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    Change Agent 102: Don't give others a new picture, give them a new frame

    May 6th, 2005

    How do we change people's behavior? Fast Company writer Alan Deutschman took his search to Dr. Ornish of the Preventative Medicine Research Institute, where previously-heart-attack-waiting-to-happen patients leave every day with sustainable lifestyle changes (smokeless, exercising, and dieting). Ornish's strategy to motivate is refreshingly different than the typical "you're gonna die if you don't change" fear tactic.

    Here's why scaring people with death doesn't work:

    the thought of death is just too much, people go into denial, people get depressed, and then people aren't sure that living a longer (and depressed) life is even desirable.

    Ornish reframes the issue, by appealing to positive emotions. He talks about the "joy of living," and encourages people to enjoy the things that make daily life so pleasurable. He has effectively "re-framed" the issue. Read the rest of the article for more examples from business (IBM, Apple, and the NYTimes).

    While we're sort of on the topic of smoking, teen smoking is down. How did it happen? Check out this Slate article on how this advertising campaign got teens to stop smoking. Similar to Ornish's strategy, they didn't appeal to the fear of death (what teenager doesn't feel invisible?), they appealed to their emotional need to be hip.

    truth
    For teenagers, the fear of being uncool and unaware is greater than the fear of dying.

    Both of these examples help us see that when we want to change someone's behavior, we have to appeal to their most poignant emotions. It's the same facts/information, just "re-framed" in a way that connects with them. Whether you're a doc trying to get a patient to change his life or you're an administrator trying to implement a new system or process for docs, the question becomes: do we know people well enough to identify the emotional aspects of any change we desire? Maybe we're getting ahead of ourselves. do we know ourselves well enough?

    Change Agent Series:
    101 Why preventative health doesn't work
    102 Give people a new frame (not a new picture)
    103 Revolutions easier than evolutions
    104 Learn to play the accordian

    Comments, Pingbacks:

    Comment from: John [Visitor] · http://www.beststopsmoking.com
    That photo of the stitches on the eye scares the hell out of me! Surely it scares others too?
    Permalink 03/26/06 @ 18:50
    Comment from: Peter [Visitor] · http://www.k9obedience.com
    THAT IS SICK! In my humble opinion of course! Sick sick sick. Eyes are for seeing, if you don't want them then maybe you should meet a blind person and see what it is really like to have no sight.
    Grow Up Kids
    Permalink 08/21/06 @ 11:14
    Comment from: Jerome Jackson [Visitor] · http://www.greenteabook.com
    Each to his own, yes it strikes me as weird too, but these days anything goes and it doesn't harm me for someone else to choose to do this to themselves.
    JJ
    Permalink 08/21/06 @ 11:15
    Comment from: mlgreen8753 [Visitor]
    That's a noble advertising campaign agenda. I hope they are incorporating online advertising. Even major companies are using this approach. I noticed BMW advertising on Adwido, a low budget advertising network.
    Permalink 08/26/09 @ 23:19
    Comment from: Yaron [Visitor]
    In small groups (maximum 8 People) and with a flexible schedule Japan tour will show you the best of Japan while also giving you the freedom to explore by yourself.Nantong FRP Products frp grating, Ltd is an entity professionalized in producing and selling FRP grids, plastic molded grids and drawing and crowding type of material.
    Permalink 11/05/09 @ 22:22
    Comment from: uggs [Visitor] · http://www.theuggsale.com
    Permalink 12/18/09 @ 02:17

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