slay the house down

HLSC 3Q20 Revised Version

Why are behaviour change theories important?

They give us a road map for understanding why people act the way they do and how those actions can change

Why are theories important in social marketing campaigns?

They would solely be based on intuition and guesswork and ultimately be ineffective.

Theories identify key factors that shape behaviour and are possible to create more targeted, realistic, and successful messages and activities for social marketing campaigns. 

What can community groups do to support health issues of interest?

implement letter writing campaigns, lobby politicians, advertise in the media, volunteer, engage people in ribbon and sticker campaigns, and engage social influencers

What’s social marketing?

The application of commercial marketing techniques to social problems 

Commercial Marketing vs Social Marketing

CM: geared towards selling a product to a consumer

SM: aimed at “selling” ideas and behaviours that would benefit individuals and communities 

What is MADD?

Mothers Against Drunk Driving

Red ribbon tied to vehicle to signify commitment to safe, sober driving. Today MADD is a charitable organization that uses social marketing to stop impaired driving and support victims. 

What are 8 common factors used in successful social marketing campaigns?

Change a Behaviour

Use a Theory

Take a Customer Orientation 

Gain Insight 

Offer a Great Exchange 

Address Competition

Segment the Audience 

Optimize Methods Mix

What are tangible barriers?

Physical/environmental obstacles that prevent people from accessing services

What are emotional barriers?

Psychological/social factors that stop people from engaging in certain behaviours, even if the service is physically accessible. (fear, stigma, embarrassment, past trauma)

What actually is the competition under “address competition”?

The current behaviour of the target audience

What are the 4P’s when applied to social marketing campaigns?

Product: the new behaviour the campaign is promoting

Price: the audiences time and effort when learning a new behaviour 

Place: where and when the target audience will perform the new behaviour 

Promotion: messages, activities, resources and services within the campaign 

What are 4 ways to promote or maintain a behaviour?

Inform and educate 

Provide support 

(Re)Design the environment 

Control 

What are the 4 stages of the health communication process?

Planning

Developing messages and materials 

Implementing 

Evaluation 

What are the 7 planning steps of a health communication campaign?

Assess the Health Issue 

Objectives 

Target Audience 

Communication 

Relationships

Creative Brief 

Evaluation Plan (Draft) 

What does the TARPARE method stand for?

T: is the total size worth it?

AR: is the at-risk proportion big enough to segment the audience?

P: will the segment be persuaded? Will they persuade others?

A: is the segment easy to access?

R: do you have resources required to support behaviour change?

E: will equity be enhanced? 

What are the 7 sections to a creative brief?

Target audience profile

Desired action/change 

Barriers 

Benefits 

Persuasion and credibility 

Settings, channels, and activities

Tone, look, and feel

What does a successful communication campaign need to do?

Address the needs and values of a target audience

Have a clear expected outcome

Reach the audience effectively and successfully 

What is Community Health Needs Assessment (CHNA)?

A public health tool used to understand individual and community needs that are currently unmet, AND strengths and resources available in the community that could address these needs 

What are community needs 

Gaps between programs/services/supports that currently exist and what programs/services/supports that should exist

What are 4 types of needs?

Absolute needs

Expressed needs

Perceived needs

Relative needs 

What are absolute needs?

Things that individuals need for survival (food, water, shelter, safety)

What are expressed needs?

Things that individuals have already sought help for

Caveat: someone who won’t seek help

What are perceived needs?

Things that individuals believe they need (real or imagined) 

What are relative needs?

What gaps must be closed to achieve equity

What changes can a CHNA identify to improve community health?

Policy change: laws and rules 

Systems change: shifting institutional and communal operations, change cultural norms

Environmental change: modifying physical, social or economic environments to support healthy behaviour

Who plays a key role in supporting a CHNA?

Community members 

Experts and leaders

Stakeholder teams 

What are 7 basic steps to conduct a CHNA?

Define your community

Decide a scope 

Identify strengths and assets 

Make connections 

Collect data 

Analyze Data 

Present Findings 

What are the 4 key questions to answer when analyzing data?

Strengths: what are the existing strengths on the community?

Challenges: are there any common challenges that affect the community?

Opportunities: are there any known opportunities you can take advantage of?

Gaps: what are the apparent needs/gaps in the community?

What is a SWOT analysis?

An evaluation tool used to understand internal strengths/weaknesses, and external opportunities/threats impacting the success of an organization

What are 3 steps to conduct a SWOT analysis?

Gather reliable data

Sort data into SWOT categories 

Make recommendations

What are the SWOT analysis categories?

Internal - strengths and weaknesses

External - opportunities and threats

What are reasonable objectives in a health communication campaign?

Raising awareness

Increasing knowledge

Shifting beliefs / attitudes

Encouraging small behaviour change

What are UNreasonable objectives in a health communication campaign?

Expecting everyone to change behaviour 

Fixing very complex issues (poverty, food access) 

What is resilience?

The process of adapting well in the face of adversity, trauma, tragedy, threats or major stress

What are 4 key components to building resilience?

Build connections

Foster wellness

Find purpose 

Embrace healthy thoughts 

What does the social cognitive theory provide?

A structured explanation of behaviour change

A practical tool for building motivation and skills 

Direction for developing effective communication in diverse media channels and interpersonal settings 

What was the social cognitive theory originally called?

The social learning theory by Albert Bandura

What was the social learning theory?

Understanding how people learned behaviours by observing and interacting with others

What’s reciprocal determinism?

A three-way dynamic of interactions among an individuals personal characteristics, environmental influences, and behaviour 

What does reciprocal determinism tell us?

People are capable of changing their environment, behaviours, and thoughts and emotions

What’s social learning of behaviours?

It suggests people obtain behaviours in two ways:

1. they experience the behaviour from trial and error (self-regulation capability) 

2. they observe others doing a behaviour (vicarious capability)

What 4 processes do people go through during observational learning?

Attention: something grabs their attention

Retention: the info/action is retained in their memory 

Production: the application of the info/practice

Motivation:positive feedback follows production

What’s reinforcement?

A internal/external response to a behaviour

What is direct rewards?

When someone rewards the individual for performing a behaviour

What’s vicarious rewards?

Seeing someone else receive a reward for performing a behaviour 

What is a self-control reward?

Rewarding yourself after performing a behaviour

Why is the social cognitive theory criticized?

Its not a unified theory, different aspect many not connect

Its so broad that some aspects aren’t fully understood

Research with this theory only uses components of it not the theory as a whole

It heavily focuses on learning processes and disregards biological aspects

There is no differentiation between how behaviour effect different ages (kids, adults, elders)

What does concept testing help with?

See if the tone and feel connect with the audience

Choose the best appeal type 

Pick the right messengers 

Use language that matches your audience 

What are 6 guidelines for developing strong messages?

Relevant

Accurate

Consistent

Clear

Credible

Appeal 

What is pretesting?

The process of evaluating a draft campaign materials with the target audience to make sure messages are understood, engaging, acceptable, relevant and motivating 

What are 7 steps to pretesting the target audience?

Pretesting objectives

Data collection methods 

Vendors and facilities 

Recruit participants 

Testing tools 

Conduct pretesting 

Analyze and report findings