Design an outreach plan
that motivates people to
take action for the planet.
LET'S DO THIS!


Do any of these describe how you're feeling right now?


  • Your current outreach efforts aren’t producing the desired results, but you're not sure how to pivot.
  • Your messages are only reaching the same core audience, yet you need more people to get on board.
  • Your campaign feels like it has stalled out and you're not sure how to continue the momentum.
  • You know more behavior change strategies are needed in the project, but aren't sure where to start.

I get it. 


We work hard to encourage better decisions for the environment. It’s frustrating when our messages don’t get through and don’t produce the desired results.


“Why are they still doing the things we’re telling them not to do?!?!”

I also know how overwhelming it is to sift through mounds of research, theories, case studies, and frameworks on behavior change to figure out what's going to work best for your project. 

It's time to flip the script.
This course is built for busy practitioners who are ready to make strategic shifts in how they engage with audiences so we can spark action, grow conservation movements, and see results.

Let's turn your frustration into celebration!


Introducing...
the Making Moves online course

This 8-week, live course guides you through the exact steps to design an outreach plan that motivates action.

Through weekly lessons and worksheets, we clarify behavior goals and audiences, dive into the psychology behind why people will or won’t take action, and identify practical strategies for motivating change.



This course gives you:
  • The most relevant theories and tactics from the fields of marketing & advertising, behavioral & social sciences, and conservation & environmental programs.
  • Guidebook, worksheets & templates to apply concepts directly to your own behavior change projects.
  • Feedback, ideas, and guidance on your project throughout the course.
  • Access to the Making Moves alumni community with ongoing events and networking opportunities with over 250 behavior change enthusiasts from across the globe.

By the end of this program, you'll know how to:
1. Map and design the behavior change journey: paint a clear picture of what it takes to create change.

2. Prioritize target audiences: find your minimum viable audience for maximum impact.

3. Identify deterrents & motivators: using the force field analysis to determine what's preventing action and which mix of motivators to leverage.

4. Convert motivators into compelling messages: using an advertising framework makes messages stronger and more focused on the ultimate goal.

5. Choose outreach methods that work best: getting your messages to the right audience at the right time and the right place.


This course will equip you with the skills, insights, and strategic agility you need to create powerful conservation movements!

"Brooke’s course was incredibly engaging, useful, and fun! We didn’t just learn theories, she gave us actual tools and techniques that we applied to real-world challenges, building strategies as we went for spurring social movements in our own work."

WILLOW BATTISTA, ENVIRONMENTAL DEFENSE FUND

This is not your average online course. 

Join if you like the sound of:

  • Moving beyond theories by actively applying concepts to your own project throughout the lessons. 
  • Live, interactive lessons delivered at a time zone near you.
  • Opportunities to practice applying concepts with other cohort members.
  • Individualized and direct feedback on the work you're doing (from ME!)
  • An active community of behavior change enthusiasts looking to share ideas and resources.
  • Having fun while developing new skills!

All the details:

  • The next course runs from the week of April 4 through the week of May 23, 2022. 
  • Live lessons occur each week on Thursdays at 8am & 12pm EST.
    • Each lesson is 90-minutes long and is recorded. Replays are available right away if you miss a lesson.
  • Worksheets can be submitted for feedback at 2 intervals during the course, before final submissions are due.
  • Participants can book up to 2 private working sessions with Brooke to receive additional support.
  • You will have access to the course platform containing all the materials and recordings for life (so you can always revisit the content).
Get even more details by checking out the course syllabus.

"This course is invaluable! Brooke has an uncanny ability to distill years of wisdom and practice into bite sized pieces everyone can understand, along with the resources and support needed to apply the work effectively for years to come. It was one epiphany after another. Bravo, and thank you!!"


SHAWN SHAFNER, THE PEOPLE'S OWN ORGANIC POWER (POOP) PROJECT

Need help convincing your boss???
If you need to get a head-start on securing funds for your course registration fee, then these resources can help you make the case.


» Pre-written email to your boss: Copy & paste or download this email template to get the conversation with your supervisor started.


» Pitch deck for your boss: Attach this to the above email or use it as a presentation to approach your boss directly. Instructions for downloading are included on the first few slides.

Meet your instructor (that's me!)

Brooke Tully has been training non-profit organizations and local governments to use behavior change marketing in their conservation & environmental programs for over 14 years.

Brooke spent the first decade of her career working in ad agencies, such as Ogilvy, helping clients (e.g., American Express, British Airways, Pfizer) reach target audiences to build brand awareness, change preferences, and sell products.

In 2007, she joined the NGO Rare where she designed and implemented behavior change campaigns that inspired local communities in Mongolia, Thailand, Laos and The Philippines to adopt more sustainable fishing and hunting practices.

Operating independently since 2016, Brooke trains conservationists and environmentalists to use behavioral insights and communication strategies to motivate audiences to take action and change behaviors.

brooketully.com


The Making Moves Trail Map

Lesson 1: Prioritizing behaviors
Setting behavior goals and objectives; Differentiating between actions and behaviors; Creating a behavior journey map.

Lesson 2: Identifying audiences
Segmenting and prioritizing audiences; Mapping challenges with achieving behaviors; Exploring "spheres of influence."

Lesson 3: Understanding barriers
Exploring internal and external deterrents; Reducing, removing, and overcoming barriers; Identifying when barriers occur.

Lesson 4: Discovering motivators
Exploring internal and external motivators; Selecting motivators to overcome barriers; Identifying when motivators are needed.

Lesson 5: Crafting messages
Creating clear calls-to-action; Exploring most effective message frames to use based on motivators; Choosing supportive images.

Lesson 6: Choosing methods
Reviewing communication and outreach options; Exploring effective combinations of methods; Choosing best outreach approach.

Lesson 7: Designing the plan
On-demand bonus lesson.
Summarizing the project's strategy; planning preparation and launch steps; Reviewing M&E indicator options; Bringing the course home.

Jam Sessions
Two group working sessions to practice applying concepts to real-world challenges.

"I really loved this course. It allows me to improve my strategic knowledge to carry out communication campaigns with a focus on behavioral change, achieving the work in a better way with the projects assigned within my organization. Also Brooke is an amazing teacher!"

ALFREDO CONDOR, WILDLIFE CONSERVATION SOCIETY PERU
To date, over 250 participants across 35+ countries have taken the course.
This includes organizations of all types and sizes.
Join us!