2. Objective
• LARGER OBJECTIVE
– Influence the minds of employees to think in a
“wellness” manner
– Drive change in mental models through a
sustainable initiative
– Put in place a mechanism to measure the
effectiveness of the initiative
• IMMEDIATE OBJECTIVE
– Work on Healthy Eating as the first area in
Wellness
4. Applying TPB (Theory of Planned Behaviour)
to influence people to Eat Healthy
Do I know the
benefits of
Eating Healthy?
Intention to
Eat Healthy
Do I have
control over
what I Eat?
Do others in
my peer group
Eat healthy
Do I look
forward to
Eating healthy?
What does the
world believe
about Eating
Healthy
Is it possible to
control what
you Eat?
5. Currently ………….
• Behavioural Belief (Do I know the benefits of Eating Healthy?)
– Popular literature speaks a lot on the benefits but deep inside no one believes.
• Attitude (Do I look forward to Eating healthy?)
– Healthy food is boring
– It’s a bother to prepare healthy food
– Its expensive to eat healthy food
• Normative Beliefs (What does the world believe about Eating Healthy?)
– Eating healthy means eating food meant for sick / ill people
– Eating healthy is required for those who want to lose weight
– Life is short . Enjoy it “with good food”
• Subjective Norms (Do others in my peer group Eat healthy?)
– My friends and I go out to have meals at fancy restaurants when we want to have a
good time.
– My family indulges me with food to please me
• Control Belief (Is it possible to control what you Eat?)
– I have no time to indulge in eating healthy
– I don’t cook – so I cant have any control
• Perceived Behavioural Control (Do I have control over what I Eat?)
– My wife / cook will be upset if I insist too much on all this.
6. How do we achieve this transition in
the minds of people?
CURRENT DESIRED
LEARNING CONCEPTS
THROUGH VARIOUS
TOOLS
7. Making the Transition…
BEHAVIOURAL BELIEF & ATTITUDE
(CURRENT)
• Belief
– Popular literature speaks a lot on the
benefits but deep inside no one
believes.
• Attitude
– Healthy food is tasty
– Its easy to prepare healthy food
– Its not expensive to eat healthy food
BEHAVIOURAL BELIEF & ATTITUDE
(DESIRED)
• Belief
• I know the benefits of Eating Smart. I
believe that is beneficial for me.
• Attitude towards behaviour
– Healthy food is tasty
– Its easy to prepare healthy food
– Its not expensive to eat healthy food
CONCEPTS
Easy frameworks (QQR) – Knowledge – Tasty can also be healthy
TOOLS
Workshops Poster Campaigns Simple Contests
Chat Shows Cooking Demonstration Cook Smart Workshops
Calorie count in menu Games*
* We have specially designed games to be conducted in groups around Eat Smart themes
8. Making the Transition…
NORMATIVE BELIEF & SUBJECTIVE
NORMS (Current)
• Belief
– Eating healthy means eating food meant for sick
/ ill people
– Eating healthy is required for those who want
to lose weight
– Life is short . Enjoy it “with good food”
• Subjective Norms
– My friends and I go out to have meals at fancy
restaurants when we want to have a good time.
NORMATIVE BELIEF & SUBJECTIVE
NORMS (Desired)
• Belief
– Eating healthy is interesting
– Eating healthy is a non negotiable “to do” to stay
healthy
• Norms
– My friends also believe in the same things I do
– I exchange ideas with my peer group to continue
my habit and make it stronger
CONCEPTS
Knowledge has to percolate to groups who form the social infrastructure in the organization
TOOLS
Inter – Group Contests
•Knowledge quizzes
•Behavioural achievements (Recipes, losing weight)
•Provocative Communication campaigns to goad people to question current
• belief and replace with new belief. (I am not into “empty calories”!)
•Tiffin sting operation / What’s on your plate ?
9. Making the Transition…
CONTROL BELIEF & PERCEIVED
BEHAVIOURAL CONTROL (Current)
• Control Belief
– I have no time to indulge in eating
healthy
– I don’t cook – so I cant have any control
• Perceived Behavioural Control
– My wife / cook will be upset if I insist too
much on all this.
CONTROL BELIEF & PERCEIVED
BEHAVIOURAL CONTROL(Desired)
• Control Belief
– Yes I have control over what I eat in terms
of Self Control and also control of the
situation to achieve this habit
• Perceived Behavioural Control
– I have the means to practice healthy eating
CONCEPTS
If I have the Will “There is a Way”
TOOLS
•Provocative Communication Campaigns
•Facilitated Case Study Discussions for groups
•Meal Planning / Cook Smart Workshops
•Group Challenges
•Involve Families
10. Tracking Change through Measurements
• Eat Smart Habit Assessment for Individuals can be
tracked for overall effectiveness.
• Knowledge Quizzes
– Pen & Paper Quiz
– Traditional quiz with a Quiz Master
– Fun quiz for a large audience
• Polling on Yes No Questions
• Group Interventions can have a “Before” “After”
assessments on Knowledge, Attitude & Practice
• Assessment of performance in competitive events
• Develop an Eat Smart Index and rate participating
groups (dept. / organizations) every week.
11. We hope this was enough food for thought
for you..
For more please write to
Deepa.premkumar@hcsworld.com
