Mobilising communities & individuals towards positive action
The goal of ICE social marketing is to change or maintain how people behave - not just why they believe or how aware they are of an issue. The approach focusses on discovering the rational, irrational, conscious and unconscious drivers of behaviours and decision making. It explores emotions, biases and heuristics and does not assume that our decision making is always rational.
“Just because you know something doesn’t mean you do it – in social marketing, it is action that counts”
Prof Jeff French
The approach is not grounded in one specific behavioural theory. Behavioural insights are gained through research methods and interpreted using a wide range of behavioural theories in order to get into the shoes of the individual & understand their behaviour from their perspective.
Understading current behaviour and exploring what would encourage individuals to change their behaviour is critical to ensuring the adoption of SDM and MECC prinicples across the system.
We have developed the ICE, proprietary 'people shaped' approach to creating social change.
This includes the 7Es planning model of 3 stages: Insight; Co-create & Engagement.
Digging into not only what people do and how they do it, we continually explore why people do what they do. We know it's the why that is the biggest influencer to their decision making and behaviours.
We work with our partners and their target audiences to co-design and build people-shaped products, services, experiences and environments.
We engage with our partners to embed change. We evaluate what we’ve designed to further our learning and understanding. We transfer skills and assets across to individuals, organisations and communities to sustain transformation.
Behavioural Marketing - also known as 'social marketing' - is an approrach designed to deliver outcomes on a societal level. It will deliver change and help you maintain people's behaviour for the benefit of them as individuals and society as a whole.
Community Engagement is key to activation at scale when releasing population behaviour change.
Our behavioural person centred approach involves engaging and empowering individuals to families to whole communities, as they work together to become more resilient and drive economic security and ultimately happiness.
This is our ethos: 'those who create own... those who own change.'
Your ICE Strategic engagement plan is your playbook that walks you through a series of steps that start even before you start brainstorming ideas for your new strategy.
We will work through your playbook and share our toolkit and before you know it you'll have a detailed strategic engagement plan ready to go!