This event was held at the University of Canterbury last week – and it was fantastic, sadly it was not taped but here are some takeaways from it…
Make them care!
Show them what to do…
6 Tools to achieve this:
1. Values intersection
Bring them a ‘gift’. People seek affirmation not information. [Why do they avoid information? Includes easier to ignore because change is required.]
How to change hearts and minds – you have to connect with what people care about. Why Brazil no longer has waiting lists for donor organs – am amazing story shared at Beyond Clicktivism:
2. Talk in pictures
Visual language. [When writing a speech make a margin down the side and see if you can draw pictures to match your speech.]
3. Invoke emotion with strategy and intention
Use awe, pride, love (particularly parental love including using baby animals),humour and satire. Avoid sadness, grief, anger, shame, guilt etc.
4. Make your calls to action actionable
Be specific and meaningful.
5. Build curiosity
Connect to what they already know and talk in definitions not acronyms or jargon. Curious fact: People are most curious about things they know a lot about.
6. Tell stories
Not sad fearful stories, stories to inspire and give flesh to your message
Authors: Ann Christiano, Ellen Nodine (and not present but included Annie Neimand) University of Florida[realgoodcenter] Centre for Public Interest Communications
We help movements, foundations, agencies and organizations apply behavioral, cognitive and social science to build communication strategies for the common good.Centre for Public Interest Communications