How to activate the right emotions in your campaigns | Psychology of communications | Conference | 29 June 2017
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Michele Madden, managing director and Secil Muderrisoglu, senior researcher, nfpSynergy Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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How to activate the right emotions in your campaigns | Psychology of communications | Conference | 29 June 2017
- 1. How emotion can drive action Psychology of Communications conference Secil Muderrisoglu and Michele Madden June 2017
- 2. 2 A noisy, busy, complicated world
- 3. 3
- 4. 4
- 5. 5 Headlines evoking emotions Base: 530 adults 16+, Britain | Source: Charity Awareness Monitor, Feb 17, nfpSynergy “Thinking about this story, please can you write this below in a form of a headline? If you thought of multiple stories, please write the headline for the one that stands out the most.”
- 6. 6 Emotions & actions 29% 24% 22% 19% 14% 11% 11% 8% 14% 33% Angry Frustrated Distressed Alarmed Happy Astonished Pleased Excited Not sure No Base: 530 adults 16+, Britain | Source: Charity Awareness Monitor, Feb 17, nfpSynergy Emotions evoked by news stories Almost 50% said ‘no action’ Actions evoked by emotions
- 7. 7 Negatively Activating Russell’s Circumplex Model of Feelings
- 8. 8 Exercise #1 • Place the brands, causes and campaigns near the word that best matches the way they make you feel
- 9. 9 Negatively Activating Russell’s Circumplex Model of Feelings Negatively deactivating Negatively activating Positively deactivating Positively activating
- 10. 10 How are you feeling? Cause Brand Campaign
- 11. 11 For most, cause determines emotional reaction to brand 6% 3% 3% 2% 8% 10% 5% 10% 15% 8% 17% 15% Afraid Angry Astonished Bored Depressed Excited Frustrated Happy Pleased Relaxed Sad Satisfied Cancer Cancer Research UK “When you think about the problems that (...) charities are trying to solve, what are the emotions that best describe how you feel?” Base: 1,000 adults 16+, Britain | Source: Brand Lab, October 2016, nfpSynergy “Because cancer affects so many people and can affect any one of us” “They do a good job but it makes me sad that they are needed as so many people die from cancer”
- 12. 12 But campaigns can be different “When you think about the (...), what are the emotions that best describe how you feel?” Base: 1,000 adults 16+, Britain | Source: Brand Lab, October 2016, nfpSynergy 1% 2% 5% 8% 2% 10% 3% 23% 18% 11% 5% 12% Afraid Angry Astonished Bored Depressed Excited Frustrated Happy Pleased Relaxed Sad Satisfied Cancer Research UK Race for Life
- 13. 13 10% 18% 15% 23% 23% 15% 12% 17% 2% 5% Cancer Macmillan Cancer Research UK World's Biggest Coffee Mornings Race for Life Happy Sad Two of the biggest campaigns take us from negativity to positivity “When you think about the problems that (...) charities are trying to solve, what are the emotions hat best describe how you feel?” “When you think about the (...), what are the emotions that best describe how you feel?” Base: 1,000 adults 16+, Britain | Source: Brand Lab, October 2016, nfpSynergy
- 14. 14 But doubling down on your cause’s emotion can work 5% 10% 10% 14% 10% 8% 15% 19% 17% 22% 34% 31% Social Welfare Child Welfare Age UK Save the Children No one should have no one at Christmas No child born to die Happy Sad “Social problems are overwhelming and are under-funded” “Children deserve a better world than the one depicted in the campaigns“ “I would not like to think of this as being part of my future“ Base: 1,000 adults 16+, Britain | Source: Brand Lab, October 2016, nfpSynergy
- 15. 15 Positivity Activation Negatively activating Positively activating Negatively deactivating Positively deactivating
- 16. 16 Positivity Activation Negatively activating Positively activating Negatively deactivating Positively deactivatingCancer Environment and Conservation
- 17. 17 Exercise #2 Analyse a campaign that your organisation has done or you enjoyed/admired Where would you locate them on the wheel? Explore the journey of this campaign from cause to campaign What emotions are you trying to evoke with your current campaign? Would you say these are different to the underlying emotions for your cause area and brand
- 18. 18 There’s more than one way… Empathy Sadness Distress Happiness Bliss Enjoyment Curiosity Amazement Interest Astonishment
- 20. 20 2-6 Tenter Ground Spitalfields London E1 7NH www.nfpsynergy.net +44 (0)20 7426 8888 insight@nfpsynergy.net nfpsynergy nfpsynergy nfpsynergy Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72
- 21. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 22. 29 June 2017 London #CCPsychComms Psychology of communications – what can communicators learn from the behavioural sciences?