This presentation discusses behavior change and the Young Foundation's work in this area. It covers the drivers of recent interest in behavior change, different frameworks and theories, examples of projects the Young Foundation has conducted in London around issues like health, sustainability, and crime reduction. Some of the key lessons learned are around having clear objectives, engaging stakeholders, understanding what drives behaviors, using multiple techniques, targeting approaches, and the challenges of evaluation. It also touches on wider issues around how this relates to organizations and ethical considerations.

1. Sutton Partnership
Board, 21.4.10
Kate Dalzell
Young Foundation
Slide 1 The Young Foundation 2010

2. This presentation
•Drivers of recent interest in behaviour change
•What we mean by behaviour change
•What are the Young Foundation doing?
•What are local authorities and their partners
doing?
•What are we learning
Slide 2 The Young Foundation 2010

3. Why the interest in behaviour
change now?
•Public spending reductions
•To improve outcomes, moving beyond the limits of
service delivery
•Popularisation of theories which bring fresh insights
•Cross-party interest
But it isn’t really new
Slide 3 The Young Foundation 2010

4. What we mean by behaviour
change?
•Applying new thinking from social and
behavioural sciences
•Shift away from “rational man” assumptions
•Many theories; many models
Slide 4 The Young Foundation 2010

5. Internal factors
Social factors Rules of thumb
social proof Loss aversion
Self-efficacy/ confidence
descriptive norms
inertia/ status quo bias
collective efficacy time discounting
Social norms personal capacity
•Emotions
External factors Habits
Financial (dis)incentivestives
Effort levels: information
provision; access; regulation
physical environment
Factors influencing
behaviour
Slide 5 The Young Foundation 2010 Human Behaviours

6. What we mean by behaviour change?
Frameworks
to support
implementation
Slide 6 The Young Foundation 2010

7. Young Foundation work
•London collaborative
guide to behaviour change; practice
exchange; action learning; incentives
study
•Recovery Network
litter in Sutton; challenging families in
Knowsley
•Health
Healthy Incentives in Birmingham
Slide 7 The Young Foundation 2010

8. London Collaborative
wide range of work underway…

9. Some examples...
•borough-wide, cross-thematic approach
Better Together, part of Harrow’s transformation
programme
•regional initiatives
Go London!, maximising 2012 health legacy
•small-scale pilots
Barnet’s work on carbon
and waste reduction,
centred on pledges
Slide 9 The Young Foundation 2010

10. Some examples...
•simple behaviours
Step2Get in Wimbledon,
incentivising walking to school
•complex behaviours
tackling gang and
weapon violence in
Southwark

11. Some examples...
•individual choice/ responsibility
Active Steps, clinical referral to exercise
provision through Sutton and Merton PCT
•mobilising community activity
co-design and co-production through Southwark
Circle

12. What we’re learning
•Clarity and transparency about objectives
•Engaging people, partners, staff in design and delivery
•Fully understanding what’s driving behaviour
•Use of multiple techniques
•simple vs. complex behaviours
•Segmenting the population and targeting
•Staff need the skills and capacity
•Political drive and strategic buy-in
•Getting the right balance of carrot and stick right

13. What we’re learning: impact
•we are still learning what works, evidence base patchy
•evaluation can be challenging
•some projects show 6-10% change
•long-term, not quick fix
•have to take risks
•we need to change too – our organisations,
behaviours, examples
we set

14. Wider issues
•What does this mean for our organisations?
•Ethical/ political issues
- defining acceptable behaviours/ interventions
•Wider dialogues: what public should do/ pay for;
cohesion and engagement; altruism
•Role of partnership: interfacing with the ‘total
person’

15. Who do you think is at fault for causing obesity among children?
Who do you think is responsible for tackling obesity among children?
The parents of the individual
Food and drink manufacturers
Restaurants and fast food outlets
Schools
Who is
The individual responsible?
Supermarkets
The government
Not stated
Other
None of these
Workplaces
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