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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
