The article, The Science of What Makes People Care answers the question, "Why should people care about organizational work?"
Firstly, it is important that people care about organizational work because organizations have the ability to make changes that individuals likely cannot. The article does an incredible job speaking on the fact of how much money is spent by organizations on efforts to communicate what they are trying to do. Getting people involved is obviously an important step in commencing change, but the call to action needs to be more meaningful and invoke more emotion. To be effective, these organizations must have compelling advertising that moves peoples from feelings towards action.
I found that principle #4: Create Meaningful Calls to Action stood out to me the most. We have all seen advertisements telling us to click the link to sign a petition, or to follow them on social media, etc. However this does not give us a real and empowering way to actually help the cause. We all want to make a difference, but when we are not heavily involved in the cause, we may not know how and unless we are clearly provided with that information, many will not go looking for it either. This is why it is imperative that these causal organizations have meaningful calls to action that take viewers through how their help will make a difference.