How Do You Market Behavior Change?
I was buying shampoo yesterday and was, for some reason, drawn to a particular brand I had never bought before. I didn’t realize why I was drawn to this particular product until later that day when I caught myself humming the jingle of the shampoo’s commercial on my walk home.
What influences you to change your behavior in your day to day life? An article? A friend’s message? A public official’s warning?
Our goal in public health marketing is changing individual’s behaviors, but influencing someone to test their home for radon can be challenging. Science has informed our thinking about radon. Now, we’re challenged to convey actionable messages to the public.
EPA and its partners have promoted radon awareness through a national media campaign. All of EPA’s public service announcements, or PSAs, are actually free for the public to download for TV, radio and print.
In 2001, the National Academy of Television, Arts, and Sciences bestowed a national Emmy Award to the PSA, “Take the National Radon Test: Man on the Street,” for raising awareness of the health effects of radon.
Because information from a trusted source often moves people to act, EPA developed a campaign around the Surgeon General’s Warning against radon. Similarly, the National Conference for State Legislatures works with other partners to air state legislator’s messages on local radio stations during NRAM 2010. Last year, 154 legislators urged their constituents to test their homes for radon through these PSAs.
EPA has also bundled the radon message with other environmental movements to reach the public in new ways. For example, radon is now part of a larger green campaign to sock it to radon. EPA also sponsored a YouTube video contest to promote the message: “Radon. Test. Fix. Save a Life.” The winning entry, Eddie’s Story, can be found on our Website.
EPA’s radon marketing efforts are expanding to reach a variety of audiences, but there is always room to grow. What is science without an actionable message? What have you done to influence individual behavior change through public messaging?
About the author: Rebecca L. Reindel, MFS, is an Association of Schools of Public Health Environmental Health Fellow in the Indoor Environments Division, part of the Office of Radiation and Indoor Air. She is completing her Master’s Degree in Public Health at the George Washington University. She holds a Master’s in Forensic Toxicology and has previously addressed workplace exposures for taxi drivers and was an instructor at GWU.
Editor's Note: The opinions expressed in Greenversations are those of the author. They do not reflect EPA policy, endorsement, or action, and EPA does not verify the accuracy or science of the contents of the blog.