regular joe and jane return as most credible person, edelman study finds

February 1, 2012

in health communication

regular employees and “people like me” are once again among our top three most trusted, credible sources, according to the 2012 edelman trust barometer. they’re back in the limelight after fading away last year, somehow losing ground to CEOs. but this year, things look much as they did in 2004, when regular folk vaulted to the top of the heap of credible spokespeople.

in health communication, the regular joe or jane has continuously held a starring role. while we defer to medical professionals for information about health treatment, susannah fox of the pew internet & american life project has written that we look to people in our shoes—people like me—for emotional support and empathy, encouragement and care. this is particularly true for those who are living with a chronic condition, are acting as caregiver or have experienced a medical crisis. it’s also true for those who have gained weight, had a pregnancy or quit smoking.

this is a distinction that matters. employees who have the medical guidance they need still benefit from finding others who have been in their shoes. it’s up to employers to determine ways to provide that connection.

employers can steer employees to people like them. there are powerful examples of patient communities—patientslikeme and curetogether being two well-known examples. they can create avenues for employee-to-employee sharing, through blogs, forums and various forms of success story sharing. and last, they can equip “regular joes and janes” to go, to find, and to offer support and guidance to others like them, whether that’s those trying to make small, healthy changes or those dealing with something graver. here are a few examples from employers and elsewhere.

what’s your inspiration?: a simple success story-sharing process for home depot employees that mimics popular approaches by weight watchers, shape magazine and many others.

love heals: a peer-to-peer video counseling program for teen girls about safe sex (hat tip: susannah fox).

bedsider real stories: video stories from men and women about different contraceptive methods.

ron artest on psychiatry: an informal video interview where the lakers’ artest thanks his psychiatrist for making his achievements possible.

tudiabetes’ word in your hand project: a photo-sharing project to connect others through their shared emotional experience living with diabetes. (note: this project morphed into the global diabetes handprint, whose site is sadly no longer available.)


Leave a Comment

{ 4 comments… read them below or add one }

Susannah Fox February 2, 2012 at 3:55 pm

As a sign of how useful this post is, I have already sent it to 3 people today who emailed me asking for advice about designing health interventions.

Here’s my summary: Joe & Jane never left, they just became @Joe and @Jane and amplified their voices.


fran February 4, 2012 at 11:21 am

susannah, love it: “they just became @joe and @jane and amplified their voices.” well said. thanks, as always, for providing us with such useful and usable data.



Tamila October 21, 2015 at 5:58 pm

Thanks for another iromnfative website. Where else may just I get that kind of info written in such a perfect approach? I have a challenge that I am just now operating on, and I’ve been on the look out for such info.


golden buddha February 23, 2021 at 4:37 am

I have been absent for some time, but now I remember why I used to live this
blog. Thank you, I will try and check back more frequently.

How frequently you update your website?


Previous post:

Next post: