When a change in people’s behavior is needed for business reasons or to protect ecosystems and biodiversity, how can you do it?
Forcing people to change their behaviours can makes matters worse. Very often when we try to scare, shame, intimidate, force or compel people into changing their behaviour, they will only push back, resist, become resentful, and maybe even behave “worse” than before. The New York Time wrote about how to change the behavior of people, by looking at a campaign, that taps people's sense of pride.
Check out this great article in The New York Times on how to get people to change their behavior. What really works? This article focuses on the conservation organization called RARE. This is another great example of a no-more-business-as-usual strategy. Rare’s strategy is focused on a campaign to protect ecosystems and biodiversity. They call it the “Pride Campaign”: it is a methodical, well-honed approach to social marketing that has been replicated by diverse groups more than 200 times around the world — with some remarkable success stories.
Rare Pride campaigns may look lighthearted, but behind the playful spirit are sophisticated social marketing techniques, which convince people to make changes for their own good. Campaigns use all sorts of vehicles—billboards, slogans, radio and TV spots, celebrity endorsements, cultural festivals—that are fine-tuned to their target audience. For more information check Satndford social innovation and discover how this boutique nonprofit is delivering customized Rare Pride social marketing campaigns to millions of people in the planet's most fragile ecosystems.
Rare has developed an accredited two-year Masters Degree in Communication for conservationists, which is taught in the United States, Mexico, Indonesia and China.... Read More