Points of Intervention

Points of intervention are specific places in a system where a targeted action can effectively interrupt the functioning of a system and open the way to change. By understanding these different points, organisers can develop a strategy that identifies the best places to intervene in order to have the greatest impact.

Social movements have traditionally intervened by taking direct action at physical points in the systems that shape our lives, but with the spread of effective labour organising and the increasing power of media, conceptual points of intervention have become increasingly important.

Truly effective interventions go beyond simply disrupting a system to pose a deeper challenge to its underlying assumptions and basic legitimacy. This holds true whether the intervention targets a physical system like a sweatshop or an ideological system like racism, sexism, or market fundamentalism.

The six types of points of intervention are points of production (for instance, a factory), points of destruction (a logging road), points of consumption (a retail store), points of decision (a corporate headquarters), points of assumption (a foundational narrative or a place of symbolic importance), and points of opportunity (relevant calendar events).

Point of production

Action at the point of production is the foundational insight of the labour movement. Workers organize to target the economic system where it directly affects them, and where that system is most vulnerable. Strikes, picket lines, work slowdowns, and factory takeovers are all point-of-production actions.

Point of destruction

A point of destruction is the place where harm or injustice is actually occurring. It could be the place where resources are being extracted (a coal mine) or the place where the waste from the point of production is dumped (a landfill). By design, the point of destruction is almost always far from public attention — made invisible by remoteness, oppressive assumptions, or ignorance — and tends to disproportionately impact already marginalised communities. Intervention at the point of destruction can halt an act of destruction in the moment, as well as dramatise the larger conflict.

Point of consumption

The point of consumption is the location of interaction with a product or service that is linked to injustice. Point-of-consumption actions are the traditional arena of consumer boycotts and storefront demonstrations. The point of consumption is often the most visible point of intervention for actions targeting commercial entities. Point-of-consumption actions can also be a good way to get the attention of corporations when lawmakers aren’t listening.

Point of decision

The point of decision, where the power to act on a campaign’s demands rests, is often the most self-evident point of intervention, and therefore one of the most frequently targeted. Whether it’s a MP’s office, a corporate boardroom or state capital, or an international summit meeting, many successful campaigns have used some form of action at the point of decision to put pressure on key decision-makers.

Point of assumption

Assumptions are the building blocks of ideology, the DNA of political belief systems. They operate best when they remain unexamined. If basic assumptions can be exposed as contrary to people’s lived experience or core values, entire belief systems can be shifted. Actions that expose and target widely held assumptions and can therefore be very effective at shifting the discourse around an issue and opening up new political space. Point-of-assumption actions can take many different forms, such as exposing hypocrisy, reframing the issue, amplifying the voices of previously silenced characters in the story, or offering an alternative vision.

Point of opportunity

Sometimes calendar events present unique chances to draw attention to your cause. These can be religious or commemorative dates national holidays or a scheduled visit or speech by a significant figure to your locale. Identifying a point of opportunity and timing your interventions accordingly could increase visibility and put additional pressure on decision makers. 

Turning creative action into real change requires careful strategising. Identifying different possible points to target is a great first step to help design actions that connect to large campaign and social change goals. 

RE:Imaging Change: How to Use Story-based Strategy to Win Campaigns, Build Movements, and Change the World by Patrick Reinsbourough and Doyle Canning, 2017