Approach for Communication Design for Motivation to Health Behavior

Abstract

It is well known that the implementation of physical activity/exercise is extremely important in preventing diseases and maintaining and promoting physical and psychological health. Therefore, we thought to realize a communication design that integrates medical care and communication and makes people actively want to behave, or behave unconsciously, so that they will become healthy. “AD-MED” is a new academic system aiming at solving various medical problems from the viewpoint of consumers by studying “communication” that realizes Behavior Change of people by incorporating an advertising viewpoint that is easy to understand and that affects people, such as design and copywriting. As part of this, the authors carried out the “Shoes Want to Walk” tour. This is an effort to realize enjoyment in the health behavior “walking” enjoyment by applying gimmicks on the walking path and moving forward while clearing them. As a result, it was found that quizzes and mail instructions during walking induced pleasure, but that alone was insufficient, and further motivational elements were needed.