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Campaign for Change

Glocalities offers a research-based and values-driven method to focus your campaign strategy and trigger social change. It is impossible to change people’s deeply embedded values in a campaign. But if you can frame your campaign message based on shared values, tap into trends (or countertrends) in society and build a story, you can help change people’s attitudes and behavior. Glocalities offers a research-based and values-driven method to focus your campaign strategy and trigger social change.

STEP 1: Know your values

Values bind in-groups together, but values also blind for the perspectives of out-groups. Becoming aware of your own values – how they bind and how they blind –  is the first step towards improving the effectiveness of your campaign. We make a full scan of the values landscape of your organization and/or cause. This scan helps answer questions like: 

  • what are the values segments in society that align with your organization or cause? 
  • what are the values segments that are most skeptical/opposed to your cause? 
  • how do your natural proponents and opponents respond to different trends and countertrends in society? (such as national pride, gender role flexibility or hedonism).  

We often accompany this step with a values questionnaire among our clients to make them personally aware of their own ‘values bubble’ (which reflects their thinking and guides their decision-making).

Example of a values segment from our report 'Towards 2030 without poverty'

STEP 2: Choose your communication frames

Effective persuasion starts with looking for common ground. In every societal debate, there are large groups of undecideds. Effective campaigns frame their messages based on common values to influence the ‘silent’ majority. To find the right communication frames for your campaign strategy, we make use of our data insights with values cards, persuasion tactics, and psychological traits. With these tools, we analyze the common ground between your in-group and the ‘silent’ majority that you try to get on board. This analysis also shows your weak spots, the kind of communication frames that estrange you from undecideds and might be employed by your opponents.

STEP 3: Activate your audience

Finding the right communication frames is not enough, you also need to activate your audience with personal stories that resonate. We have developed a method to track patterns of storytelling that resonate with specific audiences. We use archetypes (literally: original patterns of storytelling) which are rooted in ancient myths and tales but are also used in popular Hollywood movies, advertising and campaigns. For example, we found that the archetypical Caregiver provides a strong storytelling perspective for an NGO campaigning on sexual and reproductive health. The Caregiver wants to protect, help, be generous and live for his/her community.

STEP 4: Execute via media channels

The final step to execute your campaign strategy is to get your message out using the right media channels. In this age of social media, Facebook and Twitter are well equipped to personalize your messages and engage socially. However, TV penetration is still very high in most countries and should not be underestimated. Based on the values profiles of your audience, we advise you on effective media channels to employ, and we provide input for targeted campaigns via social media.


Martijn Lampert

Research Director

+31 20 589 83 70

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