april 13 webinar presentation
DESCRIPTION
April 13 Fine Art of Messaging Webinar PresentationTRANSCRIPT
The Fine Art of Messaging & Consumer Message Rollout
April 13, 2015
AGENDA
• Present: Overview of a message development process we used for Every Body Walk!
•Present: Core message and customization options
•Practice: Craft and share examples of how messages would be applied to specific audiences
•Collective action: How to build the campaign together
•Questions and answers/brainstorm
Project Goal & Context Setting
Work with Every Body Walk! to create a new, exciting message that engages consumers not motivated by existing messages to change their walking behaviors.
Process Review• Review existing messages used by members of
the collaborative
• Review existing walking campaign messages
• Review existing research/reports on walking to generate ideas for consumer messages
• Identify key audiences for research
• Interview thought leaders for insights
• Craft messages and refine
• Test messages and refine
• Create tools
Organizations Reviewed
Organizations Reviewed
Research: Social MediaFindings:
•Social media users show appreciation for the outdoors by sharing
images from their walks (particularly on Twitter and Instagram).
•Social media users share information about the health benefits of
walking.
•Social media users treat walking as an introspective and even spiritual
experience.
Research: Social MediaFindings:
•#walking is tagged in a tweet about once every minute.
•“Walking” page on Face book has 57,936 likes
•Social media users publicize the amount they exercise and receive
encouragement.
•Social media users like to showcase their walking-related gear – shoes,
clothing, race bibs, etc.
Research: Media• An informal media scan reveals insight into the conversations about
walking and walkable communities among news outlets.
• USA Today promotes walking’s mental benefits. But its headlines related to
pedestrian activity also highlight the hazards of walking in public spaces.
• “The 10 most dangerous states for pedestrians”
• “Biggest American fear? Walking alone at night, survey finds”
• “ ‘Hey baby!’ Woman catcalled 100 times on New York streets”
• CNN.com frames walking in terms of its trendiness in the working world, and
its potential benefits to productivity and health.
• “Steve Jobs, the late founder of Apple, Facebook's Mark Zuckerberg and Jack Dorsey of Twitter have all been known to favor walking meetings.”
• “ ‘What we're saying is you can move and function while being productive.’ ”
• ” ‘By walking side by side, it reinforces the perspective that you're working on something together.’ "
Research: MediaThe New York Times frames walking as essential to “aging well.” It discusses
issues surround urban walkability.
• “ ‘Exercising has changed my whole aspect on what aging means,” she said. ‘It’s not about how much help you need from other people now. It’s more about what I can do for myself.’ Besides, she said, gossiping during her group walks ‘really keeps you engaged with life.’ ”
• “The answer is: better walking infrastructure, slower car speeds and more pedestrians.”
• FOX News promotes walking as “the superfood of fitness,” touting its health
benefits.
• “…scientists at Indiana University suggests that three five-minute walks done throughout three hours of prolonged sitting reverses the harmful effects of prolonged sitting on arteries in the legs.”
• “ ‘Still,’ [Dr. Carol Ewing Garber, president of the American College of Sports Medicine] said, ‘If you’re going to pick one thing, research says it should be walking.’ ”
Research: Media•The Huffington Post discusses the practical, spiritual, and social-emotional
benefits of walking. It also advocates for more “walkable” cities, illustrating the
economic and environmental benefits of walkability.
• “I like the forward motion of a walk, and a stroller adds utility—I'm entertaining my daughter, exposing her to new sights; we're co-witnesses to all we see along our journey; we share in that journey, and life is so dull without a sense of journey;”
• “Walkable Cities Are Both Richer And Smarter”
• “How Transit, Walkability Help Make Cities More Affordable”
•The New Yorker frames walking as a contemplative, energizing and inspiring
activity.
• “Walking organizes the world around us; writing organizes our thoughts.”
• Walking promotes positive “changes to our chemistry.”
Key Finding #1
“Messages Preach to the Choir”
• Most of the organizations reviewed offer robust content on walking and walkable communities.
• In most cases the messages are geared toward people working on walking initiatives.
• Only a handful of the organizations feature messages aimed at consumer audiences.
• The Collaborative has recognized this, hence the request for messages specifically for consumers.
Key Finding #2
“Less is More”
• Research shows that people already know that exercise—and specifically walking—is good for them.
• Messages should focus less on the why walk and more on why walking connects to your values.
• Yet most organizations offer highly detailed reasons why walking is beneficial to one’s health.
• To make the case for walking, short and simple messages may be more effective that complex and longer ones.
Key Finding #3 “Stay Positive”
• In communication, people overwhelming respond to positive message that make them feel good and hopeful.
• People are less motivated by negative messages.
• Yet there are many messages framed negatively or surrounded by negative details such as the potential for children to die earlier than their parents. Other messages bring up “myths” and try to replace them with “facts.”
• However, research shows that such a message construct reinforces the myths.
(Sources: CDC, Frameworks Institute, The Opportunity Agenda)
Key Finding #4Values-Based Messages Motivate
• Research shows that people know the value of walking yet they still do not do it. The reason? Health-based messages do not resonate the same across audiences.
• Some of the most effective campaigns tap into people’s value sets. Look for example at the growth of Girl Trek.
• Its messages focus first on the idea that walking is about being powerful, and women walking together can create a social movement and show their strength (and get physically strong) while doing it.
• Health-related benefits of walking are rooted in a message frame of inequity for African American women. Now this is something that is going to inspire people to walk!
Key Findings Summary
• Many walking messages “preach to the choir” and are aimed at people who are active
• Messages are highly focused on health and health benefits
• Many messages are overly complex with heavy detail on how to walk/tips and tricks
• Some messages inadvertently turn people off because they feel negative
• Use messages to engage people at a place other than health—their closely held values
Message Best Practices• Use high level frames (ideas/concepts) based on people’s closely held values
•Stay positive
• Avoid complex health messages
•Avoid too much “how to walk” information
• Avoid myth vs. fact construction
• Keep the language simple for consumers
Audiences Selected
The core committee decided to focus the research on these populations:
•Lower income Latino
•Lower income African American
•Lower income White
•Older people (60+)
1) With disease becoming more prevalent with age, we have a real opportunity to help impact the positive health of older individuals. Test messages—and especially ones about brain function—with older individuals.
2) With disease impacting lower-income Latinos, African Americans and White individuals, place emphasis on these audiences.
Audience Selection Rationale
Research: Message Frames Tested
•Individualism•Patriotism•Social Justice•Human Connections
ResearchGolden, Colorado
• 30 people affiliated with Walk2Connect
• Ages 55+
• Mixed races and ethnicities
• Men and women
ResearchWashington, DC
• Group at Beacon House
• Most self-described as sedentary
• Low-income African Americans
• Ages 25-40
• Mostly women
Frame: Individualism
Message:
The best thing about walking is that you can do it on your own terms. Go out on your own to meditate or think or invite others to join you. Go on a nature trail or a city sidewalk. Walk to work, school or wherever you want to go. Walk in a way that feels good to you--inside and out.
Rationale for use:
• Positive
• Appeals to customization trend in popular culture
• Avoids heavy health info
• Simple language
Individualism Frame Feedback
• People like the idea of being able to walk alone or with others or at their own pace, although they stressed that they are more likely to walk with others.
“If my girlfriend shows up at my doorstep in her workout clothes, I know I’d better get dressed.”-- Walking Group
Participant, Colorado
“If my kids want me to walk and we can take a walk and an adventure together, that’s what I am most likely to do. I do not have time to be alone.” --Washington, DC resident
Frame: Social Justice
Message:
When people walk, things change. Every year millions walk to raise awareness for issues they care about. Every day, when we walk to school, to work, or to the store, we take back our streets and our futures.
We walk for justice. We walk for freedom. What do you walk for?
Rationale:
• Positive
• Evocative
• Trending topic in news and social media
• Ties into idea of “walkable communities”
• Potential appeal for minorities
Social Justice Frame Feedback
• This message piqued no interest with the 60+ group. (Response was not negative; just flat.)
• The African American group agreed that the health disparities they face as a community are a big problem. However, while they care about social justice, they said their first priority has to be on themselves, their close friends and family, and especially their kids.
“I like the idea of being able to help make a change, but right now, being not active, I would need to start with
myself and my neighbors. Then if we could do more for the city, for the country that would be nice too. That’s a
plus, an extra.” --DC resident
Frame: Patriotism
Message:
When people walk communities become more vibrant. People are healthier, local businesses are stronger and the air and water are cleaner. When people walk, they meet neighbors, support local businesses and when we walk as a country we build our economy up and keep health care costs down. Walking. It’s good for you. It’s good for our country.
Rationale:
• High level
• Positive
• Light on health info
• Incorporates a “walkable communities” message
• Emphasizes low health care costs
Patriotism Frame Feedback
• This frame tested well with a handful of people in the 60+ group. “This is my country. I do not want people coming here to see it trashed. I need to take care of it,” said one woman who collects trash while she walks.
• Overall, the patriotism message resonated as a “nice to have” benefit but not the main reason people were motivated to start walking or would continue walking.
“That’s a nice idea…the one for our country and that might be popular but not the first message I’d use.”-- DC
resident
Frame: Human RelationshipsMessage:
We cherish family and friends and yet often can’t find enough time to spend with them. One of the easiest ways to connect to others is to take a walk. Walk with a co-worker at lunch, walk with your kids to school on foot, walk with your partner after dinner. Along the way you’ll create strong bonds and good memories. Walk more. Connect more.
Rationale:
• Positive
• Personal
• Simple
• No health info
Human Relationships Frame Feedback
• This message resonated strongly across both groups.
• Some of the language did not test well.
• For example, people 60+ would not walk with” their kids to school.”
• People said they would not use the word “cherish” but might use “value” or “enjoy” instead.
• People did not want to be so specific about whom to walk with.
• “I do not like my co-workers so that might turn me off. I would walk with a friend I work with but I consider her a friend and not a co-worker first.”
• People 60+ do not have co-workers, in most cases, as they were retired.
Human Connections: Revised Message
We all know that walking is one of the best ways to stay healthy. It’s also one of the best ways to connect with others. There never seems to be enough time to enjoy friends and family. By walking with them, we get to catch up and refresh our minds, and the physical benefits add up, too. Invite a friend or your partner on an after-dinner walk, take care of weekend errands with your family on foot, or invite neighbors to start a casual walking group. Along the way you’ll build strong bonds and memories. Walk more. Connect more.
Message ConstructionThe “Given” Message: This lead-in sentence acknowledges that people already know this information, which keep them listening to the additional points.)
We all know that walking is one of the best ways to stay healthy.
The New Idea Message: This message is the core of what we learned from the research.
People benefit most from the connection that make when they walk. It’s also one of the best ways to connect with others.
Closing message and call to action: The closing message reinforces the core message and offers room for customization.
Walk more. Connect more.
Message ConstructionThe Here’s How Message: This message gives people ideas about how to bring walking into their lives—and build connections.
Invite a friend or your partner on an after-dinner walk, take care of weekend errands with your family on foot, or invite neighbors to start a casual walking group.
Closing message and call to action: The closing message reinforces the core message and offers room for customization.
Along the way, you’ll build strong bonds and memories. Walk more. Connect more.
Walk More. Connect More.
We all know that walking is one of the best ways to stay healthy. It’s also one of the best ways to connect with others. There never seems to be enough time to enjoy friends and family. By walking with them, we get to catch up and refresh our minds, and the physical benefits add up, too. Invite a friend or your partner on an after-dinner walk, take care of weekend errands with your family on foot, or invite neighbors to start a casual walking group. Along the way you’ll build strong bonds and memories. Walk more. Connect more.
Add-ons: Customization Messages
STRONG COMMUNITY: When people walk, communities become stronger. We meet neighbors, make new discoveries, and connect to things we care about like history and nature.
HEALTHY COMMUNITY: When people walk, the whole community is healthier. Walking is a great way to stay healthy, and with fewer cars on the streets, we get cleaner air to breathe and water to drink.
COST SAVING: Walking saves a lot of money. When people walk more, they pay less for transportation and save time stuck in traffic. Our health improves because we’re more active, keeping us out of the doctor’s office.
Customized for Families with Kids
We all know that walking is one of the best ways to stay healthy. It’s also one of the best ways to connect with others. There never seems to be enough time to enjoy with our children. By walking with them, we get to catch up and refresh our minds, and the physical benefits add up, too.
Gather up the kids and run errands on foot, walk to school sometimes, and turn your walk into a nature or history discovery. Along the way you’ll build strong bonds and memories with your kids. Walk more. Connect more.
Strategic Recommendations1. Based on high level of resonance with the “human
connections” (formerly called friends and family), adopt it as the core consumer theme for Every Body Walk!
2. Make key message dominant across all consumer communications.
3. Be open to layering on elements of message that tested well with audiences: patriotism, cost savings and social justice, as exemplified in the tools we have prepared.
4. Be prepared to make adjustments to messages if your audience has different demographics. For example if you are working with people 60+, consider talking more about “walking with friends and family” as opposed to “walking with children.”
Strategic Recommendations5. Look beyond the message itself and work to tell story; use
specific examples.
Delivering Messages VisuallyA picture is worth 1,000 words. In today’s social web world, images are even more critical to successful communication. Consider building a library of photos that you can use to show how walking builds human connections. SAMPLES ONLY. NOT FOR USE.
Practice
Craft a message using the main message, customized to an audience you work with often.
Bonus: Add one of more of the add-on messages.
Extra extra credit: Add a story or describe the photo/image you would use.
Share with Every Body Walk!
Final calls to action• Given the limited scope of research completed, consider
testing these in real life with your audiences and reporting back findings to Every Body Walk! for consideration and potential adjustments.
• Build a shared library of images that represent the theme of human connections. (Examples offered in the tools section). Consider a photo sharing competition on social media that invites people to post pictures of themselves building connections through walking.
• Consider building additional resources into a “Walk More, Connect More” values-based awareness building campaign.
ContactsKaren Saverino, [email protected]
Jennifer Messenger, [email protected]
Kate Kraft, [email protected]
Heidi Simon, [email protected]
Ian Thomas, [email protected]