Focusing on Attitude Change campaigns

As we said before, different objectives will require different tools. In this course, we chose to focus on campaigning to change hearts and minds or in other words, campaigning to change attitudes

The difference between mobilising and changing attitudes is particularly important for issues on which there is a lot of resistance and opposition.

Take this example: Everybody will agree that children need protection. So a campaign towards better child protection will hardly need to CONVINCE anyone. They will understandably focus on mobilising people to act. Not so with “minority issues”, like sexual and gender diversity. Here, the strategies to MOBILISE the convinced will be very different from strategies to PERSUADE opponents.

So it is all the more important to get the focus right.

So, once again, the focus here will be on campaigning to change hearts and minds.

But as you will go through this course, you will find that a lot of the content also applies to other campaign objectives. 

Especially the approaches and tools developed in LESSONS 6 to 9 can be mobilised towards other campaign types.

So as we move to the next lesson, we would like you to pause for a minute and think about how you would define ATTITUDES. How are they different from beliefs? assumptions? behaviors?

Done? See you in the next lesson !