Dynamics of Change

Reality Beyond Dreams (RBD) campaigns for change. Meaning, we follow the elements of a planned sequence of communications and interactions that use compelling narrative over time to deliver defined and measurable outcomes.

How does change work?

The dynamics of change are a vast subject, and discussions about it continue endlessly. We've learned and continue to learn only from our experiences working in impact development. Two of the biggest schools of thought that lock horns on the subject are:

Top-down or bottom-up?

This refers to two of the most dominant divisions among the theories of change. We will try to look at the theoretical extremes of both schools. Despite their polarities, both strive for the same goal—change. There have been cases where campaigners have even aligned both to attain desired results. This shows that the demarcation between the two is not as rigid as it is pronounced.

Top-Down Change:

Until recently, a top-down approach had dominated arguments about how change takes place. This school of thought believes that the structures within a society dictate how a society works. The goal is to change these structures, and societal change will follow. This means targeting the people in power: lawmakers, decision-makers, CEOs, boards, and stakeholders in local and international organizations.

Sharmin Obaid and Haya Fatima Iqbal 's "A Girl In The River" resulted in Pakistan's legislative assembly passing a bill to curtail violence against women.

No Fire Zone," a series on Sri Lankan war crimes, led to UN investigations into the matter. The top-down approach is effective and sometimes the only resort for change-makers when a huge segment of society is involved in an unacceptable practice.

Bottom-Up Change:

In contrast to seeking change of structures at the policy level, the bottom-up approach involves the people, communities, and groups most affected by the issue being raised. It is believed that without these communities' understanding, no real change is possible. Societies are like interlinked organic systems, and any change besides a fundamental shift does not tamper much with how a society works. A good example of this is the question of racial equality. Despite several policy implementations, the practice of racial abuse is still raging on.

Ayed Morrar , an unlikely activist, brought together Palestinians from all political factions to save Budrus from Israel's Separation Barrier. The organizers used screening events in different villages to get support from the people. The campaign also received support from activists in Israel and the US. By involving women in the resistance, Budrus gave recognition and strength to the nonviolent resistance movement.

Back to the question: Top-down or Bottom-up?

Despite the major divide between the two schools of thought, both are just different routes to the same destination. But this does not mean that it is not an important distinction for campaigners to be aware of. The best campaigns are always those that involve a combination of both.

"The Invisible War," a documentary on female sexual abuse in the American armed forces, is an epitome of combining both these approaches. The team focused on key individuals with key positions to view the film. This helped to bring political and legal changes to curb the situation.

What we've learned:

After looking at all the case studies, it became evident to us at Reality Beyond Dreams that it is not a question of right or wrong—it is more about which approach to use and when. It is important for campaigners to be aware of these subtleties and plan accordingly so we can make a difference effectively and collectively.