Do puppies have secret powers?The importance of understanding irrational human behaviour and its impact on campaign effectiveness. Justine Pannett, Senior Campaigns Manager. RSPCA @justine_RSPCA
Contents• Why do we campaign?• The changing landscape of influence• The model for behaviour change• Puppy power: audience insights case study• Working with the enemy to deliver change• Summary & questions
Why do we campaign?• Definitions of campaigning… The mobilising of forces by organisations or individuals to inﬂuence others in order to effect an identiﬁed and desired social, economic, environmental or political change. NCVO An organised course of actions to achieve a goal. Oxford Dictionary
Our messages were not getting through. What people say they do, and what they actually do are two different things. Needed a more long-term view to affecting change. Issues not aligned to any particular socio-economic group, but to attitude.
Responsible puppy buying campaign Consumer polling From where would you consider getting a puppy? Answer: A pet shop 2008 – 2008 - pre post 2009: campaign: campaign: 20%!!! 29% 11%
The model for behaviour change Pre- contemplation Maintenance /Purchase Contemplation maintenance Preparation/ Action/Purchase Consideration
Recognising that not Taking a ‘bottom up’ Putting the audience everyone thinks or not ‘top down’ at the heart of theacts the way you do approach intervention Recognising the Understanding of barriers to change the context in which and working with we’re working – them where possible consumerism!!
‘Casual’ audience Triggered by a thought or aspiration Respond to the ‘awww’ factor Lifestyle choice/emulate an image of perfection
Hypotheses testing People are influenced by aesthetics due to nature Positive ingrained images around dogs as perfection and completion cause us to make incorrect purchases People are now primarily consumers and dogs are consumable objects
Nature ‘BreedPositivemessages as brand’Culture
Strong correlation Decision to get a dog between ‘pedigree’ deeply ingrained or & ‘quality’ strong impulse decision The ‘awww’Puppies had a much factor isbigger impact on overwhelmingpeople’s lives than (secret powers!!)they imagined andwere left feeling If theguilty about ‘letting breed/brandthe puppy down’ doesn’t deliver, take it back People are concerned Everyone thinks about how dogs are they’re an expert on bred for looks, but do dogs – they don’t not feel responsible seek advice and for the problem don’t want to be told
• Opportunity to influence decision to get a dog very slim as deeply ingrained Pre-contemplation • or…decision is made impulsively in response to a trigger, so limited opportunity toContemplation interrupt the buying process • Good time to provide guidance to those who are receptive to advice on responsibleConsideration puppy buying and are likely to seek out a responsible breeder (enthusiasts) • Opportunity to provide support and advice post purchase to reduce the number of Purchase dogs that end up in animal centres • Opportunity to provide support and advice post purchase to reduce the number of Purchase dogs that end up in animal centresmaintenance
But…RSPCA’s opportunity to interrupt buying behaviour Enthusiasts Casuals
Key finding Strong correlation between ‘pedigree’ and perceived quality of a dog +Serious health and welfare problems associated with the way that dogs are bred for their looks = Opportunity to create a disturbance around the issue
Won’t be achieved overnight – need a long-termviewInitially draws on campaign supporters and doglovers (fanatics/enthusiasts) to champion thecause (awareness raising) and to……stigmatisebad puppy buying behaviour(behaviour change)
Working with the enemy to deliver change Enemy RSPCA
Support from celebs who resonate with target audienceCollaborative Challengeworking with misconception classified that pedigree websites = quality Support for new puppy owners
SummaryStep off the soap box and into the shoes of youraudienceRemember that not everyone thinks or acts thesame way as you – rather than saying “Why don’tpeople get it?”, ask yourself “Why am I notunderstanding things from their point of view?”People are unpredictable in their behaviour –common sense does not prevail
Understand their language – it may be aboutanimal welfare (or whatever) to you, but abouthandbags, fashion and looking good to them.Recognise that external forces may be strongerthan you – work with rather than against ‘theenemy’.Be patient – behaviour change takestime, blood, sweat and lots of tears.