Messaging Campaigns – A Companion To Changing Behaviour

Public campaigns that aim to change behaviour and mobilise people to take action are a powerful tool used by the Red Cross, Red Crescent movement in its efforts to prevent and alleviate human suffering. Campaigns are employed towards diverse objectives; from community resilience, health, disaster recovery, to social inclusion and beyond.

This publication offers guidance for campaign development based upon the learnings of others. Insights have been gathered from:

• the experience of a selection of key Red Cross, Red Crescent campaigns,
• a small number of exceptional external campaigns,
• the literature.

Creating behaviour change for social good is an incredibly challenging endeavour. The issues we are dealing with are difficult and complicated. For most practitioners working with communities, social marketing is not their primary area of expertise or their only role. Our best hope in making the positive impact we envision is to join forces. Getting it right is worth the effort.