Leveraging key components of your Target Audience’s culture to create narrative, attitudinal and behaviour change.

Most behaviour change models draw upon marketing or health behaviour change, and are less useful when influencing in conflict – when the audience doesn’t want to change and may even be actively opposed to engagement. The TALK Framework is expressly built for such situations and audiences. Drawing upon what has worked the past three thousand years, as well as lessons learnt from current Western, Russian and Chinese influence operations, it offers inspiration and practical tools for practitioners in the field.