Data Visualization for Advocacy

Description: This webinar discusses ways to use graphic design and visualization to bring data to life and to use it to further your library’s advocacy goals. It examines examples of advocacy campaigns that use data visualization and provides an overview of design principles, the design process, and visual tools for strategic planning.

Presented by: John Emerson, graphic designer, writer, and programmer

What are your goals for viewing this webinar?
Personal Goals
Team Goals
Discussion Question
“The purpose of visualization is insight, not pictures.” (Ben Shneiderman)
“In the advocacy context, it’s insight that leads to change.” (John Emerson)
Keeping in mind that change is the ultimate goal of advocacy, think aboutand/or discuss with colleagues some key changes at your library for which you would like to advocate.
“You get 5 minutes with a legislator. What point are you trying to get across? It’s got to be quick and it’s got to be clear.” (Seattle librarian)
For at least one of the change goals listed above, identify the main point you would like to get across. What matters most about this goal?
Activity: Primary and Secondary Targets
1. For at least one of the change goals listed above, identify:
  • the person(s) who are in a position to implement the change (primary targets)
  • the person(s) who can help you connect with or influence the primary target (secondary targets)
2. Your primary target(s)may be an elected official, a policy maker, the library board, an administrator or other community leaders. For at least one of the primary targets identified in step 1, answer the following questions to the best of your knowledge:
-What are his/her general demographics?
-Can you “get into her/his head” and list some of what motivates this individual in life, at work, at play?
-What is important to this person? What keeps her/him up at night?
-How does she/he consume information today?
-Who influences her/his decisions?
3. Look at the secondary targets you listed, which may include media, super-supporters, probable supporters in the community, or even those who are in the lukewarm middle. For at least one of the secondary targets, list ideas on how to reach them so that they can help you reach the primary target.
Activity: Critiquing Data Visualizations
When it comes to data visualization, being able to articulate what works and what doesn’t work so well will equip you to identify ways to make your own data stand up and speak for itself. A good way to achieve this is to look critically at lots of examples and to analyze their impact.
Look at several examples of infographics on the Cool Infographics website (or find your own). As you focus on each example, notice your immediate reactions and ask yourself these questions:
-What grabs my attention first?
-How quickly do I get the key message?
-Is there anything confusing about the infographic?
-Is there too much or too little detail?
-Do the graphic images make sense in relationship to the data?
-What would I recommend to improve the infographic?
If possible, work with a colleague or team. Individuals have different responses so it’s good to hear different points of view.
Activity : Critiquing Library Materials
Now find an example of your library’s promotional materials, preferablyone used for advocacy. Examine it critically, as you did above.
-How quickly do you get the key message?
-How can it be simplified to emphasize the key message?
-Does it include any chart junk?
-What is the most important data to pull out? What can be eliminated?
-Could this key data be presented as an image, or an image combined with the key numbers?
Activity : Visual Mapping
Try this exercise to help visualize your advocacy message.
Write your key advocacy goal on a post-it and stick it on a whiteboard or a large sheet of paper.
1.Who are you targeting? Add a post-it for each of your primary targets.
2.What do you want each of these targets to do? Next to each post-it with a primary target,identify the action(s) you want them to take toward your goal.
3.How will you encourage them to do this, using data visualization?
  1. Next to each action post-it, write one data point (one number, percentage or factoid) that you think will have the strongest impact on that person.
  2. Below the data point, draw (crudely) or describe an image that adds visual emphasis to the data point.
  3. Add more data points (and images) on separate post-its only if you think they will have a big impact on the primary target.
4.Who are your influencers? Add a post-it for each of your secondary targets.
5.What do you want each of them to do? Next to each post-it with a secondary target,identify the action(s) you want them to take to influence your primary targets.
6.How will you encourage them to do this, using data visualization?
  1. Next to each action post-it, write one data point (one number, percentage or factoid) that you think will have the strongest impact on that person (or group).
  2. Below the data point, draw (crudely) or describe an image that adds visual emphasis to the data point.
  3. Add more data points (and images) on separate post-its only if you think they will have a big impact on the secondary target.
7.Step back and look at the big picture. Thinking of some common visual literacy concepts— important is big, happy is up, similarity is closeness—play with moving data points around, making some bigger and darker, adding color for emphasis, etc. Have fun with it.
Action Plan (include next steps, who, when, etc.)
Whether you work with a designer or do it in-house, identify the steps you will take to craft an advocacy strategy using data visualization.
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Notes