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Behaviour changing campaigns: success and failure factors

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Corruption is multi-faceted and difficult to package into a single message. The topic is also culturally specific. It therefore presents a tough communication challenge. At present, the number and quality of campaign evaluations in the area of societal value change, including those related to anti-corruption, is limited. However,lessons learned indicate that critical success factors include understanding the target audience, generating a sense of community responsibility and increasing sense of agency. Factors that can limit the impact include the use of fear-based messaging, lack of authentic experience and voice, and the use of unclear messaging that can be misinterpreted.

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