Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Sarah Carter, co-author of How Not to Plan, on using behavioural science to improve health and sustainability
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Feb 13, 2025 Join Sarah Carter, Global Planning Partner at Adam and Eve DDB and co-author of 'How Not to Plan,' as she delves into the fascinating world of behavioral science in marketing. She discusses how to effectively encourage healthier choices like eating vegetables and practicing safe sex. With insights on emotional engagement through music and storytelling, Sarah highlights innovative campaigns like 'Eat Them to Defeat Them' that make vegetables appealing to kids. She also explores the significance of empowering agency and tailored messaging in advertising.
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Ostrich Effect in Health Campaigns
- Fear-based health campaigns can trigger the "ostrich effect," causing people to ignore the problem.
- The Mrs. Dawson campaign avoided this by using levity and humor, encouraging engagement.
Mr. Brewster Campaign
- The "Mr. Brewster" AIDS campaign reframed condom use by showing an elderly man discussing his reusable condom.
- By comparing modern condoms favorably to the past, the campaign reduced perceived downsides.
Eat Them to Defeat Them Campaign
- "Eat Them to Defeat Them" reframed vegetables as villains for children to conquer.
- This fun, game-like approach increased vegetable consumption by appealing to kids' desire for control and agency.