Sara Isaac – Principal at Marketing for Change
Sara is director of strategy at Marketing for Change, a U.S.-based research and creative agency focused on behavior change. Sara specializes in applied behavioral science and has designed and implemented hundreds of campaigns to encourage positive behaviors such as combating climate change, supporting baby brain development, and reducing food insecurity. Sara leads skill-building workshops across the globe, including a 5-day UNICEF-funded social change workshop in Ukraine in 2018 and a social and behavior change communication workshop this December in Morocco. Sara holds a master’s in Behavioral Science from the London School of Economics. She also teaches behavior change marketing and behavioral science as an adjunct professor for George Washington University’s Milken Institute School of Public Health and Evidentia University.
WORKSHOP TITLE: How to Develop a Behavior Change Campaign
SYNOPSIS: Commercial marketing sells a product or service – something people can buy. But what if you are “selling” a behavior, especially one people don’t really want to do? Join Sara Isaac, a veteran behavior change marketer, behavioral scientist, and principal at Marketing for Change, for a fun, hands-on workshop that will teach you how to design behavior change campaigns for the social good. Whether the goal is to get people to protect the environment, eat more healthy foods, live within their means as the cost-of-living rises, or only drive when they are sober, behavior change marketing reframes the target behavior to make it something people voluntarily want to do. Workshop participants will play the Change the Game strategy card game to learn how to apply a Behavioral Determinants Framework to campaign planning. You’ll walk away with the skeleton of a marketing plan that you can put to practice in the real world.