#002 · 02 June 2023

I am so excited to be writing this second edition of CULTURx knowing it will land in the inboxes of actual subscribers. Subscribers! Hi there and thanks so much for joining me on this journey. I was truly overwhelmed by the response following the announcement of CULTURx and look forward to bringing you lots of inspiration… right now, and in the coming issues.

But where to start? My notebook is filled with things that caught my attention these past couple of weeks. Maybe a little haiku I wrote about decision paralysis will help ground my busy mind (and yours).

Shall we get into it then? Remember the links to follow up on my curated content are in the titles ✌

Cara Santa Maria is one of my favourite science communicators and I was super excited to learn that her latest podcast episode focused on gaming. Not gaming gaming, but how gaming techniques are utilised in many aspects of our life… in quite a dystopian, Black Mirror take on the topic. Cara interviewed gaming specialist Adrian Hon about his new book; You’ve Been Played: How Corporations, Governments, and Schools Use Games to Control Us All.

As gamification is a key tool in the behaviour change toolbox for healthcare, it’s important that we keep a balanced perspective on how it’s utilised across categories. There are so (so so) many good uses that improve the lives and well-being of people; Adrian Hon’s “Zombies, Run!” is a classic example… but there are also some truly bad and shocking uses, giving gamification a bad reputation. Because a lot of the time you might not even realise it. Coffee stamps, air miles, language learning and even private healthcare. Where do we draw the line between reward and punishment with gamification? Take a listen.

This is another great initiative to fall out of National Nurses Week in the USA. For those who aren’t familiar with NIL, these are deals that are typically reserved for elite college-level athletes, and it refers to the use of an athlete’s name, image, and likeness through marketing and promotional work.

And now, Saucony (running shoes) and Galen College of Nursing are supporting the next generation of nurses through these special NIL endorsements. Four nurses were selected for the programme, which was launched through a real signing event (just like a sports deal). For me, this is more than an idea. Whilst treating nurses like athletes does a great service of showcasing the parallels of physical and emotional strength needed, it goes further by rewarding nurses financially… because let’s face it, all nurses could do with a little more money!

Whilst I’m a sucker for a storybook execution in any marketing campaign, this one hits differently. Change the Ref, is a charity organisation in the US giving survivors and victims of mass shootings a platform to help lead the way in changes to gun legislation.

Their latest campaign is a children’s book, that tells the heart-breaking story of gun violence. The book is aimed at politicians who have the power to influence change, yet stand by and refuse to do anything to stop mass shootings. The campaign encourages further advocacy from their supporters, asking them to download the book and send it to their local representative.

Regardless of sector, I’d encourage anyone working with brands in the UK to read this recent Adliterate article from Richard Huntington. This is the reality check we all need to hear.

“Data that is always understood but rarely felt.”

This piece of writing does not offer a quick fix for brands. It’s more like a ringing of an alarm bell. To stop being so effing egotistical. To listen, really listen to British people. And feel, feel what they are feeling right now. Wake up to what regression means to real people. The solutions brands offer might help in the short term, but in reality, the UK needs a solid economic plan to raise living standards and return consumer confidence.

Now, I just need to get my hands on the report that sits behind this (and so should you)!

If you didn’t make it WiredHealth this year, fear not. A boatload of content from the event has now been uploaded to YouTube. Now the real decision paralysis begins! I’m gonna try and make some time this weekend to watch at the very least, these two talks: The Virtual Clinic Transforming Women's Healthcare with Kate Ryder and The Ever-Changing Brain with Sophie Scott.

And thanks to Annabel from my amazing VCCP Health team for getting this content on my radar.

OK, so that’s it for issue #002. I hope you’ve found some inspiration in this edition. And a reminder that this is early days for CULTURx, any feedback you have will be a gift. And if you like what you read, please subscribe, and pass it on.

Until next time ✌