Don't Think of a Dinosaur

a social change strategy Overview

Don't Think of a Dinosaur is a social change strategy designed to significantly improve the wellbeing of society and the sustainability of our environment and economy. Profound social change is essential to address the massive social, environmental and economic challenges facing Australian and global society today. Far too frequently social change strategies are framed in the negative. The prevention of child abuse and neglect and minimising the most harmful effects of human induced climate change are two examples of great significant to humanity today. The problem with a negative framing of social change is that the negative frame remains dominant. When people are told Don't think of a dinosauri the majority of them in fact do with images of T-Rex, brontosaurus and pterodactyls coming to mind. Recent research on the wellbeing of children and young people highlights this very point: Most research on childrens well-being defines well-being in terms of what is negative in childrens lives. It focuses on topics such as child health problems, child abuse and neglect or risk-taking behaviour. The consequence of this is that we know more about what we dont want for our children than what we do want. This is reflected in policy and service provision that responds to vulnerability rather than promoting positive standards for children. This approach is out of step with an increasing body of evidence showing that the best way to prevent negative outcomes for children is to promote well-being throughout their lives, rather than only responding to vulnerability and crisis.ii Successful social change requires a bold, courageous and inspiring vision of the future to keep the solution frame dominant. Strategies, policies, campaigns, programs and services need to communicate yes, continue, do and go rather than no, don't and stop sowing seeds for success instead of highlighting the roots of our ruin. For example, a child friendly society is also a society that strives to be free from child abuse and neglect, however as a vision it is able to guide and progress policy, services, programs, values and beliefs. By contrast a social change strategy towards less or no child abuse and neglect leads to a vision of the absence of child abuse, leaving people wondering and often arguing about what it is in fact they are working to create rather than take away. Don't think of a Dinosaur is a strategy for social change designed to enable change makers, policy makers, politicians, campaigners, people, communities, organisations and society to move towards wellbeing and sustainability and away from the many 'dinosaurs' facing humanity today.

What Form of Social Change?

Social change takes many forms and can happen in many ways. Don't Think of a Dinosaur is about the form of change that happens when people's passion is ignited. It is about the process of individuals, communities, organisations and even societies being touched, inspired and moved to change, take action and make a difference. It is this type of change that can create social movements and ultimately bring about massive groundswells of change and transform the qualities of day to day life. Today, this form of social change is very necessary. Every day society consumes (mostly) bad news about many serious problems. These are the dinosaurs. Horrific stories of child abuse, obesity, extreme weather events, cancer, depression, mental health problems, terrorism, desertification and drought. Many social change campaigns inadvertently add to the emotional burden of this bad news with campaigns and media strategies to 'raise awareness' of these very same problems. This phenomena is a proven reality and not just imagination: One electronic search of the psychological literature over a period of more than one hundred years revealed more than 70,000 articles on depression and almost 58,000 on anxiety, but less than 6,000 mentioning life satisfaction and 3,000 happiness.iii At the same time as awareness of dinosaurs has grown change agents have become very sophisticated in their change strategies. Social campaigners and environmentalists use economic modelling for the value of carbon, trees and children, parenting techniques are proven by random control trials and everything is evidence based. The problem with this approach is that it fails to engage society towards the solution. The bad news is so upsetting it either breaks people's hearts or they emotionally disconnect. Passion cools, perhaps fear and anger rise, yet the purpose of these facts and figures are to engage their minds with good reasons to do something and change. The scientific evidence and the economic value are of course important, however they struggle greatly to inspire people to change their lives and make a difference to the lives of others. A social worker in Sydney had worked with a particular family for over a decade. During this time the son of the family had become a teenager. One day the social worker was feeling depressed and low, struggling to find the strength and courage to face another session with the son, overwhelmed with the knowledge of the continuous trauma, abuse and neglect that he had somehow survived over more than 10 years. The following conversation took place: Worker: Can you tell me how you have survived? What kept you going? Boy: Every day, when I used to get on the bus to go to school, the driver used to ask me: Hows my little ray of sunshine today? I knew then that I was someone, that I mattered.

The bus driver made a profound difference to this boy, perhaps giving him reason to live and the strength to survive. Scientifically we know that respectful relationships with children make a profound difference to their lives. In fact research shows, just like the true story above, in some of the most dire of circumstances the wellbeing and very survival of children can hinge on one significant person one relationship. This story highlights what Don't Think of a Dinosaur is about: ways to touch, inspire and move people to make a difference. Stories are a very effective way to achieve this outcome, as most ancient cultures have demonstrated by maintaining knowledge over hundreds of generations and thousands of years relying heavily on oral communication through story. There is a need to redefine our social, economic and environmental goals in ways that include and address the problems with a positive expression of the way forward a vision to be created instead of the destruction or extinction of a dinosaur. This broadening of purpose to a positive frame still works to address and benefit the very real needs of victims and marginalised Australians, however it does so in a way that moves us forward together and beyond the inevitable blaming and win-lose scenarios of problem centric campaigns.

The Role of Vision

Social change requires a bold, courageous and inspiring vision to guide the change process and give direction to the people who will create the numerous solutions, strategies and policies required to make it happen. Research on some of the most successful companies in the world has identified a key driver of their success was having just such a big and audacious vision.iv These companies have existed for more than a century and outlasted many, some times all, of their competitors. The 2000 Olympic games transformed the global city of Sydney. The vision for the first Green Games in modern times was complimented by a volunteering ethos which inspired Sydney-siders to become hosts, guides and friends to the visitors who came from all around the world. The sustainable games set new global benchmarks for environmental performance and provided the catalyst for significant cultural and social change.v Technology raced ahead too Newington was the largest solar suburb ever built.

Sydney's SuperDome beyond a regenerated wetlands corridor. Once filled with rubbish, the wetlands now provide a home for native plants and animals.

John F. Kennedy's vision to put a man on the moon before the end of the 1960s is often recalled as an excellent example of the importance and influence of a bold vision, especially since the technology to achieve this goal did not exist in 1962 at the time the commitment was made. Some time before the vision was achieved in 1969 a visitor to NASA asked a cleaner who got into the lift with them What do you do here? The cleaner replied "I'm helping to put a man on the moon." How many social change strategies, policies and campaigns achieve this clarity and ownership of their vision? How many visions of social change resonate so deeply with the people who will, could or should fulfil them? Vision reflects what is most important our most important values and beliefs and as a future possibility it represents the dreams, hopes and aspirations of everyone.

What Type of Vision?

Social change requires deep consideration of what vision is most important for individuals, communities, organisations, society and our global village. Vision guides people, not technology or policy, though it of course guides the people who create technology, policy, law and more. The field of psychology has broadened widely in recent decades to help understand the evolution and changes of humanity as individuals, communities and societies, within religions, language groups and organisations. All Quadrants Theoryvi from the field of integral psychology provides a simple and comprehensive model to describe the four broad spheres of human life and consciousness individual and collective, internal and external. The type of vision required for social change must embrace and resonate with every quadrants. All Quadrants Theory I Individual & Internal (Subjective) Values, beliefs, emotions We Collective & Internal (Subjective) Culture It Individual & External (Objective) Behaviour, physicality, DNA Its Collective & External (Objective) Nations, Nature, Economies, Systems

In recent decades profound developments have taken place in the objective realms increased life span (It), internet technologies (Its), identifying genes linked to depression and violence (It), United Nations government (Its) and globalisation (Its). The social change required today however requires much greater integration of the subjective realms both individual and collective wellbeing with the objective (technology, economics, material goods). Yet today a lot of modern social change strategy and policy only focus on change that can be objectively (within the realms of current knowledge and science anyway) measured.

For example, the volume of existing research showing the links between hitting of children and mental, emotional and social dysfunction could fill truck loads. However many individuals and cultures still believe it is okay to smack their children. They believe (I, We) this for cultural, religious, personal and other reasons. Germany made laws (Its) that banned physical punishment, however the successful decline in the behaviour (It, Its) has mostly resulted from extensive parent education about managing stress, emotions, positive discipline and peaceful conflict resolution skills. These are I and Its domains. A child that acts unlovable needs to be loved. (Anonymous) Don't Think of a Dinosaur is about a vision of social wellbeing and environmental and economic sustainability. We need a vision that encompasses our internal subjective wellbeing as well as the external and objective. Individually we yearn for happiness (which is after all an inside jobvii), inner peace and calm. Our increasingly diverse communities also yearn for respect, inclusion and understanding. Environmentally we have technologies and systems which are indeed sustainable renewable energy, electric cars, organic food, compact development, reuse and recycling programs yet by and large our values and culture do not yet prioritise nature's wellbeing. Paradoxically the argument this is because sustainable choices are too expensive comes from the wealthiest societies on the planet, including most Australians, which also have the largest and most damaging environmental footprints. A friend of mine is passionate about conserving water and inspired by their father who was a water engineer and role model. In their medium sized inner city terrace one wall of the garage is lined with two water tanks: one collects rain water for washing and toilets; the other filters grey water for gardens from washing, showers and sinks. The following conversation took place with their neighbour soon after the water system was installed. Neighbour: How much did the system cost and how long will it take for you to make back the cost from saved water bills? Friend: Well you know how your family has two matching BMW convertibles and how my family have two Mopeds and a small city car? Neighbour: Yes. Friend: I imagine you really enjoy driving your BMWs, and even though they cost much more than our Mopeds they are worth it? Neighbour: Yes we sure do. Friend: My water system is really worth it. I like water.

Urgency for Change

Every generation, culture and religion has a mythical story or superstition about a time of dangerous and great change and loss coming. In the past wars, famines and natural disasters have probably filled this role. For today's generations however there is a need for great change to avoid a great humanmade disaster in a time of relative peaceviii.

Climate change is only one of many ecological calamities we face. The loss of habitat caused in the last few centuries alone felled forests, dried rivers, desertification and barren ocean fisheries is greater than any time before in human history. Biodiversity is intricately interwoven and interdependent. Species extinctions are accelerating both through direct harvest and through the loss of habitat they once lived in. Some scientists believe we have already harmed planetary systems to the point that massive environmental shift is inevitable with or without renewable energies, sustainable development and massive reuse and efficiency gains in resource usage (though every single one of these and more are of course valuable and required). However the benefits from the use and decimation of the planet and its resources have, until very recently, mostly benefited the few societies who had the technologies of guns and steel or the nave biological weapon of germs.ix The global population has boomed, requiring exponentially increasing resources to sustain a quality of life that for most remains far from modern or civilised. If our global community was a village of only 100 peoplex: 33 are attempting to live on only 3% of the income of the village; 5 control 32% of the wealth; 80 live in substandard housing; 67 are unable to read; 50 are malnourished and 1 person is dying of starvation; 33 do not have access to a safe water; 24 do not have any electricity (76 only for light at night); 7 people would have access to the Internet; 1 would have HIV; and, 2 being born and, 1 dying. Economic development and the advancement of technology are without doubt one of the greatest success stories of the last millennium especially for the 67% of the world's population who hold 97% of the economic wealth. But, and this is a big but, the economic development and wealth are not ecologically sustainable. Our economy is heavily dependent on fossil fuels and consuming carbon affecting human induced climate change and the use of seriously depleted natural resources. Of Australia's 200 largest publicly listed companies, 145 are such large emitters of greenhouse gases they were served notice to address the legal, financial and regulatory risks of climate change.xi

Paradigm Storm & Adaptation

The late Peter Brock used an analogy when teaching people performance driving that influenced the thinking behind Don't Think of a Dinosaur. Peter explained how common it is for cars to be in smash repair workshops with the indent of trees, telegraph poles or other vehicles near the very centre of the bonnet. The point being made was that all too often when the driver loses control of the vehicle, or finds themselves in an unexpected and dangerous situation, they focus on the one thing they must avoid they focus on the dinosaur. Peter Brock taught drivers to keep their focus on the road or the gap between the trees and to stay aware of the proverbial telegraph pole disappearing in your rear view mirror and the distance behind.

It is time to strap ourselves in for the drive of our lives. In the coming decades our lifestyles, values, technologies, systems, economies, work, relationships, communities and societies are going to change paradigm again and again. We are experiencing a paradigm storm wave upon wave of paradigm shift, layering on top of each other and causing further shifts as they interact. We are adapting at a rate and on a scale not previously known by humanity. To achieve environmental sustainability and an economy which is sustainable and improves the wellbeing of societies right across the globe we must not think of a dinosaur. Rather, we must think, feel, act and adapt, towards sustainable wellbeing. Our economy will be knowledge-based rather than resource based an economy that turns over with services enabling the skills and capacities for wellbeing and sustainability. Three super paradigm shifts are upon us: 1. Moving towards lives of wellbeing personal, family, community, social and global wellbeing that are much broader and less reliant on material wealth alone. Material wealth is a luxury that is environmentally unsustainable, becoming scarce and what material level that can be sustained needs to be shared among billions more people than currently is the case; 2. Swift evolution of a sustainable economy a form of economics strongly integrated with both social wellbeing and environmental sustainability. This sustainable business and economy has been usefully described as the single bottom linexii; and 3. Conserve, rehabilitate and regenerate the natural systems of Earth. Change processes are rarely simple or predictable and the paradigm storm we are now experiencing is likely to be neither. It is wise to have back up and redundancy systems in place. Living in a resource constrained world is likely to make local life much more important for food, community and entertainment. Being able to commute energy-light (walk, bike, public transport) will be increasingly important too. Renewable energy is of course critical, as will independent energy sources like domestic solar and micro wind and hydro, to power essential items should mains energy grids be unstable or interrupted. Energy-light technology, such as solarised communication devices, will be essential. The World Wildlife Funds Living Planet Report identifies Cuba as the only country in the world to meet requirements for sustainable development (low resource use and high living standards). Cuban cities and towns produce most of their food within their boundaries and some actually export produce. Cuba is economically described as 'poor' however: Life expectancy averages 77.4 years (Australia male 78.5 years (Indigenous 59.4) and female 83.3 years (Indigenous 64.8)) Infant mortality is 9 per 1,000 live births (Australia male 5, female 4; Indigenous male 15, Indigenous female 12) The literacy rate is 97% Education (one teacher for every 16 students) and medical systems are free (one doctor for every 167 people) 50 colleges and universities have been established in the provinces to expand learning opportunities and strengthen rural communities

The Art of Social Change

The various processes and forms that social change has taken have been studied and described extensively by experts such as Bill Moyer, Malcolm Gladwell, Paul Hawken, Don Beck, Christopher Cowan and Jared Diamond. What follows is a synthesis of the art of social change specifically for Don't Think of a Dinosaur a form of social change for courageous, bold and inspiring vision based change towards sustainable wellbeing. Real world examples are included throughout. Touch & Connect The first process in the art of social change is to touch and connect people with the vision and adaptation required whether it is about nature, wellbeing or sustainable work and business. For this to work is must resonate with people's values, beliefs and spirit. This first step is best kept simple and heart felt. The wellbeing of children underpins the wellbeing of our society as a whole. A global wave of child friendly initiatives, programs and communities is growing. Kiss & Go signs are being used by schools to encourage parents and carers to do both show their care for their children and others. Parents and families using the zones correctly are rewarded with "kiss" stickers.xiii The rise in inter-faith dialogue around the world is seeks to establish connections, understanding and respect across religions towards a shared spiritual vision for world peace. A recent conference held by The Institute of Interfaith Dialogue for World Peace stated: Muslims make up 22 percent of the world's population and Christians make up 32 percent. If we got those two groups to come together peacefully, then that would be half of the world's population." Inspire, Move & Involve After being touched by and connected with the vision, social change progressed when people are inspired, moved to action and get involved in making the vision real. On 31 July 2007 a world record was achieved with 10,586,448 trees being planted in a single day. This environmental feat was achieved by 363,797 people in the Indian State Uttar Pradesh.xiv School walking buses are being used all over Australia and are now complimented by riding buses which are convoys of bike riding children. At Diamond Creek Primary School, Victoria, 75% of the school's 200 students catch the walking bus to and from school. The program is simple, costs very little and provides

children with a safe healthy way to travel and an opportunity to bond with other children, caring adults and their wider community. The initiative provides both relief and connection for parents who can participate as volunteers or use the walking bus as an alternative to bus or car travel. Enable, Transform & Adapt As people's connection and involvement with practical actions the vision grows and it becomes possible to enable them to transform and adapt their lifestyles, work, business and tread more lightly on the Earth.

Australian Ethical's refurbished office building (Block E of Trevor Pearcey House in Bruce, ACT) was awarded the 'world leadership' rating by the Green Building Council of Australia. It has a 6 Star environmental rating. The Abu Dhabi Future Energy Company has initiated a $6 Billion (AUD) plan to build by 2009 a six square kilometre city free of cars and powered by renewable energy from wind and solar farms. The city of Abu Dhabi accounts for more than 90 percent of the United Arab Emirate's oil resources which rank third largest in the world. The Chief Executive Sultan Al Jaber says: As the first major hydrocarbon-producing nation to take such a step, Abu Dhabi has established its leadership position... a global cooperative platform for open engagement in the search for solutions to some of mankind's most pressing issues -- energy security, environment and truly sustainable human development.''xv Support & Sustain As the process of social change deepens and takes hold in daily life it becomes necessary to support and sustain the adaptation taking place.

On 1 December 1948 the President Oscar Arias Snchez of Costa Rica broke down this wall to symbolise the government's commitment to peace and the abolition of the military. The military budget was redeployed to provide greater access to education and cultural programs. The country still invests in security by maintaining Police Guard forces. Unlike its neighbours, Costa Rica has not endured a civil war since.

My Personal Social Change Journey

I was six years old when my passion for social change ignited. I was watching the 6 o'clock news with my family and a story about an unwanted greyhound came on. The poor dog was nearly dead, having been left to starve and be eaten to death it was chained to a stake driven into a termite mound. I was horrified and sickened by this act of cruelty and deeply moved by the RSPCA rescuers who took the dog into care. Amazingly, the dog survived. I was determined to do something. I joined the RSPCA and presented the 'news' to my school class. For the next year I gave away drawings of a dog with the quotation A dog makes more friends than man because he wags his tail and not his tongue. The drawing was rolled with a ribbon bound around it. Until quite recently I spent a large part of my life studying dinosaurs and became an expert about what was cruel, unjust, inequitable, abusive and neglectful whether people, animals, plants or the planet was effected. My poor Irish-Catholic-English convict origins may have played a part in my fascination being sparked by such injustice. Some thirty years later I have slowly, and painfully, learnt that what is needed is a new vision, with solutions and leadership showing a way forward not more dinosaurs. This change greatly affected my world view and my study and work transitioned towards social wellbeing and economic and ecological sustainability. Don't Think of a Dinosaur was both formed by and integrated with the social change strategies developed and applied in my roles with Greenpeace, Climate Action Network Australia and the National Association for Prevention of Child Abuse and Neglect (NAPCAN). NAPCAN launched a social change campaign for a Child Friendly Australia which over 4 years resulted in a tenfold increase in size of National Child Protection Week a 1,000% increase in website usage, quadrupled media exposure and 6 new national programs.

Conclusion
Margaret Mead is famously quoted for saying: Never doubt that a small group of thoughtful, committed citizens can change the world. Don't Think of a Dinosaur provides a roadmap to touch, move and inspire such small groups of citizens to change the world. The paradigm shift now being experienced by humanity is unprecedented. Many small groups have begun adapting to accommodate the great transition to a sustainable and well society. Their actions and stories will inspire others and slowly and surely sow the seeds for our collective social, environmental and economic success. Different to the many forms of social change which have taken place before now, this shift is towards visions that are bold, courageous and inspiring. Such visions have the qualities to grow in the hearts and minds of people everywhere and enable them to make the greatest transition in human history an act of adaptation through a paradigm storm of social, environmental and economic transformation. Adam F Blakester Change Strategist 0419 808 900 adam@paradigmplay.net References Collins J, Porras J. 1994. 'Built to Last: Successful Habits of Visionary Companies ', Harper Business. Diamond, J. 1997. 'Guns, Germs, and Steel: The Fates of Human Societies', W.W. Norton & Company Eckersley, R. 2005. 'Well & Good: Morality, meaning and happiness, Text Publishing. Fattore, T (NSW Commission for Children and Young People); Mason J and Watson L. (University of Western Sydney); 2007. 'Overview of Children's Understandings of Wellbeing', NSW Commission for Children & Young People, Sydney. Gilding, P; Hogarth, M; Reed, D. (Ecos Corporation) 2002. 'Single Bottom Line Sustainability, How a Value Centred Approach to Corporate Sustainability can pay off for Shareholders and Society', Sydney. Lakoff, G. 2005, 'Don't think of an Elephant', Chelsea Green Publishing. Sydney Organising Committee for the Olympic Games, 2001. 'Official Report of the XXVII Olympiad, Volume 1', Paragon Printers. Wilbur, K. 2000. 'A Theory of Everything: An Integral Vision for Business, Politics, Science and Spirituality', Shambhala Publications.

The title for the Don't think of a Dinosaur social change strategy has been derived from George Lakoff's book titled Don't think of an Elephant. ii Fattore, T; Mason J; Watson L (2007: 1) iii Eckersley, R (2005: 77) iv Collins J; Porras J (1994). This type of vision was described as a Big Hairy Audacious Goal (BHAG). v Sydney Organising Committee for the Olympic Games (2001: 367) vi Wilbur, K (2000: 70) vii King, P. Personal comment. viiiThe number of armed conflicts in the world has been declining since 1990. The Facts on War & Peace, New Internationalist, http://www.newint.org/features/1999/04/01/thefacts/index.php ix Diamond J. (1997) x Family Care Foundation, http://www.familycare.org/news/if_the_world.htm xi Maurice Blackburn Cashman and Climate Action Network Australia, 30 July 2003, Sydney xii Gilding, P; Hogarth, M; Reed, D. (Ecos Corporation) 2002. xiiihttp://www.randwick.nsw.gov.au/default.php?id=1222 xiv http://www.unep.org/billiontreecampaign/CampaignNews/UttarPradesh.asp xv http://www.ipsnews.org/news.asp?idnews=38187