Behaviour change campaigns are judged by what people do afterwards: quit, slow down, eat differently, get help or sign up. The best ones start with the barrier that stops the change and the moment people decide. Here are eight examples from Gatecrasher's work in Western Australia and nationally, and the insight behind each one.
Road safety
Speed Shatters Your Excuses
Speeding is the leading illegal behaviour behind death and serious injury on Western Australian roads. Research showed many drivers who admit to speeding believe it is safe or justified. Speed Shatters Your Excuses took those excuses apart one by one, exposing the danger behind each belief.
Not worth the 'beeping' risk
Some drivers still drink and drive, underestimating the legal and social fallout. Not worth the 'beeping' risk linked the censorship bleep, a cue for something shameful, to the beep of a breathalyser, using wit and weight to land the social embarrassment of getting caught.
You see. We see.
Many drivers see fines and demerit points as unfair. You see. We see. showed road rules through the eyes of police officers who see the aftermath of road trauma every day, reframing enforcement as a way to prevent tragedy.
Smoking and vaping
Clear the Air
Young people tune out anti-vaping warnings. For Cancer Council WA, Clear the Air used the vape industry's own tactics: content that looked and felt like real vape ads, which drew young people in and then revealed the hidden dangers.
How to Tell You
Research showed smokers worry deeply about the effect of smoking on their families, but the message had been used many times. How to Tell You showed a smoker rehearsing how to break life-changing news to his loved ones, a subtle and fresh way to land an old truth.
Healthy eating and sun safety
Menu App
Many people do not see the food they eat as junk, so health messages miss them. With LiveLighter, Menu App put the message at the moment people decide what to eat, transforming a menu to show the confronting reality and linking choice to consequence.
Two Sides of the Sun
Audiences mostly see the sun in a positive light. Two Sides of the Sun reframed it by UV level: gentle and nurturing below UV 3, harmful at 3 or above. A simple, science-backed reason to change behaviour.
Wellbeing and recruitment
Find Your Way to Okay
Young West Australians aged 18 to 24 dismiss anything that feels like an ad. Find Your Way to Okay used video that looked and sounded like it came from young people themselves, like a friend offering support, not an authority delivering a message.
People Like You
WA Police needed to recruit more than 950 officers in 12 months, and attract only suitable candidates. After interviewing and surveying well over one hundred officers, the campaign was built on one truth: policing is fundamentally about people. See People Like You.
What these campaigns have in common
- One behaviour, one audience. Each campaign names a specific action for a specific group.
- Research first. The insight comes from data and from talking to the people involved.
- The right moment. The message lands where the decision is made, such as a menu or a feed.
- A fresh way in. Audiences tune out warnings, so the creative finds a new door.
- One team. Strategy, creative, digital and production work together, so the idea reaches every channel intact.
Plan a behaviour change campaign
Gatecrasher has made behaviour change campaigns from Perth since 2001 for government, health promotion charities, not-for-profits and brands. Read how we approach behaviour change marketing, see all our work or talk to us.
