The secret to changing behaviour…

Behaviour change is not new…

Few think they can effect any change because the problem is so big Where are we at? Few people understand the issues Yes, people are more aware, but… … are they actually changing their behaviour? Few think they will be affected directly

Defra’s habit busting package package to unlock habits & tackle existing norms Enable Engage Exemplify Encourage provide access to services & clear instructions on ‘how to do’… educate, incentivise personal contact, social networks, opinion formers, community action ‘seeing is believing’

Behaviour change basics: Do they believe the issues you are tackling are important, or not? Know your target audience Is your target audience homogenous?

How does it fit into someone’s sense of identity/belonging? Behaviour change basics: Do they care? Address personal values/norms Is it too alien?

Does it tackle the problem of “what others will think”? Does it use “people like me” to sell the message? Behaviour change basics: Address social norms

Behaviour change basics: Address social norms “Breaking out of habits and norms is difficult as an individual. Groups, however, can create a new momentum for change.”

Behaviour change basics: Does it fit into everyday, normal life? Help people break bad habits Does it tap into “key moments of change”?

Behaviour change basics: 1. Use the 4 ‘E’s What works? 2.Know you audience 3.Be clear and direct in your aims 4.Make it as easy as possible 5.Be consistent 6. Find ‘communities of meaning’