Lecture 9 Flashcards
Why is message targeting important in health promotion?
Understanding WHO the audience is important to decide what type of material is appropriate
• Increasing relatedness/ resonating with the ad increases uptake/compliance with the ad
Develop material that would resonate with that specific group
Higher uptake and compliance
What does message framing refer to?
Message framing refers to tailoring your health promotion message or your intervention for your target audience
What is necessary to engage in message framing?
We need to understand WHO are we doing this for
• WHO consider gender, age, ethnicity, properties, location, education, lifestyle, likes/dislikes, finance
The more specific you are the more you can tailor
What do your need to understand your audience? Why?
Needs assessment is critical for understanding who your audience is
• helps you understand what they already do so you can focus on what they need and how to get the message across
What should you consider when tailoring your message? Why?
To tailor your message you would need to study your audience
understand their barries/facilitators, self-efficacy towards PA
also understanding why they would care about their behaviour
maybe you need to help them understand why PA is important. A lot of teenagers don’t care about their health just yet so focusing on other benefits of being active like ability to socialize or get scholarships
What level is needs assessment done? How should tailor?
Needs assessment is usually population level but it can be done as an individual level.
You may survey your audience to tailor your messages.
What is visual tailoring?
Ex. Ads, Videos, Posters, Information pages online, and Health brochures
Any visual medium trying to convey health promoting messages will try to depict individuals who would resonate with the message
usually done at a population level
What is the gain vs. Loss frame?
A tool to tailor a message: modify the message so certain components are emphasized more than others and you manipulate what is most understood ( what your audience mostly remembers)
What are the two main types of frames?
Gain-frame – focuses on the positive outcome of doing or not doing the behaviour
Loss-frame – focuses on the negative outcome of doing or not doing the behaviour
How can you differentiate between gain frame and loss frame?
Focus on the OUTCOME.
OUTCOME GOOD — gain frame
OUTCOME BAD — loss frame
Why use gain or loss frame messaging?
Humans behave because we want something or we want to do something
Behaviour is very much motivated by outcome
Consider all the theories we have discussed – they ALL emphasize outcome appraisal to some extent
Framing brings focus to the outcome (a way to simplify)
How do you know which frames you should choose?
Gain frame messages are encouraged for promoting healthy lifestyle behaviours
e.g., physical activity – we like being told doing the right thing leads to good outcomes
Loss frame is effective when encouraging screening type behaviours and vaccine adherence
e.g., breast cancer screen – we want to stay away from loss or risk
