Recognition, Trial and Redemption: A semiotics of the community narrative for government behaviour change campaigns
Amrita Sood and Simon Pulman-JonesGfK NOP
In coming years, there will be a need for the government to devise behaviour change communications on ever more difficult and intractable social issues. Campaigns in the areas of health and road safety have been successful in encouraging attitude and behaviour change on issues where society's norms are now fairly universal – it is now generally accepted, for example, that smoking is bad for health. Future communications challenges may involve issues where people may identify with...