Behaviour Change: What works?
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Transcript of Behaviour Change: What works?
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
STAGES OF CHANGE THEORY
• 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
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
No!
HEAD
Give the facts
HEART
Persuade with benefits
HANDS
Be specific about behaviour
Know your issue
Step 1
Know your objective
Step 2
Know your audience
Step 3
Know your strategy mix
Step 4
Know your message
Step 5
Implement & Monitor
Step 6
Evaluate
Step 7