Behaviour Change with Australian Red Cross

Associate Professor Foula Kopanidis was invited to participate as one of three experts panel members for a discussion on ‘behaviour change’ as part of Red Cross’ quarterly Marketing team face-to-face sessions. The panel discussed what constitutes behaviour change; the importance of understanding/changing customer/audience behaviour and; where to start with changing customer/audience behaviour and insights in understanding each of the respective roles in behaviour change strategies to shift stakeholders away from traditional demographic led approaches to behaviour led approaches in marketing/advertising in blood donation.