Behaviour Change Programmes -Barnet’s

Pilot Experience 25 February 2010

Andrew NathanChief Executive’s Service

London Borough of Barnet

Why behaviou

r change?

• Post-2006 CPA- where next for improvement?

•Remaining public service challenges are complex

•Interest in behavioural psychology theories- ‘nudge’

•Interest in smarter communication and social marketing tools

•CLG funding for behaviour change projects- Aug 2008

Purpose of Pilot Projects•Test out the theoretical framework•Trial new approaches•Understand merits and drawbacks of these new methods•Evaluate what works for future

Review of existing communications

• Most council communications designed to inform rather than engage• Channels to engage (face to face, online) second place to ‘reinforcing interventions’ (posters, letters)• Emotional appeal/rationale/argument lacking in the messages• Focus on specific audience groups to be effective• Should lead by example

Pilot- Principles applied•Understand audience profile•Clear and specific action-focused messages•Sense of optimism•Peer led engagement•Practical enabling support•‘Normalising’ behaviour•Work with services•Qualitative and quantitative outcomes•Accept limitations

http://www.flickr.com/photos/philphotography/2374787400

Carbon Pilot

• 700 households in West Finchley (6 streets)• Audience: environmentally aware, potential to do more• Realistic aims within a 3 month period• Focus on changing ‘habits’ e.g. lights, plugs• Get commitment for longer term changes e.g. loft insulation

http://www.flickr.com/photos/philphotography/2374787400

Carbon Pilot:How?

Phase 1: Wake up people to unsustainable behaviours• Groundwork – recruit and train local volunteers• Door-knocking – raise awareness and surveys• Smart meters

Carbon Pilot: How?

Phase 2: Introduce new behaviours• Volunteers – face-to-face engagement, pledges• Signposting • Practical tools e.g. freebies, retrieval cues• Poster campaign•On-line portal ‘Do the Green Thing’

http://www.flickr.com/photos/philphotography/2374787400

Carbon Pilot:How?

Phase 3: Refreeze behaviours• Measurement – final survey & smart meters• Pledges• Poster campaign – thanks• Labelling their ‘success’

http://www.flickr.com/photos/philphotography/2374787400

Carbon Pilot:

Results

92% do their bit57% did things differently86% stuck to pledges8% made green lifestyle changes52% said helped save carbon45,000 kg saved (93 users)

• 1500 households in Temple Fortune, 3 months• Audience: Pro-green, potential to do more• Behaviour change: Reduce and reuse (not recycle)• Activities: Door knocking, face-to-face, communications campaign, on-line portal, community event• Measurement.: waste tonnage

Waste Pilot

•Door knocking to discuss possible actions•Sign up to pledges•Do the Green Thing Portal•Info on council services e.g. recycling; and useful websites•Stickers on bins to signal commitment

Waste Pilot:Ho

w

•57% said helped reduce waste•58% reported doing things differently•92% stuck to pledges•8% adopted new behaviours•Clear reduction in WASTE at time of initiatives…•But cancelled out by other weeks

Waste Pilot:

Results

Challenges

• Measuring the impact of individual activities• Being able to analyse the longer term benefits (and

knock on effects) • Maintaining momentum• How is ‘success’ judged?

Learning points•Need to develop new skills•Review focus of communications•Communications and service delivery together deliver change•‘Life changes’ also a hook•Nurture community ‘intermediaries’•Needs long-term monitoring•Success is in the learning itself

Behaviour change- ‘top 5’•Be Bold•Be local•Be connected•Be precise•Be patient•But…

• ‘Ambitious Behaviour Change programmes require resources that are proportional to the challenge’

Taking Behaviour Change forward: ‘Future Shape’ •Future Shape:•New Relationship with Citizens•Lessons for prototyping•Already informing other initiatives