How 1 in 4 People Can Win Your Campaign
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Within moments, you couldn’t even walk by without noticing the crowds staring up; and the odds were that you were going to stop walking and stare up as well — without any idea of what you were staring at.
This was the result of one of the most famous psychology experiments from Stanley Milgram.
The conclusion was clear: it doesn’t take much to get someone to stop what they are doing to conform to those around them. What was less clear is whether there was a “tipping point” at which the majority of passers-by stopped walking and looked up.
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The Tipping Point
Leveraging Behavioral Science for Advocacy
Many of the campaigns we develop and execute are focused on changing behaviors or motivating audiences to action. Behavioral science is therefore integral to much of our work, and social proof has always been one of the most powerful tools in our arsenal. Studies, like the one above, send my mind racing with possibilities for those campaigns.
For example, if you had a local government siting campaign that was facing pressure, you now know you need to stack the audience with at least 25% vocal supporters. Similarly, if you’re running a social media campaign, one of the KPIs you’ll want to achieve is ownership of at least a 25% share of the voices in the conversation.
How would you leverage this new knowledge on your campaign?