4 rules for effective behaviour change campaigns

How to win hearts and minds with your next social marketing project.

Here at DPR&Co, we have a strong track record in successfully delivering behaviour change campaigns, primarily for government departments and statutory authorities. Our expertise spans a range of critical areas, from fire safety and energy safety to prescription drug misuse and under-insurance in fire and flood-prone regions.

Throughout our experience, we have sharpened our skills and fine-tuned our approach. In this article, we share the top four essential factors for achieving effective and enduring shifts in attitudes and behaviours.

1. Establish your research as a solid foundation

Social marketing campaigns are typically built upon thorough research, which may involve commissioned or existing studies, or a combination of both. This research serves to establish the scope and depth of the issue at hand.

This research also serves as a valuable companion to well-crafted social marketing campaign briefs. It can provide a solid groundwork for developing a compelling campaign strategy. Additionally, it aids in crafting audience personas and refining propositions.

However, this research often fails to address the specific communication needs of diverse audiences. These requirements are crucial for creating a creative strategy that is both credible and compelling, and that can effectively drive meaningful changes in the target audience's behaviour.

Testing messages (not concepts) is a crucial initial aspect of communications research. To ensure a clear and compelling risk/benefit equation, the messaging should outline the necessary behaviour change, highlight the consequences of non-compliance, and establish a positive perception of the benefits of compliance.

While research informing the brief may have provided an understanding of the problem's nature and underlying attitudes, it likely did not specifically identify the messages that will resonate with the campaign's target audience. Failure to address certain types of information can have a negative impact on the campaign's effectiveness. These can include:

• The language requirements of the audience – For instance, when addressing drug dependency in a public health campaign, how can you effectively describe the specific drugs involved in a way that the target audience understands? Should you use "dependency" or "addiction"? How do secondary audiences, such as family members, relate to the issue and the messages you convey? What language is needed to describe the risks or benefits of certain behaviors in a compelling manner?
• The differing responsiveness of audience segments – Some targets may be resistant to any kind of message. In such cases, it is recommended to focus on those who are open to influence, as they can help generate momentum for change. An extreme example of this is when the NSW government aimed their efforts at young males engaging in risky driving behaviors by indirectly encouraging young females to openly express their disapproval.
• The creative themes that resonate with specific targets – Once again, when targeting individuals who are open to change messages, the goal is to identify the most impactful ways to illustrate the risks of non-compliance and the benefits of adopting new behaviours.

2. Understand the psychology of behaviour change

Creating a lasting change in attitudes or behaviour requires messages that appeal to both the rational and emotional aspects of our brains. While rational arguments can be straightforward, presenting a well-founded proposition through a compelling campaign has the potential to influence rational thinking. However, changing behaviour is a more challenging task as it requires engaging with the emotional part of our brain - the domain of emotions, memory, and behaviour reinforcement.

In his 2013 book, "Neurobranding," Dr Peter Steidl explains that many behaviours we consider negative, such as addiction, high-risk actions, "fight or flight" responses, and anti-social behaviours, are driven by what he refers to as "dopamine events." These events occur when the anticipation of a reward triggers the brain to release higher levels of dopamine. Subsequently, the action itself triggers a second dopamine event. The memory of the event then fuels further anticipation, leading to more dopamine release, creating a powerful and challenging cycle to break.

In some cases, there is a need to overcome barriers to taking action. For instance, persuading individuals to evacuate their homes early during times of fire hazard. Dr. Steidl's research indicates that in such situations, the mental process is reversed. The limbic brain, which is attuned to respond to immediate danger, takes precedence. When the danger is not apparent (no visible fire approaching), the limbic brain, sensing no threat, overrides the rational brain and thwarts its well-intentioned efforts to leave early. This partially explains why, according to a survey conducted by the Victorian Government's Bushfire and Natural Hazards Cooperative Research Centre a few years after the devastating 2009 Black Saturday fires, less than 1% of people evacuated early on a day of extreme fire danger, despite over 60% previously stating they would do so.

3. Harness the power of LEC

Despite numerous road safety campaigns in the past, none had effectively influenced driver behaviour and curbed the rising number of fatalities on Victorian roads. However, the TAC Drink, Drive, Bloody Idiot, and Speed Kills campaigns stood out from the rest for one crucial reason: they successfully amalgamated key elements that made them uniquely impactful.

• Legislation: Establishing clear rules to address unacceptable behaviour, such as setting a maximum blood alcohol reading of 0.05% for drivers.
• Enforcement: Implementing effective measures to deter and penalise those who engage in unacceptable behaviour, including breath tests and penalties for exceeding the prescribed limit.
• Communications: Engaging in impactful and educational campaigns to raise awareness about the desired behaviour, emphasising the risks and consequences of non-compliance, and highlighting the community's strong disapproval of impaired or reckless driving.

Another highly successful program has been the Victorian Government’s current SafeScript campaign, created by DPR&Co. The Legislation mandates Real-Time Prescription Monitoring, which allows doctors and pharmacists to see patients’ prescription histories for certain high-risk medications and intervene where problem usage is detected. Enforcement takes the form of penalties for negligent prescribing or dispensing as well as the implicit risk of identification/exposure for those engaged in ‘doctor shopping’. The communications component frames the risk of certain prescription medications in powerful terms and the expectation of being identified in the event of at-risk behaviour.

4. Remember: the brief is key

Effecting a meaningful and sustainable shift in behavior is an immense challenge. It necessitates understanding, insight, acumen, and perseverance. Additionally, it demands a profound expertise in the subject matter, an area where you are typically the most qualified to provide guidance.

You must be crystal clear about your SMART objectives—specific, measurable, attainable, realistic, and time-bound. To ensure unwavering focus, allocate ample time to crafting the brief. As Abraham Lincoln once remarked, "If I had six hours to chop down a tree, I would spend the first four sharpening the axe." Therefore, let your brief be your guiding star. Ensure it possesses substantial content against which ideas can be measured. Then, rely on your research and instincts to stay true to the brief and its objectives.

Searching for an agency partner to drive positive behaviour change? Our New Truth® creative process gets the crux of what moves humans. Let's chat.