Why don't we stick with what works?

We know that in almost all circumstances, awareness campaigns alone do not lead to behaviour change. But what if a campaign, in fact a social advertising campaign, in fact a TV ad alone... Caused real, long- term behaviour change?

In 2014, beyondblue  launched a national anti-discrimination campaign, Stop. Think. Respect. that highlighted the impact of racism on the social and emotional wellbeing of Aboriginal and Torres Strait Islander people. 

The campaign, centred around a television commercial (TVC),  aimed to raise awareness among non-Indigenous people and challenge them to question their own behaviour and expressions of racial discrimination, particularly subtle racism. 
It targeted people aged 25 - 44 with particular mindsets – those who do not consider themselves to be racist and who want to be seen as tolerant, but may engage in subtle acts of discrimination, believe negative stereotypes, tell racist jokes, or make insensitive or offensive comments out of fear, ignorance or habit. Research showed that subtle or 'casual' racism can be just as harmful as more overt forms.

The TVC encouraged everyone in Australia to check their behaviour. Stop the discrimination, think about how their comments or actions could cause real distress and harm, and respect people who are different from them.
​Stop. Think. Respect. 
[Campaign video can be viewed below]

But what if a campaign, in fact a social advertising campaign, in fact a TV ad alone... Caused real, long- term behaviour change?

I arrived here in Australia in 2015 , I had never seen this campaign nor heard of it, but weirdly as I've developed both professional and personal relationships here  - this campaign has been referenced to a number of times in a number of circumstances. If I ever ask interviewees about a campaign that had an impact on them, or if I ever tell someone I'm a social marketer and what that means, or even if I ask straight out if someone has seen this ad.. The response is always unanimous.
This ad did something... it did something to them. It hit home. It made something that occurred everyday and was accepted as normal.. a second guess 'wait - this isn't okay.' From every Australian that I've asked (informally) - they can distinctly remember this campaign. It stands out in their mind as something that they were often guilty of but hadn't even realised. 

It in fact resonated so deeply that the intended action to Stop, Think, Respect was acted upon.

Now I'm not here suggesting that this campaign has changed the face of aboriginal issues here in Australia. This is an extremely complex area and similar to Canada - massive changes in perspective and respect are required.
However, what I am suggesting is that - this particular creative execution of a respect message around casual racism hit the nail on the head. It created a deep and lasting impact on its audience - so much so, that people can clearly articulate the scenes and key purpose of the :30 TVC by memory even 2 years later.

So what's my point with all this... Beyond that it was a great spot.?
I want to know ... Why don't we stick with what works? Why now 2 years later has there not be a re-run of this spot on TV? Better yet an evolvement of the concept or an extension of the 'voice in your head' character that was created ?

And moreover if this 'voice in your head' character spoke so clearly to the audience - could it work for other behaviours and mindsets?

Why now 2 years later has there not be a re-Run of this spot oN TV? better yet an evolvement of the concept oR An extension of the 'voice in your head' character THAT WAS created ?

​With small budgets in governments and non-profits - it's hard to develop messages and campaigns that reach your intended audiences and meet all of your business and social objectives. So when a campaign like this one does such a great job of meeting it's objectives - this should warrant an opportunity to roll it out even further. For a very small investment - this campaign could continue to create deep impact across Australia. It could reach further and wider audiences and better yet - could inspire those already reached to do more- to stand up against casual racism prouder. It could truly take the social marketing spectrum from awareness raising to full-blown behaviour change. 

It has clearly worked - so why don't we stick with it? 

Beyond Blue - 'The Invisible Discriminator' - Stop. Think. Respect.

Sidenote:
Now as a reminder, these are just my thoughts..but next I do plan to have a chat with beyondblue and see what and if anything's to come. ​

References:
https://www.beyondblue.org.au/who-does-it-affect/stop-think-respect-home/the-invisible-discriminator
https://www.beyondblue.org.au/docs/default-source/default-document-library/bw0249_bl1328_stop_think_respect.pdf?sfvrsn=4