Do fears, tension, and anger happens to be the best emotions to motivate people to act upon social causes? Is it better to only inform? Perhaps none of both…

In this case study, Bart Norre & Sophie Hoffman used reaction time testing to investigate social marketing efforts. The audience will be able to learn what does not work in this social communication campaign. Based on these insights, they will also discover new ways to improve their campaigns and enhance its impact on people’s behavior.

• Case study of attitudinal change of a social marketing campaign based on reaction time testing.
• Which errors to avoid when communicating environmental causes?
• Learn from mistakes to improve your social marketing.