Creating communications that inspire action

Creatingcommunication

that inspire action

Presented by Chris Norman25.09.12

Inspiring communication to inspire action

To boycott a brand

To go on strike

To sign a petition

To join an action group

To do the green thing

To make coffee

To text a donation

To dress up like an Oompa Loompa

To walk, jog or run

To like, comment or share

To vote

Intention vs Action

Initiators

Actively engaged

1%

9%

Followers (latent interest)

Unengaged

90%

Prospect pool

Intention vs Action

Initiators

Actively engaged

1%

9%

Followers

Unengaged

90%

Prospect pool

INSPIRATION GAP

Inspiring communication to inspire action

1) Emotions drive behaviour

% of Mental Activity

10%

90%

Conscious Subconscious

Antonio Damasio

2) Use empathy to connect

Putting you in the picture

3) Tell a powerful story

What you have done

What you have done

4) Start a dialogue not a monologue

5) Creativity cuts through, stands out and keeps it fresh

5) Creativity cuts through, stands out and keeps it fresh

human rights

6) Target fans to inspire the enthusiasts

Children’s causes

human rights

Beat Bullying

7) Communicate your vision with clarity and conviction

8) Create a sense of empowerment

“If you think you're too small to have an too small to have an impact, try going to

bed with a mosquito.”

Save the Children: Knit One Save One

• 800,000 hats

• 100,000 knitters

• 40,000 messages to PM

Save the Children: Knit One Save One

• 40,000 messages to PM

• 20,000 new campaigners + data

• 50 MPs involved

9) Create a sense of belonging

9) Create a sense of belonging

10) Integrate, integrate, integrate

Channel Function Message

Inspiring communication to inspire action

1. Emotions drive behaviour2. Appeal to human values to create empathy3. Tell a powerful story4. Start a dialogue not a monologue5. Creativity cuts through, stands out and keeps it fresh5. Creativity cuts through, stands out and keeps it fresh6. Target fans to inspire the enthusiasts7. Communicate with clarity and conviction8. Create a sense of empowerment9. Create a sense of belonging10. Integrate, integrate, integrate

Inspiring communication to inspire action

Put your audience in your story