why will it work ?
Blab is a brand dedicated to breaking the stigma behind loneliness , using a playful tone of voice and without being overtly obvious . The global pandemic and lockdown has really emphaised loneliness within the younger age bracket and the importance of communication . In research led by Dr Daisy Fancourt it has emerged that student ’ s are more at risk of loneliness “ including students who were highlighted as being one of the groups more at risk of loneliness ” ( F . Bu , A . Steptoe , D . Fancourt , 2020 )
Using social learning theory ( fig 29 ) to understand how decisions are made is fundamental to the success of the campaign . The outside environment is where a person can observe an action , understand its consequences , and become motivated to repeat it and adopt it . Behaviour is affected by structural factors , such as service availability and policies , as well as by social factors , such as social norms and peer influence .
The social learning theory proves the need to observe and imitate the behaviour of others , therefore by the participant seeing others having a positive experience with Blab they would be much more likely to join . To harness this theory and overcome the possible limitation , the first 50 participants get a gift card to spend in their own shop of choice . This doubles in value if they choose to gift it to a friend or family member .
Blab understands that the feeling of loneliness isn ’ t going to disappear overnight , the brand therefore encourages students to use ‘ Blab ’ when and if they need too . In a interview with student support adviser Paul Dodsley he said ’ it ’ s not about being a fixer upper , it ’ s about being a supporter ’ ( Dodsley , 2020 ) Blab ’ s message is to be a supporter and give young people to implementor this in their own lives , with their own friends and family .
Fig 29 determines human behaviour
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