Just do it

If I was a decade or two earlier in my career - and still lived in the UK - I think I'd be signing up for the course run by the apg "21st Century Planning for integration and behavioural change."

The blurb about this course points out that planning is not just about what "message" you need - if you need one at all - but that's it's vital to plan campaigns around desired behavioural change.

This sounds good to me, but it does remind me that we did sort-of pay lip service to this aspect in our creative briefs a decade or two ago, with the "desired consumer response" section. In this, we would state what we'd like people to think, feel and do as a result of the campaign.

Unfortunately, I don't think many of us thought past "buy the brand" when we filled in that section. It would be great if this course can get people beyond that sort of thinking.

By the way, why is Behavioural Economics trendy and a buzz-phrase while Behavioural Psychology is not? Is the clue in the picture?