Making Behavior Change Easier, More Fun, and More Popular | Ep #30

03/29/23 • 15 min

In the last (really!) of this brief series on social marketing, we look at the strategic approach that is most commonly used in social marketing: Making a behavior seem easier, more fun, or more popular than whatever competing behavior people are currently engaged in. Most of the time, when a campaign doesn’t live up to expectations, it’s because it has not effectively used this approach to motivate and entice people by making behavior change appealing. If you haven’t heard HCC’s other episodes on social marketing related topics, please jump back to Episodes 6, 26, 27, 28, and 29 so that THIS episode can add to what you’ll learn there!
Resources:
Hicks JJ. The strategy behind Florida's “truth” campaign. Tobacco Control 2001;10:3-5.
Huhman, M. E., Potter, L. D., Nolin, M. J., Piesse, A., Judkins, D. R., Banspach, S. W., & Wong, F. L. (2010). The Influence of the VERB campaign on children's physical activity in 2002 to 2006. American journal of public health, 100(4), 638–645.
Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!
For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com
© 2022 - 2023 Karen Hilyard, Ph.D.

Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

Previous Episode

Putting the Audience First in Social Marketing | Ep #29

Audience research is absolutely essential to the social marketing process. Unless you truly know the audience’s values and needs, you cannot craft a strategy to exchange a new healthier behavior for a competing behavior.
In this episode, we discuss some of the obstacles to audience research and how you can do audience research on a shoestring. We also discuss how the focus on the audience makes social marketing a natural fit for approaches that center marginalized audiences and share power with the audience during the research and planning process.
Resources:
Slater, M. D., Kelly, K. J., & Thackeray, R. (2006). Segmentation on a Shoestring: Health Audience Segmentation in Limited-Budget and Local Social Marketing Interventions. Health Promotion Practice, 7(2), 170–173.
Ford, Chandra L, and Collins O Airhihenbuwa. “Critical Race Theory, race equity, and public health: toward antiracism praxis.” American journal of public health vol. 100 Suppl 1,Suppl 1 (2010): S30-5. doi:10.2105/AJPH.2009.171058
Ten Tips for Conducting Market Research On a Shoestring Budget | SJ Insights, LLC
Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!
For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com
© 2022 - 2023 Karen Hilyard, Ph.D.

Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central

Next Episode

Diffusion of Innovation 101 | Ep #31

Getting a new idea, policy, or behavior to take hold and be widely adopted is a complex and often slow process. Even great ideas often fail to catch on. But a better understanding of the process people follow in considering and adopting new ideas can give you an edge, making it more likely the idea will spread across individuals or communities. And nothing explains that process better than the Diffusion of Innovation framework, developed in the 1960s by Everett Rodgers.
Research-based and applicable not just in public health but in technology, fashion, even farming — Diffusion of Innovation is audience segmentation, timeline, and communication strategy all rolled into one. This episode takes a quick look at its basic components, which are perfect for not only individual health behaviors, but also for changing policies and opinions, too.
Resources:
Diffusion Of Innovations Theory, Principles, And Practice (researchgate.net)
A chart of the adoption curve:
https://onlinelibrary.wiley.com/cms/asset/9069cbea-c79f-4f8b-9df7-b39c5ad1d3d8/jdi12568-toc-0001-m.png
A fun cartoon of the adoption curve:
https://rosinskohiro.files.wordpress.com/2016/08/f6cfe-070226-1-adoption.jpg
Examples of how the framework can be used:

Please click the button to subscribe so you don't miss any episodes and leave a review if your favorite podcast app has that ability. Thank you!
For more information, visit the Health Comm Central website at: http://www.HealthCommCentral.com
© 2022 - 2023 Karen Hilyard, Ph.D.

Connect with me on:
LinkedIn: https://www.linkedin.com/company/health-comm-central/
Twitter: @HealthCommCtrl
Instagram: @health.comm.central