Set
The framing effect
Our decisions are influenced by how information is presented to us. Depending on how messages are framed, information can be perceived as more or less attractive. In the previous example, ‘obesity boot camp’ sets a very different tone to a ‘community feel good night’ - even if they share similar activities. Much of what is read on social media or in the news involves framing issues in a way that can be seen as distorting the truth. However, the framing effect can also be used in a very positive way to help activate changes in understanding, attitude and behaviour.
How Maximise community engagement
Who’s in the frame?
Maximise the social impacts of an event or activity by increasing community engagement. Get to know the audiences and their relevant attitudes and beliefs about a specific local issue, such as loneliness or poor mental health. Reframing builds on Collaboration Kick-Off and Event Decentring to work with community influencers . Take stock of local needs which can then be reframed into attractive solutions.
Identify the audience. Collectively, the audience represents the targets of change . These are the individuals directly affected by the issue, as well as those whose actions contribute to the problem. The audience might also include agents of change , individuals or community influencers who can contribute to the solution.
Reframe it!
Choose your frame
Develop solutions to the common ground and single angle issues when planning the event and Co-Creating Physical Activity Opportunities . Bear in mind that unless the solution is reframed to meet the needs of the audience, the event is unlikely to succeed. For example, if the objective is to address low levels of physical activity in a community, simply starting up ‘obesity boot camp’ is unlikely to be a success. Therefore, it is important to first understand why people are inactive and what solutions and support may be attractive to them. Consider undertaking a sludge audit for this.
Issues can be framed as either common ground or single angle . Common ground issues are those that affect a broad audience, such as a sports event that was poorly attended by the local community. Single angle issues are directed at a particular group, such as identifying that teenage boys did not benefit from the event, because netball is perceived as a girl’s sport.
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