How social change happens How social change happens Susie Rabin Campaigning Effectiveness NCVO

How social change happens Sometimes we need change… “here is Edward Bear, coming downstairs now, bump, bump, bump, on the back of his head, behind Christopher Robin. It is as far as he knows the only way of coming downstairs, but sometimes he feels there really is another way, if only he could stop bumping for a moment and think about it”. * *AA Milne, Winnie-the-Pooh

How social change happens But we need to step back and look at how and why it happens what drives social change? what makes a successful campaign? The role of change in successful campaigns

How social change happens “There is nothing more difficult to plan, more doubtful of success, nor more dangerous to manage than the creation of a new order of things………” Niccolo Machiavelli

How social change happens exercise what drives or inhibits change? 3 groups – What drives change Fairtrade bananas Smoking ban

How social change happens what drives social change? group 1 change will always happen - but why and how? How can we lead change? exercise list the factors that you believe drive change

How social change happens what drives social change? group 2 The sale of Fairtrade bananas increased by 130 % in What drivers influenced that change? and what might have impeded it?

How social change happens what drives social change? group 3 There has been a 17% fall in the number of people in Scotland being taken to hospital with heart attacks since the smoking ban was introduced What drivers influenced that change and what might have impeded it?

How social change happens Growth of the UK Fairtrade banana market Source: Adjusted from DEFRA 2008 figures Fairtrade Foundation 2008

How social change happens The uplifts have been driven by the commitment of Sainsbury and Waitrose to Fairtrade bananas 1 in 4 bananas sold are now Fairtrade 2012 target to double this Customer is king – you can help achieve this!

How social change happens THE PROBLEM THE SOLUTION Change awareness Change attitudes Change behaviour Change Policy Change practice Change the lives of beneficiary Course of the campaign Campaign messages are disseminated and public awareness is raised Because of what they have heard, people think about the issue differently Some people take action or show support for the campaign that brings it greater attention In response to pressure, the institution adopts new policy The policy is implemented Positive impact results, as predicted in the analysis of problems and solutions. standard model of change within a campaign

How social change happens drivers of social change implementing policy change in itself can create change e.g. the smoking ban however policy change is not always enough e.g. disability, civil partnerships all successful social change also requires sustainable behavioural change

How social change happens but beware of relying on rationality “It’s a common fallacy that effective persuasion is driven by rational argument... people... rarely change long established habits and behaviours simply because someone has presented a strong intellectual case.” Brand Green: Mainstream or Forever Niche? By Wendy Gordon. Green Alliance 2002

How social change happens The government’s 5 a day fruit and veg campaign has probably succeeded in making more people aware that they should eat 5 portions per day.

How social change happens However that hasn’t necessarily led to people changing their behaviour and eating 5 portions per day …

How social change happens Social norms and nudging Robert Cialdini, psychology professor at Arizona State University conducted a test to increase the reuse of towels in the Holiday Inn in Phoenix Cards with a number of environmental messages were randomly placed in guests’ rooms

How social change happens drivers of social change “Help the hotel save energy. Re-use your towels” "Help Save the Environment. It deserves our respect…." "If you will do this we will give a % of the savings to a green cause." No influence at all. "We have donated … If you would like to help cover the expense while also conserving resources, please re-use your towels" "Join your fellow guests in helping to save the environment”. “The majority of guests who have stayed in this room have recycled” Best

How social change happens The majority of guests who stay at the hotel do reuse their towels at least once. Most messages produced the same level of response The promise to donate by the hotel didn’t work What did work was ‘social proofing’ the message - the majority of our guests do reuse linens at least once during their stay, we increased linen reuse by 32 percent.

How social change happens Behavioural economics Richard Thaler and nudge knowing how people think, designing choice environments that make it easier for people to choose what is best for themselves, their families, and their society.

How social change happens Nudge research in the Philippines Smokers in the street were offered a bank account that paid zero interest. all the money deposited would be forfeited if, six months, their urine test showed evidence of smoking. more than 1 in 10 of the people approached actually signed up for the account 30 % of those who opened an account quit smoking. That’s a higher success rate than is generally seen among those who try to quit smoking using nicotine patches, etc.

How social change happens Nudge examples it's better for everyone to be automatically enrolled in a pension scheme (or more controversially for organ donation), but give them an opt-out. Or for a shop to put real oranges by the checkout rather than chocolate versions.

How social change happens Conservative Party policies using Nudge requiring household energy bills to contain information enabling families to compare their energy consumption with that of similar homes Encouraging Councils to pay people to recycle cooling off period of at least seven days between signing up for a store card and being able to use it.

How social change happens Drawbacks of nudge Some people take exception to being 'nudged' into what to do by bureaucrats, however well-intentioned or may not trust politicians or civil servants to do the right thing. Is 'nudging' behaviour enough, to tackling climate change, or knife crime ? Does nudging ever tackle the root cause?

How social change happens changing behaviour focus on a specific behaviour segment specific groups of people: understand them, their values and aspirations and circumstances and connect to them (don’t preach the issue) appeal to social norms ensure two way communication and let go build in trusted messengers and social networks stop and think what is preventing new behaviour?

How social change happens lessons for the future? people believe the facts of climate change but aren’t yet acting on a significant scale accepting that climate change is happening and it will affect the UK personally can influence it to a large extent. Moves to ethical consumerism.

How social change happens Knowledge Skills Attitudes Behaviour

How social change happens in 3 groups – discuss what more can be done to create social change?

How social change happens in conclusion social change is complex and relies on a mixture number of drivers campaigning can be the start of it but attitudinal and behavioural change must combine with appropriate circumstances to deliver long term change.

How social change happens Further information: vol.org.uk/campaigningeffectiveness