Some Guiding Principles

Some Guiding Principles

Nearly 15 years of creating and implementing behavior change campaigns has revealed some truths, but we certainly don’t hold all of these to be self-evident:

  1. Survey data is usually insufficient: there are no substitutes for talking to your audience and observing them in the wild
  2. Challenge common knowledge and accepted truths about your target audience
  3. Put science in your corner: leverage the findings of social psychology and behavioral economics research
  4. Focus efforts on facilitating the desired behavior, not on changing attitudes. This means taking a hard look at your product/service, pricing & incentives, and placement — not just promotion
  5. Systematically and relentlessly identify and remove barriers to desired behaviors
  6. Never assume you have credibility with your audience — credibility must be established
  7. Partner with other trusted sources to help deliver messages
  8. Utilize multiple communications channels and repeat key messages
  9. Remember that finding a winning formula is an iterative process
  10. Keep the team focused on measurable progress

jefferson

“These truths may not be self-evident”