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Who here remembers being D.A.R.E(d) to say no to drugs? I do, but it’s a little hazy because of all the weed I was smoking back then. I’m kidding – sort of – but it turns out I wasn’t the only one trying to smuggle a “sample joint” out of the D.A.R.E. workshop without the instructor noticing. The D.A.R.E program as a whole, among numerous other anti-drug campaigns of the 80s and 90s, was largely ineffective.
Why? Because the founders of D.A.R.E. didn’t understand behavior change the way we do today.
Today, research confirms that fear and guilt are terrible motivators. In fact, they’re often counter-productive, eliciting a psychological response called “reactance” that not only deters change, but can even reinforce existing beliefs and behaviors.
So what actually works in behavior change marketing? Unfortunately, there’s no silver bullet. Each behavior change challenge is different, with differing barriers, motivators and resources needed to impact change. That said, a few key strategies can help improve the effectiveness of behavior change campaigns.
1. Start With Empathy
The foundation of effective behavior change marketing is understanding your audience’s current reality. People usually don’t continue harmful behaviors out of ignorance or stubbornness – they often face real barriers to change. A busy parent might want to cook healthier meals but lack time and energy after work. Someone might want to quit smoking but use cigarettes to cope with intense work stress.
Take time to really listen to your audience through surveys, interviews, and focus groups. What are their daily challenges? What previous attempts at change have they tried? What would make the desired behavior easier? Leading with curiosity and empathy builds trust and gives you crucial insights for your campaign.
2. Remove Barriers, Don’t Add Guilt
Instead of shaming people about their current behavior, focus your campaign on making the desired behavior more accessible and appealing. This could look like providing practical tools and resources (like easy, healthy, and inexpensive recipes or a free rideshare program for designated drivers), creating supportive communities and social proof (showing real stories of people who’ve made the change), making the new behavior more convenient (adding bike lanes and bike share programs to promote cycling), or offering clear step-by-step guidance to break big changes into manageable pieces. The key is reducing friction in the behavior change journey rather than adding emotional weight through fear tactics.
3. Reinforce Agency and Choice
People are much more likely to maintain behavior changes when they feel ownership over the decision. Your campaign should emphasize your audience’s capability to change and their freedom to choose when and how.
Use language that reinforces their control: “When you’re ready to make a change…” rather than “You need to change now!” Highlight the immediate benefits they’ll experience rather than far-off negative consequences. Share stories of similar people who found their own path to change.
4. Focus on Harm Reduction Rather than Abstinence
Another crucial element of effective behavior change marketing is adopting a harm reduction mindset. Instead of pushing for perfect compliance or complete abstinence, acknowledge that any step toward healthier behavior has value. For example, if someone can’t quit smoking entirely, switching to nicotine patches or cutting back on cigarettes still reduces health risks. If someone isn’t ready to give up their car completely, carpooling even once a week still helps the environment. This approach recognizes that behavior change exists on a spectrum, and meeting people where they are often leads to better outcomes than demanding all-or-nothing changes. When we validate small improvements instead of insisting on perfection, we keep people engaged in the change process rather than driving them away with unrealistic expectations. Many successful public health campaigns have shown that harm reduction strategies not only save lives but also eventually lead many people to make more comprehensive changes on their own terms.
5. Track What Works
Behavior change campaigns need clear success metrics beyond just reach and engagement. Define specific behavioral outcomes you want to influence and measure them throughout your campaign. This could include sign-ups for relevant programs or resources, self-reported behavior changes through surveys, observable community-level changes (like increased recycling rates) or stories and testimonials from people who’ve made successful changes. Use this data to refine your approach and double down on the most effective messages and tactics.
The Bottom Line
Creating marketing that actually changes behavior requires moving beyond scare tactics to build genuine connections with your audience. Lead with empathy, remove barriers, reinforce agency, focus on harm reduction, and measure actual behavioral outcomes. When we treat people as capable partners in positive change rather than problems to be fixed, we create campaigns that inspire action rather than reinforce shame.
What behavior change marketing campaigns have you found particularly effective or ineffective? Share your experiences in the comments.
About Ethos
Ethos is a multiplatform branding agency that develops and executes integrated marketing campaigns across multiple channels for companies inside and outside of Maine. At Ethos, we believe that the most effective way to set a company’s marketing course is by finding its core truth – its ethos. We know that once we discover and communicate that core truth, we can truly make a difference for each client’s unique marketing and business objectives. With Ethos, you get more than a marketing agency. You get a long-term partner whose goals are your goals. Learn more about the Ethos approach and the work we’ve done for our clients. Want to have a conversation about your brand’s core truth? Contact us today!
