Many of our decisions are driven by how an action makes us feel or connects to personal interests and concerns.


Principles & Strategies

Leverage emotions

  • 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

Tips:

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.

Children feel excited to learn about local marine species.