Which message is more motivating to you:
Smoking is responsible for 1 in 5 deaths in the United States. Don’t start.
Live smoke-free and add 10 or more healthy and productive years to your life!
According to the Centers for Disease Control and Prevention, both statements are evidence-based. Is one more effective and motivating than the other?
Does it matter how a message is framed?
Many health messages are like the first one above, written with a negative or loss-framed approach. They stress the negative outcomes of engaging in potentially harmful behaviors such as smoking, taking drugs, using alcohol, or not wearing a seat belt.
Other messages are more like the second one, written with a positive or gain-framed approach. These messages emphasize the benefits of healthful behaviors such as drinking milk for strong bones and teeth, being active for a healthy heart, and getting immunized to prevent disease.
Research indicates that gain-framed messages may be more preferred and effective than loss-framed messages, especially for messages encouraging behaviors with the intention to prevent disease.
According to Chapter 15 in Communicating Nutrition: The Authoritative Guide:
“For this reason, pilot-test message concepts with target audience members, as recommended by the International Food Information Council (IFIC) Message Development Model. Along with assessing other aspects of a message, such as understandable word choice and relevance to the audience, assess whether the audience will better receive and be more likely to act on messages with positive or negative framing.”
When should a negative message be reframed?
Many messages regarding nutrition and health come across as negative. If positive framing is preferred, and possibly more effective, consider ways to reframe messages to be positive, reflecting hopeful outcomes rather than dire consequences.
Positive framing is encouraging rather than discouraging.
Positive framing is more empowering because it suggests what someone has in their power to accomplish rather than focusing on actions to avoid.
How can a negative message be reframed?
One of the reasons health and nutrition messages seem negative is they contain “hard truths.” These are statements of fact that can be difficult to accept. They are the opposite of what we would like to be true.
Let’s consider several “hard truths” in nutrition and reframe the messages as positive rather than negative. Consider which version is more motivating… to you and your audiences.
Negative: Short-term diets don’t lead to long-term results. Quick fixes don’t work.
Positive: Sustained, healthy eating habits lead to significant improvements in health.
The first one can come across as condescending, as if, are you so gullible you fall for fads? The second one appeals to our intelligence and promotes perseverance.
Negative: Processed foods can be harmful to health when eaten in excess.
Positive: Processed foods can be safe, convenient, and delicious when chosen wisely.
The first one acknowledges the correlation between excess consumption of processed foods with increased risk of disease. It is a tamed-down version of many current headlines. The second acknowledges their benefits when selected carefully and consumed more sparingly.
Negative: Obesity is a complex chronic disease with a high failure rate for treatment.
Positive: The more we learn about the complex disease of obesity, the greater our ability to find effective treatments that work for individuals suffering from this chronic disease.
At least the first statement isn’t shaming the person with obesity as being at fault through eating too much and moving too little, but it is still discouraging and negative. The second message provides hope that as we learn more about obesity and its complexity, the more effectively we can treat it.
Negative: Genetics set the stage for health and disease… did you inherit risk? Positive: Knowledge is power. Understand your genes and take preventive measures.
The first message is a hard truth, we are born with inherited traits and tendencies toward health and disease. The second acknowledges that truth but empowers you to take control with knowledge.
What is a potentially negative message you need to communicate? How can it be reframed?
“The language we use is extremely powerful. It is the frame through which we perceive and describe ourselves and our picture of the world.” ~ Iben Dissing Sandahl
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