The MAP model: approaching behaviour change conversations on farm

Abstract

With the increasing focus on preventative medicine, herd health management and sustainability, farmers are continually being challenged to make changes to their farm routine and farm behaviours (Bord Bia, 2022; Svensson et al., 2022). In this context, the role of the veterinary practitioner becomes ever more critical as an advocate for change. However, to fulfil the potential of this role, it has been recognised that veterinary practitioners could benefit from training in evidence-based communication strategies, specifically designed to support behaviour change (Bard et al. 2019). The behavioural sciences such as health psychology have extensively studied the area of behaviour change, exploring its theoretical underpinnings and developing strategies which can be used to encourage it. This has led to a growing interest in adapting behavioural science-based behaviour change communication strategies to the field of veterinary medicine (Svensson et al. 2020a; 2020b; Bard 2018). One such behaviour change communication strategy which may be applicable is the MAP (Motivation, Action and Prompts) of Behaviour Change model (NHS Education for Scotland (NES), 2022).