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Utilizing a Positive Deviance Approach to Reduce Girls’ Trafficking in Indonesia: Asset-based Communicative Acts That Make a Difference - Lucía Durá, Arvind Singhal, 2009
OPERATION CHRISTMAS - YouTube
In 2010, Colombia's defense minister contacted an ad agency to create an idea to demobilize FARC members, the oldest guerrilla army in Latin America. The agency, after spending over a year talking to nearly 100 of its members, learned two main things (1). -First, guerrilla members are ordinary men and women and not only guerrillas, a fact which is often forgotten after 60 years at war. -Secondly, they are more likely to demobilize during Christmas as it is a sensitive and emotional period. Based on these insights, they had a clever idea to put a Christmas tree in strategic walking paths in the middle of the jungle that would light up when someone passed by with a message promoting demobilization. The results? Three hundred thirty-one people who demobilized named this idea as one of the reasons to do so. Over the years, several campaigns from the same agency were quite successful, and overall, they were named in over 800 demobilizations. Causality, of course, cannot be established. Nevertheless, any measurable, non-violent efforts like this one are praised. Next time you think you have a difficult-to-reach customer, maybe think again!
Upstream: How to Solve Problems Before They Happen by Dan Heath « Dr. Doug Green
summary of key points of book
Keeping People Engaged in Your Cause With Help From Behavioral Science
The Deeper Truth of the ‘truth’ Campaign: Influence is Bigger than Persuasion | Rob Gould | LinkedIn
In Kansas, Climate Skeptics Embrace Green Energy - Series - NYTimes.com
The Ben Franklin School of Persuasion
The power of positive deviants - The Boston Globe
Discovering the Activation Point
A downloadable publication for people in social change organizations that focuses on strategies for mobilizing concerned people to supportive action by identifying and leveraging their activation points. (via Guy Kawasaki)