E73 Nudge or Nag - The Reactance Bias in Health Comms (Part 2 of 4 in the Clarity Series)

Do Health Messages Nag or Nudge? In this episode of BrainFuel: The Clarity Series, Ruth dives into psychological reactance — the powerful force behind why people reject health advice (even the good kind). You'll learn: Why audiences push back (and how to stop pushing them) How clarity, tone, and choice impact trust Simple tweaks to make your message land better 🌬️ Want the BrainFuel Breather audio? → Join us on Substack 🎟️ Plus: Join our Social Norms Summer School on Aug 19 — only £49. Includes your Social Norms Starter Kit. → Grab your ticket

  Ever poured your heart into a health campaign only to see… crickets? You’re not alone. In this episode, Ruth dives into why clarity is the key to behaviour change — and why it’s so hard to find in a world of noise, deadlines, and overloaded brains (yes, yours too). We’re talking cognitive fatigue, irrational audiences, and the myth of "more info = better choices". 🎧 Plus, you'll hear: Why clarity starts with you — the communicator, strategist, planner How social norms quietly shape everything (and how to wield them with care) The secret sauce of choice architecture (used in canteens, emails & even inbox design!) An unfiltered behind-the-scenes peek into AI experiments gone wrong – including made-up research studies 😱 The BrainFuel Breathers: guided reset sessions just for you (yes, really) 🧠 Key Takeaways Audiences are overwhelmed. According to studies, we consume over 34GB of info a day — the equivalent of a million photos or 16 films daily. Design for this reality. Rational choice is a myth. If your strategy is built on “if they only knew,” you’re missing the behavioural science. You’re already nudging. Every piece of content you create shapes choices. Learn how to do it with intention (see: choice architecture). You need inner clarity too. Your ability to influence others is directly tied to how clear you are in your own thinking, purpose, and planning. 🛠️ Tools, Resources & Offers 🎟️ Mini Bootcamp: Social Norms Summer School → A 2-hour online masterclass on August 19th → Tools, case studies, evidence-based strategies → Only £49 | Free for Substack Yearly Subscribers 👉 Sign up now — doors close August 8th! 🧘 BrainFuel Breathers → Weekly audio reset sessions created with Sabine (breathwork facilitator & yoga teacher) → Exclusive to Substack subscribers → Subscribe here 📚 Mentioned Study: Click & Crunch Canteen Study – Australian high school experiment on menu design & healthy eating (via choice architecture) 🧪 Experiments, Mistakes & AI Misfires Ruth shares the truth about using AI in podcast production: Tried a chatbot co-host: fun but too chaotic Used AI for research: it made up studies (!) Takeaway? AI is powerful — but always, always fact-check 🗣️ Quote of the Episode “You’re already nudging — whether you mean to or not. Every message, every menu, every layout is shaping choice.” 🧭 Final Thought You’re not just delivering messages. You’re shaping behaviour, influencing decisions, and holding the power to make real change. But you can’t do that without clarity — for yourself and your audience. Stay kind. Stay curious. And give your brain a breather 💛 💌 Stay Connected → Subscribe: BrainFuel on Substack → Join the Mini Bootcamp: BehaviourChange.Marketing/Social → Connect on LinkedIn: Ruth Dale   These show notes were developed using Otter AI.

This episode was sparked by a newsletter. When Elina’s Artificial Thought landed in my inbox, it immediately lit a fire under a question I’d been sitting with: Where does AI fit in behaviour change work? I invited Elina onto BrainFuel — and this episode is where the conversation began. Together, we dive into the emerging relationship between behavioural science and artificial intelligence — not as hype, but as a thoughtful, grounded exploration of where we go from here. One of the biggest themes? Bias. And Spaniels. We explore how: AI tools like ChatGPT, Claude, and others inherit human bias, baked into training data and system design Behavioural science has its own blind spots, often shaped by the same cultural assumptions and power dynamics And why it’s not enough to be evidence-based — we have to stay curious, critical, and open to new ways of thinking Elina said something that stayed with me: "Behavioural science is all about looking for a problem to solve—even if that search sometimes leads us to frame challenges in ways that mirror our own biases." We also discuss how we’re using AI in our day-to-day work: ChatGPT and Claude as brainstorming buddies and thinking partners AI for creative workflows (like these show notes!) But never in analysis or insight work, where data sensitivity and confidentiality come first  In this episode: The risks and responsibilities of integrating AI into behaviour change How bias shows up in both datasets and frameworks The practical limits of AI in public health work Why we need more human judgment, not less 👉 If you do one thing - check Elina's newsletter Artificial Thought 

Today's episode continues exploring Social Marketing with Communications Strategy Consultant Neil Hopkins. Neil is also he founder of the Secret Social Marketers Club on LinkedIn. He has extensive experience in public service, particularly in road safety and local government communications.  Listen to the episode to as we explore what social marketing is (hint - not social media) where it sits in behaviour change. why it is the solution if you want to move beyond awareness raising campaigns Because Social Marketing: Empowers target audiences Shifts power dynamics from deficit-based to skills-boosting approaches Fcuses on understanding lived experiences We tackle industry challenges head on including  Disconnect between marketing, communications, and academic research Pressure on professionals to perform multiple roles Limited resources in public sector communications Quote from Neil: "Social marketing is the application of commercial marketing principles for those social good outcomes that result in behaviour change. It's using that understanding, based in understanding of people and rooted in empathy for those people as well, and what will work for them."   If you enjoyed this episode (and Nedra's last week) you could:- Join the Secret Social Marketers LinkedIn group- Attend World Social Marketing Conference (5-7 November in Alicante, Spain)- Attend the CIPR Ethics Webinar delivered through a social marketing lens Special Offer:Get 10% off the World Social Marketing Conference using discount code BRAINFUEL10 at www.wsmconference.com   p.s. for more on Social Marketing check out: E22 - The TITE Process - 4 steps to applying theory in social marketing E10. Don't engage too late! How to use social marketing concepts reward & exchange E8. Segmenting Your Audience Don't overcook then undercook your audience: Social marketing & segmentation

  This week is an exploration of social marketing, challenging misconceptions, and driving meaningful behaviour change with one of the field's most respected practitioners, Nedra Weinriech. Nedra is founder of Weinreich Communications, and an editorial board member for Social Marketing Quarterly. She has been practising social marketing for over 30 years.  Highlights: Nedra's Personal Productivity Hack:- Discovered virtual co-working- Uses "body doubling" technique- Increased focus and productivity through intentional work sessions What is Social Marketing? - Not social media- Systematic approach to behaviour change- Focuses on audience insights and making desired actions easier- Integrates psychology, design, and marketing principles Case Study: California Teen Suicide Prevention Campaign- Campaign: "Never a Bother"- Target: Low-income teens- Innovative co-design process with youth- Addressed key barriers to seeking mental health support Social Marketing vs. Behavioural Science:- More than just awareness- Systematic research-driven approach- Audience-centered design- Scalable behaviour change strategies Quote:"Social marketing is applied behavioural science at scale." - Nedra Weinreich Free Resources: Social-Marketing.com (or to go directly to my library of articles including my free ebook: https://Social-Marketing.com/library The Social Media for Behavior Change Toolkit can be downloaded from my website above or here is the “official” page with more resources: https://preparecenter.org/site/sm4bc-toolkit Creative Mornings - their "virtual field trips” are where I first encountered the idea of virtual co-working, but they have lots of fun free online events - https://creativemornings.com/fieldtrips/brows Flown - they give you a free month to try it out, and after that it’s subscription based. Nedra's referral link includes 25% off (and she gets a free mug if someone signs up ): https://flown.com/join-flown-referral-page?referral=nedra-weinreich-fb9c2 The Never a Bother campaign - https://neverabother.org/ Don't forget your 10% saving: BrainFuel10 World Social Marketing Conference  

This week, we’re celebrating 10 years of the EAST Framework (Easy, Attractive, Social, Timely) and asking a powerful question: How often do we reflect on our own behaviour as change-makers? We explore why simple frameworks still work in a complex world, what the “toothbrush problem” is, and why mastering a few tools beats collecting many. 🛠️ Action tip: Start by checking in on your decision-making and how you use behavioural frameworks to support change—not stress you out.   This week on BrainFuel, we’re taking a moment to turn the lens inward—not just on the behaviours we’re trying to shift, but on our own as the people designing change. We’re celebrating the 10th birthday of the EAST Framework—Easy, Attractive, Social, Timely. It’s still our go-to tool when we need something clear, fast, and grounded in how people actually think and behave. But we’re also asking a deeper question: Do we ever pause to reflect on our own behaviours when we’re planning programmes for others? We share thoughts on a brilliant article by Michael Holdsworth, written for EAST’s 10-year anniversary, exploring whether simplicity still holds up in today’s world of generative AI, personalisation, and complexity. Spoiler alert—we believe it does. Simplicity cuts through the noise. We also dig into the “toothbrush problem” (you’ll have to listen!) and remind ourselves that frameworks are tools, not trophies. Mastering a few—and using them well—is often more powerful than collecting many. 🧠 Episode Outline We ask: what if the first step in designing change is understanding ourselves as practitioners?  Is that why E.A.S.T. Still Works? Reflecting on the E.A.S.T. Framework We share some highlights from Michael Holdsworth’s anniversary article, “Why Simplicity Can Be Strength in a Complex World.” HIs article asks: does a simple framework still hold value in a world of complexity and AI? We say yes—and talk through why simplicity still has real power in our work. The Role of Frameworks in Behavioural Science We remind ourselves that frameworks aren’t for show. They’re here to serve the change, not our egos. We talk through why E.A.S.T. is so memorable, and how new frameworks often muddy the waters. We highlight the “toothbrush problem”—how everyone wants to invent their own framework—and suggest we focus on mastering a few instead. Embodying the Principles of Behavioural Science We reflect on what it means to embody behavioural science—not just use it. That means making things easy for others, reducing stress for our teams, and staying clear-headed ourselves. We encourage everyone to ask: are we making our work easier or harder? Are we showing up in the way we want others to?   Our show notes are generated by AI then read through for clarity and sense-checking.   

Hi everyone, this is a reflective episode, and a soft announcement - softly very softly! We are ...rebranding the Podcast!Transitioning from "Behaviour Change Marketing Bootcamp" to "BrainFuel" This is allow us to focus more on our core mission which is to focus on health and reducing health inequalites fueling brain power and decision-making skills. Our vision is for the episodes to spark curiosity and creativity combined with practical decision-making insights. We will still deep dive into behavioural science, AI and if there is an evidence-based approach that helps the health communicator we will share it! Stay tuned for exciting new episodes. As part of our revamp we have the next Behaviour Change Marketing Boootcamp training on May 15th 2025. Ir promises to be an exciting day! Only 5 spots left - click here for more    

This week, we dive into a fascinating conversation with Daniel Preece, Public Health practitioner extraordinaire. Daniel sits with the Plymouth City Council and commissions the local Stop Smoking Service.  We explore insights from our recent Behavioural Insights Deep Dive where we listened to routine and manual workers and why the want to - or don't want to - quit smoking tobacco.  This episode is packed with actionable insights and real-world examples. 3 Aha Moments: Autonomy is Key: Many people who smoke want to feel in control of their quit journey. They prefer an approach that keeps them in the driver’s seat. Vaping is complex: Vaping is a hugely complex behaviour and plays many different roles. For some it's a help, for some it's confusing and for others it started them smoking tobacco. Understanding this reality is critical to effective services, Knowledge doesn't matter if the offer is wrongWe often see a COM-B analysis that highlights the lack of the knowledge of the service and so we may then think - oh we need a communications campaign. But taking a behavioural insights approach means you consider beliefs too. And if the offer is wrong it doesn't matter how much you communicate. The service offer needs to match the needs - then you market it to the audience.   Quote "Quitting is like walking a tightrope. People need to find their balance and build confidence on their own, with services acting as a safety net beneath them rather than pulling them along." Daniel Preece   Links Hidden Voices Heard is the home of the popular Behaviour Change Marketing Bootcamp where we run the behavioural insight deep dives - www.hiddenvoicesheard.com    

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!