Archive for December, 2013

A Christmas celebration of behaviour change!

December 20, 2013

To mark the 9th day of Christmas, I have had a think about 9 behaviour change campaigns I have been a victim of, my colleagues have been a victim of or ones we have simply admired from afar. They range from the local to the national, from the ancient to the brand new and from mouthwash to a cartoon animal.

When whittling down the competitors, I started to get a little over excited about the campaigns I had seen on TV or whilst waiting for a tube which I’d been in awe at over the ‘cleverness’ or ‘creativity’ of the campaign. A trap too many of us fall in when thinking about great social marketing or behaviour change campaigns – the package is not everything! How many people can think of behaviour change campaigns they’ve been impressed with on TV through clever advertising – but has it actually changed your behaviour? That’s one to think about

1. Time to Change

Finally, after far too long, we have a national behaviour change campaign to combat mental health discrimination and stigma. Whilst still in the early stages of a lengthy campaign, they’re beginning to get results which evidence the positive impact of the campaign on people’s behaviour towards people suffering from mental health problems.

2. The Tufty Club

An oldy but a goody. The Royal Society for the Prevention of Accidents featured the squirrel and his friends to introduce clear and simple safety messages for children. Tufty was a better message carrier than adults and the Tufty Club was set up as a nationwide network of local groups. At its peak there were 24,500 registered Tufty Clubs. They got a lot of things right before social marketing was a twinkle in anyone’s eye.

3. Be Clear on Cancer Blood in Pee Campaign 

A national campaign to to raise awareness of the symptoms of bladder and kidney cancers and encourage early presentation to their GP. Absolutely genius social marketing that could not have been more directly aimed at its target audience – quite literally sending the message through the urinals. You need to see it to believe it.

4.    NextJump 

NextJump’s CEO Charlie Kim wanted his employees to exercise regularly. And so, NextJump (an internet and ecommerce company) installed gyms in their offices and created a custom application that rewarded employees for “checking in” to the gyms. With this campaign, around 12% of the company’s staff began a regular workout schedule.However, the CEO wasn’t satisfied and so NextJump included gamification into their program. Now their employees could form regionally based teams, check in to workouts, and chart their team’s progress on a leader-board. This had a powerful effect on creating and sustaining a positive behavioral change. With gamification, 70% of NextJump’s employees now regularly work out. A great example of the power of a nudge in creating long lasting behaviour change.

5. A dog is for life not just for Christmas

We all know it and we all love it. A campaign that is not only instantly recognisable but one that had clear impact on the ground, not only influencing the behaviour of dog-buyers (customers) but also dog sellers (stakeholders)  – it has now become the norm for dog breeders and kennels to prohibit the selling of dogs over the Christmas period. A clear message and a clear result. Bravo.

6. HIV Testing in Bars and Clubs

Following the successful implementation of trying to normalise HIV testing throughout HIV week by making it an accessible offer in social settings such as bars and clubs. This normalisation of HIV testing has been given a huge endorsement by way of the Public Health Minister. Expect more to come.

7. Know the Difference – Lambeth Council

A campaign to tackle the confusion round the law on sexual assault and harassment, confusion particularly on consent and confusion about what is acceptable behaviour. It aimed to increase the reporting of sexual assault or rape and early reports are indicating that this increase has been realised since the launch of the campaign.  

8. Barclays Cycle Hire

Yes I’ve done it, I’ve included it, but Ive used its real name! Groundbreaking cycle campaign to encourage that straddles a number of behaviour change areas including leading a healthy lifestyle, green living and sustainable travel. A huge cost but a huge return already in the unprecedented uptake of the scheme marked by the announcements of the extension of the scheme across other parts of London.

9. Corsodyl Ignore campaign

Ok so I slipped one in there which I’ve chosen purely because every time I see it I go all Madmen and wish I’d come up with such a clever, clear and simple campaign.

Rosanna Post is a Project Officer at The Campaign Company. She specialises in Behaviour Change. To find out more about The Campaign Company click here.


What to buy a values group for Christmas

December 17, 2013

Source: google images

If you’re unsure on what a values group is, go to our simple Values Mode Test to see what group you’re in and all will be explained. 

Every year, everyone has that one person who is simply so hard to buy for that you get something so generic (e.g socks) because it’s something that is, more often than not, always needed. This year, we’re helping you. By taking our valuable knowledge about people’s values, we’re giving you a Christmas gift guide on what to get your loved one, be he or she a settler, prospector or pioneer.

If you’re still unsure of what a Settler, Prospector or Pioneer is, here’s brief breakdown. To Settlers, the wider society is daunting so the core necessities are essential; safety, security and belonging. Settlers also have a fear of crime itself and change is often seen as a negative thing. Prospectors are ‘outer driven people’ with the motive of self-esteem of themselves and others are of key value. Job promotions, money and social status are high priorities for Prospector as they see appearance and possessions as a visual sign of success. Pioneers however, are driven by personal progression and ideas. Though having a large social, individuality is more important than following the crowd. Of course there are the sub groups but that’s for another day.

When looking for gifts in terms of a Settler, you need to consider the functions of it and the practicality of the gift. Because safety and the home is so important to them, something from a home wear shop would be ideal.  To take the necessities literally, you could go to B&Q and by a security system for their home; but it’s not exactly the most glamorous of Christmas presents. However, if you consider your loved Settlers hobbies you can chose a practical gift that relates to their favourite past time. For instance, my Grandmother is a Settler who thoroughly enjoys flower arranging. For her last birthday, I bought her a vase to present her flowers in. She does have thousands of these; however this particular vase has the practicality of three (and was greatly complimented at her party). But as she has vases already, I’m taking her passion for the outdoors and getting her a pair of wellie socks because she likes walking and has cold feet – practical and functional.  For the Settler male, the same idea would be to have a look at their hobbies and to then apply the present to said hobby.

A Prospector may be the easiest to buy for but may also be the most expensive. I think everyone has seen that person on the train or tube switching between the newest mobile phone, then to the newest tablet then on to a very flash looking watch whilst wearing a very sharp, tailored suit. The odds of that person being a Prospector are very high. As they are driven by visual signs of success, opulent and well known brands would be ideal presents. The newest item of technology or a branded item of clothing that the recipient can then use and show as a sign of wealth would be top of the mark as it hits this person’s desires on the head. Pioneers are often very excited about new forms of science and technology so items such as the new Apple iPad Air or iPhone indicates not only their success of owning one, it also shows that the user is completely up to date with the ever evolving world of technology. Branded clothing or items in general would also be a good present as it allows people to see them as successful, jet-setters and go-getters. Prospectors are also about enjoying and having fun. This then gives the idea of buying them an experience day. For a woman, a spa treatment weekend or for a gentleman, a wine tasting class (for them to then post a picture or status about it on Facebook).

Most of the TCC office are Pioneers. When I asked around, the two answers I got back from the four other people in were 1) books, 2) nothing (possibly the most unhelpful answers). There was also a joke going from one end of the office to the other that a certain member of the team wants soy beans and hemp clothing (take that how you will but we’re not hippies). Thinking about it, I’m a Pioneer and a fair percentage of my Christmas list is books. As Pioneers strive to personal development and achievement, the increasing of knowledge is what they seek so books and sources that will improve the way they think will be warmly welcomed. Other good ideas would be art gallery memberships or tickets to museum exhibitions. Instead of something that’s bright and shiny, Pioneers look to have something that’s more meaningful that has a deeper value. We’re not saying give them a goat to farmers in Africa or a build a bog donation (unless they really want it), something that shows the giver has really thought about the present will mean more to the recipient. If I’m ever out of ideas with someone who has traits of being a Pioneer, I go for the fail-safe, a coffee table book. Not only is the recipient able to learn about a new artist or location but is widening their tastes in the area. This then may spark a new interest for the recipient, so the next major event of gift giving may be tickets to see an exhibition on that person or an experience day in said location.

I hope this has made the last minute shopping easier for everyone. I’ve actually helped myself in realising what some of my family members would actually like for Christmas. But, in the worst scenario, no one can ever have too many socks or sets of Christmas pyjamas. TCC hope you have a lovely Christmas and a happy New Year.

Paige Salvage currently work shadows at TCC. Find more about what we do at the  The Campaign Company here. If you want to see what your own primary values set is, why not take the simple Values Questionnaire here. If interested in values groups and want to learn more, have a read of TCC’s own Nick Pecorelli’s paper on values and why they’re key to electoral success.