From Broadcasting Messages to Architecting Choices
Successful public sector campaigns don't just raise awareness; they systematically dismantle barriers to inspire tangible action. This requires a shift from persuasion to empowerment, built on a foundation of deep diagnosis, strategic design, and authentic engagement.
The Behavioral Blueprint
A unified diagnostic toolkit to pinpoint the true barrier to action.
1. COM-B (Macro)
Start high-level. Is it a lack of...
Capability, Opportunity, or Motivation?
2. EAST (Meso)
Design an intervention. Make it...
Easy, Attractive, Social, & Timely.
3. BDF (Micro)
Diagnose motivation. Is the driver...
Social Norms, Emotion, Identity, or Bias?
The 5 Best Practices of Behavior Change
1. The Diagnostic Deep Dive
Move beyond demographics to segment audiences by their psychological barriers.
Case Study: Vax-A-Nation
The campaign bypassed government distrust by using Tribal leaders as messengers and framed vaccination as an act of protecting elders, a core community value.
2. Architect for Action
Remove systemic friction to make the right choice the easy choice. The greatest failure point is the "intention-action gap."
SUCCESS: Voter Turnout
Automatic registration removes barriers.
FAILURE: Recycling
Confusing rules create friction.
3. The Narrative Imperative
The brain processes stories, not statistics. Frame campaigns with emotional resonance.
Case Study: Palau Pledge
Transformed a bureaucratic rule into a sacred promise, making tourists active stewards, not passive consumers.
4. The Social Multiplier
Engineer popularity by making the desired behavior visible and championed by trusted messengers.
Case Study: NZ Police
Viral videos reframed the police identity, dramatically increasing applications from underrepresented groups.
5. The Authenticity Anchor
Credibility is the public sector's core currency. A campaign's claims must be anchored in verifiable reality.
The Hierarchy of Failure
An Actionable Framework for Design
Diagnose
Use COM-B & Opportunity Audits to find the real problem.
Narrate
Frame emotionally. Recruit trusted messengers. Test for authenticity.
Design
Use EAST to make it easy. Design for active participation.
Measure
Track both perception (trust) and action (conversion). Test and learn.