Launching Yulu’s New Behavior Change Division, YuluCatalyst

Today, I’m thrilled to launch Yulu PR’s new Behavior Change Division, YuluCatalyst. Yulu was founded on the belief that “stories have the power to drive human behavior,” and today’s launch is a continuation of this belief and a ‘doubling down’ of our impact by using communications to create systemic change by fundamentally transforming behaviors.

To take a step back, in 2019, I joined Yulu PR’s Environmental Practice under the leadership of VP of Environmental Impact, Charlotte Gilmour. As the new Environmental Practice’s first hire, I had a front row seat to Yulu’s vision – to use Impact Communications to advance world-leading climate solutions. 

Fast forward to now, 30+ clients later and a bustling team of 10+, it’s hard to believe (with the climate narrative as it is now) that only seven years ago, Yulu’s Environmental Practice was one of the first in Canada.

The same opportunity exists for Behavior Change Communications – the practice of using communications to change behavior and help audiences make better choices for the improvement of themselves, society and/or the environment. Authentic storytelling is one of the most powerful tools for changing behavior – and positive behavior change is where long-term, tangible impact lies.

Why Behavior Change?

Did you know that as a species, we make 35,000 decisions every day? Our society is the way it is now due to a chain reaction of decisions, behaviors and actions that have led us to today. Behaviors are therefore extremely powerful. 

Furthermore, not only can behaviors bring about positive change to lives, communities and the environment, but ingrained or unconscious behaviors have just as much power to hinder it. 

It’s this notion that has inspired the creation of YuluCatalyst – a dedicated Behavior Change Division that will build upon our expertise in social and environmental communications and integrate this with proven behavior change models to take our impact one step further. 

While Yulu has been using the practice of Behavior Change Communications somewhat casually since it was founded, I’m proud to be spearheading efforts to formalize this division to address a gap we see in the market. Despite Behavior Change Communications growing to be a thriving disciple in other markets, such as the UK, it is relatively nascent among communicators in the Canadian market. 

YuluCatalyst: Our guiding principles

• We believe that true transformation requires a commitment to dismantling barriers and uplifting marginalized voices, and it’s this ethos that infuses every aspect of our work.

We commit to approaching Behavior Change Communications through the lens of social and environmental justice. Simply put, this means taking an inclusive approach to campaigns, while also ensuring the voices and experiences of marginalized or affected communities are centered in the planning and implementation of our behavior change campaigns. Read more about this here.

• We believe that everything is connected. No more is the climate crisis just an environmental problem, it is also one of the greatest social challenges of our time. The impact of our heating planet on the health and prosperity of societies around the world is undeniable. Yet, behavior change to promote more sustainable choices for the benefit of our planet’s health and our own health is untapped yet vital.

YuluCatalyst will sit at the intersection of our environmental and social impact practices, leveraging Yulu’s full agency’s expertise to ensure that every campaign is thoughtfully considered with both lenses in mind.

• At the core of every positive behavior change is a powerful message. 

We’ve got you covered there; impactful storytelling is our bread and butter. But, we’re also much more: we are a team of strategists, creatives, consultants, researchers, designers, advocates, advertisers, allies, experts and more with expertise spanning earned, shared, owned and paid. 

Get in Touch

Whether you’re a government agency, non-profit, private company, charity, B Corp or Benefit Corp, public institution or grassroots initiative consider us your catalyst for meaningful change. For more information about YuluCatalyst visit our webpage and reach out to YuluCatalyst@yulupr.com for more information.