5 STEPS TOWARDS BEHAVIOUR CHANGE
Why do we choose trainers or a smartphone of a particular brand? Thanks to marketing that promotes the product, based on the needs of the consumer. A social project is the same product. It has to attract attention and "sell" its audience the need to act. Therefore, tools that use brands are also effective for your project.
Behaviour marketing makes new useful behaviour just as fun, easy, and popular… as choosing a new smartphone.
How does this happen in the real world?
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
STEP 1: IDENTIFY THE PROBLEM
And what is your problem (challenge)?
For example, you're worried that garbage is polluting the planet. But this can be prevented by sorting and recycling. The scrap paper can be turned into paper or cloth.
New bottles can be made from plastic. And the battery is a source of zinc and manganese. The problem is that the Ukrainians do not sort the garbage, because they do not know how to do it.
Write down your problem and its potential causes.
THE PROBLEM I / WE WANT TO SOLVE
POTENTIAL CAUSES
The problem is that
This is a problem, therefore
Our goal is to
STEP 2 SELECT AND UNDERSTAND YOUR TARGET AUDIENCE
TARGET AUDIENCE CAPTURE
Not all Ukrainians can act as your target audience. Focus on a narrower category of people. For example, focus on our peers residing in cities. Find out what they take interest in, where they spend their time, what issues they concern themselves with.

Who are you talking to? Try to describe the project target audience as clearly as possible and choose the channels of communication with it. The template below will help you in creating such profile.
Who is already in your camp?
List of the audience segments that currently support your organisation / campaign / issue. Or already behave as you would like them to.
Who isn't?
List the audience segments that a) aware of your organisation / campaign / issue and don't support it or b) are unaware about it.
Select 1-3 audience segments that you would like to capture first
Audience segments examples
Name:
Old-school teachers
Moms of kids 6 and younger
Paediatricians
Fitness trainers
Small farmers
Healthy food lovers
New homeowners
Small business owners
Likely situation:
Pain points (what problems does this person have in life?)
Needs state (what needs are they seeking to fulfill?):
Adventures
Power
Identity
Control
Financial security
Balance
Security
Empathy
Order
Fun
Challenge
Luxury
Approval
Recognition
Knowledge
Status
Freedom
Basic needs
Self-esteem
Condolences
Popularity
Hope
Community
Wealth
Autonomy
Respect
Love
Friendship
Belonging
Simplicity
STEP 3 PEOPLE DO WHAT THEY WANT
There are only 14 factors that drive people's behaviour. Everyone enjoys doing what is fun, easy and popular.
CONSEQUENCES.
We seek rewards. We avoid problems. The sooner and surer the reward, the more powerful the pull. But we need to expect the reward to act on it.
RISK.
High risks can deter us. But other influences are often more powerful unless the risk is perceived as high or personal.
EMOTIONS.
Actions can trigger emotions we don't want to feel.
NORMS.
We are influenced by what we think others think/do/expect of us. When norms go cultural we call them traditions.
CONTROL.
We like to be in control. Feeling control over a decision empowers one to act. Choice helps: It gives us a sense of control.
SELF STANDARDS.
The standards we set for ourselves, driven by aspirations and self-image. They play out in how our behaviour signals who we aspire to be.
SOCIAL IDENTITY.
We are driven by our beliefs about who is "us" and who is "them." This cross between identity and norms is about being true to your tribe.
Think about how to make your social problem fun, easy, or popular.

How can garbage sorting be fun?
For example, go to a sorting station with your friends and make funny videos, that is, make the process fun or easy: create a web page with clues for sorting. Or the popular: run a Sorting Challenge with instabloggers.
FUN. Maximizing good results, minimizing bad ones.
AFFIRMATION.
We favour actions that reinforce our current beliefs, biases, and personal experience. It's what we mean when we say trusting our gut.
EASY. Removing or reducing barriers to action.
SKILLS / KNOWLEDGE.
We can only do what we know how to do.
EFFICACY.
We need confidence we know HOW to do something, more than we need the knowledge of a thing itself.
ENVIRONMENT.
Behaviours are influenced by their context. We often favour what's accessible, noticeable, supported or triggered by environmental cues.
INVESTMENT.
The cost of action can lead to inaction. This includes monetary cost, time required, social capital needed and the cognitive load required to act.
MENTAL SHORTCUTS.
What's easier to grasp is easier to do. Decision making is influenced by what's easy to process in your head. We often use heuristics that seem to make sense or have worked in the past.
POPULAR. Make the behaviour right for who we are.
ATTACHMENT.
People overvalue that to which they have become attached - the things they own, the beliefs they hold, the relative value of losing to gaining something.
STEP 4 LINK THE WANTS OF YOUR AUDIENCES WITH TARGET BEHAVIOUR
What should people do? And how can you link this behaviour to meeting their needs / solving challenges of their pain points?
New behaviour does not necessarily imply a change in person's beliefs or knowledge. If you want people to behave differently, you need to offer them something they already want. Yes, that's right, you are not mistaken: they already have a want. You will also relate the new behaviour to their old urges.
Write it down below.
Target actions / behaviour (no more than three):
Now think about this person and your organisation. How can you link targeted actions and solutions to the issue with one of the pain points?
How can you satisfy their needs using target actions?
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2
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STEP 5 CREATE YOUR MARKETING OFFER
The template below will help to create your marketing offer step by step.
The secret to behaviour change lies in understanding that all of these decisions are based on exchange: if you do _____, you will get ____. Co-ordinate the information from the previous steps, determine what your audience will get in exchange for its participation, and act!
Your marketing offer:
I
and I choose
insert target behaviour
because
add the audience's need for this behaviour
MARKETING PROPOSAL EXAMPLE
National Volunteer Fire Fighters Council
When young people (18-34 years old) are open to being fire fighters and looking for being put to good use, they will choose to volunteer as a first responder. They are driven called to serve; hence they are attracted by a close friendship, a spirit of camaraderie, and the ability to help others.
Needs:
Pain points:
Identity, friendship, challenge, community, fun
Behavioural determinants:
They do not know if there is a need; insufficient training; do not feel that they have been genuinely invited to the group
Fun: Reward (sense of belonging, community)
Easy: skills (we will train you); self-esteem (there is a real fire-fighter inside you)
Popular: self-standards (few people can do this); norms (millennials, like you, do this)