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Dr Samina Khan, Oxford's director of undergraduate admissions, said tackling perceptions about Oxford was a central part of the university's work with teachers.
The message is dressed up in a humorous fashion but, make no mistake, McDonald's is tackling perceptions about its food with some vigour.
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But the first big challenge, he said, was to tackle perceptions so that mental health problems no longer carried a stigma for children.
We need to directly tackle perceptions of cultural "otherness", and to support perceptions of shared membership.
Previous population surveys in the US[31] and the UK[32] have emphasized that after an initially high level of risk perception, levels of anxiety waned along with the perception of the A/H1N1 influenza-pandemic as an immediate threat and that tackling the perception that the outbreak has been "over-hyped" may be difficult.
In conclusion, these findings suggest that tackling the perception of negative descriptive norms may be an effective strategy for reducing explicit stigmatising responses among adolescents.
The first thing that comes to mind is tackling the perception that Chinese food is cheaper.
Another of Dannatt's priorities was tackling the perception of the British operations in Iraq and Afghanistan, as he was concerned the news media and the British public were unaware of the purpose or the intensity of the missions.
Tackling the perception that the outbreak has been "over-hyped" may be difficult but worthwhile.
Translate data into individual stories to help tackle false perceptions: Speaking as a girl who grew up in a developing world having to compete for resources with my male siblings, it is important to target the erroneous perceptions of parents that investments in girls are not cost efficient.
They also discussed ways to tackle negative perceptions of young people in wider Scottish society.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com