Memorable and Actionable Health Guidelines

Transcription

1 Memorable and Actionable Health Guidelines Rebecca Ratner University of Maryland Institute of Medicine s Food Forum Food Literacy Workshop Sept. 4, 2015

2 Collaborator: Jason Riis (Wharton) Ratner & Riis (2014) Proceedings of the National Academy of Sciences

3 What Will Constitute an Effective Health Guideline? The guideline must be memorable* and actionable. Unless a written version can be used (e.g., Gawande s Checklist Manifesto).

4 Food Pyramid (1992)

5 MyPyramid (2005)

6 Personalized Guideline MyPyramid Plan Grains Vegetables Fruits Milk Meat & Beans 9 ounces 3.5 cups 2 cups 3 cups 6.5 ounces

7 Memorable? NO. 19% of participants correctly recalled the numbers in all five categories (immediately after studying them) Only.7% of the participants in the MyPyramid condition correctly recalled the correct numbers in all five categories (1 month later)

8 Actionable? NO. What is an ounce? How many ounces of grain are in this burrito? How to keep track over the course of a day?

9 What might a more memorable and actionable guideline look like?

10 Half-Plate Guideline Fill half of your plate with fruits and vegetables at every meal.

11 Memorable? YES. 85% of participants correctly recalled the guideline (immediately after studying it) 62% in Half-Plate condition recalled guideline correctly (1 month later)

12 Actionable? YES. Can understand what half means. Can see roughly whether plate is half full of fruits and vegetables. No need to keep track over the course of a day.

13 Memorable and Actionable Motivation to Follow Guideline

14 Motivation to Follow Guideline? vs.

15 Motivation to Follow Guideline Motivation Non-Dieters Dieters MyPyramid Half Plate

16 <

17 2011 The New USDA Guideline

18 Leveraging Psychology What characteristics will make information MEMORABLE and ACTIONABLE??

19 Leveraging Psychology MEMORABLE ACTIONABLE Simple Easy to visualize Specifies when to engage in action Embeds triggers

20 1. Simple Got Milk? Stop, Drop, and Roll. Just Do It.

21 Not Just Simple to Remember, But Simple to Do! Actionable = Not overwhelming

22 Stairs, squats, lateral drills. How will you stay active today? New Balance 780 Fitness Collection The new 780 fitness collection is ready for your toughest workouts every day. Hamilton, Ratner, & Thompson 2011

23 Stairs, squats, lateral drills. How will you stay active this week? New Balance 780 Fitness Collection The new 780 fitness collection is ready for your toughest workouts every week. Hamilton, Ratner, & Thompson 2011

24 If It Doesn t Seem Feasible Not Interested

25 2. Easy to Visualize

26 3. Specifies When to Take Action No action plan (Control Group) Action plan (Experimental Group) No action plan for taking daily vitamin C tablets. Implementation intention for taking daily vitamin C tablets: If situation x then take vitamin. Results: 39% of the tablets taken daily. Results: 74% of the tablets taken daily. Sheeran & Orbell 1999 (also Gallo & Gollwitzer 2007)

27 4. Embeds triggers No trigger present (Control group) Trigger present (Experimental Group) Message: Live the healthy way, eat five fruits and veggies a day Message: Each and every dining-hall tray needs five fruits and veggies a day Results: No impact on fruit and vegetable consumption. Results: 25% increase in fruit and vegetable consumption (but only in halls with trays) Berger & Fitzsimons 2008

28 Simple Easy to visualize Specifies when to engage in action Embeds triggers

29 Do your health communications meet these criteria? MEMORABLE ACTIONABLE Simple Easy to visualize Specifies when to engage in action Embeds triggers

30 Role of Research Not to rely on own intuitions Use data to assess what guidelines will be effective. Can people recall your guideline soon after studying it? After a delay? Do people believe it would be easy for them to use the guideline?

31 Conclusion: Two Criteria for Effective Guidelines MEMORABLE ACTIONABLE for the people you are trying to reach

32 Thank you.