champs training course 10 may 2011...social marketing who is our target audience? what influences...
TRANSCRIPT
Influencing Public Behaviour: An Introduction SM
10 May 2011
ChaMPs training course
Session outline
• Introductions & Expectations (10mins)
• Scope of the Course (10mins)
• Group Task 1 – thinking about „behaviours‟ (20mins)
• Key influences on behaviour - MINDSPACE (30mins)
• BREAK (15mins)
• Group Task 2 – how to influence behaviour (20mins)
• A practical policy framework for behaviour change – the 6Es (20mins)
• Group Task 3 – locating change action within the 4 core Es (15mins)
• Following a proper planning process – introduction to NSMC Planning Guide and Toolkit (15mins)
• Discussion (15mins)
• Summing up of key learnings (10mins)
Learning objectives
• Basic understanding of behaviour change
• Be aware of the potential determinants of behaviour change (MINDSPACE)
• Understand policy context for how public bodies can influence behaviour (6Es)
• Be familiar with a „planning process model‟ and national Guide and Toolbox
• Understand the role of communications, interventions and services
Context
Where is social marketing valuable?
Scope of the course
Citizen or
customer Behaviour
‘What people actually do’ Social marketing
Who is our target
audience?
What influences
their behaviour?
Do certain groups
behave differently?
An approach, a set of
tools and techniques to
influence behaviour.
Draws on social
psychology, behavioural
economics, marketing
What is the „problem‟
behaviour?
What is the „desired‟
behaviour?
Understand people in the round
Group Task 1 –
Good and bad behaviours
Make a list of specific good/desirable and
bad/undesirable behaviours (for an individual or
the wider community)
Layout of flip chart(s)
Good/Desirable
1
2
3
4
5
Bad/Undesirable
1
2
3
4
5
Factors that
influence people‟s
behaviour
This section is for
the task 2
Discussion
Good and bad behaviours
9 robust influences on
human behaviour and
change
Mindspace
Influences on behaviour
M I N D S P A C E
Influences on behaviour
E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
M I N D S P A C E
Influences on behaviour
E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
M I N D S P A C E
We are heavily influenced by those who communicate information.
Influences on behaviour
M I N D S P A C E
Our response to incentives are shaped by predictable mental shortcuts, such as
strongly avoiding losses.
E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
Changing to a healthy diet
• Can‟t enjoy cream cakes!
• Limit enjoyment/pleasure
• Social criticism/isolation
• Boring goody-two-shoes
• Longer life expectancy
• Fewer illnesses in future
Disincentives/costs Incentives/benefits
Now!
Future!
Changing to a healthy diet
Disincentives/costs Incentives/benefits
Reduce
Increase
Influences on behaviour
We are strongly influenced by what others do.
M I N D S P A C E E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
Influences on behaviour
We „go with the flow‟ of pre-set options.
M I N D S P A C E E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
Influences on behaviour
Our attention is drawn to what is novel and seems relevant to us
M I N D S P A C E E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
Source: NSMC
Influences on behaviour
Our acts are often influenced by sub-conscious cues.
M I N D S P A C E E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
Priming the desired behaviour
Amsterdam toilets – in the gents‟.
Influences on behaviour
Our emotional associations can powerfully shape our actions.
M I N D S P A C E E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
Influences on behaviour
We seek to be consistent with our public promises, and reciprocal acts
M I N D S P A C E E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
Influences on behaviour
We act in ways that make us feel better about ourselves
M I N D S P A C E E
S
S
E
N
G
E
R
N
C
E
N
T
I
V
E
S
O
R
M
S
E
F
A
U
L
T
S
A
L
I
E
N
C
E
R
I
M
I
N
G
F
F
E
C
T
O
M
M
I
T
M
E
N
T
S
G
O
© The Hub
Task 2 –
How the public sector can
influence behaviours
1. Look at the behaviours from task 1
2. Write up on post it notes specific actions you might take
to influence these behaviours.
3. Use a separate post it note for each action and add
them to the “Factors that influence people‟s behaviour”
Intervention framework – the 6Es
MIND
SPACE Evaluate Explore
Encourage
Enable Engage
Exemplify
• Legislation
• Regulation
• Incentives
• Information
• Leading by example
• Policy consistency
• Organisational learning
• Deliberation
• Permission
• Co-production
• Infrastructure
• Facilities
• Design
• Resources
• Insight • Evidence-based
innovation
Explore
• Defining audience
• Customer insight
• Understanding
behavioural drivers
• Customer journey
• Segmentation
• Prioritising audiences
Enable
• Remove barriers
• Give information
• Provide facilities
• Provide viable
alternatives
• Educate/ train/
provide skills
• Provide capacity
Encourage
• Through tax system
• Expenditure –grants
• Reward schemes
• Recognition/ social
pressure –league
tables
• Penalties, fines, &
enforcement action
• Information-education-
communications
Engage
• Community action
• Co-production
• Deliberative fora
• Personal contacts/ enthusiasts
• Media campaigns/ opinion formers
• Use networks
Exemplify
• Leading by example
• Achieving consistency in policies
Evaluate
• Evidence-based
innovation
Group Task 3 –
Locating behaviour change
action within the 4 core Es
1. Look again at the post-it notes from task 2
2. Places them within the appropriate E.
3. Add new actions that come to mind
Locating actions within the 4Es
Enable
• Infrastructure
• Facilities
• Design
• Resources
Encourage
• Legislation
• Regulation
• Incentives
• Information
Engage
• Deliberation
• Permission
• Co-production
Exemplify
• Leading by example
• Policy consistency
• Organisational learning
Making behaviour change
attractive
A summary
We offer:
Marketing works to make things:
Create valued benefits for the customer
Longer term
BENEFITS
More immediate
BENEFITS
Short term
COSTS
Turn into
Reduce Make our „service‟ or „product‟
Engaging in breast screening
• Fear of finding cancer
• Going to the hospital
• Waiting for the results
• Finding a parking place
• Offer counselling
• GP surgeries
• Reduce wait time
• Provide adequate parking
Disincentives Incentives
The benefits of changing must outweigh the costs (pretty much immediately)
Engaging in team sports
• Time
• Breathlessness
• Embarrassment
• Fun
• Invigoration
• Buzz
Disincentives Incentives
The benefits of changing must outweigh the costs (pretty much immediately)
Following a proper planning
‘process’
The social marketing process
The social marketing process
A logical and systematic process
centred on the people we aim to help
The social marketing process
The social marketing process begins.
The social marketing process
Examining the challenge and
considering intervention options.
The social marketing process
Developing a specific programme,
campaign or intervention.
The social marketing process
The intervention goes live.
The social marketing process
Reviewing and assessing the impact of
the intervention.
The social marketing process
Communicating outcomes and lessons
learned to funders, stakeholders and a
wider audience.
Discussion
To what extent do you follow „a‟ planned process – what are people‟s experiences?
• What are the main things that people have taken out of the session?
• What are the main learnings?
Key learning points
• www.instituteforgovernment.org.uk/images
/files/MINDSPACE-practical-guide.pdf
• www.instituteforgovernment.org.uk/images
/files/MINDSPACE-full.pdf
• www.socialmarketing-toolbox.com
• www.socialmarketinggateway.co.uk
Resources
Session ends