Social change-oriented communications campaigns are often informed by research that seeks to determine whether target audiences care about an issue and might be motivated to take action to promote change. Traditional qualitative research methods (e.g., interviews, focus groups) can effectively discern people's attitudes and beliefs about an issue, and explore their propensity to act on it; however, they typically fail to shed light on the emotional triggers - or "activation points" - that push an individual beyond supporting an issue to acting to find solutions. This grant project seeks to bridge the gap between caring and acting by testing a new planning and research technique that has been successfully employed by consumer marketers to understand what moves people to action. The Communications Leadership Institute (CLI), a 501(c)(3) partner of Spitfire Strategies that provides strategic communications training and resources to nonprofit groups, will conduct background research and test the "Power Play," an innovative, improv-based audience research technique, to determine what it takes for people to emotionally connect with and actively engage around three different health and social change issues. If successful, this new technique and a white paper detailing research outcomes will be made widely available as a new tool that organizations can use in planning and executing outreach and advocacy campaigns.
Amount Awarded $150,000.00
Awarded on: 4/12/2006
Time frame: 4/1/2006 - 3/31/2007
Grant Number: 56011