Sometimes the best way to influence people’s behaviour is not to focus on the problem itself, but the way we think about it. We spoke to our Junior Planner Grace Sear about how her background in psychology fits seamlessly with the Pegasus approach.
“We tried to encourage people to look at things through a different lens,” says Grace of her time volunteering with The Samaritans.
“We weren’t there to provide answers, just to listen. But we could try to present the situation in a different way – it was about helping the caller think about things from another angle, so they could explore a solution.”
While the context is wildly different, this same principle is just as applicable in the world of healthcare communications, where we’re always looking at people’s behaviours and habits.
Grace – who has a master’s degree in Health Psychology – explains how important it is to navigate around the ‘filters’ or preconceptions people may have about others.
“It’s vital we overcome these filters when we meet new clients or look at a challenging brief,” she says.
“We should take a step back and consume all information before a decision, or judgement, is made.”
Grace believes it’s all too easy for agencies or clients to assume they know what the problem is and therefore have the answer to hand.
“When it comes to behaviour change, Pegasus’ planning and research team look at how we break down the problem – what is the actual issue we need to change? Once we know that, we know what type of intervention is needed.”
It’s here that Grace’s background in psychology comes to the fore, acting as an excellent foundation to delve into the insights at the heart of our campaigns.
“My passion for psychology and, in particular, health psychology, allows me to conduct high-quality research that generates evidence-based insights. It’s so important we base our proposal on insights, and that means speaking to our target audience through messaging that resonates with them.”
“Through the application of our CHANGE behaviour change platform, we can reframe situations to shed light on each segment of the market, brand and audience,” she says.
“Ultimately, this allows us to design engaging creative and comms campaigns that will genuinely enable sustainable behaviour change and promote healthier outcomes.”