Summary
Chris Rose — UK campaign strategist, former Greenpeace campaign director (led the Brent Spar campaign, 1995), and author of How to Win Campaigns: 100 Steps to Success and the Campaign Strategy online textbook (campaignstrategy.org). Developer of values-based segmentation and the Ambition Box model.
Body
Chris Rose is a UK-based campaign strategist who began his career as a Greenpeace UK campaigner in the early 1990s. He is best known for directing the Brent Spar campaign (1995), in which Greenpeace forced Shell to abandon plans to sink the obsolete North Sea oil storage buoy. The campaign is widely studied in the practitioner literature for its use of values-based messaging, brand-versus-brand framing, and tactical discipline across the Pioneer/Prospector/Settler segments. [source: campaign-strategy-rose]
Rose founded Campaign Strategy (campaignstrategy.org), a consultancy and resource platform that has trained thousands of campaigners globally. His major works are How to Win Campaigns: 100 Steps to Success (Earthscan, 2005, 2nd ed. 2010) — the standard practical reference for NGO campaigners — and the open-access Campaign Strategy online textbook, which contains his 12 Basic Guidelines and the Ambition Box model.
Rose’s methodological contributions include: the values-based segmentation framework (developed with Phil Bennett), the Ambition Box (“what is the smallest ambition that would actually change the situation?”), and the commitment curve for tracking base growth from passive to active support. [source: chris-rose]