How To Use Communication To Inspire Behaviour Change with Samara Kitchener

If the communication strategy for your organisational change is feeling a bit stale or is not hitting the mark when it comes to behaviour change, this episode is for you!

My fabulous guest today is Samara Kitchener, a multi-award-winning strategic communications specialist who has a passion for health, technology and behaviour change. With 20 year’s senior marketing, communication and engagement experience working across government, food, defence and health sectors, Samara has deep expertise in integrated planning for significant campaigns and the know-how to execute across multi-channel platforms. She is also the founder and leader of the House of Kitch - a dynamic communication agency that specialises in imaginative communications to inspire behaviour change on things that matter.

In our conversation, we talk about how communication can change behaviour. We also explore key considerations to keep in mind when developing communications strategies when your intent is to change behaviour. We cover how to get more creative with your communication campaigns, how to get your senior leader on board with your ideas, and so much more.

Samara knows her stuff and she is a true storyteller at heart. She shares so many wonderful stories and practical examples in our conversation - I know you’re going to love them.

Get ready to be energised by the power of great communication.

I hope that this episode inspires you to think creatively about what’s possible for your communication program.

TOPICS DISCUSSED AND WHERE TO FIND THEM:
[00:56]: Is your communication strategy feeling stale? My guest today is Samara Kitchener, a multi-award-winning strategic communications specialist.
[2:03]: Our wide-ranging conversation covers whether it’s possible for communication to change behaviour and considerations and creative tips for your communication strategy.
[3:12]: Communication plans and strategies are normally centred on awareness and informing but not behaviour change.
[4:06]: Can communication drive behaviour change? Samra is a storyteller that specialises in behaviour change and tells us a story about why she thinks it can.
[5:22]: Sickness country is a story that warns about the dangers of Alligator River - an example of how indigenous storytelling has kept people safe for thousands of years.
[7:00]: Samara shares elements and concepts to keep in mind when approaching a communication strategy that encourages behaviour change, including the book by Yuval Noah Harari.
[9:25]: Only 16% of us will try something before there’s social proof. It’s important to look at the overall vision, and help people make the leap, with small steps.
[11:03]: There are two models that are helpful when structuring change. The first is informed by Daniel Kahneman’s books Thinking, Fast and Slow. Behaviour is influenced by our system one mind (intuitive) and system two mind (rational).
[12:59]: When you want behaviour change to happen, you need system one and system two minds working together.
[13:58]: Another useful tool is the framework Mindspace, developed by the UK Cabinet Office, with nine different levers you can pull to put it into practice.
[14:52]: Samara gives an example of how the Mindspace theory is put into practice to drive behaviour change, using system one and system two minds.
[15:40]: Having emotive reminders and identifying moments of weakness to replace old behaviours with new behaviours helps to start rewiring the brain.
[16:08]: Incentives, including both virtual and real world, are very effective.
[16:38]: Social media can also be a powerful way of reinforcing change.
[17:28]: Communication approaches for change management often fly under the radar. How do we ensure they don’t become stale?
[18:12]: Samara describes the power of the disruptive campaign as well as how to be innovative, including incorporating creativity and collaboration.
[18:52]: House of Kitch was founded with the core insight that major change can be achieved when people are inspired by a unifying vision that’s creatively executed.
[17:13]: You can achieve so much more collaborating with others, than working by yourself - Samara provides an example of a united campaign to end HIV.
[20:47]: Samara’s work with NSW Health created the first HIV rapid testing pop-ups, an example of a collaboration united under a vision with an effective road map.
[23:02]: Samara shares tips to build the appetite and shift expectations for senior leaders and decision-makers.
[24:06]: Painting a picture of the future is key.
[25:08]: Samara shares an example of her work that got an indigenous character Jarli into space and onto the International Space Station.
[27:48]: The concept utilised storyboarding, which can be a powerful way of painting a picture of what’s possible.
[28:40]: Visualizing the concept and using that as a tool to convey your intent and share the vision is a great tool.
[29:11]: Samara shares where to find her via LinkedIn and her website.