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[https://www.throughlinegroup.com/2021/08/27/a-great-strategy-to-simplify-not-dumb-down-your-content/] - - public:weinreich
health_communication, target_audience - 2 | id:1064054 -

If you’re looking for inspiration, it’s worth exploring “5 Levels,” a web series produced by the publication WIRED. In each episode, an expert in a subject breaks it down five ways – by talking with a young child, a teen, a college student, a graduate student studying the same topic, and a fellow expert.

[https://www.youtube.com/watch?v=FMLoYpy_HFw] - - public:weinreich
behavior_change, international, place, policy, sample_campaigns, social_change, strategy, target_audience - 8 | id:1021804 -

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!

[https://thedecisionlab.com/insights/technology/this-is-personal-the-dos-and-donts-of-personalization-in-tech/?utm_source=pocket_mylist] - - public:weinreich
behavior_change, how_to, target_audience, technology - 4 | id:958928 -

You may be wondering: If users want personalization, then what’s the problem? The problem is that personalization is a bit like walking a tightrope. A very thin line separates the “good” kind of personalization from the creepy kind. “I like it because it’s so similar to me” can easily become “I don’t like it because it’s eerily similar to me.” “This is relevant to me and saves me time and effort” can easily become “The algorithm is stereotyping me and that’s not cool.” This switch from good to bad is where user psychology comes in. Understanding the real reason why personalization works can help us understand why it does not work sometimes.

[https://thepsychologist.bps.org.uk/volume-31/june-2018/ive-built-good-mousetrap-and-people-come-use-it] - - public:weinreich
behavior_change, inspiration, social_change, social_marketing, target_audience - 5 | id:802632 -

Schwartz has spent much of his career emphasising the shared, universal nature of values and in one paper with Anat Bardi, he demonstrates that Benevolence, Universalism and Self-direction values are consistently rated most important to most people across different cultures. The answers he has just given map pretty neatly onto Self-direction and Benevolence (see Figure 1). Figure 1: Value structure across 68 countries – Public Interest Research Centre (2011) based on Schwartz (1992) The Schwartz model shows that values have neighbours and opposites, that values close together (e.g. Humble, Honest) tend to have similar importance to people, that values far away (e.g. Equality, Social Power) act more like a seesaw – as one rises in importance, the other falls. When you add to this that values connect to behaviour (that Universalism and Benevolence are associated with cooperation, sustainable behaviour, civic engagement and acceptance of diversity – that Achievement and Power are most emphatically not), and that values can be engaged, you have more than a model: you have an imperative for all the activists and campaigners scrabbling around for the messages and tactics that are going to change the world.

[https://www.npr.org/2021/09/30/1037352177/2020-census-results-by-race-some-other-latino-ethnicity-hispanic] - - public:weinreich
research, target_audience - 2 | id:802610 -

Growing numbers of Latinos identifying as “Some other race“ for the U.S. census have boosted the category to become the country's second-largest racial group after “White.“ Researchers are concerned the catchall grouping obscures many Latinx people's identities and does not produce the data needed to address racial inequities.

[https://surgoventures.org/newsroom-all/analysis-us-general-population-survey-on-covid-19-vaccine-uptake] - - public:weinreich
behavior_change, strategy, target_audience - 3 | id:684174 -

The five psychobehavioral segments of Americans Surgo identified from its survey are: 1. The “Enthusiasts” (40% of the U.S. population). Every person in this group said they would get the vaccine as soon as it is made available to them. There are no barriers to vaccination 1 for people in this group—in fact, the key challenge will be ensuring vaccine supply meets their demand before they lose enthusiasm, as we’re seeing now as people struggle to sign up. 2. The “Watchful” (20% of the U.S. population). For this segment, social norms are important: Before they get the shot themselves, people in this segment first need to see that others in their peer group or community are getting vaccinated and having safe, positive experiences. 3. The “Cost-Anxious” (14% of the U.S. population). For this segment, time and costs are the primary barriers to getting the vaccine. Every member of this group reports having delayed seeking care for their health in the past due to the expense. The irony: Only 28% of people in this group lack health insurance, indicating that their concerns about costs override having insurance to cover them. 4. The “System Distrusters” (9% of the U.S. population). This group primarily believes that people of their own race are not treated fairly by the health system. Members of this group are likely to belong to, but are not exclusively, communities of color. There are multiple, complicated barriers for this segment, but most of them are related to trust in and access to a health system that has an inequitable history. 5. The “Conspiracy Believers” (17% of the population). This segment has perceived barriers around COVID-19 vaccination that Surgo believes are simply too hard to shift in the short term. It includes people who don't believe in vaccines in general, but the primary barrier for people in this group is their very specific and deeply-held beliefs around COVID-19. Every person in this group believes in at least one conspiracy theory: ○ 84% believe that COVID-19 is exploited by government to control people ○ 65% believe COVID-19 was caused by a ring of people who secretly manipulate world events ○ 36% believe microchips are implanted with the COVID-19 vaccine The three most persuadable psychobehavioral segments Surgo recommends prioritizing are the “Watchful”, “Cost-Anxious” and “System Distrusters” for maximum benefit. Each segment has specific barriers to overcome:...

[https://therealalexa.com/accessible-social] - - public:weinreich
design, graphic_design, social_media, target_audience - 4 | id:573776 -

Accessibility on Social Media So you want to be more inclusive online? Excellent! Whether you're looking to improve your personal social media or accounts that you manage professionally, there are a lot of basic best practices you can implement to make your online presence more accessible. Ultimately, this makes a big impact on the experience that users with vision and/or hearing disabilities have on social media. Below you will find tips, tricks, and information on digital accessibility. These resources are by no means exhaustive, but are a good starting place for creating accessible and more inclusive social media content. I've also put together a quick and handy checklist to help you double-check the content you create for common accessibility pitfalls.

[https://www.cambridge.org/core/journals/behavioural-public-policy/article/personalized-nudging/E854A04226DEA94B623ECA2ACF64C8D0/core-reader] - - public:weinreich
behavior_change, design, target_audience - 3 | id:309764 -

Nudges have been critiqued for being too blunt of a tool. For instance, a retirement savings default may be helpful for a group of employees on average, but subgroups, say under-savers or over-savers, might be helped or harmed by this one-size-fits-all approach. As such, there have been calls to develop a more personalized approach to nudging (see here in our collection: “Imagining the Next Decade of Behavioral Science”). This paper outlines two dimensions that behavioral scientists could consider when designing personalized nudges: choice personalization and delivery personalization. Think of choice personalization as “personalization within nudges”—the method of nudge has been set (say, a default) but is tailored to specific individuals (different default leves of retirement contributions, for those over-savers and under-savers). Think of delivery personalization as “personalization as across nudges”—understanding the most effective method to nudge a certain individual. Personalizing nudges does come with data privacy and legal concerns, but these can be overcome, the paper argues.

[https://www.behaviourworksaustralia.org/behaviour-change-101-series-five-steps-to-select-the-right-behaviour-to-target/?utm_source=Habit+Weekly&utm_campaign=1f1cda8506-EMAIL_CAMPAIGN_2020_02_02_02_55_COPY_01&utm_medium=email&utm_term=0_ab93d31fb5-1f1cda85] - - public:weinreich
behavior_change, design, how_to, strategy, target_audience - 5 | id:285232 -

At BehaviourWorks, we often prioritise behaviours using the Impact-Likelihood Matrix (figure below). In this approach, behaviours are prioritised by mapping them based on: The impact they have on the problem they are intended to address. The likelihood of the target audience adopting the behaviour.

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