Behind the scenes at Change for Good: Kim Somerville (Managing Director) and host Tom Salmon (Campaigns Director)
Yesterday we hosted our second instalment of our online micro-conference series – Change for Good: tackling climate change.
The second event tackled challenges around climate change and featured a selection of example actionable campaign case studies.
A special thank you to our special guest expert speakers.
We were joined by over 100 people from local authorities, public health, voluntary sector and NHS from all around the UK and many other parts of the world interested in behaviour change, creative and co-production.
See the full recording:
For those of you that were at the micro-conference or have watched it back:
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Extra questions from the Q&A section answered:
We received so many brilliant questions during our Q&A panel discussion and tried to answer as many of your questions as possible during the conference but don’t worry, we passed them on to the relevant panellists:
Behavioural Insights Consultant at Magpie, Dr Julie Van de Vyer, was asked: How do we avoid making people feel guilty or told off? Do we need to always acknowledge that some things are too expensive to do (for many) and that the system needs to change to facilitate ordinary people’s desires to help?
This is really important and any messaging absolutely needs to stay away from (often unintentional) shaming or judgement. There are many ways to avoid this but the most crucial is through co-production with communities. After our creative team design messaging and campaign content, we go back to communities. We ask them for their input, thoughts and feelings and then we amend the messaging accordingly.
Campaign Consultant at Magpie, Louise Hallworth, was asked: How do you monitor pledges? Frequently used they often impact initially and then fall away. How do you follow-up; processes and timeframe?
Organisations were encouraged to share the pledges made from people in their workforce through their regular internal comms channels e.g. newsletters. We also shared individuals pledges through social media.
Through the evaluation process (3 months after launch) we got back in touch with people who had pledged and asked them to update us on how they were doing.
All Hands In, is a Partnership wide campaign meaning individual organisations were asked to take on much of the internal comms and accountability of pledges, therefore the main campaign site didn’t gather personnel data, such as email address, however, if we were to roll out again or were to do something similar with one organisation, or had more budget, we’d look to introduce an automatic repeat comms tool. Such as:
Step 1 – individual makes a pledge a d they are emails saying thanks, remember tobsysre you pledge with friends, colleagues and on social media.
Step 2 – one month after the pledge has been made send an email reminding them of the pledge they made and suggesting they reflect on how well they are doing.
Step 3 – three months after the pledge was made send an email. Remind them of the pledge they made, suggest they reflect on how well they are doing and get them to think about whether they are able to a) make thay pledge harder (such as go veggie twice a week instead of once or cycle to work more) b) consider making another pledge.
Step 4 – six months after the pledge reminding d them of the pledge they have made and congratulate them on sticking to it. Remind them of the impact they have made on the world and ask of they can re-share their pledge with an update of how well they are doing.
Creative Designer at Magpie, Isla Pearce, was asked: Do you have a source for the comparison to aviation industry stat? It would helpful as I think that would resonate with many of my colleagues.
https://www.websitecarbon.com/ for the aviation industry stat. This is a really useful website to run ‘websites’ through to see how they’re performing from an eco standpoint.
Registrations are now open for the rest of the micro-conference series:
- Equality and diversity – 15th June
- Reducing poverty – 20th April
Useful further reading from Magpie
- Read Tom Salmon’s blog: Power to the people: 5 questions for serious co-producers
- Read Rose Mountague’s blog: 7 Cut-through creative techniques that will inspire societal change
Have you got a creative brief or a behaviour change challenge you want to discuss?
We’re offering a free 30 minute consultation session to support you and colleagues with your challenges and priorities related to changing behaviour for social good. We tackle challenges such as: low stakeholder engagement on projects; injecting innovation into communications; reaching seldom heard groups; scoping behaviour change interventions. If you would like to have an informal follow up meeting with one of our founders, directors or consultants please contact our Managing Director email@example.com