Small Actions, Big Change: Behaviour Change Through Month-Long Campaigns
Every campaign that is intended to nudge entrenched behaviours or beliefs relies on intelligent and sensitive choices. Rocket Learning takes you inside one such campaign and how they designed and iterated on it. Starting from a field visit in Maharashtra, they will show how watching mothers and Anganwadi workers use their content which led them to change how often they sent it, and how Mummy Hai Sab Janti Hai was built on a simple premise: that mothers are already in the best position to educate their child; one just needs to encourage them to be confident. They will open up the CARE index they design against, walk through a real week of collateral, and share what parents told them when they tried to assess the campaign’s effectiveness.
What to expect?
- How field visits are integral to designing collateral for one’s target group
- How to anchor campaign content to identify and shift specific behaviours
- A simple checklist you can run on your own parent engagement exercises
This masterclass is designed for:
- Government ECCE and WCD programme teams doing parent outreach
- NGO programme and communications staff running family engagement
- Anyone designing content for low-bandwidth, WhatsApp-first audiences
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