Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Jo Arden, strategist and Campaign contributor, on why hope and humor make messages stick
Dec 17, 2025
Jo Arden, Chief Strategy Officer at AMV BBDO, shares insights from her impactful career in public health and brand strategy. She highlights how hope and humor can enhance messaging, using the successful Stoptober campaign as a prime example. Discussion revolves around emotional resonance and the effectiveness of celebrity messengers in health campaigns. Jo emphasizes the power of positive communication to counter stigma and engage audiences, along with practical advice for marketers to trust their instincts in crafting messages.
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Run A Timebound, Milestone-Based Push
- Use a time-limited, shared challenge to boost participation and build momentum.
- Structure the goal into short milestones so people gain early wins and stick with the behavior.
Scale Neutralizes Social Risk
- Mass participation creates social proof and normalizes behavior change at scale.
- Making quitting public reduced the high-stakes secrecy that often undermines quit attempts.
Public Commitment Boosts Consistency
- Active public commitments increase consistency and follow-through.
- Declaring "I'm doing Stoptober" engages commitment bias more than a private intention.