Real World Behavioural Science
Welcome to the Real World Behavioural Science (RWBS) podcast, where we look at how behavioural and social sciences are being used in the real world.
We are thrilled to announce the relaunch of the BSPHN Real World Behavioural Science Podcast! After a hiatus, we are returning with fresh energy, a new hosting duo, and a mission to bring you the latest thinking in applied behavioural science.
The RWBS podcast is created by the Behavioural Science and Public Health Network (www.BSPHN.org.uk) and is aimed at people working in public health, academia and industry, who have an interest in how behavioural science is being used to improve health and wellbeing.
Each month, Dr Paul Chadwick (CEO of the BSPHN) and Dr Tiago Moutela (Associate Director at Claremont), interview professionals from the worlds of public health, academia and industry.
Real World Behavioural Science
Chloe Franses (Founder of Franses) & Andrew Thomas (Digital Transformation Coach)
Thanks to BSPHN for hosting this podcast. The BSPHN's annual conference is coming up on 9th-11th February 2021, and will showcase the efforts of behavioural science and public health towards COVID-19. Free for members, or the same price as an annual membership cost.
This week Stu is joined by two PR and Marketing experts; Chloe Franses and Andrew Thomas.
Chloe's experience extends from working as head of creative relationships at Amnesty International, to building authenticity for brands such as Formula E, and individuals such as Idris Elba. Andrew is a commercial marketer and works in transformation, helping individuals to thrive in the new digital economy.
The three look at how marketing and PR has changed over time - the world that Saatchi & Saatchi were working in, the persuasion that was used, and how different the world is now with more transparency, and more competition for attention.
They also discuss how the aims of PR has changed, from helping brands and organisations to 'not look bad' to showcasing how they create real social value not only for commercial profit for themselves, but to genuinely benefit the community. Using examples of the oil & gas and fashion industry and how audiences are more challenging of brands, and trends like 'green washing' led to the need to demonstrate better values.
Chloe shares her experience of the power of celebrity endorsement and how it can tap into people's identities in a way that organisations cannot. Andrew expands on this notion of identity, driving brand loyalty throughout life.
When looking at what healthcare can learn from marketing across industries, they explore that health messages are explained in a rational way even though people are often irrational in decisions around their health. They examine how this can be better aligned through simplicity, and a focus on who delivers the message. For example, the difficulty in undoing the glamourised imagery of smoking (even with the Suffragettes and torches of freedom) in order to encourage people to quit for their health.
Contacts:
Chloe Franses: Instagram, LinkedIn & website.
Andrew Thomas: LinkedIn
Stu King: Twitter, LinkedIn, Stu's Blogs