Communicating for change
Effective communication campaigns, including those focused on behavior change and risk communication, are essential components of any initiative aimed at fostering sustainable change. These campaigns must be tailored to specific functions within broader integrated change initiatives across various sectors such as health, disaster management, and sustainability. Increasingly, communication is recognized not just as a one-way transfer of information but as a two-way exchange that builds dialogue around knowledge, attitudes, and values.
As we confront more complex issues, it is vital that communication efforts emphasize this two-way nature. The resources below offer valuable lessons from experience and frameworks that can enhance the development of effective communication campaigns.
The Response Playbook: A behavioural insights checklist for designing effective communications
Developed by Amy Jones and colleagues (2020), this playbook introduces the RESPONSE checklist, an 8-step framework for creating impactful communications using behavioral insights. It covers understanding the audience, defining goals, choosing messengers, identifying barriers, applying nudges, and evaluating outcomes. The guide provides practical tips and case studies to assist public sector staff in designing cost-effective communications that drive positive behavior change.
Improving lives by changing how we talk about complex issues
The Workshop is a unique research organization in Aotearoa New Zealand, founded by Jess Berentson-Shaw and Marianne Elliott. They specialize in public narrative research and communication strategies that deepen understanding of complex issues through storytelling. Their guides cover various topics from from climate change to well-being, and include resourcers such as a message guide and checklist for communicating about COVID-19.
Risk Communication and Natural Hazards
This 2010 report by Corina Höppner, Michael Bründl, Matthias Buchecker, and colleagues provides a comprehensive review of risk communication practices across all phases of the risk cycle: prevention/preparation, warning, emergency response, and recovery/reorganization. It emphasizes communication strategies aimed at reducing severe impacts from natural hazards and enhancing community resilience.
New Rules: New Game – Communications tactics for climate change
The New Rules: New Game isn’t a simple, ‘one size fits all’ blueprint, and some of the tips might even, at first sight, seem inconsistent. But taken together, they provide a practical guide for action. These short rules are communications techniques which pull together the most effective strategies for changing people’s behaviour. They are based on a huge body of international psychological, sociological and marketing studies, gathered and analysed by Futerra – a UK-based communications agency with some very interesting and stimulating communications publications.
Innovative climate change communication – Team Minus 6 percent
This 2008 paper reviews various communication efforts aimed at raising public awareness about climate change. It identifies six key strategies that can enhance engagement and promote action among audiences.
Disaster Planning and Risk Communication With Vulnerable Communities: Lessons From Hurricane Katrina
This 2007 study examines the role of social networks in effective risk communication during disasters. It highlights lessons learned from Hurricane Katrina regarding the importance of community-based strategies that consider the unique challenges faced by vulnerable populations.
For further exploration of related topics, you may also find value in our sections on Social Marketing, Dialogue and negotiation, and Systems Thinking Tools, which support two-way communication exchanges essential for fostering sustainable change. This revised page maintains a clear structure while providing concise summaries of each resource. It also emphasizes the importance of two-way communication in addressing complex issues related to sustainability.
