Telling Stories That Change People


Session Overview

In this session from the 2020 GovComms Festival, Jeffrey Jordan explains how organisations fighting for social good can tell stories that convince people to change their behaviours.

Jeffrey is the President and Executive Creative Director of Rescue: The Behavior Change Agency. Based in the United States, Rescue works with government to produce effective behaviour change campaigns. Rescue focuses on health behaviour change in issues such as: tobacco, physical activity, healthy eating, opioids, marijuana, sexual health and alcohol use.

Jeffrey explains how to define a clear audience in the area of health behaviour change. He outlines the difference between three types of audiences in health-related issues: ‘the do-ers’, ‘the willing’ and ‘the non-willing’. How should communicators approach each of these groups, and how should we deliver specific and tailored messaging to them?

Jeffrey uses examples of failed and successful health campaigns from the United States to illustrate what health campaigns are supposed to achieve.

After watching this video, you will:

  • Understand the key stakeholders in the area of health communications: ‘the do-ers’, ‘the willing’ and ‘the non-willing’.
  • Use inspiration from successful health campaigns to build and improve your own campaigns.
  • Create a story that changes peoples’ behaviour in the area of health and lifestyle.

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