W9 population level behaviour change Flashcards
Examples of population based behaviour change strategies
- introducing programs/services
- restructuring the physical environment
- enabling access to opportunities for the behaviour
- providing behaviour relevant resources
- use of mass information
- economic strategies
- policies and regulation
Population based approach advantages
- may not require active identification or engagement of people
- have large reach (i.e., the number and proportion of people involved)
- move beyond individual blaming for behaviour
- have the potential for radical and powerful change
- acknowledge upstream influences on behaviour
Limitations of population based approaches
- be “paternalistic” and compromise individual autonomy
- be seen as not personally salient to those people in need
- be complex, and require extensive planning, commitment, (financial, materials, personnel) resources, coordination, stakeholder liaison
- have a high level of uncertainty
- have a low level of control over intervention activities
- require a long time for implementation and change
Information environment - educate
- Awareness of behaviour
- Required standard
- Consequences
- Benefits of change
- Clarify misperceptions
- Highlight personal salience
- Direct to sources of information or resources
- Specific related events
Information environment - persuasion
- Generate emotional arousal about behaviour
- Stimulate action towards desirable behaviour
- Create sensitivity to influences of behaviour
- Awareness of norms, opinions related to behaviour
information environment - advocate
- Increase awareness of overarching issues and need for change
- Increase awareness of point of view
- Create favourable attitudes for change
- Validate and legitimise behaviour
- Stimulate communication
- Generate mood
information environment interventions - BCTs
- instruction how to perform behaviour
- information on antecedents
- information on consequences of behaviour
- salience of consequences
- anticipated regret
- information about other’s approval
- verbal persuasion about capability
- prompts and cues
Information environment: communication options
- limited reach options
- mass reach options
- mass media options
Communication options - limited reach options
- Pamphlets, brochures
- Information sheets/booklets
- Newsletters
- Point of action information
- Posters
- Marketing collateral: Tshirts, stickers
- DVDs
Communication options - mass reach options
- television
- radio
- newspapers
- magazines
- internet
- social media
Communication options - mass media options
- advertising
- publicity
- edutainment
- civic journalism
Information environment - choosing between communication options
- cost
- reach
- effectiveness
- timeframes
- message complexity
- availability
- acceptability and appeal to target audience
- control over content and delivery
- credibility of information source
Communication options - when to use mass media
- want wide exposure
- urgent time frame
- desire public discussion
- main goal is awareness
- media authorities are on side
Population based approaches may target the physical environment
This includes the presence, characteristics, and location of facilities and resources relevant to the behaviour, and may focus on e.g., availability, accessibility, functionality, structure and quality
Different components in the physical environment
- the natural environment e.g., green/blue space, open space, natural light
- the built environment e.g., buildings, structures, facilities
- physical attributes of settings e.g., size, colour
- housing/community design e.g., multiple occupancy dwellings, street connectivity, mixed purpose development, density
exposure e.g., pollution, sanitation, weather
physical barriers e.g., accessibility
aesthetics e.g., cleanliness, attractiveness
