Audience is aware of the issue, product, brand or service
Audience acknowledges the issue, product, brand or service is relevant to them
Audience attitudes or beliefs about the issue, product, brand or service are aligned with the desired change
Audience behaviour and actions are aligned with the desired change
Sustained audience behaviour aligned with the desired change
Audience advocates for the issue, product, brand or service
The Change Staircase focuses on taking the audience on a journey through progressive steps to the desired result.
Understanding where the audience begins on the change staircase and the desired audience end point, is essential to defining realistic change objectives and the types of tools and resources required to achieve the desired results.
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This page published: 28 February 2011
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