It's not just the message - but who it's from.

To create real behaviour change in people, sometimes organisations and brands are simply not the right messenger.

This can be true for sensitive or nuanced topics like mental health, quitting smoking, or anti-racist behaviour - or for any topic where people don’t want to be told what to do by an authority.

So how do we get our message across if we can't do it ourselves? The answer: by tapping into our supporters - friends, family, trusted advisors.

Even if people don't want to hear a message from an organisation, they may be more open to hearing it from their peer group, or from someone they look up to. This is often referred to as someone’s ‘reference group’ or ‘reference network’.

These supporters are often more trusted and better at striking the right tone and normalising behaviours. It's our job to make sure these supporters have everything they need to inspire and prompt the desired action in others.‍

TRA has created a guide to help you:

• Identify both your target audience and the supporters best placed to deliver the message
• Arm your supporters with what they need to inspire others
• Understand the role of supporters in practice with industry case studies
• Look beyond friends and family for messengers that matter.