So campaigns to change attitudes are embarking on a fascinating but complex journey to find out

• What attitudes people hold, and which ones a campaign might be able to change
• What values people hold that can potentially be nurtured to get them to change their attitudes.

And this takes of course…RESEARCH, which this course will now dive into.

But before we embark, the next topic of this lesson will come back on a couple of thoughts that might sound very obvious. But maybe not….