exchange in behaviour change
DESCRIPTION
Slides used in a workshop session at the Behaviour Change East of Anglia Autumn Marketing Conference on the 10th of October 2012.TRANSCRIPT
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Exchange: Assessing what rewards benefits, costs and barriers are associated With problem behaviours and desired outcomes
@Uscreates
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Improving social impact
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Improving social impact
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Session outline
01 Assessing exchange in behaviour change [15 minutes]
02 Q&A [10 minutes]
03 Exchange challenge tasks [20 minutes]
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01 Assessing exchange in behaviour change
Exchange: Making the benefits and rewards of a desired behaviour overcome the costs and barriers to doing it?
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Exchange: Making the benefits and rewards of a desired behaviour overcome the costs and barriers to doing it?
01 Assessing exchange in behaviour change
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Exchange: Making the benefits and rewards of a desired behaviour overcome the costs and barriers to doing it?
01 Assessing exchange in behaviour change
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e.g. Challenge: Encourage Londoners to adopt day-to-day actions that improve their wellbeing
40% of our wellbeing is based on what we do in our daily lives
The other 60% is based on our genes and circumstances
01 Assessing exchange in behaviour change
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improve wellbeing …
reduce cases of mental illness
… reduce the cost
of treating mental illness (£10.4 billion)
long-term challenge
… how to
evaluate impact
… behaviour change promotions and interventions
cost money (£9 million)
long
term
long
term
01 Assessing exchange in behaviour change
e.g. Challenge: Encourage Londoners to adopt day-to-day actions that improve their wellbeing
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do something fun …
meet people …
learn something new
… feel happier
… spend time with
family and friends
time …
lack of knowledge …
other life priorities …
stigma / misconceptions
shor
t ter
m
shor
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m
01 Assessing exchange in behaviour change
e.g. Challenge: Encourage Londoners to adopt day-to-day actions that improve their wellbeing
![Page 11: Exchange in Behaviour Change](https://reader030.vdocuments.us/reader030/viewer/2022020502/568c484c1a28ab49168f9129/html5/thumbnails/11.jpg)
01 Assessing exchange in behaviour change
do something fun …
meet people …
learn something new
… feel happier
… spend time with
family and friends
time …
lack of knowledge …
other life priorities …
stigma / misconceptions
Exchange:
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Impacts:
“It makes me realise how important it is to be happy, create fun and talk to people I don't know.”
“I am now taking a different route home.”
“I re-read the tips every time I take a bus ride. They remind me to think positively, and look for positive outcomes in all the little things I do each day.”
“I took items to charity shops, de-cluttering.”
“I’m writing down worries before sleep.”
“Reminded me that I'm doing a lot already, but I could do even more.”
“I became aware of small ways to change things.”
01 Assessing exchange in behaviour change
do something fun …
meet people …
learn something new
… feel happier
… spend time with
family and friends
time …
lack of knowledge …
other life priorities …
stigma / misconceptions
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01 Assessing exchange in behaviour change
e.g. Challenge: Increase Chlamydia screening among young people in Birmingham
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be seen by peers as knowledgeable
no awareness and uninterested in infertility risks
01 Assessing exchange in behaviour change
e.g. Challenge: Increase Chlamydia screening among young people in Birmingham
Exchange: Become a popular ‘Check you Out’ ambassador
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be seen by peers as experienced and confident
embarrassment …
stigma …
fear of peer and parent perceptions
01 Assessing exchange in behaviour change
e.g. Challenge: Increase Chlamydia screening among young people in Birmingham
Exchange: Make talking about Chlamydia and getting tested ‘normal’
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the test is free …
don’t have to interact with medical staff
… simple treatment
lack of knowledge of test procedure
… forgetfulness
and lack of commitment to
complete full test procedure
01 Assessing exchange in behaviour change
e.g. Challenge: Increase Chlamydia screening among young people in Birmingham
Exchange: Invitation to a free cinema night, vote for the film on Facebook
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the test is free …
don’t have to interact with medical staff
… simple treatment
lack of knowledge of test procedure
… forgetfulness
and lack of commitment to
complete full test procedure
01 Assessing exchange in behaviour change
e.g. Challenge: Increase Chlamydia screening among young people in Birmingham
Exchange: Take a test and get free popcorn, drink and glow glasses
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self-assurance
misconception that once is
enough
01 Assessing exchange in behaviour change
e.g. Challenge: Increase Chlamydia screening among young people in Birmingham
Exchange: Re-shoot your homemade Chlamydia trailer with a London-based film production agency
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01 Assessing exchange in behaviour change
e.g. Challenge: Increase Chlamydia screening among young people in Birmingham
Impacts:
100% conversation rate at cinema night
6000 Facebook fans
Fans interacted with Chlamydia content on the page openly
20 ‘Check you Out’ ambassadors who carry the knowledge and influence peers beyond the pilot
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Thank you