The peer-reviewed literature is conclusive: campaigns that simply raise awareness or change attitudes fail miserably at changing behaviours.
Social psychology and behavioural economics provide:
- Drivers of, and barriers to, behaviour change
- Ways to design and deliver cost-effective campaigns that change behaviours.
Implementation is key. Behavioural science know-how and leading edge strategies are an important first step, but they still depend almost entirely on the quality of the communications tools deployed.
This means getting it right with copywriting, print and video production, web and app development, social media management and public relations campaigns.
The moving parts in a behaviour change project start with focus groups, surveys and audience segmentation. They end with statistical analysis, visual representation of data and succinct reporting.
Along the way designers, developers, researchers, writers, editors and survey companies must be hired and managed. The devil is in the detail; experience counts.