Negative, positive or both? Framing approaches for behaviour change

Gain framing, negative appeals, needs-based, consequences… these are some of the terms used to describe approaches to messaging and positioning of social marketing  and campaigns. What do they all mean and has behaviour change moved from only showing consequences to now exclusively dealing in positive outcomes? And what about humour?

Join Phill Sherring, committee member of the NZ Social Marketing Committee for our May webinar to unpack consequences vs. gains. Based on current literature, years of social marketing experience and many a conversation with academics and practitioners alike, Phill will explore through theories and practical examples when to go to the dark side of behavioural outcomes and when to shine the light, and is there a world where we can use both?