The secret to changing behaviour…

1. The secret to changing behaviour…

2. Behaviour change is not new…

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

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

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

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

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

8. 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.”

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

10. Behaviour change basics: What works? • Use the 4 ‘E’s 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’