Campaign Methodology

Background

M&C Saatchi Melbourne’s behaviour change campaign methodology can be summarised as:

• Communication is part of the public policy tool kit. An important lever that needs to work alongside other interventions. Successful campaigns require understanding and alignment with the policy cycle to drive social outcomes.

• Behaviour change communications are successful when fully integrated with policy intervention, across appropriate departments and stakeholder groups, across audiences, partner agencies and across media channels. 

• Campaigns are best developed in an insight driven and staged manner. 

• M&C Saatchi Melbourne’s approach consists of five stages. Each with clear tasks, cross-agency involvement, and agreed deliverables. Always informed by behavioural insight, research and an endorsed evidence base. 

• M&C Saatchi’s behaviour change campaigns are enabled by:

  • Data, research & insights

  • Behavioural change theory in action

  • Creativity that connects with emotion

  • CALD, community & stakeholder engagement