The explanatory message frames makes causal relationships clear. Such frames help people understand why something happens and then persuades them to take action.

Think about this example:

“Too often, affordable food options are high in sugar and salt, and healthier options are out of reach due to barriers like limited transport.”

The above example exemplifies the cause and effect relationship. Those who understand the relationship are more likely to see the importance of the issue and take steps to address it.

Evidence from the UK reveals that explaining how low-cost alcohol leads to alcohol problems and the structural, population-level causes without statistics is helpful in raising support for minimum unit pricing.

Explanations about how structural factors like poverty lead to mental illness and fetal alcohol spectrum disorder, and how access to good transport and good education results in better physical health and reduced obesity, improve public understanding.