Minnesota Institute of Public Health

I'm all for Wellness, and have worked with a dedicated staff here at MIPH for a long time to improve health.  But we need to get real and to be data driven in what we do and call Health Promotion and Wellness.

There is a tipping point in our outreach where people find the Value of Wellness and Prevention, and the driving case for that is not found in banners, buttons and balloons. Creating awareness has a place - don't get me wrong - but hoopla is NOT Prevention and Wellness. A lot of folks confuse that, in my view.

No one in their right mind is AGAINST Wellness, but much like Prevention, puppy dogs, safe children, apple pie and the American flag, people give nodding approval to slogans and campaigns, rather than find that point where they are genuinely committed to changing behavior. Sharing enthusiasm about Wellness, then celebrating our success in doing so is naive, and changes no one's behavior in any meaningful way. 

Wellness has about reached a trendy crescendo of enthusiasm that is charismatic, and while that's fun, that and thirty five cents gets you a phone call.

True health improvement leaders continue to be evidence-driven. Such leaders seek that tipping point where we honestly assess the consumer's drive to know "what's in it for me?" What is that exchange for which if I give you my time, money, interest and commitment, I get something of genuine value in return?" I don't need a button or balloon telling me to eat more zucchini and fewer Ding Dongs; instead, I need accurate information, sensible skills, and evidence-based support for health improving behavior and less healthy compromising behavior over time, that is proven successful, and lasting.

A final point is a social marketing truth: in our enthusiasm to promote health, a dirty little secret is, don't assume our general audience cares even a smidgeon as much as we do about our issue. People aren't typically opposed to our message; they simply have more going on in their lives than what WE think is important. Starting where people are at, rather than where we want them to be, is a great first step in health promotion, wellness and prevention leadership. And moving forward based on public health science and compelling communication arts is likely to make a difference than simple buttons, banners, and balloons.

- JJ