+ Purple Communications LTD

Michael Arias Molina (Guarriello)Natalie BognerChristina PeachSash Rosenberg

+Why are we here? To highlight the systemic problem of child obesity.

To analyse public opinion regarding the topic.

To reflect on aspects of PR and persuasion theory that can help control the increase in child obesity.

To provide suggestions and examples of tactics, which employ persuasion theory.

Analyse ethical issues and potential conflicts.

Careful evaluation of theory and examples on execution.

Purple Communications LTD

+Why are we needed?

To bridge the communication disparity between government and the public in regards to obesity.

To close the communication gap among parents and children.

To help parents recognise and become more aware of the issue.

To address the lack of approach towards this emotional behavioural linked problem.

To evaluate the importance of PR in this issue.

Purple Communications LTD

+What are we going to do?

Analyse and assess how attitudes and beliefs can change long-term behaviour.

By using various PR persuasion models and theories, we intend to provide examples of planned behaviour change.

Purple Communications LTD

+What campaign messages can we use persuasion techniques with? High numbers of diabetes linked to obesity.

Heart disease as a result of obesity.

Obesity raising the risk of premature cancer.

Purple Communications LTD

+

Unaware of childhood obesity and the risks

Unfavourable attitude towards childhood obesity

I have control over my child’s weight

Childhood obesity can increase the risk of diabetes and heart failureI want my child to be healthy and live a long life

Belief Attitude Intention Behaviour

There is no need for change

No change in behaviour

There are no health risks regarding childhood obesity

Planned behaviour model…Two scenarios

Ambivalent towards obesity

Purple Communications LTD

+

Unfavourable attitude towards childhood obesity

I will encourage healthy living

I am providing a healthy lifestyle for my child

I have control over my child’s weight

Childhood obesity can increase the risk of diabetes and heart failureI want my child to be healthy and live a long life

Belief Attitude Intention Behaviour

Planned behaviour model…Two Scenarios

Childhood obesity unhealthy causes unhappiness

A healthier life is beneficial for my child

I want my child to be happy

Purple Communications LTD

+

Unfavourable attitude towards childhood obesity

I will encourage healthy living

I have control over my child’s weight

Obesity can increase the risk of diabetes and heart failureI want my child to be healthy and live a long life Use emotional

connection to the child to get parents involved

Increase awareness of health problems related to obesity

Offer parents cooking classes and information on healthy cooking

Belief Attitude Intention Behaviour

Set up help service for parents who want to change

Include a healthy eating programme in schools to educate children

There are no health risks regarding childhood obesity

Ambivalent towards obesity

I am providing a healthy lifestyle for my child

Timeline…

Purple Communications LTD

+Using persuasion theories…Cognitive processing takes 2 routes

Informational

CelebrityEndorsement

Central Vs. Peripheral

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+Outcome and attitude change…

Central Vs. Peripheral

Resist counter persuasion Little or no longevity

Greater temporary persistence Likely to follow suit if credible

Strong attitude/behaviour change Little attitude/behaviour

Can we use both routes to persuade? Purple Communications LTD

+The McGuire ‘Input/Output’ Model

The Audienc

eDestination

The desired outcome after the message has been sent needs to be

designed here

Receiver The audience needs to be analysed to understand personalities and guess how best to approach

change

SourceThe source needs to

be credible and attractive to the

audience. Could be a professional

MessageThe information needs to be designed to appeal to

the audience

ChannelThe context in which

the message is delivered needs to be decided to reach the

desired audience

Input

Purple Communications LTD

+The

Audience

Output•Tuning in/exposure/receiving message •Attention to the channeled communication •Liking the information •Comprehending the information and learning

• Generating related cognitions

•Acquiring knowledge and skills from information

•Agreeing with the information and changing attitude

•Storing information

•Remembering new attitude when needed

•Decision to act based on attitude change

•Acting on the decision made

•Behaviour after acting on decisions

•Converting others to attitude change Purple Communications LTD

+Therefore….

INPUT•Source is ‘credible doctors and health workers’•Message is that obesity of children can be seen as neglect•Channel is via school meetings and GP advice •Receivers are the parents and children •Destination is for the message to prevent increases in child obesityOUTPUT•Is the audience tuned in? •Are the parents and children paying attention?•Do they like it? •Do they understand it? •Are they generating related cognitions•Are they learning how?•Do they agree? •Are they memorising? •Can they retrieve information from memory?•Have they decided to act on retrieved information?•Are they acting on it? •What is the behaviour after acting on decisions? •Are they converting others to the new behaviour?

This can be tailored for our campaigns and modified if the output are undesired.

IF THE OUTPUT IS

NOT WHAT IS DESIRED. WE CAN CHANGE THE INPUT!

Purple Communications LTD

+Interaction

Planned Behaviour

Model

Elaboration Likelihood

Model

Input Output Model

Purple Communications LTD

+Can these models work together to form an effective persuasive campaign? These models can be used in conjunction with each

other to design an effective campaign.

The models will not only help the planning stages, but also help to evaluate the design of the campaign. This allows improvement and adaption if needed to other campaigns or to retarget the same audience in current campaign.

Models allow the sustainability of the campaigned designed.

Persuasive theory has been used in many other industries and therefore can be applied within healthcare. Purple Communications LTD

+ Purple Communications LTD

Thank you

+Bibliography Cacioppo, J. T. et al., 1986. Central and Peripheral Routes to

Persuasion: An Individual Difference Perspective. Journal of Personality and Social Psychology, 51(5), pp.1032-1043

Campbell, D., 2012. Diabetes threatens to 'bankrupt' NHS within a generation. The Guardian. [online] 25 April. Available at: http://www.guardian.co.uk/society/2012/apr/25/diabetes-treatment-bankrupt-nhs-generation [Accessed 19 October 2012]

Davis, T., 2010. Journey of a fat girl. But You Don’t Look Sick. [blog] 6 February. Available at: http://www.butyoudontlooksick.com/articles/guest-writers/journey-of-a-fat-girl/ [Accessed 19 October]

Eleftheriou-Smith, L.M., 2010. NHS recruits Rankin to tackle obesity. Campaign. [blog] 13 September. Available at: http://www.campaignlive.co.uk/news/1027853/ [Accessed 18 October]

Eckel, R. H., 1997. Obesity and Heart Disease. American Heart Foundation, 96, pp.3248-3250

Female First, 2012. Childhood Obesity and ‘The Ticking Cancer Timebomb’. Female First. [blog] 30 November. Available at: http://www.femalefirst.co.uk/health/Health+Obesity-39.html [Accessed 19 Ocotber 2012]

+ Meadors, H., 2012. Don’t “Super Size Me”. Candor News. [blog] 28

September. Available at: http://candornews.com/2012/09/28/dont-super-size-me/ [Accessed 17 October 2012]

NHS, 2012. NHS Brand Guidelines. [online] Available at: http://www.nhsidentity.nhs.uk/tools-and-resources/download-the-nhs-logo [Accessed 18 October 2012]

NHS choices, 2012. Obesity – Complications. [online] Available at: http://www.nhs.uk/conditions/Obesity/Pages/Introduction.aspx [Accessed 18 October 2012]

Perloff, R., 2010. The dynamics of persuasion. 4th ed. New York: Routledge

Rice, R.E. & Atkin, C.K., 2012. Public communication campaigns. 4th ed. Thousand Oaks: Sage

Sher Fertility Clinics, 2012. My Journey to Family – Video Contest. [online] Available at: http://haveababy.com/uncategorized/my-journey-to-family/ [Accessed 19 October 2012]

Teamrich, 2008. 20 Obesity-Related Diseases. [online] Available at: http://teamrich.wordpress.com/2008/10/07/20-obesity-related-diseases/ [Accessed 17 October 2012]