1. Inspiring Behavior Change
Lessons from Successful Campaigns

2. A Brief Exercise Nine Swap Cell Ring Lust Plugs Lamp Apple Table Sway
Army
Bank
Fire
Hold
Worm
Clock
Horse
Color
Baby
Sword
Desk
Find
Bird
Rock

3. How Many Can You Remember?

4. Some Facts about Memory
“I suffer from short term remembery loss.”
- Dory
Less than a goldfish!
“...People will never forget how you made them feel.”
- Maya Angelou
Source: Synap

5. Methodology
Nonprofit
Looked for commonalities in popular campaigns aimed at inspiring consumers to take action.
Idea / Concept
Health / Food

6. Keep Your Message Simple
Energize Your Constituents
Tap into Emotions
Make It Interactive and Shareable

7. Lesson 1: Keep Your Message Simple
Humans can only remember 5 to 9 pieces of information at any given time.
Source: Synap

8. Lesson 1: Keep Your Message Simple
Concentrate the message on actionable items that will have the biggest impact.

9. Lesson 2: Energize Your Constituents
Those Held Responsible are Not Trusted
Responsible for Ensuring Safe Food
Federal Regulatory Agencies
Food Companies
Farmers
State Regulatory Agencies
Family
Grocery Store
Family Doctor
Restaurants
Nutrition Advocacy Groups
University Scientists
Dietitians
Trusted to Ensure Safe Food
Family
Family Doctor
Farmers
Dietitians
Nutrition Advocacy Groups
University Scientists
Grocery Store
Federal Regulatory Agencies
State Regulatory Agencies
Restaurants
Food Companies
Source: Center for Food Integrity

10. Lesson 2: Energize Your Constituents
Provide the resources and support needed, then get out of the way.

11. Lesson 3: Tap into Different Emotions
“Emotionally charged events are better remembered – for longer, and with more accuracy – than neutral events”
– Dr. John Medina
Source: Brain Rules

12. Lesson 3: Tap into Different Emotions
Human to Human Marketing: Stir up emotions to drive results.

13. Lesson 4: Make It Interactive and Shareable
“Connection is why we’re here. It’s what gives purpose and meaning to our lives.”
- Brene Brown
Source: TED Talk

14. Lesson 4: Make It Interactive and Shareable
Make them feel like part of something larger than themselves.

15. Keep Your Message Simple
Energize Your Constituents
Tap into Emotions
Make It Interactive and Shareable

16. Thank You!