behaviour change: what works?
TRANSCRIPT
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STRATEGIC COMMUNICATION ERA
• Strategic health communication:
– promotes specific behaviour
– positive, benefits-based messages
– mix of strategies
– systematic process with clear steps
– Pays attention to change theory and evidence
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STAGES OF CHANGE THEORY
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• Problem …. What problem? PRE-KNOWLEDGE
• Mmmm, maybe I should do something. CONTEMPLATION
• OK, let me try …. PREPARATION
• That wasn’t too bad, I’ll try it again. ACTION
• This is part of my life now… MAINTENANCE
• I will help persuade others … will be a champion for new behaviour
ADVOCACY
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CONDITIONS NEEDED FOR BEHAVIOUR CHANGE
KNOWLEDGE/AWARENESS
RISK PERCEPTION ...believe I am at risk
BENEFITS of the change outweigh the BARRIERS to change.
SKILLS
SERVICES & PRODUCTS
ENABLING ENVIRONMENT / POPULAR SUPPORT
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No!
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HEAD
Give the facts
HEART
Persuade with benefits
HANDS
Be specific about behaviour
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Know your issue
Step 1
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Know your objective
Step 2
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Know your audience
Step 3
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Know your strategy mix
Step 4
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Know your message
Step 5
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Implement & Monitor
Step 6
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Evaluate
Step 7