Kate Brennan-Rhodes, senior planner, 23red
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
16. What we'll cover in the next 30 mins
Strategy Tactics
Know what
you want to
achieve
Get specific
about
behaviours
Pick a
winnable
battle
Test, test,
test
Design a
journey, not
just a comm
Emotion +
Motivation +
Solution
17. Strategy Tactics
Know what
you want to
achieve
Get specific
about
behaviours
Pick a
winnable
battle
Test, test,
test
Design a
journey
Tap into
motivations
18. Common-sense thinking
Vision
A world where everyone
who wants to own their
own home can buy one
Millennials are struggling
to get on the housing
ladder
Issue
Make millennials aware
that they should be
saving more for their
deposit
Comms strategy
19. This sequence make sense, right?
Vision
A world where everyone
who wants to own their
own home can buy one
Millennials are struggling
to get on the housing
ladder
Issue
Make millennials aware
that they should be
saving more for their
deposit
Comms strategy
20. But does it work the other way?
Vision
A world where everyone
who wants to own their
own home can buy one
Millennials are struggling
to get on the housing
ladder
Issue
Make millennials aware
that they should be
saving more for their
deposit
Comms strategy
21. No it does not
Vision
A world where everyone
who wants to own their
own home can buy one
Millennials are struggling
to get on the housing
ladder
Issue
Make millennials aware
that they should be
saving more for their
deposit
Comms strategy
X
23. Being aware that you
‘should’ be saving more
doesn’t help unless you
are able to do it
Image source: Elle online
24. Being aware that you
‘should’ be saving more
doesn’t help unless you
are able to do it
There are lots of barriers
to saving and few drivers
Image source: Elle online
25. … and we’re sick to death
of being told that we’re
destroying our chances of
ever buying a house
because we eat too much
avo toast
Being aware that you
‘should’ be saving more
doesn’t help unless you
are able to do it
There are lots of barriers
to saving and few drivers
Image source: Elle online
26. Interrogate your strategy before you
commit to it
• Why aren’t millennials saving enough?
• What’s stopping them?
• What would help them?
• How will our strategy help millennials save more?
• What might they say?
27. Strategy Tactics
Know what
you want to
achieve
Get specific
about
behaviours
Pick a
winnable
battle
Test, test,
test
Design a
journey
Tap into
motivations
28. Two things to remember
1
2
Behaviour doesn’t
occur in a vacuum
Behaviours rarely
occur in isolation
29.
30. Use models like Com-B to help clarify
behaviours
Michie, Strachan & West (2011)
39. An example of picking a winnable battle
Source: WARC
40. The real competition…
Is it your GP…. Or Dr Google?
Image source: Flickr, Case study Source: WARC
41.
42. Strategy Tactics
Know what
you want to
achieve
Get specific
about
behaviours
Pick a
winnable
battle
Test, test,
test
Design a
journey
Emotion +
Motivation +
Solution
44. Don’t fall into the emotional vs rational trap
Because we are both. At the same time.
45. Components of effective ads
MotivationEmotion Solution
Create or boost the sense
of there being a ‘job to be
done’
Tap into our goal-oriented
tendencies
Helps deliver a message
more effectively by making
it more attention-grabbing,
memorable & sharable
Show how your
organization can help your
audience do that job
+ +
Source: Phil Barden, Admap
46. How John Lewis does it…
Source: Phil Barden, Admap
MotivationEmotion Solution
Make your loved ones happy
this Christmas…
Cuddly characters, kids &
sweet stories
…with John Lewis’s range of
thoughtful gifts
+ +
47. Strategy Tactics
Know what
you want to
achieve
Get specific
about
behaviours
Pick a
winnable
battle
Test, test,
test
Design a
journey, not
a comm
Emotion +
Motivation +
Solution
52. Identifying and applying behavior
change techniques
• The BCT Taxonomy is another tool
from UCL
• 93 different Behaviour Change
Techniques
• A go-to for evidence based ideas
53. But one size does not fit all
A recent meta-analysis of BCTs used in low SES groups found…
= One type of intervention does not fit all behaviours
Source: Bull, McCleary, Dombrowski, Johnston (2016)
Eating
✓ Personal contact
✓ Targeting multiple behaviors
✓ Self-monitoring
☹️Feedback
☹️Prompts & Cues
Physical activity
✓ Delivery at home
✓ Focus on PA only
✓ Info on antecedents
Effective Not effective
54. Strategy Tactics
Know what
you want to
achieve
Get specific
about
behaviours
Pick a
winnable
battle
Test, test,
test
Design a
journey
Emotion +
Motivation +
Solution
55. There are no guarantees in behaviour
change
‘The main lesson from
our trial is the need to
continue rigorously
testing which
interventions work and
which do not, including
any unintended effects
they may have’
Source: Behavioral Insights Team
56. Test, test, test
• We all know we should be doing
more of this…
• How can you make it happen in your
organization?
• Start with quick wins, such as email
subject lines or landing page
variations
59. Don’t forget the
pleasure principle
Humans seek pleasure and
avoid pain
Learning for us = avoid
joylessness
60. ‘The thing that well-to-do
food experts will never
truly get is that, for
millions of people, life is
very hard and, via a
million tiny ingrained
cerebral signifiers,
processed food is very
cheering. You know these
brands and they know
you. They are our friends,
even if they may be trying
to kill us.’
Grace Dent, the Guardian
65. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk