There is no single formula to effectively influence behaviour. Target groups are diverse. And so is the motivation to change. The battle is decided at a very personal level. Using universal motives, we involve the target group to help us refine the message. This way research, communication and participation go hand in hand. The receiver becomes the sender. The sender turns into the facilitator.

Opinionators operates using five general principles:


Target group motivation: active, relevant and close to home
Replacement: change of perspective - offer an alternative
Social network inclusion involving the core people of the social group in setting new standards
Cooperation at all levels: government, commercial, intermediary and individual
Optimisation of the intervention chain