Metaphorical language (i.e. metaphors, similes, analogies, and other comparisons) is a powerful tool in health behavior change – and marketing – communications. According to Frameworks Institute “Metaphors that rely on everyday objects or experiences can help us introduce unfamiliar issues or explain complex ones…Metaphors can spark new associations and understandings, putting an issue in a new light and prompting people to rethink their opinions or assumptions. When we need to shift widely shared mindsets, the right metaphor can make the difference”. An example of explanatory metaphor in integrative health might be “you can’t pour from an empty cup” (i.e. the relationship between self-care and caring for others). Examples of Evidence-Based Messaging Platforms: Words that Change Minds (see attached) Communicating about Obesity (see attached) Strategies for Effectively Communicating about Toxic Stress (see attached) Building Relationships: Framing Early Relational Health (see attached) Reframing Hunger in America (see attached) Browse through some of the examples of message framing above and discuss the following: 1) What explanatory metaphors have you learned, developed, utilized regarding integrative health, your specific modality, or health-and well-being in general? 2) Which of the communication tips, metaphors, or framing strategies did you find the most useful in the examples? 3) How might you utilize metaphors in your marketing approach, practice, or future work ideas? If you have one, share an example of a metaphor that pertains to your work!
