The Communications Leadership Institute worked to identify ways nonprofit organizations can design campaigns to persuade individuals to take action on issues they care about.
- Examined case studies of successful persuasion campaigns.
- Conducted a literature review on the topic of persuasion.
- Led traditional and nontraditional focus groups among people expressing concern for issues such as global warming, sex education and childhood obesity.
They summarized their findings in a report, Discovering the Activation Point: Smart Strategies to Make People Act. (Available online.)
- To determine an "activation point" — when people will take an action that leads to measurable social change — groups need to:
- Be very clear about who they need to persuade.
- Understand the barriers that exist for individuals.
- Know when the timing is right to approach audience targets.
- Hope is the only essential ingredient in campaigns trying to inspire action. You must make people believe that the situation will get better — with their help.
- Understanding an audience's comfort zone is essential. There are clear limits to what even the most passionate people are willing to do, especially if the "ask" is outside their comfort zone. Asking people to do things within their comfort zone allows them to feel good about helping without putting themselves at risk.
The Robert Wood Johnson Foundation (RWJF) provided a grant of $150,000 from April 2006 to March 2007. Other support came from the David and Lucile Packard Foundation ($50,000) and the Open Society Institute ($30,000).
Join the Commission on June 19, 2013 for a public meeting to raise awareness of how non-medical factors influence health and move public- an...
This is the agenda for the June 19, 2013 RWJF Commission to Build a Healthier America public meeting.
Learn how to improve care transitions and prevent avoidable hospital readmissions, and pick up nursing and medical education con-ed credits.
"We often see the benefits of diversity as being for minorities," Angela Amar writes. "We seldom see that the majority benefits as well."
Scheduled speakers for the June 19, 2013 RWJF Commission to Build a Healthier America public meeting.
A White House “Champions of Change” event yesterday honored 12 men and women who spent their careers improving the lives of children who hav...
A wide variety of resources have been developed for the RWJF Commission to Build a Healthier America. Explore them all to learn more about w...
How the County Health Rankings helped US News size up children's hospitals.
The full list of commissioners for the re-convened Commission to Build a Healthier America, led by Mark McClellan and Alice Rivlin.
A short distance can mean large disparities in health. Across America, people living just a few miles apart have dramatic differences in lif...
We create new opportunities for better health by investing in health where it starts—in our homes, schools, and jobs.
The Robert Wood Johnson Foundation is working to increase awareness and understanding of the impact of ACEs and the need to develop effectiv...