Don't Tell Me What to Do! Four Tools for Creating Effective, Positive Messages
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Transcript of Don't Tell Me What to Do! Four Tools for Creating Effective, Positive Messages
Don’t Tell Me What To Do !Penny McKinlay
4 Tools for Creating Effective, Positive Messages
You can change people’s attitudes, but the tired old approaches, such as fear, aren’t very effective
Which approach do you find more effective?A scary ad …
… or a positive one?
Four tools for creating effective, positive messages:
Humour
CultureRewards
Surprise
Humour – funny, memorable
http://sheltongrp.com/creative/wasting-water-is-weird/
Denver Water Authorityhttp://www.huffingtonpost.com/2011/06/28/denver-waters-use-only-wh_n_886323.html#s300714
Words by Tracy Cox, Pinterest
Surprise – unexpected, eye-catching
http://bethgalton.com/
. . . UNLESS YOU NEED IT.
– Patagonia
A billboard in Lima, Peru, generates water from humidity
http://www.guardian.co.uk/sustainable-business/water-from-air-collaboration-engineers-marketeers
Ad for a Japanese funeral companyhttp://www.thisiscolossal.com/2013/05/a-japanese-ad-agency-reinvents-advertising-for-funeral-services/
http://greenworldads.blogspot.ca/2008/04/green-advertising-may-not-always-be.html
Rewards – participatory, competitive
Projects earn points to satisfy green building requirements:• Sustainable sites credits• Water efficiency credits• Energy & atmosphere credits• Materials & resources credits• Indoor environmental credits
http://www.cagbc.org/AM/Template.cfm?Section=LEED
Culture – employing art, music, literature, dance
Romuald Hazoumè, Ear Splitting, 1999, Mendel Art Gallery exhibit, Beneath a Petroliferous Moon
Brian Jungen, Mendel Art Gallery exhibit, Beneath a Petroliferous Moon
Buckminster Fuller said, “If the design is not beautiful, I know it is wrong.”
“When you compare the bus and the car as experience, there is a clear winner and loser….
“My bus is a design failure. It’s a stick painted green, and out of desperation or inspiration, I’m supposed to want the experience.” (Glimmer, Warren Berger)
Recycling bins in Baja California
Coastal First Nations use Paul Simon’s Sounds of Silence as the soundtrack for a television ad
Our hero, a NASA engineer, struggles to resolve an energy crisis
It may require some thought, but there is a better way to change people’s attitudes and behaviour.
You won’t be tilting at windmills if you apply:
• Humour
• Surprise
• Rewards
• Culture