3. UNICEF is using cues that may
not reflect donors’ desired
reality.
For example, in one campaign
video, the use of the phrases
“access and influence” as well
as the military style trucks
portrays UNICEF as a
dominating presence. Could that
conflict with the caring nature of
UNICEF’s work?
What metaphor could show
UNICEF’s global reach without
appearing dominating?
25
4. Sender – Message - Receiver
The message The receiver
The sender (explicit and (donors and
(UNICEF and its implicit) receivers)
staff)
26
6. How to Probe the Subconscious
• Would you describe this image to me? This is a bridge
going into the fog, and I’m barely seeing the other end.
• What does this image represent to you? This represents
planning for the future but not really knowing the
future. Not being able to see what’s in front of you, but
trying our best to plan.
• If you were to put yourself in this picture, where would you be? I would say I’m towards
the beginning of the bridge, hoping that I can see most of what’s there.
• What are you thinking as you look into the fog? Looking into the fog is scary to me. It
makes me think I have to take a leap of faith.
• Because words mean different things to different people, what does a leap of faith mean
to you? A leap of faith to me means stepping out and trusting in what I know to be true
and hope, oh Lord, that you’re going to take care of us.
• How does it feel when you take this leap? Where are you leaping to? Where are you
leaping from?
28
7. How to Probe
the Subconscious
Follow the participant’s
natural train of thought
Ask for imagery and
metaphors throughout (they
are the basis of the interview,
not a supplement)
Ask for imagery even for
basic concepts like “happy”
29
8. “Not like players, but if England
wins, I’ll be out in Trafalgar
Square Celebrating with
everyone.”
“I support Action Aid. I am on their
team, so to speak.”
IDENTITY
Team
Together
Belonging
Identity
30
9. “I buy Twix often.
Can’t live without it.
Walk in store to change,
end up with Twix.“
TIMING
Instant
Gratification
(Timing)
Different
Habit
31
10. “A perfect book, perfect movie,
perfect actress; Audrey
Hepburn. I don’t want to see
play and spoil special
memories.”
NOSTALGIA
History
Memories
Nostalgia
Continuity
Human Face
32
11. Example of being in a high
Place, doing something stupid
and falling down really low.
SLIP
Trust builds up slowly,
drops fast.
1=5
Misplaced loyalty.
33
