For the most part, the social sector has not made the same shift. The corporate sector has long taken advantage of science to market products from tobacco to alcohol to dish detergent. The science of communications argues against it. ![]() Such campaigns typically have one of three kinds of results: They reach the wrong audience and therefore have little to no effect they cause backlash or, in the worst cases, they cause harm. In our Spring 2017 article for Stanford Social Innovation Review, “ Stop Raising Awareness Already,” we implored organizations in the social sector to move beyond awareness objectives in their work, because awareness-raising efforts are expensive, labor intensive, and unlikely to result in better outcomes. We are required to do better, because challenges such as poverty, homelessness, and racial and gender inequity have endured in the face of lasting and robustly funded efforts. Consequently, a lot of that money and effort invested in communications is wasted. Sadly, these kinds of efforts ignore the scientific principles of what motivates engagement, belief, and behavior change. Social service organizations collectively spend millions of dollars each year on communications that focus on informing people. ![]() Since they are also easily mastered, people throughout your organization can embrace their roles as communicators regardless of their title or role. Rather, they offer a way to make the work you’re already doing more effective. Perhaps most important, applying these principles doesn’t require you to make a massive investment in new communications efforts. But, as with any effort to apply research findings to strategy, we have to be cautious not to overstate or oversimplify what the research tells us. Collectively, these rules offer a framework for building and assessing your communication strategy and designing efforts more likely to result in belief and behavior change. We’ve identified five principles that are supported by research from a range of academic disciplines. In what follows, we delve into the science behind what makes people care. At that moment-the story goes-the ship’s cargo shifted, covering the hole and allowing the ship to limp to port. ![]() Newton prayed and committed to devote his life to Christianity if the ship was spared. Rocks ripped a hole in the side of the ship, and it seemed unlikely that the vessel would make it safely to shore. On that day, a violent storm struck just off the coast of Donegal, Ireland. On March 10, 1748, John Newton, a 22-year-old English seaman who had worked in the slave trade, was traveling home on a merchant ship after a series of misadventures, including being captured and enslaved in Sierra Leone. Social Entrepreneurship: The Case for Definition.A starter kit for leaders of social change.
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