What we do The Behaviour Change Collaborative is a social - - PowerPoint PPT Presentation

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What we do The Behaviour Change Collaborative is a social - - PowerPoint PPT Presentation

Nov 16, 2023 336 likes •700 views

About us What we do The Behaviour Change Collaborative is a social enterprise that applies multidisciplinary approaches to affect positive change. Our reputation for excellence has allowed us to establish local, national and international

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About us

The Behaviour Change Collaborative is a social enterprise that applies multidisciplinary approaches to affect positive change. Our reputation for excellence has allowed us to establish local, national and international partnerships with some of the world’s leading behaviour change institutions, academics and practitioners. We collaborate on projects globally to bring positive change to people’s lives, and to improve the communities in which we live, work and play.

What we do

Change Conference Keynote 2019

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Activity Time Scene setting 5mins Consumer orientation, insight and behavioural goals 10mins Group activity 1 Choose a target segment & build a persona 20mins Feedback 5mins Group activity 2 Behavioural objectives 10mins Feedback 5mins Closing remarks & Questions 5 mins

Agenda.

Shift in mode of transportation to school between 1969 and 2009 for K-8 students . . .

My wow moment!

Source: Green Health: Urban Planning and the Development of Healthy and Sustainable Neighbourhood's and Schools

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What if catching the bus was cool?

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People adopt behaviours that are FUN, EASY and POPULAR.

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But behaviour change can be complex.

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The Behaviour change wheel.

Susan Michie, University College London.

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Consider behavioural chains…

Source: Doug McKenzie Mohr.

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The average smartphone user [touches] their device a staggering 2,617 times each day. Among the heaviest users that figure more than doubles to 5,427.

People are too busy to listen, let alone act.

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So where do we start?

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What moves and motivates people?

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Developing a robust understanding of the audience, based on good market and consumer research, combining data from different sources.

Customer orientation.

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Why would you do that then?

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99 miles Last mile To travel the “last mile.”

  • The term originated in telecommunications,

then adopted by logistics more generally.

  • Not to be confused with the first and last mile

problem in public transport…

  • Customer insight is the fuel that can help us

traverse the last mile.

Data. Understanding Customer insight.

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Data is too often mistaken for insight.

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What constitutes a “behaviour”?

Audience insight Intervention Intervention Behavioural insight Behavioural economics Social marketing

There are two types of insight.

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What constitutes a “behaviour”?

WHAT DATA

Facts & observations.

UNDERSTANDING WHY SO WHAT? INSIGHT

Explaining what’s going on. The deep truth that strikes a chord with people.

We also need to build actionable insight.

68% use cars

Proximity to public transport is a key factor

?

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Defining behaviour.

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Under specific conditions By a specific target audience An

  • bservable

action

A behaviour is...

Behavioural goals

  • Broad. Strategic.

Behavioural objectives Specific, concrete and measurable.

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Activity

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Activity overview.

PART A: Customer orientation (20 mins) Build a persona to represent a member of your target audience. PART B: Behavioural goal (10 minutes) Write a clear behavioural goal for your target persona (audience).

Demographics Habits Competition Barriers Information sources Key influencers Attitudes & aspirations Enablers

Under specific conditions By a specific target audience An

  • bservable

action

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  • A. Building a persona.

A practical way of applying a customer-centric approach, and allow the design of communications and interventions whilst keeping in mind the end user as a human rather than a set of data points.

Personas Aspiring Leader

Behavioural goal? Male, 18 – 25 Lives in the city, at home with parents. Usually drives to uni. P/T job to pay board and social expenses. Saving for home deposit. Info sources – Friends, family, Twitter. Influencers – peers, business thought leaders. Enabler - Owns a bike. Health is important. Competition – Car is easier. Time. Barriers – Inconvenient. No perceived reward. Habits – Gym 4 x per week. Friday night drinks.

Demographics Habits Competition Barriers Information sources Key influencers Attitudes & aspirations Enablers

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  • B. Behavioural goal.

Task Write a clear behavioural goal for your target persona (audience).

Under specific conditions By a specific target audience An

  • bservable

action

Example A 3% increase in the proportion of male students using a bike to get to and from campus at least 2 times per week by July 30, 2021.

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SLIDE 27 Demographics Habits Competition Barriers Information sources Key influencers Attitudes & aspirations Enablers

What next?

Audience profile Behavioural

  • bjective

Educate

Support Design Control

Methods mix

Post details to the Your Move website by Friday, 6th December.

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And if all else fails…

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Photos: Audrey Penven

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Additional tools

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4P’s in social marketing.

Product

  • What does the customer/consumer get?
  • What’s being offered to them?

Price

  • How much will it cost them?
  • (Not just money, but also time, effort, emotional costs, etc)

Place

  • Where does the relevant behaviour happen?
  • Where are there opportunities to reach the customer/consumer?

Promotion

  • What package of incentives can be put in place which will be

valued by the customer/consumer?

Source: The NSMC

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The Methods Mix

Educate Support Design Control

Consumer

  • Inform. Advise. Persuade. Inspire.

What do people need? What do they value? Environmental and physical. Regulation and policy.

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Incentive Disincentive Active Decision

Conscious / Considered Automatic / Unconscious

Passive Decision

Hug Smack Shove Nudge

Value/cost exchange

Source: Strategic Social Marketing.

e.g. A fine. A reward for doing something good. e.g. Default saving scheme. e.g. Carbon Tax

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Method, value, cost exchange

Hug Nudge Shove Smack Control Design Educate Support

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Luke van der Beeke, Founder.

  • m. 0401 325 153
  • e. luke@thebcc.org.au
  • w. www.thebcc.org.au

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