It’s not what you say, it’s how you say it
It’s highly unlikely that Puddles has read much literature on communication and decision-making; he’s more a fiction guy. But his little campaign for a snack was well aligned with some leading thinking in comms and behaviour change. We’ll explain a bit about how embracing this thinking has helped us as a creative studio and how to apply it to your own design and messaging.
The bigger picture and the frame
We’ll get to how Puddles smashed his own comms goal out of the park later. First, we need a bit of background information on how us humans think and act. In a nutshell: we have two systems of thinking. System 1 is about feelings and emotions. System 2 is about facts and logic. Comms and design based on facts alone are not enough: it’s all down to how we frame that information for System 1. To make sure we frame it for the right outcome, we need to understand how our minds work. Enter the three magic questions, for ethical organisations to effectively change people’s behaviour, comms have to allow the audience to answer ‘yes’ to the following three questions: Should I do that? Would I do that? Could I do that?