Fishburn Hedges

01.10.2009

With improving the health of the nation so high on the public agenda, we wanted to get a better understanding of what real people think about the efforts to change their behaviour.  

Our focus group looked at attitudes to public health among adults aged 35-45.

Intelligent scepticism acts as a barrier between ‘us’ and ‘them’

While people draw information from a wide range of sources, they unsurprisingly suspect most of ulterior motives.  In terms of public health, people are quick to dismiss ‘Government’ advice as ultimately being driven by the need for budget cuts.  Alongside this, there remains a nervousness and unwillingness to accept and act upon advice from a distant power:

“I would question what the Government tells me in relation to my health as they often have an agenda.” Louis, 42, charity worker

“Is the Government just telling me to cut down because it doesn’t want to have to pay later on down the line?” Fredrika, 40, painter and decorator

“It’s easier to relate to it when it’s a personal message that’s meaningful to me, rather than a really general Government warning.” Tony, 36, gardener

“I would prefer to go to an independent pharmacy rather than a larger corporate as I find generally that they are more friendly and they help to find out what is actually wrong with you.” Philbert, 46, engineer

“The stories change every week…you don’t know who to trust as it is constantly changing.  I think my reliable source is Radio 4 as I think they are balanced.” Louis, 42, charity worker
 

…while our nearest and dearest can do no wrong

Rather than those far away, it is our closest friends and family who we trust almost implicitly.  This trust is not based on sound judgement or thoughtful argument, but on emotions, relationships and the perception that those closest will always have the best of intentions.  

Yet, few have considered that those they turn to are in fact reading and consuming the same media as they are, often from the same ‘untrustworthy’ sources.  

Furthermore, the impression our behaviour gives to friends and family is a powerful influencer:

“I think my friends are a reliable source and I trust my friends.” Louis, 42, charity worker

“It did make a difference for me when other people started to comment and friends started to notice it in me.  That was pretty scary” Jemima, 38, life coach

 “I worry about my son and want to be there for him.  He has no one else and I need my health to be there for him.” Jemima, 38, life coach

“I feel very passionate about my two girls.  I stopped smoking because I didn’t want them to be smokers and I heard that that had a big impact so when it comes to alcohol, I don’t want them to be heavy drinkers.”  Keziah, 36, teaching assistant

So piercing the bubble of awareness takes a sharp needle and Government advice needs to burst through the scepticism…

However, while our loved ones can influence us during the day to day and despite the fact that there is a high level of awareness around many long-term health issues, behaviour is very often clung to despite the risks.  

Having said this, Government campaigns do have a key role to play but, in order to secure real cut through, the advice given needs to be new and sharp enough to be pierce through the deeply entrenched scepticism.  

The information needs to have the capacity to shock (not scare), on a personal level, to cut through denial and an unwillingness to make a change.  If this is achieved then there is real opportunity for significant and lasting change to behaviour:  

“I think it’s very powerful to say that alcohol affects your health, no matter who you are.”  Keziah, 36, teaching assistant

“I was surprised when you said that alcohol could cause cancer.  I thought that cancer was caused by other things – like high cholesterol, smoking and a poor lifestyle.  That did make me stop and think.” Jemima, 38, life coach

“The more tangible, day-to-day alcohol impacts, such as the affect on your sleep make a real difference to me whereas far off things like cancer are harder to relate to.” Louis, 42, charity worker

 “I have definitely made a change in relation to drink driving - I just think now – why would you risk killing a little girl or hurting someone for a few drinks?” Tony, 36, gardener