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BBC Breathing Places Starting where your audience is

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1. We mustn't underestimate how our views are unlikely to ... Adders, sparrow. numbers falling. Contribute to. science. Buy a bird. feeder. What is hawthorn? ... – PowerPoint PPT presentation

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Title: BBC Breathing Places Starting where your audience is


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BBC Breathing PlacesStarting where your
audience is
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  • QUESTION YOUR ASSUMPTIONS

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Vote for the issue you care most about
  • Law and order
  • Destruction of childhood
  • Local environment
  • Lack of respect
  • Personal safety

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Top five areas of concern
  • Lack of respect
  • Personal safety
  • Destruction of childhood
  • Law and order
  • Local environment

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Key lessons learned
  • 1. We mustn't underestimate how our views are
    unlikely to reflect the belief systems of our
    audience
  • 2. Very few topics engender real passion or
    emotion
  • 3. Personal safety, law and order and lack of
    respect were exponentially more important than
    other local issues
  • 4. Taking action for any other reason than being
    a good parent/friend/daughter is almost
    inconceivable

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  • LEARN FROM OTHER CAMPAIGNS

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Useful research
  • The impact of sustainable development on Public
    Behaviour, commissioned by COI on behalf of
    DEFRA Andrew Darnton, March 2004
  • Carrots, sticks and sermons influencing public
    behaviour for environmental goals, A Demos/Green
    Alliance report for DEFRA 12/2003

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  • SEGMENT YOUR AUDIENCE

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  • Omnibus research shows that 63 of
  • adults aged 15 in Great Britain are
  • interested in natural history (wildlife and
  • the environment)
  • Broadest market size 30,493,000
  • (15,145,200 households)

BBC Worldwide
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  • KEEP CHECKING THEIR UNDERSTANDING

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Call to action Britain Goes Wild
Possible cues and triggers
Make space for hawthorn
Cues
Adders, sparrow numbers falling
Contribute to science
Buy a bird feeder
Entry-level question
Why?
How?
Where?
What is hawthorn?
Barrier
Lack of knowledge
Lack of context
Lack of tools/framework
Lack of info
Possible solution
Info bar
Short VT
Worksheet on web
Fact sheet Red button
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  • KEEP THINKING ABOUT MOTIVATION

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Participate research
  • Understanding the context of people's engagement
    in mass participation events and campaigns
  • Understanding motivations and needs in order to
    participate in such events

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Key findings
  • Community is central to the idea of participation
    to participate is to assert one's role in a
    community
  • And for the mass, micro-communities are the most
    important
  • The key to understanding participation is to get
    under the skin of these micro- communities

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Key findings
  • Family friends are the ultimate micro community
  • For the majority of people, their micro
    communities consist of family or friends
  • Potentially work colleagues too
  • These groups form the engine of mass
    participation
  • This is where the energy isbetween people who
    know each other well

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Key findings
  • For most their sense of community was linked to
    where they lived
  • Everyone felt deeply connected to and motivated
    by local issues

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Key findings
  • Children are a participatory catalyst on a number
    of levels
  • People want to spend time with their kids,
    participation offers a way to do this
  • Kids are idealistic active, like to get
    involved in these sorts of things
  • The sheer act of having children makes many
    people less solipsistic, more aware of others
    needs

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  • Question your assumptions
  • Learn from other campaigns
  • Segment your audience
  • Keep checking their understanding
  • Keep thinking about motivation

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  • And keep it simple!

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  • Children
  • Kids are the key to getting people to join in
    schools are the most meaningful locus of
    community spirit
  • Nature is an important focus for family
    activities
  • Also a sense of the welfare of the next
    generation and the legacy we are leaving
  • Local
  • My patch is a very powerful concept
  • Making my patch nicer is more relevant than
    global conservation, sustainable development,
    etc
  • Making projects very local, and providing a clear
    reward for effort will be the most effective
    approach
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