Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Thursday, April 21, 2016


The aim of this project was to increase the number of people in the Warwickshire area who signed up to give blood. A large proportion of the population are able to give blood, and yet only 4% of people currently do, with the younger generation giving less blood than previous generations have. However, the demand for blood is high: around 8000 transfusions are carried out each day, and roughly 1 in 3 people will need a blood transfusion in their life.

The social media campaign used an infographic and hashtag, which were repeatedly posted on Facebook by the members of the group over a short period of time. Using social media enabled us to track the responsiveness of our posts, through likes, shares, and follows. The campaign utilised persuasive techniques such as celebrity endorsements and guilt tripping to influence the reader's decisions. By contacting Give Blood, the number of sign ups could be obtained. The effectiveness of our campaign would be shown though increased sign ups in the period during and after the campaign, compared to signs up in an equal period before the campaign.

Targeted social media campaign using the hashtag #GiveLife

The infographic

Matthew Connell
Jake Dunkley
Joshua Mann

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