Engaging audiences with behaviourally effective communications
The Invasive Animals Cooperative Research Centre (IA CRC) has developed an impressive set of technologies and recommended best practices for managing and controlling invasive pests. But these proposed solutions will fail unless the public is sufficiently motivated and empowered to change behaviours and adopt new approaches. Changing behaviour, and sustaining these changes over time, is a difficult process. Educating the public about the negative impacts of invasive animals and providing information about control strategies is rarely enough.
Behaviourally effective communication requires a more sophisticated approach informed by the behavioural sciences. Social psychology and behavioural economics have generated a substantial canon of knowledge about:
- Drivers of, and barriers to, behaviour change
- How to design and deliver cost-effective communication
programs that change behaviours for the benefit of society
and the environment.
In this guide, we summarise this information, and give practical examples relevant to managing invasive animals. We also recommend how to develop new communications strategies and evaluate current communications against best-practice behaviourchange principles.
This guide is for practitioners who are developing and delivering communications related to invasive animals. But many of the general principles and concepts discussed also apply to science communication more broadly. Above all, the guide outlines a systematic approach for developing and evaluating content-driven communication strategies, so that policymakers, scientists and engagement specialists can connect more effectively with their target audiences.
|Author||Hine DW, Please PM, McLeod LJ, and Driver AB|
|Publisher||Invasive Animals CRC|
|ISBN/ISSN||Web ISBN: 978-1-921777-93-6|