most crucial factor in brainstorming, of course, is
openness to new ideas from all quarters -action leaders must be ready to accept an idea
that may come from a team member who has a "minor" role, or is not as experienced in
actions.
A close second is a commitment to stay at it until you get it right -hours, days or longer.
Brainstorm until you're dry, then analyze what you've come up with and wait for your
creative well to fill again. Remember that formal indoor meetings are often the hardest
place to be creative. Vary the location for your strategy sessions. David Brower's advice
is to close more bars. You'll get your best ideas between midnight and closing time.
Openness to new ideas also includes the ability to see good ideas in other quarters, and
appropriate them. You can't copyright an action, so don't be afraid to steal good ideas.
1{')1996 -2003 The Ruckus Society • A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
I The Ruckus Action Planning Manual
□
Become a student of the ways other groups or individuals are talcing action. Pay special
attention to direct actions by non-environmental groups, who are doing some of the most
creative stuff today. ACT-UP, Queer Nation, the students at Gallaudet University,
homeless activists, even Operation Rescue and the Wise Use movement, on the other side
of the ideological spectrum, have added to the tactical development of direct action in
recent years. Look for and at action as a tactic instead of specific issues.
Finally, remember timing once again. A colleague used to say: "Timing may not be
everything, but it's damn close." Action skills such as climbing or inflatable driving are
mechanical ones and people usually pick them up relatively quickly. A sense of timing
and opportunity is harder to develop. When examining other actions as a source of ideas,
always work to understand the timing behind them.
A ct ion Development
Although each action is different and in its course takes on a life of its own, there are a
series of more-or-less standard steps to develop one. These steps presume that you are
developing your action within the context of an ongoing campaign:
1. Issue Identification and Clarification
2. Picking the Audience
3. Setting the Context
4. Scouting
5. Performing the action
Issue Identification and Clarification
The public has a brief, shifting attention span and a limited ability to absorb new
information. That is why you as an activist must keep your campaign and action focused
and on message. You must be able to answer three questions: Presuming your overall
campaign goals are clear, ask yourself again: Why is an action warranted at this particular
point? Does the proposed action have a reasonable chance of benefiting the campaign -of
sending a message, moving the debate or raising its profile? What about the political
follow-up to the action: Will you be able to exploit the political opportunity your action
seeks to create? As environmentalists, we recognize that everything is connected. But we
can't attempt to campaign on everything at once, because the public won't hear us. You
must define the issues as clearly and simply as possible. For instance, your campaign
might be against the Forest Service in general. But what are you going to focus on right
now? Clearcutting, endangered species, habitat and clean water are all good issues, but
you can't make a coherent statement about all of them in one action. So decide which
aspect of your campaign you're going to emphasize right now. Then work to make
everything about the action -location, banner slogan, even what your activists are
oc.:•1996 -2003 The Ruckus Society• A 11 Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
II The Ruckus Action Planning Manual
wearing -speak to that. A word about anger: A lot of us have been fighting the Forest
Service, or nukes, or whatever, for a long time, and sometimes we build up a fair bit of
righteous anger. A little anger can be a good thing. It puts a passion in the work. But seek
in your action to go beyond expressing your anger. Let them -and the public -know why
you're angry. People sometimes get impatient with this arduous process of issue
clarification and message development. But it is an absolute prerequisite to the next steps.
Only with a clear understanding of your campaign and the issue can you pick the target
audience, set the context, and scout, plan and execute your direct action.
Picking the Target Audience
Picking the target audience is the next step in your action's development. It flows directly
from your understanding of what needs to happen in the campaign at this point. In
essence you're saying: "I want my target audience to do this: "Is it the general public,
government officials, the mill operators, or the corporate executives you are trying to
affect? Too often we hear a defiant comrade declare: "I'm sending a message to all of
them." Good intentions, but fuzzy politics. Such universal messages are very rare. lf you
think you're sending a message to "all of them," it often means you haven't thought
through your target audience well enough. Each action should reveal what we're against
and what we're for. We may be against several things: the mill, the Forest Service, and
the corporate suits. Bu each of these players should be held specifically accountable for
their specific actions. Nailing them on the specifics -who did what, and when did they do
it -may be harder than issuing a grand indictment, but sends a clearer message. The
principle also applies when you're thinking about what segment of the public you're
trying to reach.
Setting the Context
Before making decisions about the place of action or other tactical choices we should
pause and ask ourselves: Will the action be understood? It's an important consideration.
Actions don't occur in a void. They occur in a particular context, and being sensitive to
the context increases the chances that your action will be understood. Do you want to do
that hard-hitting action just before Christmas, for example, when folks don't like
receiving bad news? As activists we often have a more sophisticated understanding of an
issue than the general public. Polls have consistently shown that only about 15 percent of
the American public is "interested and informed" on any given issue. This has several
consequences for direct action campaigning. Frrst, we have to avoid jargon -specialized
language or concepts understood in an industry of a movement, but obscure to the general
public. Second, if you want to campaign on these more complicated issues, you must take
the time to establish the context before the action. There are many ways to do this.
Releasing a report, holding a press conference or briefing, placing letters to the editor or
advertising, can all help to establish context. Third and most important, it's much easier that
is, more understandable to the public -to protest events rather than policy. In the
(('11996 -2003 The Ruckus Society • A II Rights Reserved Except Where O therw:se Noted
www.ruckus.org • info@ruckus.org
□I The Ruckus Action Planning Manual
IWC example cited above, an action directed at a possible policy shift would be very
difficult to understand. An action directed at the Russians after they actually changed
their vote would be much easier for the public to understand. Another example: You
might want to send a message that the President's nuclear policy is an ongoing disaster
for the planet. In trying to protest these policies keep your eye open for event
opportunities -a presidential visit to a nuclear research site, an accident at a government
nuclear facility, etc. Finally, for all actions, remember the KISS rule: Keep It Short and
Simple.The public has only a limited capacity to absorb new information over the short
term.
t'1996 -2003 The Ruckus Society • A 11 Rights Reserved Except W here Otherwise N otec
www.ruckus.org • info@ruckus.org
□
T he Ruckus Society
Action Planning
Training
Manual
Version 1.0
4/13/2003
.....
369 15th Street
The Ruckus Society
Oakland.CA 94612 510-763-7078x301
www.ruckus.org • info@ruckus.org
Fax510-763-7068
©1996 - 2003 The Ruckus Society • A II Rights Reserved Except W here Otherwise Noted
1111 The Ruckus Action Planning Manual
Introduction:
Three arguments for direct action
Nonviolent direct action is often misunderstood and just as often criticized. You hear it
called ineffective, un-American, or illegal. That the effectiveness of direct action can still
be debated strains credulity. The success of Gandhi's campaigns in India or the U.S. Civil
Rights Movement should have settled the question. Since the beginning of the modem
environmental movement, the campaigns against nuclear power, to save ancient forests,
to achieve a global ban on high-seas drift net fishing and end ocean dumping all have
incorporated significant direct action components. The American experience is teeming
with nonviolent direct action. One of the most famous direct actions ever, the Boston Tea
Party, is patriotically taught in school. These colonial campaigns were so effective that
some argue the "shot heard 'round the world" actually delayed American independence.
Most of the world's democracies have been created by acts of conscience against the
state. The final argument - that direct action is illegal - is weakest. It is also illegal to
break into a home. But if that home is on fire and you fear someone will be hurt, it is OK
- it is in fact your responsibility - to break in. This is the argument of competing harms: A
smaller harm is accepted if it prevents a greater harm from occurring.
The Functions of Direct A ction
As we discuss the uses of direct action, remember one thing: almost all successful actions
occur within the context of an ongoing campaign. This means that political - not only
logistical - work has been done before the action. This improves the chances that your
action will be understood and successful. This also means you intend to follow up on
your action. Intervention demands responsibility. Here are some typical functions of
direct action within campaigns:
• ANNOUNCEMENT OR ALARM
You have learned of a situation that demands immediate attention from the public.
Your direct action is meant to shine a light on a hidden (more likely, covered-up)
danger that must not be kept secret.
• REINFORCEMENT
You have been campaigning on an issue, yet somehow the issue remains murky to
the public. You take action to clearly define the evil or injustice, and the parties
responsible.
[:; 1996 • 2003 The Ruckus Society • A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
I
□
The Ruckus Action Planning Manual
• PUNCTUATION
Direct action can be used to sustain interest in a campaign. It is a dramatic
reminder that the problem has not gone away. Direct action can serve as a
milepost - the early anti- nuclear movement marked time by Seabrook
occupations - or it may commemorate an outrage that should not be forgotten,
such as the fifth anniversary of the Exxon Valdez spill, or ten years since
Chernobyl.
• ESCALATION
A frequent use of direct action is to raise the stakes in an ongoing struggle. If a
group of activists who have not previously used direct action turns to it, this sends
a message that the situation has become critical and direct action is the last
remaining avenue of protest.
• MORALE
Sometimes when a group has suffered a setback and morale is low - or a group is
tired from a long struggle - direct action can serve to raise the spirits and renew
the struggle.
There is no doubt that direct action is a powerful builder of morale and
community, but a word of caution. Those of us who have engaged in direct action
know its transforming effect. It leads to new discoveries about yourself, changes
and intensifies your relationship with your fellow activists, and alters profoundly
your notions of power. It is intoxicating. But these personal-growth benefits are
not the reason for doing direct action. Your actions should strive to make an
objective change in the world - to literally change the course of history. The
change you seek is the main course of the action; empowerment, self-awareness
and community are dessert.
The Symbolic Nature of Direct Action
There is much debate over "hard" vs. "soft" action. You hear it at meetings, around
campfires, or read it in an eco-journal: folks advocating "harder" action and often
criticizing "soft" action as being "just symbolic." This argument has at times even kept
groups on different sides of the divide from working together effectively. But this
argument shows a misunderstanding: all direct action is symbolic by nature.
When people say "hard" actions, they usually mean physical intervention or blocking. It
is thought that hard actions cost the object of the action "a real price" and often end in
arrests.
E1996 - 2003 The Ruckus Society• A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
'
I
□
The Ruckus Action Planning Manual
"Soft" action, on the other hand, is viewed as mostly symbolic - sometimes so non
interventional that it is described simply as a presence or witness. Demonstrations and
vigils also tend to wear the soft label. But when facts are examined, distinctions blur.
Blockades always end; plugs come out; bladders give out. So is there a difference? You
can argue that the difference remains in the risk entailed by the action, or its difficulty.
This is, in the end, a red herring. All actions, "hard" or "soft," have the same goal: to
make an objective change in the world.
First, activists use direct action to reduce the issues to symbols. These symbols must be
carefully chosen for their utility in illustrating a conflict: an oil company vs. an
indigenous community, a government policy vs. the public interest.
Then we work to place these symbols in the public eye, in order to identify the evildoer,
detail the wrongdoing and, if possible, point to a more responsible option. Frequently,
usually by design, the symbolism and conflict are communicated to the wider public,
using the media. This symbolic treatment of the issue is, in fact, at the core of action
strategy, and knowing this is key to understanding the tactic. When someone criticizes
your idea for a direct action as "just symbolic," remind him or her that all are. Ultimately
the debate over "hard" vs. "soft" action is only a distraction from the real question: could
this action make an objective change in the world?
The most important, and therefore most difficult, thing about direct action is developing a
sense of timing - when to seize a political moment.
The second most important thing is creativity in designing an action, and fortunately
that's a bit easier. Most of us are already creative in other areas, and this generally
tran�fers well to direct action - especially when you've got a group of committed, focused
activists with which to work and trade ideas.
There are a number of ways to practice creative brainstorming. Find out which one works
for your group of activists. The most crucial factor in brainstorming, of course, is
openness to new ideas from all quarters - action leaders must be ready to accept an idea
that may come from a team member who has a "minor" role, or is not as experienced in
actions.
A close second is a commitment to stay at it until you get it right - hours, days or longer.
Brainstorm until you're dry, then analyze what you've come up with and wait for your
creative well to fill again. Remember that formal indoor meetings are often the hardest
place to be creative. Vary the location for your strategy sessions. David Brower's advice
is to close more bars. You'll get your best ideas between midnight and closing time.
Openness to new ideas also includes the ability to see good ideas in other quarters, and
appropriate them. You can't copyright an action, so don't be afraid to steal good ideas.
1{')1996 - 2003 The Ruckus Society • A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
I
I□
The Ruckus Action Planning Manual
Become a student of the ways other groups or individuals are talcing action. Pay special
attention to direct actions by non-environmental groups, who are doing some of the most
creative stuff today. ACT-UP, Queer Nation, the students at Gallaudet University,
homeless activists, even Operation Rescue and the Wise Use movement, on the other side
of the ideological spectrum, have added to the tactical development of direct action in
recent years. Look for and at action as a tactic instead of specific issues.
Finally, remember timing once again. A colleague used to say: "Timing may not be
everything, but it's damn close." Action skills such as climbing or inflatable driving are
mechanical ones and people usually pick them up relatively quickly. A sense of timing
and opportunity is harder to develop. When examining other actions as a source of ideas,
always work to understand the timing behind them.
A ct ion Development
Although each action is different and in its course takes on a life of its own, there are a
series of more-or-less standard steps to develop one. These steps presume that you are
developing your action within the context of an ongoing campaign:
1.
2.
3.
4.
Issue Identification and Clarification
Picking the Audience
Setting the Context
Scouting
5. Performing the action
Issue Identification and Clarification
The public has a brief, shifting attention span and a limited ability to absorb new
information. That is why you as an activist must keep your campaign and action focused
and on message. You must be able to answer three questions: Presuming your overall
campaign goals are clear, ask yourself again: Why is an action warranted at this particular
point? Does the proposed action have a reasonable chance of benefiting the campaign - of
sending a message, moving the debate or raising its profile? What about the political
follow-up to the action: Will you be able to exploit the political opportunity your action
seeks to create? As environmentalists, we recognize that everything is connected. But we
can't attempt to campaign on everything at once, because the public won't hear us. You
must define the issues as clearly and simply as possible. For instance, your campaign
might be against the Forest Service in general. But what are you going to focus on right
now? Clearcutting, endangered species, habitat and clean water are all good issues, but
you can't make a coherent statement about all of them in one action. So decide which
aspect of your campaign you're going to emphasize right now. Then work to make
everything about the action - location, banner slogan, even what your activists are
oc.:•1996 - 2003 The Ruckus Society• A 11 Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
II
The Ruckus Action Planning Manual
wearing - speak to that. A word about anger: A lot of us have been fighting the Forest
Service, or nukes, or whatever, for a long time, and sometimes we build up a fair bit of
righteous anger. A little anger can be a good thing. It puts a passion in the work. But seek
in your action to go beyond expressing your anger. Let them - and the public - know why
you're angry. People sometimes get impatient with this arduous process of issue
clarification and message development. But it is an absolute prerequisite to the next steps.
Only with a clear understanding of your campaign and the issue can you pick the target
audience, set the context, and scout, plan and execute your direct action.
Picking the Target Audience
Picking the target audience is the next step in your action's development. It flows directly
from your understanding of what needs to happen in the campaign at this point. In
essence you're saying: "I want my target audience to do this: " Is it the general public,
government officials, the mill operators, or the corporate executives you are trying to
affect? Too often we hear a defiant comrade declare: "I'm sending a message to all of
them." Good intentions, but fuzzy politics. Such universal messages are very rare. lf you
think you're sending a message to "all of them," it often means you haven't thought
through your target audience well enough. Each action should reveal what we're against
and what we're for. We may be against several things: the mill, the Forest Service, and
the corporate suits. Bu� each of these players should be held specifically accountable for
their specific actions. Nailing them on the specifics - who did what, and when did they do
it - may be harder than issuing a grand indictment, but sends a clearer message. The
principle also applies when you're thinking about what segment of the public you're
trying to reach.
Setting the Context
Before making decisions about the place of action or other tactical choices we should
pause and ask ourselves: Will the action be understood? It's an important consideration.
Actions don't occur in a void. They occur in a particular context, and being sensitive to
the context increases the chances that your action will be understood. Do you want to do
that hard-hitting action just before Christmas, for example, when folks don't like
receiving bad news? As activists we often have a more sophisticated understanding of an
issue than the general public. Polls have consistently shown that only about 15 percent of
the American public is "interested and informed" on any given issue. This has several
consequences for direct action campaigning. Frrst, we have to avoid jargon - specialized
language or concepts understood in an industry of a movement, but obscure to the general
public. Second, if you want to campaign on these more complicated issues, you must take
the time to establish the context before the action. There are many ways to do this.
Releasing a report, holding a press conference or briefing, placing letters to the editor or
advertising, can all help to establish context. Third and most important, it's much easier that is, more understandable to the public - to protest events rather than policy. In the
(('11996 - 2003 The Ruckus Society• A II Rights Reserved Except Where Otherw:se Noted
www.ruckus.org • info@ruckus.org
I
□
The Ruckus Action Planning Manual
IWC example cited above, an action directed at a possible policy shift would be very
difficult to understand. An action directed at the Russians after they actually changed
their vote would be much easier for the public to understand. Another example: You
might want to send a message that the President's nuclear policy is an ongoing disaster
for the planet. In trying to protest these policies keep your eye open for event
opportunities - a presidential visit to a nuclear research site, an accident at a government
nuclear facility, etc. Finally, for all actions, remember the KISS rule: Keep It Short and
Simple. The public has only a limited capacity to absorb new information over the short
term.
t'1996 - 2003 The Ruckus Society• A 11 Rights Reserved Except Where Otherwise Notec
www.ruckus.org • info@ruckus.org
□IJ T he Ruckus Society
Action Planning
Training
Manual
Version 1.0
4/13/2003
..... The Ruckus Society
369
15th
Street Oakland.CA 94612 510-763-7078x301 Fax510-763-7068
www.ruckus.org • info@ruckus.org
©1996 -2003 The Ruckus Society • A II Rights Reserved Except W here Otherwise Noted
1111 The Ruckus Action Planning Manual
Introduction:
Three arguments for direct action
Nonviolent direct action is often misunderstood and just as often criticized. You hear it
called ineffective, un-American, or illegal. That the effectiveness of direct action can still
be debated strains credulity. The success of Gandhi's campaigns in India or the U.S. Civil
Rights Movement should have settled the question. Since the beginning of the modem
environmental movement, the campaigns against nuclear power, to save ancient forests,
to achieve a global ban on high-seas drift net fishing and end ocean dumping all have
incorporated significant direct action components. The American experience is teeming
with nonviolent direct action. One of the most famous direct actions ever, the Boston Tea
Party, is patriotically taught in school. These colonial campaigns were so effective that
some argue the "shot heard 'round the world" actually delayed American independence.
Most of the world's democracies have been created by acts of conscience against the
state. The final argument -that direct action is illegal -is weakest. It is also illegal to
break into a home. But if that home is on fire and you fear someone will be hurt, it is OK
-it is in fact your responsibility -to break in. This is the argument of competing harms: A
smaller harm is accepted if it prevents a greater harm from occurring.
The Functions of Direct A ct ion
As we discuss the uses of direct action, remember one thing: almost all successful actions
occur within the context of an ongoing campaign. This means that political -not only
logistical -work has been done before the action. This improves the chances that your
action will be understood and successful. This also means you intend to follow up on
your action. Intervention demands responsibility. Here are some typical functions of
direct action within campaigns:
• ANNOUNCEMENT OR ALARM
You have learned of a situation that demands immediate attention from the public.
Your direct action is meant to shine a light on a hidden (more likely, covered-up)
danger that must not be kept secret.
• REINFORCEMENT
You have been campaigning on an issue, yet somehow the issue remains murky to
the public. You take action to clearly define the evil or injustice, and the parties
responsible.
[:; 1996 • 2003 The Ruckus Society • A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
□I The Ruckus Action Planning Manual
• PUNCTUATION
Direct action can be used to sustain interest in a campaign. It is a dramatic
reminder that the problem has not gone away. Direct action can serve as a
milepost -the early anti-nuclear movement marked time by Seabrook
occupations -or it may commemorate an outrage that should not be forgotten,
such as the fifth anniversary of the Exxon Valdez spill, or ten years since
Chernobyl.
• ESCALATION
A frequent use of direct action is to raise the stakes in an ongoing struggle. If a
group of activists who have not previously used direct action turns to it, this sends
a message that the situation has become critical and direct action is the last
remaining avenue of protest.
• MORALE
Sometimes when a group has suffered a setback and morale is low -or a group is
tired from a long struggle -direct action can serve to raise the spirits and renew
the struggle.
There is no doubt that direct action is a powerful builder of morale and
community, but a word of caution. Those of us who have engaged in direct action
know its transforming effect. It leads to new discoveries about yourself, changes
and intensifies your relationship with your fellow activists, and alters profoundly
your notions of power. It is intoxicating. But these personal-growth benefits are
not the reason for doing direct action. Your actions should strive to make an
objective change in the world -to literally change the course of history. The
change you seek is the main course of the action; empowerment, self-awareness
and community are dessert.
The Symbolic Nature of Direct Action
There is much debate over "hard" vs. "soft" action. You hear it at meetings, around
campfires, or read it in an eco-journal: folks advocating "harder" action and often
criticizing "soft" action as being "just symbolic." This argument has at times even kept
groups on different sides of the divide from working together effectively. But this
argument shows a misunderstanding: all direct action is symbolic by nature.
When people say "hard" actions, they usually mean physical intervention or blocking. It
is thought that hard actions cost the object of the action "a real price" and often end in
arrests.
E1996 -2003 The Ruckus Society• A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
'
□I The Ruckus Action Planning Manual
"Soft" action, on the other hand, is viewed as mostly symbolic -sometimes so noninterventional
that it is described simply as a presence or witness. Demonstrations and
vigils also tend to wear the soft label. But when facts are examined, distinctions blur.
Blockades always end; plugs come out; bladders give out. So is there a difference? You
can argue that the difference remains in the risk entailed by the action, or its difficulty.
This is, in the end, a red herring. All actions, "hard" or "soft," have the same goal: to
make an objective change in the world.
First, activists use direct action to reduce the issues to symbols. These symbols must be
carefully chosen for their utility in illustrating a conflict: an oil company vs. an
indigenous community, a government policy vs. the public interest.
Then we work to place these symbols in the public eye, in order to identify the evildoer,
detail the wrongdoing and, if possible, point to a more responsible option. Frequently,
usually by design, the symbolism and conflict are communicated to the wider public,
using the media. This symbolic treatment of the issue is, in fact, at the core of action
strategy, and knowing this is key to understanding the tactic. When someone criticizes
your idea for a direct action as "just symbolic," remind him or her that all are. Ultimately
the debate over "hard" vs. "soft" action is only a distraction from the real question: could
this action make an objective change in the world?
The most important, and therefore most difficult, thing about direct action is developing a
sense of timing -when to seize a political moment.
The second most important thing is creativity in designing an action, and fortunately
that's a bit easier. Most of us are already creative in other areas, and this generally
tranfers well to direct action -especially when you've got a group of committed, focused
activists with which to work and trade ideas.
There are a number of ways to practice creative brainstorming. Find out which one works
for your group of activists. The most crucial factor in brainstorming, of course, is
openness to new ideas from all quarters -action leaders must be ready to accept an idea
that may come from a team member who has a "minor" role, or is not as experienced in
actions.
A close second is a commitment to stay at it until you get it right -hours, days or longer.
Brainstorm until you're dry, then analyze what you've come up with and wait for your
creative well to fill again. Remember that formal indoor meetings are often the hardest
place to be creative. Vary the location for your strategy sessions. David Brower's advice
is to close more bars. You'll get your best ideas between midnight and closing time.
Openness to new ideas also includes the ability to see good ideas in other quarters, and
appropriate them. You can't copyright an action, so don't be afraid to steal good ideas.
1{')1996 -2003 The Ruckus Society • A II Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
I The Ruckus Action Planning Manual
□
Become a student of the ways other groups or individuals are talcing action. Pay special
attention to direct actions by non-environmental groups, who are doing some of the most
creative stuff today. ACT-UP, Queer Nation, the students at Gallaudet University,
homeless activists, even Operation Rescue and the Wise Use movement, on the other side
of the ideological spectrum, have added to the tactical development of direct action in
recent years. Look for and at action as a tactic instead of specific issues.
Finally, remember timing once again. A colleague used to say: "Timing may not be
everything, but it's damn close." Action skills such as climbing or inflatable driving are
mechanical ones and people usually pick them up relatively quickly. A sense of timing
and opportunity is harder to develop. When examining other actions as a source of ideas,
always work to understand the timing behind them.
A ct ion Development
Although each action is different and in its course takes on a life of its own, there are a
series of more-or-less standard steps to develop one. These steps presume that you are
developing your action within the context of an ongoing campaign:
1. Issue Identification and Clarification
2. Picking the Audience
3. Setting the Context
4. Scouting
5. Performing the action
Issue Identification and Clarification
The public has a brief, shifting attention span and a limited ability to absorb new
information. That is why you as an activist must keep your campaign and action focused
and on message. You must be able to answer three questions: Presuming your overall
campaign goals are clear, ask yourself again: Why is an action warranted at this particular
point? Does the proposed action have a reasonable chance of benefiting the campaign -of
sending a message, moving the debate or raising its profile? What about the political
follow-up to the action: Will you be able to exploit the political opportunity your action
seeks to create? As environmentalists, we recognize that everything is connected. But we
can't attempt to campaign on everything at once, because the public won't hear us. You
must define the issues as clearly and simply as possible. For instance, your campaign
might be against the Forest Service in general. But what are you going to focus on right
now? Clearcutting, endangered species, habitat and clean water are all good issues, but
you can't make a coherent statement about all of them in one action. So decide which
aspect of your campaign you're going to emphasize right now. Then work to make
everything about the action -location, banner slogan, even what your activists are
oc.:•1996 -2003 The Ruckus Society• A 11 Rights Reserved Except Where Otherwise Noted
www.ruckus.org • info@ruckus.org
II The Ruckus Action Planning Manual
wearing -speak to that. A word about anger: A lot of us have been fighting the Forest
Service, or nukes, or whatever, for a long time, and sometimes we build up a fair bit of
righteous anger. A little anger can be a good thing. It puts a passion in the work. But seek
in your action to go beyond expressing your anger. Let them -and the public -know why
you're angry. People sometimes get impatient with this arduous process of issue
clarification and message development. But it is an absolute prerequisite to the next steps.
Only with a clear understanding of your campaign and the issue can you pick the target
audience, set the context, and scout, plan and execute your direct action.
Picking the Target Audience
Picking the target audience is the next step in your action's development. It flows directly
from your understanding of what needs to happen in the campaign at this point. In
essence you're saying: "I want my target audience to do this: "Is it the general public,
government officials, the mill operators, or the corporate executives you are trying to
affect? Too often we hear a defiant comrade declare: "I'm sending a message to all of
them." Good intentions, but fuzzy politics. Such universal messages are very rare. lf you
think you're sending a message to "all of them," it often means you haven't thought
through your target audience well enough. Each action should reveal what we're against
and what we're for. We may be against several things: the mill, the Forest Service, and
the corporate suits. Bu each of these players should be held specifically accountable for
their specific actions. Nailing them on the specifics -who did what, and when did they do
it -may be harder than issuing a grand indictment, but sends a clearer message. The
principle also applies when you're thinking about what segment of the public you're
trying to reach.
Setting the Context
Before making decisions about the place of action or other tactical choices we should
pause and ask ourselves: Will the action be understood? It's an important consideration.
Actions don't occur in a void. They occur in a particular context, and being sensitive to
the context increases the chances that your action will be understood. Do you want to do
that hard-hitting action just before Christmas, for example, when folks don't like
receiving bad news? As activists we often have a more sophisticated understanding of an
issue than the general public. Polls have consistently shown that only about 15 percent of
the American public is "interested and informed" on any given issue. This has several
consequences for direct action campaigning. Frrst, we have to avoid jargon -specialized
language or concepts understood in an industry of a movement, but obscure to the general
public. Second, if you want to campaign on these more complicated issues, you must take
the time to establish the context before the action. There are many ways to do this.
Releasing a report, holding a press conference or briefing, placing letters to the editor or
advertising, can all help to establish context. Third and most important, it's much easier that
is, more understandable to the public -to protest events rather than policy. In the
(('11996 -2003 The Ruckus Society • A II Rights Reserved Except Where O therw:se Noted
www.ruckus.org • info@ruckus.org
□I The Ruckus Action Planning Manual
IWC example cited above, an action directed at a possible policy shift would be very
difficult to understand. An action directed at the Russians after they actually changed
their vote would be much easier for the public to understand. Another example: You
might want to send a message that the President's nuclear policy is an ongoing disaster
for the planet. In trying to protest these policies keep your eye open for event
opportunities -a presidential visit to a nuclear research site, an accident at a government
nuclear facility, etc. Finally, for all actions, remember the KISS rule: Keep It Short and
Simple.The public has only a limited capacity to absorb new information over the short
term.
t'1996 -2003 The Ruckus Society • A 11 Rights Reserved Except W here Otherwise N otec
www.ruckus.org • info@ruckus.org