Presentation on Attitude Change – the Royal Discipline of Campaigning at the Khartoum Process Meeting on Awareness Raising Campaigns in The Hague, 19/20 June 2018. 

Based on the well-known AIDA-Concept on Marketing campaigns, Melita H. Sunjic developed her so-called Modified AIDA Concept for attitude change that puts intra-community discourse at the center of campaigns. Only if a community starts discussing issues among themselves from a new angle and with new, information, paradigms will shift. Long held beliefs and behaviours start changing once a critical mass of participants in the societal discourse has been reached.