The Netherlands has major, systematic health differences: on average, the lifespan of people with a low income and a low level of education is 6 years less, and they spend 15 years less in good perceived health than people with a high socio-economic status (SES).
Low SES groups have limited health literacy (skills related to obtaining, understanding and applying health information) and live relatively unhealthy lives. Healthier lifestyles are often promoted by means of persuasive brochures, in which arguments are used to convince the reader to adopt the desired behaviour or refrain from the current, undesired behaviour. A certain level of attention, motivation and skill is required to process such argumentative texts. They can be (too) demanding for people with a lower SES, while it is precisely this target group that would benefit most from health promotion. As a result, the health gap is widening rather than narrowing.
As Assistant Professor in Language & Communication, I am actively focusing on reaching these groups – in terms of language, perception and needs – in order to contribute to reducing health inequalities. I use Storybridging, which refers to the use of stories as a tool for bridging the gap, when developing effective health communication for low SES groups. As a universal form of communication, stories can be understood by a wide target group, including groups with a lower SES and levels of health literacy. Story characters can also act as role models; they demonstrate the desired behaviour and the way to get there, including temptations and obstacles (the proverbial dragons and bears). The Storybridging method has 4 concrete steps, which I developed and applied in previous research in the transport sector that aimed to get truck drivers moving. In addition, I am actively involved in an application concerning HPV screening among women with a migrant background.
Change starts with contact, beyond the differences: what is the story behind the behaviour? In my opinion, effective health communication should be developed for, by and with the target group.
Anniek Boeijinga