Learn more: Read about crisis experiences in The Disrupted Mind Part 1: Scientific Insights.
Use day-to-day experiences
Try to identify emerging day-to-day experiences that best connect to your issue and your mindset objective, then craft messages that combine both. For example, if your goal was to normalise and promote cycling during Covid-19, one way of shaping the crisis experience for your audience would be to work on establishing temporary or permanent bike lanes in your cities, whilst linking it to the necessity to avoid crowded buses or metros during the pandemic.
Shape the design of the emerging new normal
If emergency regulations force communities to live differently, for example during lockdowns or curfews, you have an opportunity to propose how this new temporary normal is designed. Equally, if new habits emerge that align with your goals, you can support their pick up and create positive experiences for the affected communities. For example, improving the working from home or learning from home experiences during the pandemic.
Foster dialogue instead of broadcasting
Try to design a communication strategy that allows your participants to share their experiences with others and look for ways to create dialogue rather than broadcasting, for example, using forums, videos, live streams or chat functions. The Defining Moments engagement rules can also be useful here when designing formats of digital or face to face interactions. Lastly, gamification can also make it easier for people to engage and encourage longer-term engagement.
Create moments of reflection and conversation
The shared experiences of a lasting crisis and the meanings that people attribute to them alter and reshape our cultures. Nevertheless, we often tend to fall back to old patterns of thinking. When a new behaviour or norm is coupled with an opportunity to create an explanation that matches our worldviews, it is more likely to stick. Thus providing space and shaping positive reflection on these experiences in a way that facilitates self-discovery yet gives pointers is important.
Consult your audiences and adjust
This can best be done by regular conversations with a small part of your audience and, when time allows, sporadic surveys. Use these to find out if their experiences are impacting the mindset factors you set out to change (e.g. their emotional reaction or the creation of norms or narratives). Adjust and redesign experiences if they aren’t. This sensing will also provide you content that you can use to share stories about the emerging changes (See recommendation 5 and 6).
Defining Moments Tool
The Mindworks guide to understanding and crafting ‘defining moments’ which can impact the way we think and behave.Learn more →
Dynamic Normative Messaging Tool
The Mindworks guide to help you create dynamic normative messages that can emphasize changing social norms.Learn more →
Shaping the COVID-19 pandemic experience
Covid-19 lockdowns around the world ensured that working from home became an enthusiastically debated issue among different stakeholders: business circles were forced to deal with empty offices, employees discovered flexibility, social activists who wanted to prevent negative impacts on poor people as a result of more home working, and environmental activists who saw it as a chance to reduce commuting and provide a solution towards a more sustainable mobility in cities.
If you belong to the latter group, during the pandemic, your focus could be on making remote working as positive, desirable, and normal as possible. Depending on your possibilities, you could create, for example, ’10 tips to improve your working from home experience’, improve software that enables people to build remote working digital systems, share good guidance and practice, and create alternative spaces outside of the office to work. If there is resistance from employers instead of employees, you could also try to influence the emerging remote working narrative for them by, for instance, inviting pioneering companies to do productivity assessments, staff satisfaction surveys and cost saving analysis, and making them publicly available to lead the way for second movers.Learn more ->
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