Healthy persuasion

Title: Healthy Persuasion Message Guide

Topic: Health promotion, alcohol, healthy eating, childhood obesity, harmful industries, commercial determinants of health (CDoH)

Published: 2020

Partners: VicHealth

This guide, created for health promotion practitioners on behalf of VicHealth, contains recommendations that will help you craft more persuasive communications across a range of health topics.

VicHealth has undertaken work with Common Cause Australia, to assist in creating helpful and effective messaging for a variety of health promotion themes. We are using an approach called ‘values-based framing’. Based on decades of research from the fields of social psychology and cognitive linguistics, this approach to messaging involves engaging people’s deeply-held values to motivate concern and action. It’s an approach that has been used extensively in environmental protection and climate change advocacy to build engagement and support for action.