Young Child Survival and Development

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What do you think

of this?

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UNICEF is using cues that may not reflect donors’ desired reality.

For example, in one campaign video, the use of the phrases “access and influence” as well as the military style trucks portrays UNICEF as a dominating presence. Could that conflict with the caring nature of UNICEF’s work?

What metaphor could show UNICEF’s global reach without appearing dominating?

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Sender – Message - Receiver

The sender (UNICEF and its

staff)

The message (explicit and

implicit)

The receiver (donors and receivers)

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ACTION

ACTIONACTION

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actionACTION

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ACtionACTION

actionaction

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The Research Approach

•  Wouldyoudescribethisimagetome?Thisisabridgegoingintothefog,andI’mbarelyseeingtheotherend.

•  Whatdoesthisimagerepresenttoyou?Thisrepresentsplanningforthefuturebutnotreallyknowingthefuture.Notbeingabletoseewhat’sinfrontofyou,buttryingourbesttoplan.

•  If you were to put yourself in this picture, where would you be? I would say I’m towards the beginning of the bridge, hoping that I can see most of what’s there.

•  What are you thinking as you look into the fog? Looking into the fog is scary to me. It makes me think I have to take a leap of faith.

•  Because words mean different things to different people, what does a leap of faith mean to you? A leap of faith to me means stepping out and trusting in what I know to be true and hope, oh Lord, that you’re going to take care of us.

•  How does it feel when you take this leap? Where are you leaping to? Where are you leaping from?

HowtoProbetheSubconscious

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How to Probe the Subconscious

Follow the participant’s natural train of thought

Ask for imagery and metaphors throughout (they

are the basis of the interview, not a supplement)

Ask for imagery even for basic concepts like “happy”

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IDENTITY

“Not like players, but if England wins, I’ll be out in Trafalgar Square Celebrating with everyone.”

“I support Action Aid. I am on their team, so to speak.”

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Team Together Belonging Identity

TIMING

“I buy Twix often. Can’t live without it. Walk in store to change, end up with Twix.“

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Instant Gratification (Timing) Different Habit

NOSTALGIA

“A perfect book, perfect movie, perfect actress; Audrey Hepburn. I don’t want to see play and spoil special memories.”

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History Memories Nostalgia Continuity Human Face

SLIP

Example of being in a high Place, doing something stupid and falling down really low.

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Trust builds up slowly, drops fast. 1=5 Misplaced loyalty.