Writing to change behaviour

Communicators have a large role to play in changing our behaviour. For example, we would not be nearly as aware of the dangers of sunbathing or speeding without regular campaigns. Issues such as climate change and obesity have become difficult ones to tackle. How can you write in such a way as to make people want to change their behaviour, particularly if there is a financial cost to changing?

A website worth looking at is http://www.cbsm.com

Dr Doug McKenzie-Mohr is a pioneer in community-based social marketing and his work draws on social psychology at the community level.

On his website, you can download his free e-book, browse a number of case studies and read articles on how to target specific behavioural changes (e.g. encouraging people to install low-flow shower heads). Each article looks at:

• why the behavioural change is important (e.g. low-flow shower heads reduce water consumption, enhance energy efficiency and lower CO2 emissions)
• what is known about the perceived barriers to change
• the most effective programs to date that foster the behavioural change.

The colleague, who told me about this website, attended a workshop where Dr McKenzie-Mohr told the following anecdote. Forest vegetation in a park was being damaged by people wandering off the pathway. Signs asking people to stay off the vegetation made no difference. Research identified that people were trampling the vegetation to take photos, so the sign was replaced with a new one stating that the best place to take photos in the park was a short way ahead. Problem solved.

If only all change were so easy!

You can download Dr McKenzie-Mohr’s free book at http://www.cbsm.com/public/images/FosteringSustainableBehavior.pdf