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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
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.”
• 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
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
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