Is behaviour change the same in any language?
Much of the time the discussion around multicultural marketing emphasises the difference between multicultural communities and the ‘mainstream’. Of course, that is true given cultural differences and background.
But is it always the case?
Government policies over successive decades have successfully driven down Australia’s smoking rate to around 15%. Policies such as increasing tobacco excise and banning of smoking in public places seem to have had a significant impact. The easy wins are over, the 15% of Australia still smoking, for a whole range of reasons, will be harder to help quit. But sometimes, it’s the most simple, basic things in life that provides the most impactful nudge. In this Ogilvy TVC, produced for Thai Health used something universal to deliver some incredible results:
- Drove a 40% increase in smokers calling quitline
- Over 5m views on YouTube in 10 days
Etcom believes the right behaviour change models can help deliver more effective campaigns, whether it’s applied to social marketing campaigns or to commercial client communication.
And behaviour change models can be the same in any language.
Here’s another campaign by Ogilvy & Mather in the UK using children as a catalyst for change. Green’s End in Woolwich is the street that leads to The Great Harry, the pub razed to the ground during the 2011 London riots, one of the most iconic images of a city gone bonkers. After the riots, most shops on Green’s End invested in security shutters. Since then, the night-time environment felt dull, unsafe, foreboding. A year after the disturbances, to celebrate a city reunited, the shuttered streets of Woolwich were brought to life with pictures of faces of local babies.
This is a time lapse video of the first babyface, donated by one of the amazing Woolwich families we met during this lovely heart warming project. This is all part of an behavioural economics experiment funded by Ogilvy & Mather, Ogilvy Labs and supported by the amazing Rory Sutherland. By adorning the drab, grey shutters of shops and businesses with baby pictures from local residents, the ‘Babies of the Borough’ project hopes to, using learnings from behavioural science techniques, change the way the people of Woolwich see their environment, and connect to each other.
Some human behaviour are universal, like the protectiveness we all feel towards young people.