Shared by our friends at BICoP, the New Zealand Aotearoa Behavioural Insights Community of Practice:
NZ Social Marketing Webinar
Negative or positive framing? Framing approaches for behaviour change
Gain framing, negative appeals, needs‑based messaging, consequences… these terms are used frequently in social marketing, but what do they really mean in practice? Has behaviour change shifted from showing consequences to focusing only on positive outcomes — and what role does humour play?
Join Phill Sherring, NZSMN committee member, for the May NZ Social Marketing webinar. Drawing on current literature, years of practical experience, and ongoing conversations with academics and practitioners, Phill will explore when to “go to the dark side” of behavioural outcomes, when to shine the light — and whether effective campaigns can (and should) do both.
Date: Wednesday 20 May, 5pm PDT = Thursday 21 May, 12pm NZST
Where: Online
Register: via Humantix