A new five
step process for behaviour change communications planning
is at the heart of new guidance from the Central Office of
Information (COI). It also recommends a practical behavioural
model to be defined at the start of any new behaviour change
initiative, and refined throughout the life of the campaign. These
measures will help maximise the effectiveness of - and define the
role for - government marketing activity on integrated behaviour
change campaigns.
COI reveals new five step plan for behaviour
change
A new five step process for behaviour change
communications planning is at the heart of new guidance from the
Central Office of Information (COI). It also recommends a
practical behavioural model to be defined at the start
of any new behaviour change initiative, and refined throughout the
life of the campaign. These measures will help maximise the
effectiveness of - and define the role for - government marketing
activity on integrated behaviour change campaigns.
Government makes a significant investment in encouraging people
to give up risky or unhealthy behaviours, take up new behaviours,
or obey the law. Communications often play a pivotal role in
helping to tackle some of society’s most difficult and costly
problems, from climate change to stopping smoking. This could be
through reframing an issue and promoting norms, to building up
people’s belief and confidence in their own ability to change.
While some campaigns, such as the Department of Health’s
Change4Life anti obesity initiative, are already applying
behavioural theory, the guidance has been developed to enable a
consistent framework to be applied and ensure that behavioural
theory is embedded in the communications process.
Developing or adopting a single, behaviour specific model would
enable a deeper insight into the reasons behind a particular
behaviour and how to change it, and allow for a clearer view of
the role for communications within the context of the other policy
interventions taking place.
This has a number of benefits:
· It makes it easier to identify where communications can play a
role, and have the biggest impact;
· It allows for more realistic communications objectives to be
set, driving more robust and meaningful evaluation;
· It makes it easier to select the most efficient and cost
effective communications channels
· It provides a unifying platform for both policy and communications.
There are, however, wider implications for how government
marketing is developed. By placing communications in the wider
range of interventions, the implication is for a shift away from
discreet campaigns towards multiple messaging and propositions,
stimulating ongoing relationships with the groups Government needs
to engage for sustained and successful behaviour change.
COI Chief Executive Mark Lund commented:
“Government communication must be as efficient and effective as
possible, and this guidance underpins COI’s commitment to making
this happen. Our aim is to stimulate debate and dialogue on this
important issue among all those working in government and public
sector communications.”
Matt Tee, Permanent Secretary for Government
Communication added:
“I very much welcome this guidance which complements, and
contributes to, a wider Cabinet Office led initiative on
behavioural change. It’s important that government communicators
have a deeper understanding of the principles of behavioural
change theory and how these can be applied to the whole
communications cycle.”
The guidance has been written by a team of specialists from
across COI, in consultation with industry experts.
COI is now in the process of setting up an approved suppliers
list of behaviour change experts that Government can call upon to
help solve behaviour change challenges. It is expected to be
available for use by the end of this year.
COI is also currently developing a new best practice approach to
the holistic evaluation of all government communications, which
will take account of the findings made in this report.
Ends
The document can be downloaded from the COI website at
coi.gov.uk/behaviourchange
Please call Katrina Whenham or Tracey Cobbett at the COI press
office to arrange an interview with Mark Lund or ask further
questions.
Notes to Editors
· COI combines expertise in marketing communications with an
understanding of government systems and procurement policies. It
provides consultancy, procurement and project management in every
area of communications and strives to achieve best value for government.
· The five step planning process is:
1. Identifying behaviours;
2. Understanding the influences;
3. Developing a practical model;
4. Building a marketing framework; and
5. Creating a communications model.
· In creating the guidance, COI has drawn on the expertise of a
wide range of people from government, academia, industry and COI.*
o Experts in the areas of communications and behaviour change who
attended workshops at COI and/or peer reviewed the guidance: Will
Collin, Andrew Darnton, Mark Earls, Daniele Fiandaca, Alison Hoad,
Robert Horler, Steve Morris, John Owen, John Poorta, Stuart
Sullivan-Martin, Charlie Snow and Kate Waters;
o Colleagues from across government and also from industry who
spoke to us about their approach to developing behaviour change strategies:
§ The Cabinet Office, Department of Health, the Department for
Children, Schools and Families, the Department for Transport, the
Home Office and Peterborough Environment City Trust who provided
case studies of behaviour change campaigns; and
§ Those involved in the Behaviour Change Knowledge
Review from the Government Social Research Unit with whom we
have worked closely to develop a common understanding of
behavioural theory and models.
*Please note that inclusion in this list below
does not imply formal approval by these organisations or
individuals of the content
Contacts:
COI Press Office.
prenquiries@coi.gsi.gov.uk
Katrina Whenham
Phone: 020 7261 8915
Mobile: 07817
198783
Fax: 020 7928 7761
katrina.whenham@coi.gsi.gov.uk