E59 Why you need to think like a detective to communicate change

In today's episode we are joined by Stuart King. Stuart founded BeeZee Bodies 17 years ago whilst working in public health. A hugely successful service it supports people all over England. At Public Health England he was senior scientist in the obesity and healthy weight team and he still works closely with Public Health producing and hosting The Real World Behavioural Science podcast with the Public Health & Behavioural Science Network. We look deeper into an ethnographic video Stuart developed on behalf of the London Borough of Hounslow. The video walks you through a day in the life of Veena a mum so you can see the influencers and patterns that are we are being exposed to every day. Shining a spotlight on the importance of the wider determinants of health. Three key aha moments On a short walk Veena was exposed to fast food advertising 27 times. This is important because when running a healthy weight messaging you need to remember what else people are seeing.  Dogs motivate because they are external triggers - they will nudge you into movement. Do you know what other external triggers your audience may have that you can draw attention to? Does is the environment your audience is exposed to bombard them with negative triggers? Such as the 'food' options in local shops and are these triggers the norm? If so recognise and celebrate the resilience it takes to overcome them.    Links Veena - A Day in the Life -  Real World of Behavioural Science podcast   Books The Spirit Level  by Kate Pickett and Richard Wilkinson Loonshots  by Safi Bahcall Rebel Ideas by Matthew Syed Japanese Art Of Kaizan Linchpin by Seth Godin      

This episode deep dives into 8 top tips for effective Smokefree messaging this No Smoking Day - 13th March.   For details check out our blog Want to do more? Come to the Smokefree Training Day 2024  - the day after No Smoking Day on 14th March 2024 Early bird is on!        

Happy 2024!  In today's episode we welcome Nathan Monk and Rebecca Roberts as we go deep into Behaviour Change and Further Education and Higher Education.  Nathan Monk is cofounder of Smile and one of the brains behind Prospectus Plus, the innovative and personalised prospectus solution that is transforming the conversation around digitally tailoring recruitment journeys. We talk about how those shifts in recent years align to wider behaviours when it comes to tech, and why understanding human nature can help advance your campaign strategies.  Rebecca Roberts is founder of Thread & Fable a youth agency and an expert in Higher Ed & Further Ed marketing. A specialist in youth agency she is a huge advocate for putting the audience at the centre of planning and targeting your audience - knowing where you fit in their lives.   To go deeper into Behaviour Change Marketing and FE&HE join us on 29th February 2024  www.behaviourchange.marketing/FEHE  

In today's episode we highlight 3 books recommended by 3 of our 2023 podcast guests and an ask for you (see below!)   1) Mistakes Were Made But Not By Me - Why We Justify Foolish Beliefs, Bad Decisions & Hurtful Acts by Carol Travis & Elliott Aronson  Recommended by Samuel Salzer from E40 How to build Habits that Stick.   2) A more Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas  by Warren Berger Recommended by Melina Palmer E43 Applying Behavioural Science to Internal Comms   3) Made to Stick By Chip & Dan Heath Recommended by Nedra Weinreich E57 Top Mistake When Communicating Mental Health   Perfect for colleagues secret santas or your 2024 reading list.   Do you want to join the Bootcamp BookClub? We're touting for interest. Would you enjoy a relaxed, informal bookclub reading the latest behavioural science, marketing & comms books and... coming on the podcast to talk about it (not obligatory!) We are at the very early stages.  We all love books, read books, share books - seems bonkers not to talk books too! Email [email protected] and we'll chat!  

This episode takes a slightly different approach to our usual style. To celebrate our behind the scenes working together Rebecca & I interview each other and look back at top tips we would give ourselves and also we look forward to our future events. The title does give away the unveiling - but as they say the devil is in the detail so for more information go to www.behaviourchange.marketing/FEHE 🐓 Don't miss the Earlybird too! For more on Rebecca and to listen to her youth focussed podcasts go to https://www.threadandfable.com/podcasts   Summary Marketing and education news with Rebecca Roberts. 0:02  Teenage years, hobbies, and identity. 1:35 Marketing careers in higher education and public health. 5:14 TV shows, including "Stranger Things" and "Selling Sunset". 10:01  Self-belief and self-care for working mothers. 12:58  Work-life balance and career development for working mothers. 14:33 University decisions and the impact of cost and pressure on students. 19:20 Student debt, decision-making, and marketing strategies for higher education. 23:48 Using behavioural science in higher ed marketing. 28:20    

This week we are joined by Jen Clinehens from Choice Hacking to chat all things social proof! She is an expert in applying behavioural science to marketing and you can check out Jen's work over at Choice Hacking, We chat canned laughter, the need to be part of a social group, how Apple took it a new level, why disaster preparedness never happens, The Bear and much more. Listen to understand how we use social proof to signal our social norms. Why it's important to think beyond messaging to product details - Jen talks through the classic Apple example. How social norms can be used to drive action.   Recommended book "Unreasonable Hospitality - the remarkable power of giving people more than they expect" by Will Guidara    Check out Jen's work  https://www.choicehacking.com/ The episode we chat about is Social Proof: The Persuasive Power of Crowds          

This episode explores the murder mystery genre and how thinking like a detective can help you understand your audience - the first step to communicating change. The three key questions - 1. Do they have the means (to make the change)? 2. What is their motive?  3. Do they have opportunity!   Anyone near Plymouth, UK on 7 November - come along to our in-person live workshop to find out more!  Click here for more info Anyone not online - keep an eye out for our murder mystery meets behavioural science challenge - coming soon!        

This episode talks through what habits are and how to write a behavioural statement so you can get clarity on the challenge you are working to solve. 3 AHA moments 💡 Your audience may not be aware of their habits. They are behaviours that take place on autopilot.  Habits are contextual so by focussing on the trigger and time before the behaviour takes place is key to changing behaviour. Once formed habits do not need rewards but they will use them when forming. When thinking about your audience's barriers and rewards ask if they are still relevant and if the barrier is now lack of reward.   Subscribe to BrainFuel 🧠 To get the Habit Worksheet join the podcast's sister newsletter 'BrainFuel'  www.behaviourchange.marketing/subscribe   Behaviour Change Marketing Bootcamp News ⚡ Final date for 2023 announced  Wednesday 13th December 2023    

Today's episode welcomes Nedra Kline Weinreich, president and founder of Weinreich Communications. Nedra has over 25 years experience delivering social marketing to create positive change on health and social care issues.    Quote from Nedra "I would say the the biggest issue that I see in campaigns that are trying to reduce stigma, whether it's around mental health issues, or any other kind of stigmatised issue is you want to avoid the S word, which is stigma. If you keep talking about how there's a stigma to mental illness, or to getting treatment, and that we need to remove the stigma, what that actually does is reinforce that there's a stigma. We shouldn't be talking about the stigma over and over again." What is social marketing? Nedra explains what social marketing is in 60 seconds and how it is different to a traditional behavioural science research approach.  Social marketing Mental Health Campaign Nedra shares the campaign "Take Action for Mental Health" a campaign designed to help you check in, learn more, and get support for your own mental health or the mental health of someone you care about.  3 aha moments 💡 Stigma is not the main barrier. Tools to talk are. Talking about stigma normalises stigma. Avoid the 's' word When talking about suicide, don't normalise it as an option instead talk about the hope and help. Hope that it can be stopped. Help - where the services are. Who people can turn too.   Nedra's book recommendation Made to Stick by Chip &  Dan Heath  Links Take Action for Mental Health - https://takeaction4mh.com/ Take Action for Mental Health evaluation - https://www.rand.org/pubs/research_reports/RRA2101-1.html Suicide prevention messaging toolkit -https://www.suicidepreventionmessaging.org/  Nedra's website includes free social marketing resources - https://social-marketing.com/   Few seats left! Join us at Behaviour Change Marketing Bootcamp  The next Bootcamp training takes place on 31st October 2023.  ➡️Click here to find out more. ⬅️  

Today's episode explains why Behaviour Change Marketing Bootcamp training is not a course! Not because we don't love training. But because the training is designed to focus on skills development and for busy pros who are short on time. It accelerates your learning through a dedicated one-day where we can kick-start your application of behavioural science to your work.  This November we have four weeks follow up for everyone - so that when you get going back at the ranch you can check in with questions that you never thought of in the day. Plus we're all about stopping the duplication and starting to stand on each others shoulders by sharing our wins and hints and tips! That's why - once you have been through Bootcamp ALL MASTERCLASSES are then free! So you can keep learning and growing. This episode is late out and we missed the early bird - so for any Podcast fans reading this - use the coupon code PODCAST and it will give an extra 25% saving!