A recent study suggests that injecting humor into discussions about taboo women’s health topics can enhance engagement and interest, particularly in pelvic floor health. Led by Rosie Harper, a PhD researcher at Bournemouth University and pelvic health physiotherapist at University Hospitals Dorset, along with comedian and women’s health physiotherapist Elaine Miller, the study examined the effectiveness of a humorous social media campaign aimed at encouraging women to prioritize pelvic floor training exercises.
Published in the journal Health Expectations, the Patient and Public Involvement (PPI) study focused on an Instagram campaign titled ‘#DryByChristmas,’ spearheaded by Elaine Miller. The campaign employed daily humorous visual content over a three-month period, tailored to resonate with women and promote continence through pelvic floor muscle training.
Rosie Harper emphasized the challenges women face in adhering to prescribed pelvic floor exercises, citing the need for behavior change. Recognizing the potential of social media platforms to convey public health messages in a lighthearted manner, the research team explored the use of humor to facilitate engagement and promote positive health behaviors.
Analysis of the campaign’s performance revealed a notable increase in engagement with the Instagram account @gusset_grippers, where the posts were shared. With over 22 thousand users reached, the campaign garnered 9700 likes and nearly 900 comments. Notably, 96 percent of those engaging with the content were women, predominantly aged between 35 and 44, a key demographic targeted by the campaign.
The success of the campaign was attributed to its ability to tap into shared female experiences and social norms, fostering a sense of community and destigmatizing pelvic floor dysfunction. Rosie Harper emphasized the persuasive power of humor in behavior change interventions, noting that humor has the potential to make health messages more relatable and memorable.
The insights gleaned from the study have informed the development of a digital intervention as part of an ongoing clinical trial at Poole Hospital. The trial aims to assess the efficacy of digital pelvic floor muscle training nudges delivered via a mobile app in supporting women during maternity pathways.
Elaine Miller highlighted the campaign’s focus on humor as a means to reframe how women perceive and manage pelvic floor health. By incorporating humor into discussions surrounding pelvic floor exercises, the campaign aimed to empower women to take charge of their health in a more positive and approachable manner.
As Rosie Harper concluded, appropriate use of humor has the potential to transform how individuals experience and manage their health conditions, paving the way for innovative interventions that prioritize holistic well-being.
