Behaviour changing campaigns: success and failure factors



Please provide a synthesis of lessons learned from social campaigns which seek to promote value and behaviour change across society (e.g. public health, drink driving, domestic violence, etc) and that could be relevant to anti-corruption campaigns.


Corruption is multi-faceted and difficult to package into a single message. The topic is also culturally specific. It therefore presents a tough communication challenge. At present, the number and quality of campaign evaluations in the area of societal value change, including those related to anti-corruption, is limited. However,lessons learned indicate that critical success factors include understanding the target audience, generating a sense of community responsibility and increasing sense of agency. Factors that can limit the impact include the use of fear-based messaging, lack of authentic experience and voice, and the use of unclear messaging that can be misinterpreted.


Mann, C. Behaviour changing campaigns: success and failure factors. U4 Anti-Corruption Resource Centre, CMI, Bergen, Norway (2011) 7 pp. [U4 Expert Answer 270]

Behaviour changing campaigns: success and failure factors

Published 1 January 2011