Changing the Behaviour of the British Population - A Case Study of the 'Better Health' Campaign by the NHS
Authors
Trudslev, Andrea Ilum ; Steele, Helene Storm
Term
4. term
Publication year
2022
Submitted on
2022-05-26
Pages
84
Abstract
This thesis examines how the UK National Health Service’s 'Better Health' campaign seeks to change public behavior to support quitting smoking and losing weight. It presents a case study of four official campaign videos (one addressing both smoking and overweight, two on overweight, and one on smoking). The videos are analyzed using Multimodal Critical Discourse Analysis at textual and discursive levels and complemented by the Theory of Reasoned Action to surface beliefs, attitudes, normative beliefs, and subjective norms. Findings are discussed in relation to B.J. Fogg’s Behavior Model and the Health Belief Model to assess alignment with established behavior change elements. The analysis indicates that weight-related messaging adopts a positive, motivational approach with practical examples to build favorable attitudes and intentions, while the smoking-focused video emphasizes normative influences and risks by highlighting how parental smoking can shape children’s behavior. The combined-theme video similarly appeals to motivation and intention. Overall, the campaign draws on components of FBM and HBM to encourage healthier choices among viewers.
Denne kandidatafhandling undersøger, hvordan den britiske sundhedstjeneste (NHS) med kampagnen 'Better Health' søger at ændre briternes adfærd for at støtte rygestop og vægttab. Afhandlingen er et casestudie af fire officielle kampagnevideoer (én, der adresserer både rygning og overvægt, to om overvægt og én om rygning). Videoerne analyseres med Multimodal Critical Discourse Analysis på tekstuelle og diskursive niveauer og suppleres af Theory of Reasoned Action for at identificere tro, holdninger, normative overbevisninger og subjektive normer. Resultaterne sammenholdes med B.J. Foggs adfærdsmodel og Health Belief Model for at vurdere, om kampagnens greb afspejler centrale elementer i adfærdsændring. Analysen viser, at materialet om vægttab anvender en positiv, motiverende tilgang med mange konkrete eksempler, der søger at styrke positive holdninger og intentioner, mens videoen om rygning lægger vægt på normative påvirkninger og risici ved at fremhæve, hvordan forældres rygning kan påvirke børns adfærd. Den kombinerede video appellerer ligeledes til motivation og intention. Overordnet set inddrager kampagnen elementer fra FBM og HBM for at overbevise seere om at træffe sundere valg.
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