Walsh, one of Ireland’s most trusted and established PR agencies, marked forty years in business with their clients at an intimate event in the Merrion Dublin last month. The event, MC’d by broadcast journalist Sarah McInerney, celebrated the agency’s significant milestone and offered clients the opportunity to hear from a leading expert in behavioural change marketing, Peter Mitchell.
Peter Mitchell, founder of Marketing for Change and a leading expert in behavioural change marketing in the US, presented on the Behavioural Determinants Framework. His advice to event attendees was to “Forget about the art of persuasion” and instead focus on the change that needs to happen, “What moves people is not great arguments but the 12 behavioural determinants including social norms, self-standards and social identity. This framework tells us that instead of begging people to change, we must “influence the influences that influence them.”
Peter has developed dozens of social marketing campaigns over the years, including one to reduce fertiliser use near Chesapeake Bay that urged homeowners to “save the crabs, then eat ’em,” and a pandemic-flu preparedness initiative that noted, “Four out of five people wash their hands after using the restroom. Could someone talk to the fifth guy?”
