2. Campaign
In order to change behavior, campaign
designers need to understand why people
behave the way they do.
(Fishbein, Triandis, Kanfer, Becker, Middlestadt,
& Eichler, 2001).
3. Primary purpose of campaigning:
To influence public policy and practice
To influence corporate policy and practice
To influence public attitudes and
behaviour
To influence decision making processes so
that affected communities are involved
To empower affected communities to
influence the decisions that affect them
4. Theory of Reasoned Action (Ajzen &
Fishbein, 1980): to suggest performance
of a given behavior is primarily
determined by the intention to perform
that behavior.
Social Cognitive Theory (Bandura, 1992):
a person has to believe he or she can
perform the behavior in various
circumstances and have an incentive
(positive or negative) to do it.
Theories
5. Health Belief Model (Becker, 1974): two factors influence
the adoption of a health protective behavior:
◦ a feeling of being personally threatened by a disease
◦ a belief that the benefits of adopting the protective health behavior
will outweigh the perceived costs of it.
Stages of Change Model (Prochaska, DiClemente, &
Norcross, 1992):
The model holds that to get people to change their
behaviors, it is necessary to determine where they are on the
continuum of behavior change and then to develop
interventions that move them along from stage-to-stage,
noting that individuals may recycle some stages and
therefore the process is not necessarily linear.
Theories (cont)
6. Comprehensive campaign:
◦ One fundraising plan can address a range of
important needs
◦ Their mix of components can better match the
varied interests of donors in the campaign
◦ Their broad scope allows them to address high level
strategic initiatives of the institution
Individual project campaign:
◦ Achieving goals in a shorter amount of time
◦ Meeting an obvious and compelling need
◦ Minimizing the demand on donor capacity
◦ Lowering the risk of fatiguing staff
Which campaign model works best
now?
7. The “seven deadly sins” of advocacy and
campaigning
1. Unclear aims and objectives
2. Activity planning happening before (or
without) developing an influencing strategy
3. Action plans that run to an internal timetable
4. Lack of innovation
5. Messages that do not get noticed and move
people
6. Poor monitoring and evaluation
7. Failing to focus
8. Negative Campaigning
Largely seen on presidential level
Aggressive campaign technique that seeks
to discredit opponents and raise doubts
about their skills or personal qualities’
Positive Campaigning
Negative campaigning
9. Robert, H., Itzhak, Y. (2002). Using Theory to Design Evaluations of Communication
Campaigns: The Case of the National Youth Anti-Drug Media Campaign.
Fishbein, M., Guenther-Grey, C., Johnson, W., Wolitski, R.J., McAlister, A., Rietmeijer, C.A.,
O’Reilly, K., & The AIDS Community Demonstration Projects (1997). Community
intervention to reduce AIDS risk behaviors: The CDC’s AIDS Community Demonstration
Projects. In M.E. Goldberg, M. Fishbein, & S.E. Middlestadt (Eds.), Social marketing:
Theoretical and practical perspectives (pp. 123-146). Mahwah, NJ: Lawrence Erlbaum
Associates.
Fishbein, M., Trafimow, D., Francis, C., Helquist, M., Helquist, M., Eustace, M., Ooms, M., &
Middlestadt, S. (1993). AIDS knowledge, attitudes, beliefs, and practices (KABP) in two
Caribbean countries: A comparative analysis. Journal of Applied Social Psychology, 23(9),
687-702.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior.
Upper Saddle River, NJ: Prentice Hall.
Bandura, A. (1992). Exercise of personal agency through the self-efficacy mechanism. In
R. Schwarzer (Ed.), Self-efficacy: Thought control of action (pp. 3-38). Washington, D.C.:
Hemisphere.
Becker, (1974). The health belief model and personal health behavior. Health Education
Monographs, 2, 324-508.
Prochaska, J.O., DiClemente, C.C., & Norcross, J.C. (1992). In search of how people
change: Applications to addictive behaviors. American Psychologist, 47, 1102- 1114.
Chandler, I. (2010). Advocacy and campaigning. Retrieved from
http://www.dochas.ie/Shared/Files/4/BOND_Advocacy_Guide.pdf
References
