It’s that time of year again when the Dry July people prompt you to sign up again. And while I have been lazily crowdsourcing my decision making process via Twitter and Facebook, I probably knew all along that I would do it again. It’s actually not that hard – and many know that I am very passionate about my wine. Which means that for me to do it, it is quite a behaviour change.
So let’s look at why it is such a successful campaign from a change and communication perspective…
Pathos, ethos and logos.
People who participate in Dry July inevitably have some personal connection with cancer. This means that their appeal is highly emotive (pathos) and credible (ethos). Good change communication always includes pathos and ethos as well as the logos (facts and logic) associated with the change
The campaign is led by high profile celebrities who are eminently likable eg not the ones that polarise followers. In change, when we set up change champion communities we look for the people who the employees want to follow. Dry July is no different.
Vision and timeframes
Dry July has a very clear singular vision – the funds raised directly benefit adults living with cancer. And it has a clearly marked timelines. The organising body also does an awesome job of pacing and marking each week as a period of time with successful behaviour change. The period of time is long and challenging, but not so overwhelming as total abstinence.
Dry July anticipates recidivism. People will fall off the wagon. Any change in behaviour needs to expect a reversion to previous behaviour. So they support that with Golden Tickets. They also provide support structures – online communities via Facebook and Twitter, and programs like Designated Dryver.
Successful participants are recognised publicly via Leaderboards. Good change programs endeavour to find a way to recognise those who are successfully managing the new behaviours or processes as well.
They use a range of communication channels (eg print posters, email, Facebook and twitter) to share the messages. It’s super easy.
So on that note, let me share my page with you. Yep, I’m in it for another year…
Thanks in advance for your support. Every dollar does count; I know that one for sure.