This is perhaps one of the best and simplest description of how to achieve effective behaviour change through social marketing. In my work with many health promotion organizations and brands, it reflects an overall philosophy that is about reducing the barriers to change, and using genuine insights about how people think and act.
As laid out beautifully in this little story, three simple steps are needed:
1. you need to show people the path. What’s the end goal that they need to reach
2. you need to motivate people to want to take the journey toward change
3. And most importantly, you need to remove the barriers to change
Without tackling all these in parallel, successful change becomes less likely. These three steps work together in careful harmony, yet many organizations sometimes struggle to see how they work together. Often this can result in an over-emphasis on awareness building, or alternatively, an over-emphasis on tactics.
Ultimately you need to appeal to people’s emotions, and then work hard to remove the barriers along the way. One without the other dramatically reduces your chances of long term success