What are the main ingredients of successful public communication campaigns that are designed to change behavior?
The first and most common ingredient would be increasing knowledge and awareness. If people don’t recognize the issue or problem, then that is where you start. If people are aware of the issue, but it’s not important to them, then you work on increasing its saliency. But you can’t get stuck there. Too many people think that if you deliver the bad news, people are going to be rational and change their behavior. That will change some people’s behavior, but it is never enough. There is an accumulation of knowledge now that says you have to go beyond awareness in order to make real change. You have to change behavior by giving people something to do to change it. The trick is figuring out where the locus of responsibility for the behavior change should be. Is it purely on the individual performing the behavior or is it also on creating public will and social responsibility to help make that change happen? You have to look at the issue’s epidemiology and ask, “What are the root causes and w
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