Digital communication, assignment 3

What would I change in terms of behavior?

UNICEF is doing already a great job in terms of marketing and enlarging their target audience. This charity is one of the oldest and well-known charity in the world. They are famous for their credibility, for their efforts and of course for their success.

Something the charity could improve is to get more people/volunteers involved in their projects. Why? UNICEF is a very famous and engaged charity. They are a NGO organization, which means that they don't get money. Therefor it is very hard for them to get people, involved in their projects because they can't give anything in return. The question is now: How might we bring more people to join/help UNICEF?


I came up with two persuasion techniques that could may answer the question.

1. Persuasion technique: Authority

"Authority refers to the perceived social position an individual or organisation has in a society, or the recognized expertise someone has in a area of academic knowledge or professional context." (Andrews Van Leeuwen and Van Baaren, Hidden Persuasion, 2013, pp 144)

Authority is a persuasion technique which triggers compliance and obedience with the use of people or symbols that signify legitimate authority.

In our context, UNICEF could use this specific technique by creating an advertising with an internationally respected celebrity. People in our society are strongly influenced by celebrities in their everyday life. For example if UNICEF can bring a celebrity to join their project (which their will surely accept) and after they only have to create a short clip with the celebrity and put it online. More people will be tempt to join/help UNICEF. The celebrity will become more or less a role model in the eyes of the target audience.

Advantages:

• Depending on the celebrity, different target audiences can be targeted.
• It won't cost a lot because the celebrity will realize that it is for a good cause and that this add will enhance his image towards the public.
• It will maybe lead other celebrities to join or donate money to UNICEF.

Disadvantages:

• It will take time to create.
• It has to be a celebrity that is internationally known and most importantly, respected.

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Here we can see the actor Orlando Bloom helping out in a refugees camp in Syria for UNICEF.

2. Persuasion technique: Reciprocity

Reciprocity is a persuasion technique which consist of the creation of the obligation that if you receive a gift you have the social pressure to return it.

"Reciprocity works due to social norms - rules that were imprinted from when we were young about how we treat others in our society. Because of this, returning a favour has become a symbol of building mutual understanding and trust." (Andrews Van Leeuwen and Van Baaren, Hidden Persuasion, 2013, pp130).

UNICEF could use this technique by offering some give-aways for example, T-Shirts, food, bags etc to the target audience and the target audience will feel obligated to return it by donating money or even helping out UNICEF in their projects.

Advantages:

• Depending on the give away, people will tempt to give more or to give less.
• There will always be a return.

Disadvantages:

• It can annoy the target audience.
• The target audience wont feel free anymore because they will feel obligated to give something in return.
• UNICEF can maybe loose money and it if they do it would be even worse then a company because UNICEF is a NGO.

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The pin could maybe be a good give-away for UNICEF because the production is cheap and the target audience will still have the feeling of returning the favour.