Attitude changing campaigns are by far more challenging than your run-of-the-mill marketing campaign. Attempting to change beliefs and values held in a society as a whole are the royal discipline of communication. Now, if such campaigns are designed for a different cultural environment, it becomes even more complex. See: https://www.ucentralasia.org/Resources/Item/2165/EN

At a public lecture at the University of Central Asia, in Bishkek, Kyrzyzstan, Transcultural’s Director Melita H. Sunjic explained how solid preparatory research helps us understand communication and decision-making patterns; how re-enacting these patterns will guide the campaigners to the most efficient communication tools; and how appealing to the interests and values of the target audience can help shake up deep rooted beliefs and behaviors, and induce attitude change in a society.