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

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

VALUES SCIENCE

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

Values…

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

Context Disposition

Priming: attitudes Sheldon, Nichols & Kasser (2011) Students primed with identity: • Human (control) - Missouri Student - American - Extrinsic American - Intrinsic American - Asked to recommend ideal • Ecological Footprint for USA

Priming: attitudes 0.44 0.22 0. -0.22 -0.44 -0.66 American Extrinsic Intrinsic Human Student

Priming: behaviour 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?

Spot the

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FACTS & FRAMING

Perspectives

Frames

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

HEALTHY PERSUASION

Healthy Persuasion 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

Health Frames Healthy Persuasion Common Cause Australia (2018-19) Opposition Persuadable Supporters

Healthy Persuasion Common Cause Australia (2018-19) 1 # Use values (not facts) to persuade

Healthy Persuasion Common Cause Australia (2018-19) Hea Health P Prom omot otion on a as S s Soc ocial J Just stice

Healthy Persuasion Common Cause Australia (2018-19) Pr Profits ts v Health th

Healthy Persuasion Common Cause Australia (2018-19) From To “On average, poorer “It is unethical for suburbs contain 20% companies to target more fast food outlets poorer communities with than wealthier suburbs.” their fast food outlets.”

Healthy Persuasion Common Cause Australia (2018-19) From To “We need more accurate “We need more honest labelling of processed labelling of processed foods.” foods.”

Healthy Persuasion Common Cause Australia (2018-19) From To “Only 1 in 3 suburbs have “No matter where you live, adequate walking and everyone should have cycling paths for residents access to safe walking and to use.” cycling paths.”

Healthy Persuasion Common Cause Australia (2018-19) 2 # Tell your story (not theirs)

Healthy Persuasion Common Cause Australia (2018-19) From To “It’s not the case that bad “Delicious healthy food food tastes better. Healthy helps us go about our day food can also be delicious.” with more ease and energy.”

Healthy Persuasion Common Cause Australia (2018-19) From To “I enjoy a glass of wine at “The research shows every the end of the day as additional alcoholic drink much as anyone, but increases your risk of research shows excess cancer.” consumption is linked to cancer.”

Healthy Persuasion Common Cause Australia (2018-19) From To “While we are all ultimately “Packing the food we buy responsible for the food full of cheap ingredients that goes in our mouths, like salt, sugar and fat that doesn’t mean we boosts the food industry’s should let the food profits, but is bad for our industry off the hook.” community’s health.”

Healthy Persuasion Common Cause Australia (2018-19) 3 # Externalise the problem

Healthy Persuasion Common Cause Australia (2018-19) From To “Australians are eating “The products marketed and drinking ourselves and sold by the processed sick.” food industry are making Australians sick.”

Healthy Persuasion Common Cause Australia (2018-19) From To "For a lot of less active “For a lot of less active women, it’s a fear of women, it’s the judgement judgement that’s been they face from others that stopping them from getting has stopped them from involved in physical getting involved in physical activity.” activity.”

Healthy Persuasion Common Cause Australia (2018-19) From To “Increasing the minimum “Setting a minimum price price of alcohol will help for alcohol will reduce the drinkers make more harms the alcohol responsible choices.” industry’s products cause to individuals, families and communities.”

Healthy Persuasion Common Cause Australia (2018-19) 4 # Accentuate the positives

Healthy Persuasion Common Cause Australia (2018-19) From To “We need to ban junk food “We want our kids to enjoy marketing at children’s healthy sports free from sports grounds.” the influence of junk food marketing.”

Healthy Persuasion Common Cause Australia (2018-19) From To “Our government must put “Our government must an end to misleading food ensure more honest food labelling.” labelling.”

Healthy Persuasion Common Cause Australia (2018-19) From To “That’s why we’re calling “That’s why we’re calling for further restrictions to for higher standards for how alcohol companies how alcohol companies market and sell their market and sell their products.” products.”

YOUR THOUGHTS

Final thoughts ? What will you do differently?

THAT’S IT! Want more? à www.commoncause.com.au à mark@commoncause.com.au à vichealth.vic.gov.au/hpcomms

AUSSIE VALUES

Aussie values World Values Survey (2014)

Aussie values World Values Survey (2014)