Principles & Strategies
Tap into core emotions that drive specific actions or outcomes
Personalize the message
Put a human face on campaigns and focus on a single story over abstract statistics
Tailor messages to make them personally relevant, relatable, and appealing
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.
Explore a real life case that leveraged emotional appeals to protect communities and their environment. Project Cane Changer put sugarcane farmers at the center of a solution that protects marine ecosystems, improves ocean health and secures livelihoods.