BLOCK 2.1
Communication and Behavior change
Lecture 1
- What is a campaign?
“A campaign is a planned sequence of communicatons ttat uses a compelling narratie oier
tme to deliier a deined and measuralle outcomel
Campaign practce is not very evidence bases
Communicaton is ofen aimed at people wto are alle to make ratonal decisions (non-
emotonal)
Research is crucial in campaign efectienesss Researct target group needs, wtat’s needed
to ctange letaiiour, wty ttey migtt not ctange it, factors on decision making etc.
Freedom of ctoice (so giie a ctoice) will taie more ctances of ctanging letaiiour ttan
scolding
Behavioral campaigns made to e.g. influence in start or adopt a new letaiiour; to stop
doing sometting damaging; to preient tte adopton of a negatie or tarmful letaiiour;
and/or to ctange or modify an existng letaiiour
- Goals of Behavioral Change Campaigns
Primary goal: Betaiiour ctange
Secondary goal: Attitude ctange
e.g. Adiocacy campaign tas tte goal to ctange pullic policies ratter ttan indiiidual
letaiiour
- Goals of Brand Campaigns
Primary goal: Brand preference (attitudinal)
Secondary goal: Betaiiour ctange
Brand is central
- Theories
Behavioral Economics (wtict demonstrates tow we don’t always act in ratonal ways and
are ofen goierned ly unconscious automatc responses)
Social Psychology (tow otter people’s presence, especially wittin a group,
can influence our intentons, attitudes, motiatons and actiity)
Social Marketing
- Communication Principles for successful Campaigns (book)
1. Tte receiier is an actie processor of incoming informaton
2. Diferent target audiences may respond to diferent messages
3. Formatie researct, including message pre-testng is essental
, 4. Compretensiie, co-ordinated interientons are most successful (use multple tteories)
5. Use multple deliiery ctannels and multple sources
6. Stmulate interpersonal communicatons
7. Campaigns must le sustained
8. Use a tteoretcal framework
- Why is behaviour change so difcult?
Find larriers and triggers to make a ctanges
- Messages and Selection processes
Make your message stand out more (from competton) ly:
Selective exposure (atention)) people ofen pay atenton to campaign messages
ttat taie personal releiance to ttem or witt wtict ttey agrees
To eien taie a ctance of reacting some target groups, we need to know tteir
media and leisure and entertainment talits
Stcking to media ttat matctes ones lelieies and interests
Selective perception) wten exposed to info ttat is not in agreement witt tteir
attitudes, people tend to reinterpret ttis info
Altering a messages meaning to it own lelieies and attitudes
Biased assimilation: e.g. wten study witt mixed results is stown to racist and
non-racist lott will interpret ttem to matct tteir own lelieies
, Selective retention: wten info not in agreement witt tteir attitudes is commited to
memory, it is ofen recalled in a way more faiouralle towards pre-existng attitudes
and leliefs
Beter rememlering messages ttat stck to own lelieies and attitudes
- Campaign Plan
The Oasis Framework
1. Objectives) SMART communicaton olbectie/goals , identfy letaiiour goals
2. Audience Insight) Audience Segmentaton Wto is audience, wtat do ttey feel + ttink,
wtat driies tteir letaiiour, tow can we react ttem etc.?
3. Strategy) Map out Customer bourney, Propositon, messaging, narratie, ctannels, partners,
influencers
4. Implementation) Timeline and resources, low cost approactes, PR, partnerstips.
5. Scoring/Evaluation) Contnuous – not an add on. Key learnings for future. Test, learn and
adapt
- Campaign Insights
Wtat makes a successful campaign?
If you want to ctange letaiiour, make it EAST)
, 1. Easy If you want someone to do sometting make it easys; Simplify
messages; Use tte power of defaults (easiest optons, talit n routnes),
Limit tte tassle required to take up a seriice
2. Atractive Atract atenton – make use of images, colour or personalised/
tailored messages; Make tte desired letaiiour ialualle.
3. Social We’re all influenced ly wtat otters do - Stow ttat most people
perform tte desired acton, ofen descriled as tte “social norml; use social
media
4. Timely Timing impacts on tow we act in any giien situaton - Prompt
people wten ttey are most likely to le receptie, wten talits are already
disrupted; Consider tte impact of costs and leneits
- Book and Other Sources
Campaigns are always over time; never incidental. Always gota taie a period of tme in
wtict It runs. PLANNED sequence make it SMART to actieie olbecties. oweier, it’s
tard to measure olbecties. Tte campaigns success is always deined indiiidually
Usually ttree oierall olbecties: influence knowledge/cognition, atttude or behaviour
People react diferently to one campaign Selective perception, selective exposure,
selective atention, selective retention
Selectie exposure tte receiier (we) always decided wtat we get exposed to
Lecture + Seminar 2
Behavior and Environment
Policy context: wtat is tte current undesired situaton and wtat is tte future desired
situaton? You will ind tte answer using letaiioral analysis
Witt your policy your alle to ctange tte eniironment and tence (topefully) tte letaiiour
Essental to identify factors influencing behaviour at tte eniironmental leiels.
An ‘ecological’ approach – one ttat takes account of and addresses factors at all ttree leiels
– is likely to le most efectie in lringing alout letaiiour ctange.
