Low Cost Interventions
12. Social Media Behavioural Change Micro-Campaigns
Micro-campaigns use targeted digital content (short videos, messages, influencer-style posts) to shape norms around violence, exploitation, misogyny, aggression, gang risk, and harmful digital behaviours.
These campaigns rely on behavioural nudging, emotional narratives and social norm cues.
Content Creation (short videos, graphics): £2,000-£4,000
Targeted ads/micro-placements: £1,500-£3,000
Monitoring and Analytics: £300-£800
Influence/Community Partner Fees: £500-£1,500
Total: £4,300-£9,300
Scoping & Message Design: 2 weeks
Content Production: 2-3 weeks
Campaign run-time: 4-8 weeks
Analytics & Evaluation Report: 1 week
Total: 9-14 weeks
Refresh Content Quarterly: £1,000-£3,000
Analytics subscription/ad credits: £500-£1,000
Total: £1,500-£4,000
Effectiveness
Behaviour change communications can shift violence related norms when implemented consistently, based on UNICEF's review of 302 documents and 70 programme studies on behaviour-change approaches to violence prevention.
Mass-media behavioural interventions can drive sustained changes in conflict-related behaviours, including increased willingness to speak out, and reduced engagement in harmful actions.
However, evidence from youth violence media campaigns is mixed, with a 2022 YEF technical review finding no consistent measurable impact on violent behaviour, though campaigns do improve awareness.