For many years smokers (at least in the UK) were told, in ever more graphic and insistent ways, that smoking wasn’t good for them. By the time I arrive on this planet I think the idea of the smoker’s healthy early morning cough (which was indeed an idea put around) wasn’t much believed any more. Smokers were told on their packets of cigarettes that their habit was bad for their health, would harm their unborn baby, would cause fatality. They were shown graphic images of damaged organs, and emotional television adverts such as the young daughter, heartbroken at her father’s ill health (lost a lung through smoking-related disease). They really had to get it that smoking was bad for them and they should stop.
But I think they did know, and part of my reason is that I also know that drinking too much alcohol is bad for my health; as is fatty food; not getting enough sleep; nor enough exercise. I don’t think I’m lacking the information, and I don’t disbelieve what I’m being told about these matters.
So it’s a thought if you work in the knowledge, information, communications and change arenas to remember the smokers and your own bad habits too. It’s not just a question of knowing that automatically leads to doing (making a change).
What made the difference for smoking was probably a variety of practical changes. Taxation, the simple passing of time and generations, and, finally, perhaps, the ban on smoking indoors in public places.
Of course some people railed against these interventions at the time, but they’re barely ever mentioned now. Many people did want to give up a habit they knew was bad for them – they would frequently say things like “I know I should give it up” – quite literally.
We’re looking for people to be able to access and apply the best knowledge to get things done. Making that behaviour change is probably going to mean more than just supplying information. Our KM has to be about making practical, enabling changes too.
AI4KM - Robert Taylor 