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Don't Tell Me What to Do! Four Tools for Creating Effective, Positive Messages

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Don't tell me what to do! Employing humour, surprise, rewards, and culture to change people's attitudes and behaviour.

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Don't Tell Me What to Do! Four Tools for Creating Effective, Positive Messages

  1. 1. Don’t Tell Me What To Do ! Penny McKinlay 4 Tools for Creating Effective, Positive Messages
  2. 2. You can change people’s attitudes, but the tired old approaches, such as fear, aren’t very effective
  3. 3. Which approach do you find more effective? A scary ad …
  4. 4. … or a positive one?
  5. 5. Four tools for creating effective, positive messages: Humour CultureRewards Surprise
  6. 6. Humour – funny, memorable
  7. 7. http://sheltongrp.com/creative/wasting-water-is-weird/
  8. 8. Denver Water Authority http://www.huffingtonpost.com/2011/06/28/denver-waters- use-only-wh_n_886323.html#s300714
  9. 9. Words by Tracy Cox, Pinterest
  10. 10. Surprise – unexpected, eye-catching http://bethgalton.com/
  11. 11. . . . UNLESS YOU NEED IT. – Patagonia
  12. 12. A billboard in Lima, Peru, generates water from humidity http://www.guardian.co.uk/sustainable-business/water-from-air-collaboration-engineers-marketeers
  13. 13. Ad for a Japanese funeral company http://www.thisiscolossal.com/2013/05/a-japanese-ad-agency-reinvents-advertising-for-funeral-services/
  14. 14. http://greenworldads.blogspot.ca/2008/04/green-advertising-may-not-always-be.html
  15. 15. Rewards – participatory, competitive
  16. 16. 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
  17. 17. 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
  18. 18. Buckminster Fuller said, “If the design is not beautiful, I know it is wrong.”
  19. 19. “When you compare the bus and the car as experience, there is a clear winner and loser….
  20. 20. “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)
  21. 21. Recycling bins in Baja California
  22. 22. Coastal First Nations use Paul Simon’s Sounds of Silence as the soundtrack for a television ad
  23. 23. Our hero, a NASA engineer, struggles to resolve an energy crisis
  24. 24. It may require some thought, but there is a better way to change people’s attitudes and behaviour.
  25. 25. You won’t be tilting at windmills if you apply: • Humour • Surprise • Rewards • Culture
  26. 26. mckinlaypenny@gmail.com pennymckinlaycommunication.ca @PennyMcKinlay Penny McKinlay Communications Consultant

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