BrainFuel

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

In today's episode we are joined by Stuart King. Stuart founded BeeZee Bodies 17 years ago whilst working in public health. A hugely successful service it supports people all over England. At Public Health England he was senior scientist in the obesity and healthy weight team and he still works closely with Public Health producing and hosting The Real World Behavioural Science podcast with the Public Health & Behavioural Science Network.

We look deeper into an ethnographic video Stuart developed on behalf of the London Borough of Hounslow. The video walks you through a day in the life of Veena a mum so you can see the influencers and patterns that are we are being exposed to every day. Shining a spotlight on the importance of the wider determinants of health.

Veena - A Day in the Life - 

Real World of Behavioural Science podcast

The Spirit Level  by Kate Pickett and Richard Wilkinson

Loonshots  by Safi Bahcall

Rebel Ideas by Matthew Syed

Japanese Art Of Kaizan

Linchpin by Seth Godin

This episode deep dives into 8 top tips for effective Smokefree messaging this No Smoking Day - 13th March.

For details check out our blog

Want to do more?

Come to the Smokefree Training Day 2024  - the day after No Smoking Day on 14th March 2024

Early bird is on!

Happy 2024!
 

In today's episode we welcome Nathan Monk and Rebecca Roberts as we go deep into Behaviour Change and Further Education and Higher Education. 

Nathan Monk is cofounder of Smile and one of the brains behind Prospectus Plus, the innovative and personalised prospectus solution that is transforming the conversation around digitally tailoring recruitment journeys. We talk about how those shifts in recent years align to wider behaviours when it comes to tech, and why understanding human nature can help advance your campaign strategies. 

Rebecca Roberts is founder of Thread & Fable a youth agency and an expert in Higher Ed & Further Ed marketing. A specialist in youth agency she is a huge advocate for putting the audience at the centre of planning and targeting your audience - knowing where you fit in their lives.

To go deeper into Behaviour Change Marketing and FE&HE join us on 29th February 2024 

www.behaviourchange.marketing/FEHE

In today's episode we highlight 3 books recommended by 3 of our 2023 podcast guests and an ask for you (see below!)

1) Mistakes Were Made But Not By Me - Why We Justify Foolish Beliefs, Bad Decisions & Hurtful Acts by Carol Travis & Elliott Aronson 

Recommended by Samuel Salzer from E40 How to build Habits that Stick.

2) A more Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas  by Warren Berger

Recommended by Melina Palmer E43 Applying Behavioural Science to Internal Comms

3) Made to Stick By Chip & Dan Heath

Recommended by Nedra Weinreich E57 Top Mistake When Communicating Mental Health

Perfect for colleagues secret santas or your 2024 reading list.

We're touting for interest.

Would you enjoy a relaxed, informal bookclub reading the latest behavioural science, marketing & comms books and... coming on the podcast to talk about it (not obligatory!)

We are at the very early stages. 

We all love books, read books, share books - seems bonkers not to talk books too!

Email [email protected] and we'll chat!

This episode takes a slightly different approach to our usual style.

To celebrate our behind the scenes working together Rebecca & I interview each other and look back at top tips we would give ourselves and also we look forward to our future events.

The title does give away the unveiling - but as they say the devil is in the detail so for more information go to www.behaviourchange.marketing/FEHE

🐓 Don't miss the Earlybird too!

For more on Rebecca and to listen to her youth focussed podcasts go to https://www.threadandfable.com/podcasts

Marketing and education news with Rebecca Roberts. 0:02

 Teenage years, hobbies, and identity. 1:35

Marketing careers in higher education and public health. 5:14

TV shows, including "Stranger Things" and "Selling Sunset". 10:01

 Self-belief and self-care for working mothers. 12:58

 Work-life balance and career development for working mothers. 14:33

University decisions and the impact of cost and pressure on students. 19:20

Student debt, decision-making, and marketing strategies for higher education. 23:48

Using behavioural science in higher ed marketing. 28:20

This week we are joined by Jen Clinehens from Choice Hacking to chat all things social proof!

She is an expert in applying behavioural science to marketing and you can check out Jen's work over at Choice Hacking,

We chat canned laughter, the need to be part of a social group, how Apple took it a new level, why disaster preparedness never happens, The Bear and much more.

Listen to understand how we use social proof to signal our social norms.

Why it's important to think beyond messaging to product details - Jen talks through the classic Apple example.

How social norms can be used to drive action.

"Unreasonable Hospitality - the remarkable power of giving people more than they expect" by Will Guidara 

 https://www.choicehacking.com/

The episode we chat about is Social Proof: The Persuasive Power of Crowds

This episode explores the murder mystery genre and how thinking like a detective can help you understand your audience - the first step to communicating change.

The three key questions -

1. Do they have the means (to make the change)?

2. What is their motive? 

3. Do they have opportunity!

Anyone near Plymouth, UK on 7 November - come along to our in-person live workshop to find out more! 

Click here for more info

Anyone not online - keep an eye out for our murder mystery meets behavioural science challenge - coming soon!

This episode talks through what habits are and how to write a behavioural statement so you can get clarity on the challenge you are working to solve.

Your audience may not be aware of their habits. They are behaviours that take place on autopilot. 

Habits are contextual so by focussing on the trigger and time before the behaviour takes place is key to changing behaviour.

Once formed habits do not need rewards but they will use them when forming. When thinking about your audience's barriers and rewards ask if they are still relevant and if the barrier is now lack of reward.

To get the Habit Worksheet join the podcast's sister newsletter 'BrainFuel' 

www.behaviourchange.marketing/subscribe

Final date for 2023 announced 

Wednesday 13th December 2023