In 2001, a research team led by Dr. Christina Economos studied four movements that created a flip in societal thinking:

  1. Breastfeeding
  2. Smoking Cessation
  3. Seat Belt Use
  4. Recycling

Through that research, the team identified 10 Key Elements to Creating a Social Movement – critical to the success of any Grand Challenge or internal change work.

I’ve used the 10 Key Elements as a diagnostic tool in my work to determine if an initiative will gain the traction and support needed for success.

I’ve grouped the elements into three phases – the first two of which we covered in previous issues and linked to below.

  1. Frame and Build the Case
  2. Gather Allies
  3. Implement the Plan

In the video above, I cover the final phase, Implement the Plan, made up of the following elements:

  1. Advocacy
  2. Mass Communication
  3. Environment and Policy Change

Watch the video to understand better:

  • The role advocacy plays in a social movement
  • The importance of delivering clear, consistent messaging to your target audience
  • The need to create an environment where doing the right thing is made easier than doing wrong is critical.

The three phases and 10 Key Elements are extraordinarily helpful when catalyzing social change. Download the infographic below. Feel free to use, share, and reference them in your Grand Challenges and change initiatives.

Email me if you’d like more information or additional guidance on Grand Challenges, social movements, or change leadership.