Deeper Change – using behavioural insight to tackle issues

“Behaviour change is often at the heart of
public sector organisations and is an area where
communications teams can be really influential.”

CIPR is delighted Behavioural Insights Ventures – part of the world’s first government institution dedicated to the application of behavioural sciences – will lead our sold-out behaviour change interactive workshop at the end of January 2018.

Behaviour Change Workshop promo 2018-01Communications and PR practitioners will learn the latest developments in the world of behavioural science to apply behaviour change principles to their campaigns and work.

With behaviour change, it’s not about how much money you spend or how loudly you communicate your message. It’s about small, well-considered nudges. A clear call-to-action button on a website can impact conversion more than a TV ad. An opt-out default on a form can change rates of people signing up for organ donation, and a tweak in messaging on letters can lead to increased taxes being paid on time.

Seemingly small changes like the wording of a letter can drive efficiencies for government and hopefully even lead to fewer people losing licences over unpaid fines and more taxes being paid on time.

Behavioural insights are used across public services to improve service outcomes. The approach is based on the idea that interventions aimed at encouraging people to make better choices for themselves and society will be more successful if they are based on a more realistic understanding of how people behave and take decisions.

Many of the interventions designed using this approach drive positive behaviour change at zero or low cost, which helps manage demand for public services and can reduce the overall cost of service provision.

Black and white photo of Charlotte stood against a tree backgroundAt our Behaviour Change interactive workshop, Charlotte Bearn from world-leading Behavioural Insights Ventures (part of the Behavioural Insights Team), will explain behavioural insights in the context of public sector organisations and how different techniques can help change behaviour to reduce costs or generate income.

“Behaviour change is often at the heart of public sector organisations and is an area where communications teams can be really influential,” Charlotte said.

“Our behaviour change workshop will help public sector colleagues gain a deeper understanding of behavioural insights, to build more effective campaigns.

“We will also look at the importance of establishing the wider aims of a programme or campaign at the outset, understanding what can prevent people from changing their behaviour in a specific context, testing different approaches and continuously learning and adapting to achieve optimal results.

“I’m really looking forward to this interactive behaviour change workshop with the CIPR, and helping public-sector colleagues with their behavioural insights journey.”

CIPR Local Public Sector Committee member Dominic Ridley-Moy, a Behaviour Change Communications Practitioner, will also speak at the event. LPS Committee member Kerry Sheehan, a communications and marketing director in health communications, will facilitate the event.

Article by: Kerry Sheehan MCIPR

 



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