E65: Remember Your Why - Learning from the master of behaviour change - Stuart King

Behaviour Change Marketing Bootcamp

In today's episode we are joined by Stuart King. Stuart founded BeeZee Bodies 17 years ago whilst working in public health. A hugely successful service it supports people all over England. At Public Health England he was senior scientist in the obesity and healthy weight team and he still works closely with Public Health producing and hosting The Real World Behavioural Science podcast with the Public Health & Behavioural Science Network.

We look deeper into an ethnographic video Stuart developed on behalf of the London Borough of Hounslow. The video walks you through a day in the life of Veena a mum so you can see the influencers and patterns that are we are being exposed to every day. Shining a spotlight on the importance of the wider determinants of health.

Three key aha moments

• On a short walk Veena was exposed to fast food advertising 27 times. This is important because when running a healthy weight messaging you need to remember what else people are seeing.
• Dogs motivate because they are external triggers - they will nudge you into movement. Do you know what other external triggers your audience may have that you can draw attention to?
• Does is the environment your audience is exposed to bombard them with negative triggers? Such as the 'food' options in local shops and are these triggers the norm? If so recognise and celebrate the resilience it takes to overcome them.

Links

Veena - A Day in the Life -

Real World of Behavioural Science podcast

Books

The Spirit Level by Kate Pickett and Richard Wilkinson

Loonshots by Safi Bahcall

Rebel Ideas by Matthew Syed

Japanese Art Of Kaizan

Linchpin by Seth Godin