That’s right. Imagine a world where health centers could take care of 17x more patients. What if farmers could grow 17x more food? What if your program could reach 17x more impact than it does now? Yes, we know 17x sounds ridiculously high, but that’s the intention. We believe programs can achieve dramatically more impact, but in order to do so, we need to be bold, creative, and sometimes even a pinch ridiculous.
Back in 2010, 17 Triggers started with the belief that if marketing could be used to sell beer and cigarettes, it could also be used to help people live healthier, happier lives. Our work received global recognition, some calling us experts in ‘behavior change communication’ (BCC). Unfortunately as time went on, we began to see that social marketing and BCC were not enough to really trigger significant change. Marketing for good causes was simply not enough. Clients didn’t just need great TV commercials and ad campaigns; they needed a whole new way of thinking.
Anyone who has ever tried to keep a diet, quit smoking or start exercising knows seeing a poster wouldn’t trigger us to change behaviors. So why would we expect a Cambodian farmer to see a poster and suddenly adopt new farming practices? After a few too many broken projects, we realized what was missing – no one was looking at projects from a user or system perspective. Projects were often designed from the ‘top down’, far away from the field. Assumptions in strategies and work plans went untested. Local insights to problem solving were rarely discovered. More than anything else, programs assumed the biggest hurdle to behavior change was that beneficiaries “lacked awareness”, when, often, the main stumbling block lay in the services provided. What would happen if we treated beneficiaries as consumers who simply wanted better services? Could we solve problems with customers themselves? Could we change programs before we tried to change the masses? Could we create delightful customer experiences for the development aid world?
So this is us. We don’t change behaviors by raising awareness alone, we change behaviors by making systems, services and programs remarkably better.
Our team is a mashup of different backgrounds and disciplines. We're researchers, strategists, marketers, trainers, and designers who believe in changing the way the world changes behaviors.
We're hiring. Visit our jobs page to learn more