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Attitudes are mostly influenced by:

social norms

people’s values

Information

To influence attitudes, campaigns should:

focus only on the values of the campaigners

focus only on the values of the target audience

focus on values that are common to both

A mobilisation ladder is:

a strategy to get supporters to increase their mobilisation

a tactic that uses ladders for demonstrations

a tool to measure the success of a mobilisation

To reach and convince new audiences, you should:

increase the volume of communications on your social media

identify the spaces where these audiences are found

engage with new audiences over their concerns, and find the intersection with your’s

Stories have the power to produce change in attitudes when they

are emotional

follow a structure that includes a hero’s journey

open up on life lessons that the audience can relate to