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. ar too fre!uently 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 e"amples of great significant to humanity today. The problem with a negative framing of social change is that the negative frame remains dominant. #hen people are told $Don't think of a dinosauri the ma%ority of them in fact do & with images of T'(e", brontosaurus and pterodactyls coming to mind. (ecent 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 conse!uence of this is that we know more about what we dont want for our children than what we do want. This is reflected in polic" and service provision that responds to vulnerabilit" rather than promoting positive standards for children. This approach is out of step with an increasing bod" of evidence showing that the best wa" to prevent negative outcomes for children is to promote well-being throughout their lives rather than onl" responding to vulnerabilit" and crisis.ii *uccessful social change re!uires a bold, courageous and inspiring vision of the future to keep the solution frame dominant. *trategies, 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. or e"ample, 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. ,y 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.

#hat orm of *ocial -hange.

*ocial 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. /t is about the process of individuals, communities, organisations and even societies being touched, inspired and moved to change, take action and make a difference. /t is this type of change that can create social movements and ultimately bring about massive groundswells of change and transform the !ualities of day to day life. Today, this form of social change is very necessary. 0very day society consumes 1mostly2 bad news about many serious problems. These are the $dinosaurs+. 3orrific stories of child abuse, obesity, e"treme weather events, cancer, depression, mental health problems, terrorism, desertification and drought. 4any 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 %ust imagination) #ne electronic search of the ps"chological literature over a period of more than one hundred "ears revealed more than $% %%% articles on depression and almost &' %%% on an(iet" but less than ) %%% mentioning life satisfaction and * %%% happiness.iii At the same time as awareness of $dinosaurs+ has grown change agents have become very sophisticated in their change strategies. *ocial campaigners and environmentalists use economic modelling for the value of carbon, trees and children, parenting techni!ues 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 *ydney 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 56 years. The following conversation took place) Worker: -an you tell me how you have survived. #hat kept you going. Boy: 0very day, when / used to get on the bus to go to school, the driver used to ask me) $3ow7s my little ray of sunshine today.+ / knew then that / was someone, that / mattered.

The bus driver made a profound difference to this boy, perhaps giving him reason to live and the strength to survive. *cientifically we know that respectful relationships with children make a profound difference to their lives. /n fact research shows, %ust 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. *tories 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 e"pression of the way forward & a vision to be created instead of the destruction or e"tinction 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 (ole of 8ision

*ocial change re!uires 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 re!uired to make it happen. (esearch on some of the most successful companies in the world has identified a key driver of their success was having %ust such a big and audacious vision.iv These companies have e"isted for more than a century and outlasted many, some times all, of their competitors. The 9666 Olympic games transformed the global city of *ydney. The vision for the first +reen +ames in modern times was complimented by a volunteering ethos which inspired *ydney'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 & :ewington was the largest solar suburb ever built.

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

;ohn . <ennedy's vision to put a man on the moon before the end of the 5=>6s is often recalled as an e"cellent e"ample of the importance and influence of a bold vision, especially since the technology to achieve this goal did not e"ist in 5=>9 at the time the commitment was made. *ome time before the vision was achieved in 5=>= a visitor to :A*A asked a cleaner who got into the lift with them $#hat do you do here.+ The cleaner replied ?/'m helping to put a man on the moon.? 3ow many social change strategies, policies and campaigns achieve this clarity and ownership of their vision. 3ow many visions of social change resonate so deeply with the people who will, could or should fulfil them. 8ision 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.

#hat Type of 8ision.

*ocial change re!uires deep consideration of what vision is most important & for individuals, communities, organisations, society and our global village. 8ision 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. ,ll -uadrants Theor"vi 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 e"ternal. The type of vision re!uired for social change must embrace and resonate with every !uadrants. ,ll -uadrants Theor" I /ndividual @ /nternal 1*ub%ective2 8alues, beliefs, emotions We -ollective @ /nternal 1*ub%ective2 -ulture It /ndividual @ 0"ternal 1Ob%ective2 ,ehaviour, physicality, D:A Its -ollective @ 0"ternal 1Ob%ective2 :ations, :ature, 0conomies, *ystems

/n recent decades profound developments have taken place in the ob%ective realms & increased life span 1/t2, internet technologies 1/ts2, identifying genes linked to depression and violence 1/t2, Anited :ations government 1/ts2 and globalisation 1/ts2. The social change re!uired today however re!uires much greater integration of the sub%ective realms & both individual and collective wellbeing & with the ob%ective 1technology, economics, material goods2. Bet today a lot of modern social change strategy and policy only focus on change that can be ob%ectively 1within the realms of current knowledge and science anyway2 measured.

or e"ample, the volume of e"isting research showing the links between hitting of children and mental, emotional and social dysfunction could fill truck loads. 3owever many individuals and cultures still believe it is okay to $smack+ their children. They believe 1/, #e2 this for cultural, religious, personal and other reasons. Cermany made laws 1/ts2 that banned physical punishment, however the successful decline in the behaviour 1/t, /ts2 has mostly resulted from e"tensive parent education about managing stress, emotions, positive discipline and peaceful conflict resolution skills. These are / and /ts domains. $, child that acts unlovable needs to be loved.+ 1Anonymous2 Don't Think of a Dinosaur is about a vision of social wellbeing and environmental and economic sustainability. #e need a vision that encompasses our internal sub%ective wellbeing as well as the e"ternal and ob%ective. /ndividually we yearn for happiness 1which is after all $an inside %ob+vii2, inner peace and calm. Our increasingly diverse communities also yearn for respect, inclusion and understanding. 0nvironmentally 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. Parado"ically the argument this is because sustainable choices are too e"pensive 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. /n their medium siDed inner city terrace one wall of the garage is lined with two water tanks) one collects rain water for washing and toiletsE 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: 3ow much did the system cost and how long will it take for you to make back the cost from saved water bills. Friend: #ell you know how your family has two matching ,4# convertibles and how my family have two 4opeds and a small city car. Neighbour: Bes. Friend: / imagine you really en%oy driving your ,4#s, and even though they cost much more than our 4opeds they are worth it. Neighbour: Bes we sure do. Friend: 4y water system is really worth it. / like water.

Argency for -hange

0very generation, culture and religion has a mythical story or superstition about a time of dangerous and great change and loss coming. /n the past wars, famines and natural disasters have probably filled this role. or today's generations however there is a need for great change to avoid a great human' made disaster in a time of relative peaceviii.

-limate 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. ,iodiversity is intricately interwoven and interdependent. *pecies e"tinctions are accelerating both through direct harvest and through the loss of habitat they once lived in. *ome 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 1though every single one of these and more are of course valuable and re!uired2. 3owever 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 naFve biological weapon of germs.i" The global population has boomed, re!uiring e"ponentially increasing resources to sustain a !uality of life that for most remains far from modern or civilised. /f our global community was a village of only 566 people") GG are attempting to live on only GH of the income of $the village+E I control G9H of the wealthE J6 live in substandard housingE >K are unable to readE I6 are malnourished and 5 person is dying of starvationE GG do not have access to a safe waterE 9L do not have any electricity 1K> only for light at night2E K people would have access to the /nternetE 5 would have 3/8E and, 9 being born and, 5 dying. 0conomic development and the advancement of technology are without doubt one of the greatest success stories of the last millennium & especially for the >KH of the world's population who hold =KH of the economic wealth. ,ut, 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 966 largest publicly listed companies, 5LI are such large emitters of greenhouse gases they were served notice to address the legal, financial and regulatory risks of climate change."i

Paradigm *torm @ Adaptation

The late Peter ,rock used an analogy when teaching people performance driving that influenced the thinking behind Don't Think of a Dinosaur. Peter e"plained 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 une"pected and dangerous situation, they focus on the one thing they must avoid & they focus on the dinosaur. Peter ,rock 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.

/t is time to strap ourselves in for the drive of our lives. /n the coming decades our lifestyles, values, technologies, systems, economies, work, relationships, communities and societies are going to change paradigm again and again. #e are e"periencing a paradigm storm & wave upon wave of paradigm shift, layering on top of each other and causing further shifts as they interact. #e 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. (ather, 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) 5. 4oving towards lives of wellbeing & personal, family, community, social and global wellbeing & that are much broader and less reliant on material wealth alone. 4aterial wealth is a lu"ury 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 caseE 9. *wift 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 line"iiE and G. -onserve, rehabilitate and regenerate the natural systems of 0arth. -hange processes are rarely simple or predictable and the paradigm storm we are now e"periencing is likely to be neither. /t is wise to have back up and redundancy systems in place. Miving in a resource constrained world is likely to make local life much more important & for food, community and entertainment. ,eing able to commute energy'light 1walk, bike, public transport2 will be increasingly important too. (enewable 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. 0nergy'light technology, such as solarised communication devices, will be essential. The #orld #ildlife und7s .iving /lanet 0eport identifies -uba as the only country in the world to meet re!uirements for sustainable development 1low resource use and high living standards2. -uban cities and towns produce most of their food within their boundaries and some actually e"port produce. -uba is economically described as 'poor' however) Mife e"pectancy averages KK.L years 1Australia male KJ.I years 1/ndigenous I=.L2 and female JG.G years 1/ndigenous >L.J22 /nfant mortality is = per 5,666 live births 1Australia male I, female LE /ndigenous male 5I, /ndigenous female 592 The literacy rate is =KH 0ducation 1one teacher for every 5> students2 and medical systems are free 1one doctor for every 5>K people2 I6 colleges and universities have been established in the provinces to e"pand learning opportunities and strengthen rural communities

The Art of *ocial -hange

The various processes and forms that social change has taken have been studied and described e"tensively by e"perts such as ,ill 4oyer, 4alcolm Cladwell, Paul 3awken, Don ,eck, -hristopher -owan and ;ared Diamond. #hat 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. (eal world e"amples are included throughout. Touch @ -onnect The first process in the art of social change is to touch and connect people with the vision and adaptation re!uired & whether it is about nature, wellbeing or sustainable work and business. or 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. $<iss @ Co+ 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 Dones correctly are rewarded with ?kiss? stickers."iii 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 /nstitute of /nterfaith Dialogue for #orld Peace stated) $4uslims make up 99 percent of the world's population and -hristians make up G9 percent. /f we got those two groups to come together peacefully, then that would be half of the world's population.? /nspire, 4ove @ /nvolve 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 G5 ;uly 966K a world record was achieved with 56,IJ>,LLJ trees being planted in a single day. This environmental feat was achieved by G>G,K=K people in the /ndian *tate Attar Pradesh."iv *chool $walking buses+ are being used all over Australia and are now complimented by $riding buses+ which are convoys of bike riding children. At Diamond -reek Primary *chool, 8ictoria, KIH of the school's 966 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. 0nable, 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 0arth.

Australian 0thical's refurbished office building 1,lock 0 of Trevor Pearcey 3ouse in ,ruce, A-T2 was awarded the 'world leadership' rating by the Creen ,uilding -ouncil of Australia. /t has a > *tar environmental rating. The Abu Dhabi uture 0nergy -ompany has initiated a N> ,illion 1AAD2 plan to build by 966= a si" s!uare kilometre city free of cars and powered by renewable energy from wind and solar farms. The city of Abu Dhabi accounts for more than =6 percent of the Anited Arab 0mirate's oil resources which rank third largest in the world. The -hief 0"ecutive *ultan Al ;aber says) $OOAs the first ma%or 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.''"v *upport @ *ustain 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 5 December 5=LJ the President Oscar Arias *PncheD of -osta (ica 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 Cuard forces. Anlike its neighbours, -osta (ica has not endured a civil war since.

4y Personal *ocial -hange ;ourney

/ was si" years old when my passion for social change ignited. / was watching the > 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. / was horrified and sickened by this act of cruelty and deeply moved by the (*P-A rescuers who took the dog into care. AmaDingly, the dog survived. / was determined to do something. / %oined the (*P-A and presented the 'news' to my school class. or the ne"t year / gave away drawings of a dog with the !uotation $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. Antil !uite recently / spent a large part of my life studying $dinosaurs+ and became an e"pert about what was cruel, un%ust, ine!uitable, abusive and neglectful & whether people, animals, plants or the planet was effected. 4y poor /rish'-atholic'0nglish convict origins may have played a part in my fascination being sparked by such in%ustice. *ome thirty years later / 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 Creenpeace, -limate Action :etwork Australia and the :ational Association for Prevention of -hild Abuse and :eglect 1:AP-A:2. :AP-A: launched a social change campaign for a -hild riendly Australia which over L years resulted in a tenfold increase in siDe of :ational -hild Protection #eek a 5,666H increase in website usage, !uadrupled media e"posure and > new national programs.

-onclusion
4argaret 4ead is famously !uoted for saying) $1ever doubt that a small group of thoughtful committed citi2ens can change the world.+ Don't Think of a Dinosaur provides a roadmap to touch, move and inspire such small groups of citiDens to change the world. The paradigm shift now being e"perienced by humanity is unprecedented. 4any 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. *uch visions have the !ualities 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 ,lakester -hange *trategist 6L5= J6J =66 adamQparadigmplay.net References -ollins ;, Porras ;. 5==L. ',uilt to Mast) *uccessful 3abits of 8isionary -ompanies ', 3arper ,usiness. Diamond, ;. 5==K. 'Cuns, Cerms, and *teel) The ates of 3uman *ocieties', #.#. :orton @ -ompany 0ckersley, (. 966I. '#ell @ Cood) 4orality, meaning and happiness, Te"t Publishing. attore, T 1:*# -ommission for -hildren and Boung People2E 4ason ; and #atson M. 1Aniversity of #estern *ydney2E 966K. 'Overview of -hildren's Anderstandings of #ell' being', :*# -ommission for -hildren @ Boung People, *ydney. Cilding, PE 3ogarth, 4E (eed, D. 10cos -orporation2 9669. '*ingle ,ottom Mine *ustainability, 3ow a 8alue -entred Approach to -orporate *ustainability can pay off for *hareholders and *ociety', *ydney. Makoff, C. 966I, 'Don't think of an 0lephant', -helsea Creen Publishing. *ydney Organising -ommittee for the Olympic Cames, 9665. 'Official (eport of the RR8// Olympiad, 8olume 5', Paragon Printers. #ilbur, <. 9666. 'A Theory of 0verything) An /ntegral 8ision for ,usiness, Politics, *cience and *pirituality', *hambhala Publications.

The title for the Don't think of a Dinosaur social change strategy has been derived from Ceorge Makoff's book titled Don't think of an 3lephant. ii attore, TE 4ason ;E #atson M 1966K) 52 iii 0ckersley, ( 1966I) KK2 iv -ollins ;E Porras ; 15==L2. This type of vision was described as a ,ig 3airy Audacious Coal 1,3AC2. v *ydney Organising -ommittee for the Olympic Cames 19665) G>K2 vi #ilbur, < 19666) K62 vii <ing, P. Personal comment. viiiThe number of armed conflicts in the world has been declining since 5==6. The acts on #ar @ Peace, :ew /nternationalist, http)SSwww.newint.orgSfeaturesS5===S6LS65SthefactsSinde".php i" Diamond ;. 15==K2 " amily -are oundation, http)SSwww.familycare.orgSnewsSifTtheTworld.htm "i 4aurice ,lackburn -ashman and -limate Action :etwork Australia, G6 ;uly 966G, *ydney "ii Cilding, PE 3ogarth, 4E (eed, D. 10cos -orporation2 9669. "iiihttp)SSwww.randwick.nsw.gov.auSdefault.php.idU5999 "iv http)SSwww.unep.orgSbilliontreecampaignS-ampaign:ewsSAttarPradesh.asp "v http)SSwww.ipsnews.orgSnews.asp.idnewsUGJ5JK