Public Health Messaging Colleen Healy, JD Staff Attorney Network for Public Health Law – Mid-States Region
[email protected] Principles of Effective Messaging • People place more emphasis on their identity, comprised of values and relationships, rather than on their economic self-interest.
Principles of Effective Messaging • People place more emphasis on their identity, comprised of values and relationships, rather than on their economic self-interest. • Messaging matters because the narrative told about an issue positions the issue as compatible with or contrary to our identity.
Principles of Effective Messaging • People place more emphasis on their identity, comprised of values and relationships, rather than on their economic self-interest. • Messaging matters because the narrative told about an issue positions the issue as compatible with or contrary to our identity. • Most moral judgments are primarily intuitive rather than based on reason.
What does this mean for public health messaging? Public health messages must tell a narrative that is based on a cohesive set of values that appeals to intuition.
Statistics
Costs Injuries
Choice
“The NMMRO does not oppose helmet use, [sic] would like to keep our state a rider choice state on helmet use …”
“I will NEVER discourage a rider from wearing a helmet. I ask them to consider and respect rider freedom.”
Public health messages must tell a narrative that is based on a cohesive set of values that appeals to intuition.
Haidt’s Moral Foundations Theory • Jonathan Haidt, The Righteous Mind: Why Good People Are Divided by Politics and Religion (2012). • Morality is like taste: people have six innate receptors that produce initial perceptions; these vary depending on culture.
Haidt’s Moral Foundations Theory • • • • • •
Care/harm Liberty/oppression Fairness/cheating Loyalty/betrayal Authority/subversion Sanctity/degradation
Jonathan Haidt, The Righteous Mind: Why Good People Are Divided by Politics and Religion 128-186 (2012).
Haidt’s Moral Foundations Theory
Jonathan Haidt, The Righteous Mind: Why Good People Are Divided by Politics and Religion 306, figure 12.4 (2012), image available at http://righteousmind.com/wpcontent/uploads/2012/08/Figures-for-The-Righteous-Mind.pdf.
Haidt’s Moral Foundations Theory
Jonathan Haidt, The Righteous Mind: Why Good People Are Divided by Politics and Religion 297, figure 12.2 (2012), image available at http://righteousmind.com/wpcontent/uploads/2012/08/Figures-for-The-Righteous-Mind.pdf.
Haidt’s Moral Foundations Theory • Political liberals’ most sacred value is caring for victims of oppression • Political conservatives’ most sacred value is preserving institutions and traditions
Haidt’s Moral Foundations Theory • Applied to public health: Gene Matthews, Scott Burris, Sue Lynn Ledford, Edward L. Baker, Advocacy for Leaders: Crafting Richer Stories for Public Health, 22 J. Pub. Health Mgmt. & Practice 311 (2016).
Haidt’s Moral Foundations Theory & Public Health • Public health messaging often focuses on only three moral foundations: – Care/harm - Prevention of harm – Liberty/oppression - Health disparities – Fairness/cheating - Distribution of conditions required for health
Gene Matthews, Scott Burris, Sue Lynn Ledford, Edward L. Baker, Advocacy for Leaders: Crafting Richer Stories for Public Health, 22 J. Pub. Health Mgmt. & Practice 311 (2016).
Haidt’s Moral Foundations Theory & Public Health • Thus, public health messages appeal to many liberals, but are less persuasive to conservatives. • “The message of population health needs is too important for public health to be ineffectual in messaging to the entire public.” Gene Matthews, Scott Burris, Sue Lynn Ledford, Edward L. Baker, Advocacy for Leaders: Crafting Richer Stories for Public Health, 22 J. Pub. Health Mgmt. & Practice 311 (2016).
Application: Rider Responsibility Bill Suggestions from Matthews et al.: • Remember that conservatives and liberals both value care, liberty and fairness • Consider the competing moral values of your opponents (rather than assuming ignorance) • Incorporate other moral foundations into your message Gene Matthews, Scott Burris, Sue Lynn Ledford,
Edward L. Baker, Advocacy for Leaders: Crafting Richer Stories for Public Health, 22 J. Pub. Health Mgmt. & Practice 311 (2016).
Lakoff’s Ten-Word Philosophies Progressives
Conservatives
Stronger America
Strong Defense
Broad Prosperity
Free Markets
Better Future
Lower Taxes
Effective Government
Smaller Government
Mutual Responsibility
Family Values
George Lakoff, Don’t think of an elephant! Know your values and frame the debate 94 (2004).
Public Health Values Progressives
Conservatives
Stronger America
Strong Defense
Broad Prosperity
Free Markets
Better Future
Lower Taxes
Effective Government
Smaller Government
Mutual Responsibility
Family Values
Public Health
George Lakoff, Don’t think of an elephant! Know your values and frame the debate 94 (2004).
Public Health Values Progressives
Conservatives
Public Health
Stronger America
Strong Defense
Interconnectivity
Broad Prosperity
Free Markets
Ethically Sound
Better Future
Lower Taxes
Preparedness
Effective Government
Smaller Government
Evidence-based
Mutual Responsibility
Family Values
Mutual Responsibility
Application: Rider Responsibility Bill Progressives
Conservatives
Public Health
Stronger America
Strong Defense
Interconnectivity
Broad Prosperity
Free Markets
Ethically Sound
Better Future
Lower Taxes
Preparedness
Effective Government
Smaller Government
Evidence-based
Mutual Responsibility
Family Values
Mutual Responsibility
Suggested Reading • Jonathan Haidt, The Righteous Mind: Why Good People are Divided by Politics and Religion (2012). http://righteousmind.com/ • Gene Matthews, Scott Burris, Sue Lynn Ledford, Edward L. Baker, Advocacy for Leaders: Crafting Richer Stories for Public Health, 22 J. Pub. Health Mgmt. & Practice 311 (2016). http://journals.lww.com/jphmp/Citation/2016/05000/Advocacy_for _Leaders___Crafting_Richer_Stories_for.14.aspx • George Lakoff, Don’t Think of an Elephant! Know Your Values and Frame the Debate (2004). https://www.amazon.com/DontThink-Elephant-Debate-Progressives/dp/1931498717
Suggested Reading • Network for Public Health Law Resources: – Table: Motorcycle Helmet Laws in 50 States and D.C. – Fact Sheets: State Motorcycle Helmet Laws in Eastern Region states, including legal options to address motorcycle safety – Blog: New Mexico’s 2015 Novel Motorcycle Helmet Legislation: Rider’s Choice or Responsibility? – Blog: New Mexico’s Novel Motorcycle Helmet Legislation: Defining Individual Choice in Public Health – Blog: Motorcycle Helmet Laws and Gaps that Must be Filled
Thank you! Colleen Healy, JD Staff Attorney Network for Public Health Law – Mid-States Region
[email protected]