One language shift that can help is moving from “audiences” to “actors.”

They found that the indulgent label resulted in the highest consumption. It was chosen 25% more than the basic label, 35% more than with h healthy positive label, and 41% more than the health restrictive label. Veggie consumption increased significantly as well—16% more than the basic label, 23% more than the healthy positive label, and 33% more than the healthy restrictive label.

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We tested how reframing the name of the vegetarian food category shapes food choices. • Environmental, social, and neutral (vs. vegetarian) frames boosted vegetarian choice. • No consistent differences emerged among the three non-vegetarian frames. • We investigated the underlying psychological mechanisms behind the main effects.

5 key principles

This video explains a campaign with Brazil’s biggest football club asking people to become an immortal fan by becoming an organ donor. The campaign reduced the wait list for organs to zero.

Increases in condom use were larger for longer campaigns and in nations that scored lower on the human development index. Increases in transmission knowledge were larger to the extent that respondents reported greater campaign exposure, for more recent campaigns, and for nations that scored lower on the human development index.

To compete against the soda companies on a relatively meager budget, a Boston diabetes campaign attempted to leverage the power of social psychology.

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