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