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Lessons for Social Change Communications Strategy From the US Marriage Equality and Antismoking Campaigns
[https://ssir.org/articles/entry/lessons_for_social_change_communications_strategy_from_the_us_marriage_equality_and_antismoking_campaigns] - - public:weinreich
Aspirational Communication, an approach that seeks to motivate and mobilize people to support a cause by connecting it to the audience’s aspirations for their own lives. I specifically suggest a six-step framework based on the approach that can help social movements to drive durable attitude change.