Behaviour Change - Message Development Part 1
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The document provides guidance on developing effective health communication messages. It discusses identifying barriers to desired behaviors and framing messages around meaningful benefits. Key points include: 1. Messages should focus on benefits rather than facts or slogans. Benefits persuade by addressing what the audience wants. 2. Common barriers include beliefs that condoms reduce pleasure or STI testing is inconvenient. Messages counter barriers by emphasizing benefits like safer sex being more enjoyable. 3. Benefits should relate to audience aspirations, like protecting loved ones, feeling proud or in control of one's future. Health impacts alone may not motivate. Framing behaviors as socially desirable can also encourage adoption.
Behaviour Change - Message Development Part 1
- 1. Know your message Step 5_Part 1
- 2. 1. KNOW YOUR ISSUE 2. KNOW YOUR behaviour OBJECIVE 3.KNOW YOUR AUDIENCE 4. KNOW YOUR STRATEGY MIX 5. Develop & Pre- Test MESSAGES 6. IMPLEMENT & MONITOR 7. EVALUATE 7-STEPS Strategic Health Communication
- 3. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int COMMUNICATION PLAN BUILDING BLOCKS BEHAVIOUR OBJECTIVE Talk to your nephews about STIs and condoms SECONDARY TARGET AUDIENCE male relatives of sexually active teenage boys COMMUNICATION METHODS Workshops - scale of problem + skills on how to talk to young people about sex MESSAGES • STIs are real. Our youth are at risk. • Our silence is putting our children at risk. BEHAVIOUR OBJECTIVE use a condom every time you have sex PRIMARY TARGET AUDIENCE youth 15 – 19 years old COMMUNICATION METHODS drama, posters, condom distribution • MESSAGES • Using condoms feels different, but its worth it! • Enjoy your freedom from STIs. Use a condom every time.
- 4. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int WHAT IS A MESSAGE? • Message ≠ facts or information • Message ≠ slogan • Message = benefits –What you say to persuade the audience to take action
- 5. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int What is a GOOD message? HEAD Give the facts HEART Make them believe / feel HANDS What to DO
- 6. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int MESSAGES vs. SLOGANS • Slogans – short, catchy one-liner – “take-away” repeated to friends/peers • Messages: – How you get to slogans – one or two sentences – Says desired behaviour – Says the benefit
- 7. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Typical slogans …..NO BEHAVIOURS! HIV & AIDS is here Be Safe - Be a Winner
- 8. Nicol Cave – nicolc@spc.int better slogans …. with behaviours No Rubba No Hubba Hubba
- 9. Nicol Cave – nicolc@spc.int COMMERCIAL MARKETING BRANDS, LOGOs, SLOGANS Our challenges is to make our communication “brands” exciting, compelling, clear and able to “compete” with commercial brands.
- 10. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int SOCIAL MARKETING BRANDS, LOGOs, SLOGANS
- 11. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int SOCIAL MARKETING BRANDS, LOGOs, SLOGANS
- 12. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int VANUATU SOCIAL MARKETING CAMPAIGN 2012
- 13. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int STI? ME? YOU? Test to know for sure KIRIBATI SOCIAL MARKETING CAMPAIGN 2012
- 14. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int
- 15. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int
- 16. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Moving from slogans to messages
- 17. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int WHAT YOUR MESSAGE WILL ACHIEVE… (these usually called communication objectives) • Here are some examples of objectives for your products: • After communication, target audience will know…. • After communication, target audience will believe …. • After communication, target audience will feel…. … consider… … have positive attitude towards … see benefit in … try out … practice … have skills to
- 18. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Examples …Communication Objectives • After hearing radio clip, audience will believe that sex can be good with condoms. • After reading pamphlet, audience will believe that protecting yourself and your partner is being a “real man”. • After watching drama, audience will have skills on how to raise condom use with their regular partner. • After reading pamphlet, audience will know that fruit and vegetable consumption helps people feel good, look good, and maintain their weight. • After reading pamphlet, audience will know that caring parents feed their children fruits and vegetables. • After reading pamphlet, audience will think about/consider using condom next time they have sex.
- 19. MESSAGE DEVELOPMENT FORMULA EEE – Excellence in Entertainment Education
- 20. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Good messages and communication campaigns are…
- 21. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int BARRIERS AND BENEFITS APPROACH TO MESSAGE DEVELOPMENT
- 22. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int What can you offer me that is better than what I’m currently doing? BENEFITS BEHAVIOUR CHANGE BARRIERS BENEFITS-BASED MESSAGES Structural Attitudinal Cultural
- 23. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int BENEFITS-BASED NONVIOLENCE MESSAGING Violence and power imbalance brings… • Injuries and poor health • Depression and hopelessness • Divided families • Fear in children • Emotional disconnection between partners • Isolation from the community • Financial burden on family resources Non-violence and balanced power brings… • Healthier bodies and minds • Happiness and hope • United families • Trust and connection with children • Intimacy between partners • Participation in community life • Development at home Source: UN Women, SASA! Introduction, p15
- 24. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int What’s the benefit? PICTURE SOURCE: WHO, Suva
- 25. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int PICTURE SOURCE: WHO, Suva What’s the benefit?
- 26. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.intWhat’s the benefit?
- 27. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Every day 2000 people win against tobacco. What about you? What’s the benefit?
- 28. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int What’s the benefit?
- 29. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int MESSAGE BUILDING BEHAVIOUR YOU WANT MESSAGE MEANINGFUL BENEFITS!!!!
- 30. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Behaviour you want: Condom use Barrier: Belief that skin to skin is better Benefit: Its worth it
- 31. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Behaviour Objective: use condoms Barrier: attitude – if you want to use condoms it means you don’t love me or trust me. Benefit: re-defining what love is. Love is protecting each other.
- 32. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Behaviour Objective: Get tested for STIs Barrier: Its too much trouble. Can’t be bothered. Or don’t know what the test involves, so afraid. Benefit: Its easy. All you need to do is visit the clinic and give a urine sample.
- 33. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int CHUUK SOCIAL MARKETING CAMPAIGN 2013 Behaviour Objective: Get tested for STIs Barrier: Its too much trouble. Can’t be bothered. Or don’t know what the test involves, so afraid. Benefit: Its easy. Its free and its painless.
- 34. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Using condoms goes a long way towards freeing yourself and your sexual partners from the risk of contracting or spreading sexually transmitted infections (STIs). STIs like chlamydia, gonorrhoea, syphilis or HIV are very easy to catch through unprotected sex. Behaviour Objective: use condoms Barrier: Its not natural , “free”. Condoms restrict you. Benefit: You can have freedom of worry and great sex when you use condoms.
- 35. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int BARRIER – BENEFIT -- MESSAGE BARRIER: Believe sex not as good with a condom BENEFIT: more enjoyable sex • Condoms make sex better: When women feel safe, they enjoy sex more. SLOGAN: SAFE SEX IS GREAT SEX • AUDIENCE: Over 20 years …
- 36. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int BARRIER/s • Sex not as good with a condom • A real man is good at sex/is good in bed – “masculinity” • Peers do not use condoms (no popular support) MESSAGES • Condoms don’t interfere with sexual performance. When women feel safe they enjoy sex more. • Real men protect their partners from STIs. Real men use condoms, every time, every round. • Nearly half of young people are using condoms – join them. BARRIER – BENEFIT -- MESSAGE
- 37. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int Desired Behaviour • Partners to test for STIs together. Obstacles • Discomfort discussing sexual matters Messages • Couples who talk about their sexual needs and desires have better sex. Improve your sex life, talk about it. • For peace of mind and a trusting relationship go for an HIV test together, know your status. BARRIER – BENEFIT -- MESSAGE
- 38. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int
- 39. Nicol Cave – nicolc@spc.int MEANINGFUL BENEFITS developing messages that communicate clear and meaningful benefits for the target audience
- 40. Nicol Cave – nicolc@spc.int MEANINGFUL BENEFITS: EVIDENCE • Health-only messages do not work! – Especially not for young people who feel invincible • Research over the past 40 years shows clearly that effective messages/behavioural triggers are those link to: – saving money – feeling proud – nurturing, caring for others – status, aspiration – desire to conform - join in, everyone’s doing it!
- 41. Nicol Cave – nicolc@spc.int Go back to your audience portrait. What does your audience care about? What do they aspire to? What are their dreams for the future? For youth, what do they care about right now? MEANINGFUL BENEFITS
- 42. Nicol Cave – nicolc@spc.int IF YOU TEST FOR STI • You can protect those you love. • You will be a real man who cares about those he loves. • Plan your lives together on a “fresh page” • Take control of your life & your future. • Be faithful and stop using condoms because you have both tested. • It’s easy, fast, free & confidential.
- 43. Nicol Cave – nicolc@spc.int IF YOU TEST FOR STI (benefits) • If you test for STIs, you can: • be treated. All STIs can be treated. • Be healthy, fit and strong. • prevent spreading it to others – research shows young people concerned about spreading infection to others • have children with the woman / man you love when you are ready (prevent infertility) • avoid painful health problems
- 44. Nicol Cave – nicolc@spc.int • Show you are real man who protects those he loves. • Show you are a real man who is confident to buy/get condoms. • Enjoy sex more because you both know you are safe • Save money because having a baby costs money • Be smart because you know the risks are real IF YOU USE CONDOMS EVERY TIME (benefits)
- 45. Nicol Cave – nicolc@spc.int • Be a “grown up” – be responsible • Have self-respect & dignity • Feel more independent & free • Be a leader in the pack • Be your own person (not follow the rest) IF YOU USE CONDOMS EVERY TIME (benefits)
- 46. Nicol Cave – nicolc@spc.int Insert NCD examples • What are the benefits of doing physical activity? • Remember – we can’t focus only on the health benefits, especially for young people who don’t care about health.
- 47. Nicol Cave – nicolc@spc.int Insert NCD examples • What are the benefits of eating healthy? • Be attractive / have a good body • Be appealing • Wear clothes you see in the magazines • Have more energy • Do well in sports • Do well in academics
- 48. Nicol Cave – nicolc@spc.int BENEFITS USED TO SELL PRODUCTS • Its new! Get it now! Don’t miss out! – its exciting • It will make you attractive, better, stronger, respected, liked/popular • It will make the people you care about happy • Money (its free; its cheap; its value for money) • Convenience (its easy)
- 49. Nicol Cave – nicolc@spc.intNicol Cave – nicolc@spc.int MESSAGE DEVELOPMENT BUILDING BLOCKS APPROACH see PART 2