We the Sustainable Foodies want to make people more aware of the issue of sustainable food consumption and educate them on how to make their food consumption more environmentally sustainable.
The topic of sustainable food consumption has become increasingly popular in recent years due to issues such as climate change, healthy eating and animal welfare debates. It is already moving some people to rethink their food consumption, but the topic is still avoided by the majority of people. This is why it is so important to communicate effectively via social media or websites to get the right message across.
In this blog article we will therefore analyse persuasive communication, based on the B.J. Fogg behaviour model.
The model shows that three elements must converge simultaneously so that a behavior occur namely motivation, ability and prompt (trigger). We will now see whether the following example works or not.
This campaign is a series of Instagram posts of facts and consequences of the current food consumption, posted by an Instagram account called @worldfoodprogramme and works to alleviate human suffering, provide food as well as assist people affected by climate change.
The posts in the series are all about stopping food waste and address hunger, global emissions, money waste and water waste.
It aims to spread a strong message of change and hope of a better future by showing the hard evidence.
The posts convey a clear message through colourful backgrounds and bold lettering. The important numbers that draw attention to the waste are even bigger than the message.
Let´s move on to analyse the communication based on the B.J. Fogg behaviour model:
Motivation:
The information shared in the posts are short and concise headlines explaining the consequences of current food consumption. The use of the bold statement technique and the use of strong verbs that convey action, motion and achievement makes people interested in the topic. In fact, if people are interested in sustainable food consumption, they get motivated to change something in their behaviour and even drive them to donate some money for people who don’t have access to enough food.
This form of short and bold communication format is really great to reach social media users, young people as well as older people.
Ability:
To click the link in the bio to donate is very easy which means the ability is very high. So, for people it is not difficult to access the page where they can donate money. Further the page uses hashtags which leads the users to other similar content on their page like #worldfoodprogramme or #StoptheWaste. By using hashtags, the company is trying to reach a larger target group by leading interested users or even users they know nothing about their content from other pages to their Instagram channel.
Prompt (trigger):
If a person is engaged with the topic and is shown one of the pictures while scrolling on Instagram or just see the post randomly, then the picture will attract the reader's attention. The layout of the posts immediately makes the viewer think about the topic.
In addition, a persuasive caption further clarifies the topic and gives the reader a better picture of the work of the organisation.
The captions of some of these posts are a bit longer, but the first sentences are very powerful, which encourages readers to read through the rest of the caption.
Besides the convincing introductory sentence, the organisation closes the caption by directly inviting the reader to become part of the community and to take action. This could be seen as a signal that stimulates and reminds the readers to do something when the motivation is high as well as the ability.
Lastly, the World Food Program also starts a conversation between the organization and the followers. This allows the readers to get in contact even more with the World Food Program.
Not every reader is so highly motivated that they want to change their diet or support the organisation financially. Therefore, in these posts, the prompt is more of a trigger or spark, something that at least encourages readers to learn more about the topic and then take action.
In conclusion, it can be said that the World Food Programme organisation succeeds very well in communicating effectively and persuasively. If you are also interested in the topic, follow them on Instagram.
If you want to know more, follow the links:
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