How important is representation in behaviour change?
If we want to see people become more active, it is important that they can identify with the pictures accompanying messages. The images need to be of faces, places, activities and body-shapes that leave a viewer thinking ‘I could do that’.
Sports clubs and governing bodies are working out that they need to use images of women playing, coaching and officiating sport to grow female membership. Just showing elite performers, and never the junior teams, beginners, coaches or volunteers doesn’t help new member growth.
Interventions may have small budgets, but pictures are important to help communicate health promotion messages. According to the research, they can do a better job of helping people understand symptoms, and prevention options.
The ideas behind Thaler and Sunstein’s behavioural economics or ‘nudge theory’ also underpin behaviour change programs. Instead of telling people what to do, or what’s good for them, programs provide information, services, a supportive environment and reduce barriers to healthy behaviour.
The pictures chosen to promote and communicate about these programs are also important. We risk not reaching men, if an advertisement for a cardio-rehab class only shows women. A picture of fitness models in their 20’s, may not motivate colorectal cancer survivors to join a walking football program that could help reduce disease.
“Wherever we can SportHealthTech uses pictures that help ordinary adults see healthy activity as part of their lives,” said CEO Bastien Wallace.
“We are also keen to hear about interventions for cardiovascular disease, Type 2 Diabetes, obesity, colorectal and breast cancer, and to promote this work,” said Bastien.
If you lead relevant interventions to reduce these diseases, we would love to interview you.
