Effective communication is not simply about getting your message out. It requires you to strategically tap into what shapes people’s feelings and values. Here we share five principles pulled from social science that will help you connect your work to what people care most about.
Most global development programs still segment people by demographics when trying to change their behavior. We must learn from the private sector and segment people based on the reasons behind their actions, so that we can talk to them in ways they will listen.