Behaviour change campaign for NHS
I conducted creative testing with the Pakistani community across the UK to measure attitudinal and behavioural responses to a NHS booster campaign prior to its launch. Key motivational factors for vaccine booster uptake were that (1) the vaccine was seen as an responsible act of care for one's family and community, (2) equal and authentic representation of genders was crucial, and (3) figurative messaging of 'in our blood' was appealing and persuasive. Other insights informed the campaign design.
Samantha Ford, researcher, explains in a blog post for Big Cat Agency how creative testing revealed the balance of creative and figurative communication to encourage people from the West Midlands to take up cycling (or return to it). The campaign applied multiple behavioural biases and heuristics in its design.
Samantha says: "It is so rewarding to see the culmination of collaborative efforts with Big Cat Agency in our creative testing for West Midlands Cycle. We found that while sometimes simplicity is best, clarity can still be creative. The balanced use of figurative communication in the 'Yes I Wheel' cycling campaign encourages people to take up cycling in the West Midlands region of the UK."
The annual Undergraduate Research Scholarship has a range of academic projects that undergraduate students can apply to get involved with. The project I applied for in June and July in 2016 was called math, music and metaphor. It looked into the use of metaphor by children and teachers in math and music classes, specifically at how they use metaphors not only in their spoken language but also as part of their gestures, to aid learning.
In the video, Paula Perez-Sobrino, Post-doctoral Research Fellow, reflects on my assistance in the scholarship scheme.
Working side by side and closely with such a promising student, Samantha, it was actually a really wonderful experience.
"I wanted to have an insight into the academic world, and be able to work on a project with academics on a project that I was interested in, specifically about metaphor, and learn about the types and applications of metaphor in the spoken word, but also in gestures. It was that kind of information I could use for my future studies such as my dissertation now my master's degree next year." - Samantha Ford
Paula Perez-Sobrino, Post-doctoral Research Fellow, reflects on Samantha's assistance in the scholarship scheme:
"Thanks to Samantha's help, we were able to transcribe all the data we had at the time; we had a lot of hours of recording. And thanks to her help, we were able to put them together to annotate it. We're now putting together a proposal for ESRC and thanks to all the help within the scheme, we were able to be in a better position to apply for that sooner."
"The project helped us as academic staff to forge closer relationship with the students and it was also highly rewarding to see how our personal research research interest is also inspiring university students that hopefully will become Junior researchers."
"Working side by side and closely with such a promising student, Samantha, it was actually a really wonderful experience."