Influencing attitudinal and behavioural shifts David Amers: Planning Director at The Leith Agency

The Leith Agency Largest advertising communications agency in Scotland 25 years old 122 staff Brands and social issue marketing

Prompting attitudinal and behavioural shifts in brands Clear objective Key audience segments Insight into the audience/brand relationship Motivating message Tone of voice TV Shift attitudes in line with objective

Some Leith Agency Scottish Government Campaigns: The Smoking Ban Drug Dealer’s Don’t Care Knife Crime Hand Hygiene Sexual Health Alcohol Misuse Fire Safety Cocaine Flu Drugs/Know the Score

What have we learned about influencing attitudes and behaviours?

Everything starts with a clear, focussed objective

‘On the cusp’ of Knife Crime AntiImpressionableVulnerableHardened Be clear who your priority audience is

“On the Cusp” “Anti”“Impressionable”“Vulnerable”Hardened Knife carrying attitudes and behaviours Committed to not carrying. Distance themselves from the problem Unlikely not to carry but its close to their world Reluctant to carry but may be (or have been) tempted Regular carriers General attitudes and ambitions Relatively high hopes. College etc. Participatory interests (football music etc.) Low key ambitions A trade Enjoy playing football Fatalistic. Defeatist. ‘Hanging around’ Drugs Alcohol Troublesome intent Lack consequential thinking Reactions to our initiatives Welcome participatory aspects. Could get involved. See role for participation. Involvement unlikely. Consistent intervention required Likely to be ‘gang membership related’ Thought provocation More accessible, meaningful participation Age for interventionS3S1 – S3P7 – S1

Gather insight by exploring the relationship between the priority audience and the issue What are the challenges and barriers? What message is likely to meet our objective and why?

Core Message “There is so much to lose if you carry a knife”

A message needs to be supported Why should I believe that?

Communications don’t take place in a vacuum Communications are catalytic

People can influence each other more than we can influence them How do we spark peer to peer dialogue?

Summary 1.Clear focussed objective (which community safety issue do you want to shift young people’s views on and, specifically, what do you want to achieve?) 2.Know your audience (which type of young person is your primary target?) 3.Explore the audiences relationship with the issue The challenges you face in changing attitudes and behaviours The best possible message to achieve your objective 4.Support your message (why should they believe it?) 5.Channels (how best to get your message to the audience) 6.Be a catalyst and conversation starter