We explore the real reason why many health campaigns fail: a lack of clarity rooted in assumptions about the audience.

Over the past few episodes, Ruth has walked us through how brains get overwhelmed, how decision fatigue kicks in, and how even well-meaning messages can backfire.

This week’s episode brings it all together with a simple but powerful test:
👉 Do you really know your audience?

Empathy fades under pressure: Deadlines and noise can push teams to default to generic messaging. The Clarity Test is your reminder to re-centre on people.

Campaigns fail when insight is missing: If your work isn’t grounded in real understanding, you’ll see low engagement, low action, and lots of frustration.

Assumptions ≠ empathy: Thinking you know your audience isn’t the same as truly understanding their world.

Clarity is behavioural power: Clear minds craft better messages. Clarity isn’t a luxury — it’s a strategic asset.

In this episode, Ruth explores what happens when our brain’s decision-making battery runs flat — and why that matters deeply for health communication. Drawing on behavioural science concepts like ego depletion and bounded rationality, she shares how cognitive overload derails even the best campaigns. If your work relies on a calm, rational audience... it might be time to rethink.

This one’s short, sharp, and designed to make you pause.

Quote from the Episode:
“Are we adding pressure to a depleted brain — or clearing the way for action?”

What You'll Learn:

What ego depletion actually is, and how it affects behaviour

Why people don’t make ‘perfect’ decisions — and that’s okay

The hidden mental cost of too many messages or choices

How to design for clarity when your audience is distracted and overwhelmed

Why It Matters:
Health communication often assumes people are logical, focused, and ready to listen. But real-life decision-making doesn’t happen in a vacuum — it happens in a fog. Understanding the limits of mental energy can help you write, design, and plan with more compassion and impact.

Takeaway:
Clarity is a kindness. When you reduce the mental load for your audience, you reduce it for yourself too.

💌 Want the BrainFuel Breather ? Join us on Substack

Do Health Messages Nag or Nudge?
In this episode of BrainFuel: The Clarity Series, Ruth dives into psychological reactance — the powerful force behind why people reject health advice (even the good kind).

You'll learn:

Why audiences push back (and how to stop pushing them)

How clarity, tone, and choice impact trust

Simple tweaks to make your message land better

🌬️ Want the BrainFuel Breather audio?
→ Join us on Substack

🎟️ Plus: Join our Social Norms Summer School on Aug 19 — only £49. Includes your Social Norms Starter Kit.
→ Grab your ticket

Ever poured your heart into a health campaign only to see… crickets?

You’re not alone. In this episode, Ruth dives into why clarity is the key to behaviour change — and why it’s so hard to find in a world of noise, deadlines, and overloaded brains (yes, yours too). We’re talking cognitive fatigue, irrational audiences, and the myth of "more info = better choices".

🎧 Plus, you'll hear:

Why clarity starts with you — the communicator, strategist, planner

How social norms quietly shape everything (and how to wield them with care)

The secret sauce of choice architecture (used in canteens, emails & even inbox design!)

An unfiltered behind-the-scenes peek into AI experiments gone wrong – including made-up research studies 😱

The BrainFuel Breathers: guided reset sessions just for you (yes, really)

Audiences are overwhelmed. According to studies, we consume over 34GB of info a day — the equivalent of a million photos or 16 films daily. Design for this reality.

Rational choice is a myth. If your strategy is built on “if they only knew,” you’re missing the behavioural science.

You’re already nudging. Every piece of content you create shapes choices. Learn how to do it with intention (see: choice architecture).

You need inner clarity too. Your ability to influence others is directly tied to how clear you are in your own thinking, purpose, and planning.

🎟️ Mini Bootcamp: Social Norms Summer School
→ A 2-hour online masterclass on August 19th
→ Tools, case studies, evidence-based strategies
→ Only £49 | Free for Substack Yearly Subscribers
👉 Sign up now — doors close August 8th!

🧘 BrainFuel Breathers
→ Weekly audio reset sessions created with Sabine (breathwork facilitator & yoga teacher)
→ Exclusive to Substack subscribers
→ Subscribe here

📚 Mentioned Study:

Click & Crunch Canteen Study – Australian high school experiment on menu design & healthy eating (via choice architecture)

Ruth shares the truth about using AI in podcast production:

Tried a chatbot co-host: fun but too chaotic

Used AI for research: it made up studies (!)

Takeaway? AI is powerful — but always, always fact-check

“You’re already nudging — whether you mean to or not. Every message, every menu, every layout is shaping choice.”

You’re not just delivering messages. You’re shaping behaviour, influencing decisions, and holding the power to make real change. But you can’t do that without clarity — for yourself and your audience.

Stay kind. Stay curious. And give your brain a breather 💛

→ Subscribe: BrainFuel on Substack
→ Join the Mini Bootcamp: BehaviourChange.Marketing/Social
→ Connect on LinkedIn: Ruth Dale

These show notes were developed using Otter AI.

This episode was sparked by a newsletter.

When Elina’s Artificial Thought landed in my inbox, it immediately lit a fire under a question I’d been sitting with: Where does AI fit in behaviour change work? I invited Elina onto BrainFuel — and this episode is where the conversation began.

Together, we dive into the emerging relationship between behavioural science and artificial intelligence — not as hype, but as a thoughtful, grounded exploration of where we go from here.

One of the biggest themes? Bias. And Spaniels.
We explore how:

AI tools like ChatGPT, Claude, and others inherit human bias, baked into training data and system design

Behavioural science has its own blind spots, often shaped by the same cultural assumptions and power dynamics

And why it’s not enough to be evidence-based — we have to stay curious, critical, and open to new ways of thinking

Elina said something that stayed with me:

"Behavioural science is all about looking for a problem to solve—even if that search sometimes leads us to frame challenges in ways that mirror our own biases."

We also discuss how we’re using AI in our day-to-day work:

ChatGPT and Claude as brainstorming buddies and thinking partners

AI for creative workflows (like these show notes!)

But never in analysis or insight work, where data sensitivity and confidentiality come first

 In this episode:

The risks and responsibilities of integrating AI into behaviour change

How bias shows up in both datasets and frameworks

The practical limits of AI in public health work

Why we need more human judgment, not less

👉 If you do one thing - check Elina's newsletter Artificial Thought 

Today's episode continues exploring Social Marketing with Communications Strategy Consultant Neil Hopkins. Neil is also he founder of the Secret Social Marketers Club on LinkedIn. He has extensive experience in public service, particularly in road safety and local government communications. 

Listen to the episode to as we explore

Because Social Marketing:

We tackle industry challenges head on including 

Quote from Neil:

"Social marketing is the application of commercial marketing principles for those social good outcomes that result in behaviour change. It's using that understanding, based in understanding of people and rooted in empathy for those people as well, and what will work for them."

If you enjoyed this episode (and Nedra's last week) you could:
- Join the Secret Social Marketers LinkedIn group
- Attend World Social Marketing Conference (5-7 November in Alicante, Spain)
- Attend the CIPR Ethics Webinar delivered through a social marketing lens

Special Offer:
Get 10% off the World Social Marketing Conference using discount code BRAINFUEL10 at www.wsmconference.com

p.s. for more on Social Marketing check out:

E22 - The TITE Process - 4 steps to applying theory in social marketing

E10. Don't engage too late! How to use social marketing concepts reward & exchange

E8. Segmenting Your Audience Don't overcook then undercook your audience: Social marketing & segmentation

This week is an exploration of social marketing, challenging misconceptions, and driving meaningful behaviour change with one of the field's most respected practitioners, Nedra Weinriech.

Nedra is founder of Weinreich Communications, and an editorial board member for Social Marketing Quarterly. She has been practising social marketing for over 30 years. 

Highlights:

Nedra's Personal Productivity Hack:
- Discovered virtual co-working
- Uses "body doubling" technique
- Increased focus and productivity through intentional work sessions

What is Social Marketing?
- Not social media
- Systematic approach to behaviour change
- Focuses on audience insights and making desired actions easier
- Integrates psychology, design, and marketing principles

Case Study: California Teen Suicide Prevention Campaign
- Campaign: "Never a Bother"
- Target: Low-income teens
- Innovative co-design process with youth
- Addressed key barriers to seeking mental health support

Social Marketing vs. Behavioural Science:
- More than just awareness
- Systematic research-driven approach
- Audience-centered design
- Scalable behaviour change strategies

Quote:
"Social marketing is applied behavioural science at scale." - Nedra Weinreich

Free Resources:

This week, we’re celebrating 10 years of the EAST Framework (Easy, Attractive, Social, Timely) and asking a powerful question:

How often do we reflect on our own behaviour as change-makers?

We explore why simple frameworks still work in a complex world, what the “toothbrush problem” is, and why mastering a few tools beats collecting many.

🛠️ Action tip: Start by checking in on your decision-making and how you use behavioural frameworks to support change—not stress you out.

This week on BrainFuel, we’re taking a moment to turn the lens inward—not just on the behaviours we’re trying to shift, but on our own as the people designing change.

We’re celebrating the 10th birthday of the EAST Framework—Easy, Attractive, Social, Timely. It’s still our go-to tool when we need something clear, fast, and grounded in how people actually think and behave. But we’re also asking a deeper question:
Do we ever pause to reflect on our own behaviours when we’re planning programmes for others?

We share thoughts on a brilliant article by Michael Holdsworth, written for EAST’s 10-year anniversary, exploring whether simplicity still holds up in today’s world of generative AI, personalisation, and complexity. Spoiler alert—we believe it does. Simplicity cuts through the noise.

We also dig into the “toothbrush problem” (you’ll have to listen!) and remind ourselves that frameworks are tools, not trophies. Mastering a few—and using them well—is often more powerful than collecting many.

🧠 Episode Outline

We ask: what if the first step in designing change is understanding ourselves as practitioners?

 Is that why E.A.S.T. Still Works?

Reflecting on the E.A.S.T. Framework

We share some highlights from Michael Holdsworth’s anniversary article, “Why Simplicity Can Be Strength in a Complex World.”

HIs article asks: does a simple framework still hold value in a world of complexity and AI?

We say yes—and talk through why simplicity still has real power in our work.

The Role of Frameworks in Behavioural Science

We remind ourselves that frameworks aren’t for show. They’re here to serve the change, not our egos.

We talk through why E.A.S.T. is so memorable, and how new frameworks often muddy the waters.

We highlight the “toothbrush problem”—how everyone wants to invent their own framework—and suggest we focus on mastering a few instead.

Embodying the Principles of Behavioural Science

We reflect on what it means to embody behavioural science—not just use it.

That means making things easy for others, reducing stress for our teams, and staying clear-headed ourselves.

We encourage everyone to ask: are we making our work easier or harder? Are we showing up in the way we want others to?

Our show notes are generated by AI then read through for clarity and sense-checking. 

Hi everyone,

this is a reflective episode, and a soft announcement - softly very softly!

We are ...rebranding the Podcast!
Transitioning from "Behaviour Change Marketing Bootcamp" to "BrainFuel"

This is allow us to focus more on our core mission which is to focus on health and reducing health inequalites fueling brain power and decision-making skills.

Our vision is for the episodes to spark curiosity and creativity combined with practical decision-making insights.

We will still deep dive into behavioural science, AI and if there is an evidence-based approach that helps the health communicator we will share it!

Stay tuned for exciting new episodes.

As part of our revamp we have the next Behaviour Change Marketing Boootcamp training on May 15th 2025.

Ir promises to be an exciting day!

Only 5 spots left - click here for more

This week, we dive into a fascinating conversation with Daniel Preece, Public Health practitioner extraordinaire. Daniel sits with the Plymouth City Council and commissions the local Stop Smoking Service. 

We explore insights from our recent Behavioural Insights Deep Dive where we listened to routine and manual workers and why the want to - or don't want to - quit smoking tobacco. 

This episode is packed with actionable insights and real-world examples.

Autonomy is Key:
Many people who smoke want to feel in control of their quit journey. They prefer an approach that keeps them in the driver’s seat.

Vaping is complex:
Vaping is a hugely complex behaviour and plays many different roles. For some it's a help, for some it's confusing and for others it started them smoking tobacco. Understanding this reality is critical to effective services,

Knowledge doesn't matter if the offer is wrong
We often see a COM-B analysis that highlights the lack of the knowledge of the service and so we may then think - oh we need a communications campaign. But taking a behavioural insights approach means you consider beliefs too. And if the offer is wrong it doesn't matter how much you communicate. The service offer needs to match the needs - then you market it to the audience.

"Quitting is like walking a tightrope. People need to find their balance and build confidence on their own, with services acting as a safety net beneath them rather than pulling them along." Daniel Preece

Hidden Voices Heard is the home of the popular Behaviour Change Marketing Bootcamp where we run the behavioural insight deep dives - www.hiddenvoicesheard.com