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What is behaviour change, does it work, should we do it, and why are local authorities and the government in the UK interested in it? Find out all this and more in only 15 slides.
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Eyes and Flies: Why Behaviour Change
MattersLouise Reeve
1. A greater understanding of behaviour change, what it means, why it matters, and why we are doing it.
2. A cool phrase – “cognitive polyphasia” – which will impress people.
What will you get out of this presentation?
“A sustained shift in people’s awareness, attitudes, motivation and habits which makes them do things differently. Once enough people make the change, it becomes the social norm.”
(Steve Park)
EYES: What is behaviour change?
Nettle D, Nott K, Bateson M (2012) ‘Cycle Thieves, We Are Watching You’
Previous example: prevent socially harmful behaviour such as cycle theft
Or, promote socially beneficial behaviour Local government context: Between 2010-2015 , local
authorities face a central grant reduction of 28%. Many argue this requires not “salami-slicing”, but wholesale
redesign of service delivery.
Why seek to change behaviour?
Example: Somerset – “Sort It” partnership: "By collecting food waste separately, people become more aware of the amount they are throwing out and start to minimise their waste themselves.”
Reduced costs by 20%. Somerset Waste Partnership
It seems like common sense not to drop litter or drink to excess… yet people do it. Why?
National Social Marketing Centre:
“People do not always act in their own best interest, and behaviour can be:
Irrational, we don’t carefully consider every action we take
influenced by both internal factors (such as confidence, attitude to risk, habit) and external factors (such as what everyone else is doing, the environment we live in)
subject to change in different circumstances.”
Why don’t people just behave in the “right” way anyway?
(NSMC, “A Social Marketing approach to behaviour change”)
The next slides will explain how to do it. First, an important point: Different behaviour change tools exist: Support – help people to make the change by giving them
the means to do it Design – change the environment or products, to support
new behaviour Inform and educate – provide information, run
marketing campaigns Control – use legislation to require people to do things,
such as use seatbelts or not smoke Using marketing techniques to encourage people to
adopt a new behaviour is one approach, but not the only one – and usually most effective combined with other approaches.
How do you do it? And is it the same thing as social marketing?
Often, changing habitual behaviour requires a change in the environment.
(This is why social marketing is a useful behaviour change tool, but may not be enough on its own.)
So, to prevent spillage at urinals…
…give their users something to aim at!
The famous FLIES…
Change Observer, “The value of design
disruptions”.
The essence of a Social Marketing approach to behaviour change
Build Actionable Insight
SegmentationA SMART
behavioural goal
Use behavioural theory
Identify the exchange
Learn from the competition
Support Design
Inform and Educate
Control
1. Do I see things from my audience’s
perspective?
2. Am I clear about what I would like
people to do?
4. Do the benefits of change outweigh the
costs or barriers?
3. Am I using a combination of
activities to encourage the
desired behaviour?
(NSMC, “A Social Marketing approach to behaviour change”)
Segmenting your Audience
A ‘one size fits all’ approachA message, or a service, will be interpreted differently by different types of people “Don’t sniff glue or
aerosols, they can kill you”
How terrifying, I won’t be doing that!
So what? It’s a kids drug, I wouldn’t be seen dead doing that.
Hmm, I didn’t know you could sniff glue – I’ll give that a try!
(NSMC, “A Social Marketing approach to behaviour change”)
Should we be doing this? Do people want us to do this? Ipsos MORI “Acceptable
Behaviour” report 2012: 36% of people agree with the
statement: “The government should change the law so that everyone has to enrol in a pension scheme”.
The same 36% also agree with the statement: “government should not get involved in what people choose to save for retirement”.
Cognitive polyphasia = “the way individuals can exhibit contradictory modes of thinking about a subject”.
“Staying neutral is trickier than it sounds. All else being equal, a government that decides not to influence fizzy-drink consumption (or whatever) isn't staying neutral, leaving consumers free of pressure. It's making an active choice to let the soft drink industry's persuasive efforts – ads, sponsorship – go unopposed.” Oliver Burkeman, “Don’t take
refuge in neutrality”
But, staying neutral is not an option…
“Usually the most effective means of changing behaviour at a population level is to use a range of policy tools, both regulatory and non-regulatory.”
Government Response to the Science and Technology Select Committee Report on Behaviour Change
Does it work? Yes, but be aware that there can be unwanted consequences! Cycle Theft intervention: Bicycle theft decreased at locations with eye signs by
62%... However, bicycle theft increased by 65% in the control
locations. So, yes it can work… but it is a complex, involved
process.
Does it work?
Behaviour Change “enabler” workstream with 11 different projects:
What are we doing in Newcastle?
1. Maintaining the City7. Fostering and Adoption
2. Crisis Response 8. Community Safety
3. Services People Access
9. Go Smarter
4. Support and Enabling 10. Warm Up North
5. Services to Schools 11. Greening Newcastle
6. Public Health
What it is Why we want to do it Why behaviour change and social
marketing are not necessarily the same thing
How you do it Should we do it? The meaning of “cognitive
polyphasia” Does it work? What we are doing in Newcastle.
Questions?
Conclusion
Burkeman, O. 2013: “Don’t take refuge in neutrality; trying to stay neutral is fraught with trouble”. Guardian, 24 August 2013.
Cabinet Office, 2012: “Government Response to the Science and Technology Select Committee Report on Behaviour Change”. London, Cabinet Office.
Change Observer, “The value of design disruptions”: http://changeobserver.designobserver.com/feature/flies-in-urinals-the-value-of-design-disruptions/33108/ (accessed 27 November 2013)
Keohane, N. 2011. “Changing Behaviours: Opening a new conversation with the citizen”. London, NLGN.
Ipsos MORI, 2012: “Acceptable Behaviour: Public opinion on behaviour change policy”. London, Ipsos MORI.
Nettle D, Nott K, Bateson M (2012) ‘Cycle Thieves, We Are Watching You’: Impact of a Simple Signage Intervention against Bicycle Theft. PLoS ONE 7(12).
Somerset Waste Partnership: http://www.somersetwaste.gov.uk/ (access 27 November 2013)
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