Tackling Obesity, Mexico
In this chapter, we show how approaching problems using behavioural models such as the transtheoretical model can be effective when you want to change behaviour at scale.
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Making a lasting change in behaviour is rarely a simple process and usually involves a substantial commitment of time, effort, and emotion. In order to succeed, in this case we needed to understand the 5 most important stages in the transtheoretical model which helped to change behaviour.
We saw how the people in Mexico were in the pre contemplation stage, which meant that some sort of provocation was needed to drive mass awareness into the obesity problem.
United for healthier kids became a huge hit changing behaviour on a huge scale. The TV show tackled the pre-contemplation and contemplation stages, the action stage was solved with the products and the social media engagement spanned preparation, action and maintenance.
Behavioural Models
There are a number of prevalent behavioural models which have been summarised brilliantly in The GSR Behaviour Change Knowledge Review:
