people power2012 justinepannett_puppypower

Do puppies have secret powers?The importance of understanding irrational human behaviour and its impact on

campaign effectiveness.

Justine Pannett, Senior Campaigns Manager. RSPCA@justine_RSPCA

Contents•Why do we campaign?

•The changing landscape of influence

•The model for behaviour change

•Puppy power: audience insights case study

•Working with the enemy to deliver change

•Summary & questions

Why do we campaign?

• Definitions of campaigning…

The mobilising of forces by organisations or individuals to influence others in order to effect an identified and desired social, economic,

environmental or political change.NCVO

An organised course of actions to achieve a goal.Oxford Dictionary

The changing landscape of influence

What people say they do, and what they actually do are two different things.

Needed a more long-term view to affecting change.

Issues not aligned to any particular socio-economic group, but to attitude.

Our messages were not getting through.

Consumer pollingFrom where would you consider getting a puppy?

Answer: A pet shop

2008 - pre campaign: 29%

2008 – post campaign: 11% 2009: 20%!!!

Responsible puppy buying campaign

The model for behaviour change

Pre-contemplation

Contemplation

Preparation/Consideration

Action/Purchase

Maintenance/Purchase

maintenance

Recognising that not everyone thinks or

acts the way you do

Taking a ‘bottom up’ not ‘top

down’ approach

Putting the audience at the heart of the

intervention

Recognising the barriers to change and working with

them where possible

Understanding of the context in which we’re working – consumerism!!

How does this relate to puppies?

The problem

1 in 5 people who have bought a puppy in the last three years no longer have their dog.

TNS, 2011

Drivers

Puppy buying craze!!

Cute puppies

Celebrity influence

Ease of buying

The result

Audience segmentationFanatics

Enthusiasts

Casual

Indifferent

‘Casual’ audience

Triggered by a thought or aspiration

Respond to the ‘awww’ factor

Lifestyle choice/emulate an image of perfection

Hypotheses testing

People are influenced by aesthetics due to nature

Positive ingrained images around dogs as perfection and completion cause us to make

incorrect purchases

People are now primarily consumers and dogs are

consumable objects

Nature

Positive messages

Culture

‘Breed as brand’

Strong correlation between ‘pedigree’ & ‘quality’

If the breed/brand doesn’t deliver, take it back

The ‘awww’ factor is overwhelming (secret powers!!)

Everyone thinks they’re an expert on dogs – they don’t seek advice and don’t want to be told

Decision to get a dog deeply ingrained or strong impulse decision

Puppies had a much bigger impact on people’s lives than they imagined and were left feeling guilty about ‘letting the puppy down’

People are concerned about how dogs are bred for looks, but do not feel responsible for the problem

Pre-contemplation •Opportunity to influence decision to get a dog very slim as deeply ingrained

Contemplation •or…decision is made impulsively in response to a trigger, so limited opportunity to interrupt the buying process

Consideration •Good time to provide guidance to those who are receptive to advice on responsible puppy buying and are likely to seek out a responsible breeder (enthusiasts)

Purchase •Opportunity to provide support and advice post purchase to reduce the number of dogs that end up in animal centres

Purchase maintenance •Opportunity to provide support and advice post purchase to reduce the number of dogs that end up in animal centres

But…

Casuals

Enthusiasts

RSPCA’s opportunity to interrupt buying

behaviour

Key finding

+

=

Strong correlation between ‘pedigree’ and perceived quality of a dog

Serious health and welfare problems associated with the way that dogs are bred for their looks

Opportunity to create a disturbance around the issue

Won’t be achieved overnight – need a long-term view

Initially draws on campaign supporters and dog lovers (fanatics/enthusiasts) to champion the cause (awareness raising) and to…

…stigmatise bad puppy buying behaviour (behaviour change)

Bred for Looks, Born to Suffer campaign

Working with the enemy to deliver change

Enemy RSPCA

Support from celebs who resonate with

target audience

Challenge misconception that pedigree = quality

Support for new puppy

owners

Collaborative working with

classified websites

Summary

Step off the soap box and into the shoes of your audience

Remember that not everyone thinks or acts the same way as you – rather than saying “Why don’t people get it?”, ask yourself “Why am I not understanding things from their point of view?”

People are unpredictable in their behaviour – common sense does not prevail

Understand their language – it may be about animal welfare (or whatever) to you, but about handbags, fashion and looking good to them.

Recognise that external forces may be stronger than you – work with rather than against ‘the enemy’.

Be patient – behaviour change takes time, blood, sweat and lots of tears.

Twitter: @justine_rspcaEmail: jpannett@rspca.org.uk

Thank youQuestions?