Telescope or Microscope? What to Measure and When


Session Overview

In this presentation from the 2020 GovComms Festival Julia Carins, a Senior Research Fellow at Social Marketing @ Griffith, explains how to build better behaviour change campaigns by using the analogy of a microscope and a telescope.

COVID-19 has seen one of the biggest and quickest changes of behaviour from society than it ever has before, and much of this changing behaviour has come from many behaviour change campaigns. With these campaigns becoming more prevalent within the communications field, Julia explains the importance of getting these campaigns right.

In order to create an effective behaviour change campaign, Julia explains that you must look at people through a microscope, to look at why they are behaving a certain way. Then, we must look at them through a telescope, to look at what environmental factors are causing them to continue to behave a certain way.

To show us how this analogy works in practice, Julia explains a case study on a behaviour change campaign she worked on for the Australian Military to help them have better healthy eating habits.

After watching this video, you will

  • Know how to build better behaviour change campaigns.
  • Understand how to measure behaviour and the right time to do so.
  • Learn how a team of professionals helped changed the eating habits of military personnel.

Please note that this is a recording of a live presentation.