Session Overview:
In this session from the 2020 GovComms Festival, Jeffrey Jordan explains how organizations fighting for social good can tell stories that convince people to change their behaviors.
Jeffrey is the President and Executive Creative Director of Rescue: The Behavior Change Agency. Based in the United States, Rescue works with government to produce effective behavior change campaigns.Rescue focuses on health behavior change in issues such as tobacco, physical activity, healthy eating, opioids, marijuana, sexual health, and alcohol use.
Jeffrey explains how to define a clear audience in the area of health behavior change. He outlines the difference between three types of audiences in health-related issues: ‘the do-ers, ‘the willing, and ‘the non-willing. How should communicators approach each of these groups, and how should we deliver specific and tailored messaging to them?
Jeffrey uses examples of failed and successful health campaigns from the United States to illustrate what health campaigns are supposed to achieve.
Please note that this video is a live recording of a presentation of the GovComms Festival.
After watching this video, you will be able to:
- Understandthe key stakeholders in the area of health communications: ‘the do-ers, ‘the willing, and ‘the non-willing.
- Use inspiration from successful health campaigns to build and improve your own campaigns.
- Create a story that changes peoples’ behavior in the area of health and lifestyle
