Conducting qualitative and quantitative research will help you zoom in on WHAT could be changed and WHO could be changed.
Now the trickiest question is of course “WHAT will it take to bring these changes about?”
Remember we saw earlier that one of the most effective instruments is to tap into the positive values of our target group and to “redirect” them towards positive change.
This is now the focus of our next lesson, and it starts with some great words from great campaigners
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In the next lesson we will explore framing, and how we can learn to shape attitudes by framing our communication strategically.
