A communications framework to break down complex social change topics into realistic, achievable steps.
However, when a topic is actually complicated, generalized messages fail to cause significant improvements because they don’t identify realistic behavioral changes. These messages ignore the inescapable barriers that our audiences face when incorporating new behaviors into their lives.
To achieve behavior change related to complex topics, we must lean into the complexity of these topics by breaking them down into specific behavioral changes and demonstrating how those new behaviors could be realistic for our audience to adopt. This begins by acquiring a deep understanding of the obstacles our audiences face and solutions-driven strategic thinking that turns the abstract idea of social change into realistic steps.
Our SAVI Messaging model helps us tackle complex topics by ensuring we deliver Specific, Acceptable, Viable, and Impactful messages. SAVI Messaging avoids general messages like “eat more fruits and vegetables” and instead identifies specific behavioral changes that are realistic for the target audience. It acknowledges that barriers exist and explains how the new behavior is possible within the audience’s current reality.
Our SAVI Messaging model helps us tackle complex topics by ensuring we deliver Specific, Acceptable, Viable, and Impactful messages. SAVI Messaging avoids general messages like “eat more fruits and vegetables” and instead identifies specific behavioral changes that are realistic for the target audience. It acknowledges that barriers exist and explains how the new behavior is possible within the audience’s current reality.
Audiences typically agree with the social change outcomes we desire, such as eating healthier, but are often confused about what they can do and how to overcome their obstacles. The goal of SAVI Messaging is to shift the conversation from “you should eat healthier” to “here’s exactly how you can eat healthier.” Ultimately our goal is to equip our audience with new skills that help make the behavior change realistic for their personal circumstances.
Many audiences, especially those who are most vulnerable, often don’t have the time, energy, or knowledge to figure out how to achieve big, daunting goals like “eat healthier,” “be more physically active,” or “reduce waste.” When we deliver overly simplistic messages and suggest that complex changes are easy, we not only put the burden of change on them, but we also increase the guilt and frustration they feel about the topic.
To learn more about how to use SAVI Messaging to change behaviors in your community, please contact:
