What to work on when designing campaigns for mindset change?
These are the concepts and tools that we use in our work and believe the most relevant for the campaigns that aim to change people’s mindsets. In the links below you can find short PFD documents introducing each of the concepts and explain how they can be used as campaign strategies:
A mindset perspective on communicating the climate emergency
■ THE EMOTIONS TOOL: How to take emotions into account when campaigning around the climate crisis? English
What to change when changing mindsets? (Strategy)
■ VALUES AND IDENTITY: Making the campaigns activate certain values that induce sustainable behavioral change
■ NARRATIVES: Working on changing the dominant societal stories that define our beliefs and behaviors
■ SOCIAL NORMS: Working on changing what is socially accepted (or not)
■ SHAPING THE ENVIRONMENTS: Accounting for the influence of our environments in how we perceive and act
How to work on changing mindsets (Tactics)
■ DYNAMIC NORM MESSAGING: Creating a “new normal”
■ NUDGING: Tips and tricks for MAKING IT EASIER FOR PEOPLE TO ADAPT CERTAIN BEHAVIOURS
■ DEFINING MOMENTS: Campaigns that create unforgettable experiences that change one’s mind
What else to take into account?
■ SPILLOVERS: Making sure that goof changes lead to other good changes
■ CO-CREATION GUIDELINES: Bringing together a diver set of stakeholders to change the system