Principles & Strategies
Tap into core emotions such as fear, happiness, sadness, and anger
Make it person-centered
Put a human face on campaigns and focus on a single story over abstract statistics
Tailor messages to make them personally relevant, palatable, and appealing to the target audience
Be intentional when selecting emotions, and base your messaging strategy on your data and context. Emotions are powerful drivers of behavior, and eliciting the ‘wrong’ emotion can lead to opposite or unintended effects.