INTRODUCTION TO COMMON CAUSE Using values and frames to build - - PowerPoint PPT Presentation

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INTRODUCTION TO COMMON CAUSE Using values and frames to build - - PowerPoint PPT Presentation

Jun 24, 2023 275 likes •849 views

INTRODUCTION TO COMMON CAUSE Using values and frames to build support for health promotion Mark Chenery September 2019 This morning - Values science - Spot the values - Facts and framing - Healthy Persuasion Introductions Who you are

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INTRODUCTION TO COMMON CAUSE

Using values and frames to build support for health promotion

Mark Chenery September 2019
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This morning

  • Values science
  • Spot the values
  • Facts and framing
  • Healthy Persuasion
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SLIDE 4 Forgiving: willing to pardon others Helpful: working for the welfare of others Honest: genuine, sincere Meaning In Life: a purpose in life Responsible: dependable, reliable True Friendship: close, supportive friends A World of Beauty: beauty of nature and the arts Broadminded: tolerant of different ideas and beliefs Protecting the Environment: preserving nature Social Justice: correcting injustice, care for the weak Wisdom: a mature understanding of life Choosing Own Goals: selecting own purposes Creativity: uniqueness, imagination Freedom: freedom of action and thought Independent: self reliant, self sufficient Privacy: the right to have a private sphere Equality: equal opportunity for all Inner Harmony: at peace with myself

Who you are Where you’re from Which value resonates most

Introductions

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VALUES SCIENCE

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Values…

  • Guiding principles in life
  • Transcend situations
  • Evoke emotions
  • Work subconsciously
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Values…

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SLIDE 10 ACHIEVEMENT + POWER
  • Selfish
  • Competitive
  • Antagonistic
  • Anxiety & depression
  • High environmental footprint
  • Nationalism
  • Homophobia
  • Racism
  • Anti-immigrant
  • Sexism (hostile)
  • Military solutions
  • Social dominance orientation
+ SECURITY
  • Intolerance of ambiguity
SELF DIRECTION + UNIVERSALISM + BENEVOLENCE
  • Altruism
  • Cooperation
  • Environmental behaviours
  • Interest in big issues
  • Corporate accountability
  • Politically activism
  • Peacefulness
  • Tolerance and acceptance
  • Human rights
  • Poverty
  • Fair trade
  • Volunteering
  • Donating

Values…

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Context Disposition

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  • Students primed with identity:
  • Human (control)
  • Missouri Student
  • American
  • Extrinsic American
  • Intrinsic American
  • Asked to recommend ideal

Ecological Footprint for USA Sheldon, Nichols & Kasser (2011)

Priming: attitudes

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  • 0.66
  • 0.44
  • 0.22
0. 0.22 0.44

American Extrinsic Intrinsic Human Student

Priming: attitudes

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Karremans (2007)

  • 94 participants split into three groups:
  • List reasons for and against:
  • Honesty
  • Loyalty
  • List reasons for and against:
  • Successfulness
  • Ambition
  • Control group (unrelated task)
  • Measured helpfulness
  • Who picked up the pencils?

Priming: behaviour

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Spot

the

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FACTS & FRAMING

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Perspectives

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Frames

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SLIDE 29 Issue Values Decision Frame V a l u e s Values Frame Frame Emotion Logic Decision Decision Logic Logic Emotion Emotion

Decisions

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HEALTHY PERSUASION

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Common Cause Australia (2018-19)

  • Phase 1: Frames Analysis
  • Public Discourse Analysis
  • Advocate Interviews
  • Phase 2: Message Testing
  • Dial testing
  • Phase 3: Sharing Results
  • Messaging Guide
  • Presentations / workshops

Healthy Persuasion

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Supporters Persuadable Opposition

Health Frames

Common Cause Australia (2018-19)

Healthy Persuasion

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Common Cause Australia (2018-19)

Healthy Persuasion

Use values (not facts) to persuade

1

#

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SLIDE 34 Hea Health P Prom
  • mot
  • tion
  • n a
as S s Soc
  • cial J
Just stice

Common Cause Australia (2018-19)

Healthy Persuasion

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SLIDE 35 Pr Profits ts v Health th

Common Cause Australia (2018-19)

Healthy Persuasion

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Common Cause Australia (2018-19)

Healthy Persuasion

“On average, poorer suburbs contain 20% more fast food outlets than wealthier suburbs.”

From To

“It is unethical for companies to target poorer communities with their fast food outlets.”

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Common Cause Australia (2018-19)

Healthy Persuasion

“We need more accurate labelling of processed foods.”

From To

“We need more honest labelling of processed foods.”

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Common Cause Australia (2018-19)

Healthy Persuasion

“Only 1 in 3 suburbs have adequate walking and cycling paths for residents to use.”

From To

“No matter where you live, everyone should have access to safe walking and cycling paths.”

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Common Cause Australia (2018-19)

Healthy Persuasion

Tell your story

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# (not theirs)

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Common Cause Australia (2018-19)

Healthy Persuasion

“It’s not the case that bad food tastes better. Healthy food can also be delicious.”

From To

“Delicious healthy food helps us go about our day with more ease and energy.”

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Common Cause Australia (2018-19)

Healthy Persuasion

“I enjoy a glass of wine at the end of the day as much as anyone, but research shows excess consumption is linked to cancer.”

From To

“The research shows every additional alcoholic drink increases your risk of cancer.”

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Common Cause Australia (2018-19)

Healthy Persuasion

“While we are all ultimately responsible for the food that goes in our mouths, that doesn’t mean we should let the food industry off the hook.”

From To

“Packing the food we buy full of cheap ingredients like salt, sugar and fat boosts the food industry’s profits, but is bad for our community’s health.”

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Common Cause Australia (2018-19)

Healthy Persuasion

Externalise the problem

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#

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Common Cause Australia (2018-19)

Healthy Persuasion

“Australians are eating and drinking ourselves sick.”

From To

“The products marketed and sold by the processed food industry are making Australians sick.”

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Common Cause Australia (2018-19)

Healthy Persuasion

"For a lot of less active women, it’s a fear of judgement that’s been stopping them from getting involved in physical activity.”

From To

“For a lot of less active women, it’s the judgement they face from others that has stopped them from getting involved in physical activity.”

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Common Cause Australia (2018-19)

Healthy Persuasion

“Increasing the minimum price of alcohol will help drinkers make more responsible choices.”

From To

“Setting a minimum price for alcohol will reduce the harms the alcohol industry’s products cause to individuals, families and communities.”

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Common Cause Australia (2018-19)

Healthy Persuasion

Accentuate the positives

4

#

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Common Cause Australia (2018-19)

Healthy Persuasion

“We need to ban junk food marketing at children’s sports grounds.”

From To

“We want our kids to enjoy healthy sports free from the influence of junk food marketing.”

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Common Cause Australia (2018-19)

Healthy Persuasion

“Our government must put an end to misleading food labelling.”

From To

“Our government must ensure more honest food labelling.”

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Common Cause Australia (2018-19)

Healthy Persuasion

“That’s why we’re calling for further restrictions to how alcohol companies market and sell their products.”

From To

“That’s why we’re calling for higher standards for how alcohol companies market and sell their products.”

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YOUR THOUGHTS

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Final thoughts

What will you do differently?

?

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THAT’S IT!

Want more?

www.commoncause.com.au mark@commoncause.com.au à à vichealth.vic.gov.au/hpcomms à

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AUSSIE VALUES

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Aussie values

World Values Survey (2014)

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Aussie values

World Values Survey (2014)