I REFER to the article, 'One-size-fits-all health messages miss the mark' (ST, Dec 18) and the letter, 'Health messages now target specific groups' by Mr Lam Pin Woon, chief executive officer, Health Promotion Board (ST, Dec 20).

Mr Lam noted that there is a general disconnect between knowledge and behaviour changes, where knowledge does not necessarily translate into action.

May I suggest a possible cause to this observation? To effect a behaviour change, the individual must be motivated to change his behaviour, and knowledge itself is not adequate to provide this motivation.

The person must have hope that if he changes his behaviour, he will definitely reap its benefit.

By using scare tactics for nicotine addiction, for example, it will not motivate the person to quit. Rather, it perpetuates the feeling of hopelessness, that is, it reinforces the perception that his condition is beyond help and he may die as a result of his addiction.

Rather, a campaign to share the experiences of those who have overcome their addiction successfully and the greater benefits it afforded them will give hope and encouragement to those who want to quit.

Sharing the skill and a concerted effort of giving support, empathy and encouragement to remove an addictive behaviour, together with the incentive of material gains, may be a better way forward.

Dr Choo Kay Wee

This letter was first published in The Straits Times on Dec 27, 2007.