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Ideas That Sell Themselves

Change Behavior

Marketing for Change™ is a national leader in behavior-change marketing and communication. The division’s methods have been outlined in textbooks and its results have been published in peer-reviewed journals. Our creative approach tends toward the unexpected, tapping into angles that surprise and delight a target audience, not simply inform them. Campaigns are geared to move people through three stages of interaction: Interrupt (winning attention), interact (guiding decision-making) and engage (helping people act). The organizing principle is to create ideas that sell themselves. After all, promotion is easier (and cheaper) when what you offer is linked to something people already want.

Behavior is Our Bottom Line.

You want people to act differently? Give them a better option. That’s what marketing is all about — a simple exchange. If you want people to quit smoking, skip fertilizing, join an advocacy group, talk openly about sex, eat smaller meals, exercise more or do just about anything, you have to offer them something in exchange. Something they actually want.

Our behavior-change practice leverages research around 12 common behavioral determinants to create a better offer, creatively wrapped and carefully delivered to spur action. Now.

Find Out Why.

Actionable consumer research is built on three core principles: Asking the right questions. Making those questions easy to answer. And getting multiple vantage points on your issue.

This means getting beyond the obvious. It means isolating the real determinants of behavior, not just interesting attitudes or tangential factors. It also means blending together insights from multiple sources to develop convergent validity.

Want culture change? Use behavior change.

Culture change is not a pitch but a process. That’s why culture change campaigns based on laminated values statements or pleas for a change of heart will always fall short. We focus on behavior. We don’t push to change people’s values; we leverage them.

The idea is this: As people do different things, they think differently. They change, and with them, so does the organization’s culture.

Warning: We may surprise you.

A few examples: When asked to promote marriage, we focused on the real problem: the product (50% of users return it). The resulting campaign included the website When asked to prepare people for a potential flu pandemic, our solution involved a urinal and a media tour with a man who never washes his hands. And when enlisted to help protect the endangered rhinos, we auctioned off their poop.

Unexpected? Perhaps. But for us, it's all part of a four-step process: Understand, interrupt, interact and engage. That's how change happens. And that's what you will see in our work.