Decision
time; do you launch a programme as a catalyst for social change and behaviour
or will your approach be a once-off project?
These decisions are influenced by the stated objectives and the topic
under discussion.
Projects
normally, have a start date and an ideal end date with various interdependent
functions, budgets, resources and deliverables.
Diverse skills sets are required to enable these projects to ensure
delivery within the specified time.
Over
the years we have witnessed, experienced and got to know various initiatives
geared towards altering, sensitising and changing the behaviour of citizens to address
social challenges. Great initiatives,
some seasonal, occasional and once-off. The success rate and outcomes of these
initiatives delivered mixed results opening the door for the critics to have
their say.
Change
in behaviour requires the intended message to target the correct audience, able
to persuade and convince them the proposed change in behaviour is in their best
interest and their fellow citizens.
Always test whether the message is Clear, Simplistic, Consistent,
Aligned and able to be Sustained beyond the intended project period.
Planning
is crucial for any initiative to succeed.
In the world of Marketing, Brand and Communication it involves, pre-,
during and post the initiative planning to achieve the best possible results
and outcomes. When launching an
initiative, which of these phases are allocated the biggest slice of the
budget? An even spread of your resources during each of phases should be
considered.
Some
projects create incredible hype during their launch phase, followed by less
extravagant toned down activities. In
short, the project message and awareness drive are not well sustained beyond
the event launch and becomes an anti-climax.
The post event phase is crucial to keep the message alive, ultimately to
install social change behaviour.
Ensure
you maintain your presence and stay top of mind by keeping your audience engaged.
To iterate, projects have
specific deliverables with end dates; these characteristic impacts on your
ability to keep the message alive. Your
budget and resources have been allocated for a specific period etc. Projects are able to create awareness and get
your message across as planned. Is it
the right vehicle to deliver on your objectives to change social behaviour? Let’s move beyond the project mind-set and
approach in our thinking for initiatives of this nature.
Programmes
are designed with the future in mind. It
enables initiatives and provide the ideal platform to keep your message alive
beyond the launch phase. A well planned and designed programme has the ability
to be integrated and work with other programmes with similar agendas. Programmes have longer shelf lives,
reachability, stretch and marketability.
Your
programme should have dedicated resources who are primarily responsible for the
initiative. Annual budget allocation,
creative, but simplistic messaging to stimulate change and provide on-going
feedback to your target audience. To ensure they understand, own and feel part
of the programme. It’s more than your
change message. How it is conveyed is
crucial and by who. The frequency will
determine impact and successful outcome.
Programmes deliver better results…
