Huddle 2018 - Content Hub

Newsbrands changing consumer behaviour for good

 Newsbrands have always been involved in setting the national agenda and areinfluentialat changing policy, attitudes and consumer behaviour by campaigning. The Mail has been a strong voice, since it was founded in 1896, and has campaigned on many social issues like pensionsandits award winning action on Stephen Lawrence. However, some problems require a longer term tactic to challenge consumers torethink how they behave… 

For 10 years the Mail has led a trail blazing campaign against plastic to end the scourge of plastic bags clogging the oceans, killing wildlife and threatening human health. Since the launch of its ‘Banish the Bag’ initiative, there has been an astonishing 85% reduction in the number of plastic bags used by consumers. The Mail has now turned its focus to plastic waste in all its guises,includingbottles, straws andthrowaway packaging. Its new ‘Turn the Tide’ on Plastic agenda has encouraged readers to make small changes to their everyday choices that may make a big difference to the environment. 

  1. So how can YOU learn from Newsbrands to campaign for social good: 
  2. Do something you care about– because if you really worry about it,it’s likely your consumers will too

  3. Make it simple– have a clear objective that keeps you focused   

  4. Make it relevant– engageregular people with something they see in everyday life 

  5. Repetition – say it so many times but always in a fresh or interesting way

  6. Target decision makers – raise awareness of the issue to the government, corporate companies or relevant charities  

  7. Never give up behaviour doesn’t change overnight, it often can take years to make a significant difference