face screen: forming the habit of sun screen application through facebook

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Tanya Flores | Keith McDaniel May 2 nd , 2010 Facebook + Sun Screen = Face Screen Shedding Light on The Use of Sun Screen habits.stanford.edu

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The results from an intervention performed at Stanford using Facebook to form the habit of sun screen application in young adults.

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Page 1: Face Screen: Forming the habit of sun screen application through Facebook

Tanya Flores | Keith McDaniel

May 2nd, 2010

Facebook + Sun Screen = Face Screen

Shedding Light on The Use of Sun Screen

habits.stanford.edu

Page 2: Face Screen: Forming the habit of sun screen application through Facebook

Daily Sunscreen Application using our Intervention

Day 1 Day 2 Day 3 Day 4 Day 5

Catherine

Coram

Janelle

Tony

Amrita

Ricardo

Applied Sun Screen Did Not Apply Sun Screen

Page 3: Face Screen: Forming the habit of sun screen application through Facebook

What Did We Do?

Page 4: Face Screen: Forming the habit of sun screen application through Facebook

Brought sun screen out of the bathroom

We put sun screen on Facebook, taking it out of the private space, and putting it squarely in a social, public setting.

Page 5: Face Screen: Forming the habit of sun screen application through Facebook

Triggered sun screen application on Facebook

Using videos on Facebook, we worked to trigger sun screen application in the participants.

Page 6: Face Screen: Forming the habit of sun screen application through Facebook

Set a new normal

The participants were all familiar with us, and so we presented ourselves as examples in the process of sun screen application

Page 7: Face Screen: Forming the habit of sun screen application through Facebook

Why Did It Work?

Page 8: Face Screen: Forming the habit of sun screen application through Facebook

Simplicity –

Sunscreen, the social norm

You use sunscreen

daily?

We create a social environment where sharing stories and anecdotes about daily sunscreen use makes applying sunscreen easy and simple. Following this new social norm increases your

ability to habitually apply sunscreen.

Page 9: Face Screen: Forming the habit of sun screen application through Facebook

Triggering –

Just in time sunscreen

By triggering sunscreen application early in the morning through a Facebook video, we create a spark trigger that is

noticeable, associated with sunscreen, and during a time when people are motivated and easily able to apply sunscreen.

Page 10: Face Screen: Forming the habit of sun screen application through Facebook

Motivation –

Socially accepted sunscreen

Using Facebook’s massive social network to increase people’s motivation to habitually use sunscreen we play on the human

need to be socially accepted. People post about their sunscreen use and try to gain friends and new contacts.

Page 11: Face Screen: Forming the habit of sun screen application through Facebook

What Would We Change?

Make it more personal: Incorporate participants into the videos or allow participants to create their own videos

Education vs. Entertainment: Investigate the trade offs between informational videos and entertaining videos

Timing is everything: Making the timing of the triggers as close to the time of optimal sunscreen application as possible