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Behaviour change campaigns

Catalysing HCP, Policymaker or Patient Behaviour Change

All communications campaigns are designed to catalyse change… a change of perception, understanding, opinion or attitude… and these changes are designed to catalyse changes in behaviour, lifestyle or existing habits. 

But, different approaches, stimuli and strategies are needed for different audiences. A middle-aged woman with Type 2 diabetes is very different to a teenage footballer with asthma or a man with chronic back pain. A GP is different to a specialist nurse, a secondary care practitioner or a clinical pharmacist.

RED IN ACTION

To ensure we devise the right strategic approach for our specific target audience, we use the MINDSPACE framework – a distillation of behaviour change tools and techniques created by central government to ensure public money is not wasted on communications that do not work. We harness the power of the techniques best suited to our specific target audience to ensure the outcome we want.

Messenger: we are heavily influenced by who communicates information

Incentives: our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses

Norms:  we are strongly influenced by what others do

Defaults: we “go with the flow‟ of preset options

Salience:  our attention is drawn to what is novel and seems relevant to us

Priming: our acts are often influenced by subconscious cues

Affect: our emotional associations can powerfully shape our actions

Commitments: we seek to be consistent with our public promises and reciprocate acts

Ego: we act in ways that make us feel better about ourselves

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