1. Rachel Lilley
Executive Director/Research Associate
PGCE, MPhil
Behaviour Change
Newid Ymddygiadau

2. Professor Mark Whitehead Dr Jessica Pykett
Dr Rachel Howell
Dr Rhys Jones
Rachel Lilley

3. UNESCO
Samoa Air
United Nations Development Programme
Unilever
World Diabetes Foundation
Hiam Health
International Labour Office
Secretariat of the Pacific Community
John Lewis
Tools of Change (Canada)
Behaviour Works (Australia)
Euro Health Group
National Social Marketing Centre (UK)
Sustainable Brands
Innovations Lab (Kosovo)
Centre for Communications Programmes
Change Hub
Change Labs
Communication Initiative Network
Canyon Ranch Institute
OECD
A Little Bit of Hope
Sanitation and Water For All Partnership
University Research Co.
BEHAVE
SNV
Hygiene Central
UNICEF
International Medical Core
C-Change
Global Fund
Danish Nudging Network (I Nudge You)
World Bank
Japanese Social Development Fund
USAID
Manoff Group
URC
Deutche Bank
Population Services International (PSI)
Carribean HIV/AIDS Alliance
Health Ministry (Indonesia)
Japanese Ministry of the Environment
USAID
AusAID
Red Cross
United Nations Population Fund
Greenudge (Norway)
PATH Foundation
Carribean HIV/AIDS Alliance
Mindlab
World Economic Forums
NGOs and International Bodies – actively engaging in
Behaviour Change Agenda

4. Global Spread of Behaviour Change Ideas (Blue-central orchestrated government
Initiatives, Red-evidence of local policy initiatives).

5. Attempts at global Level co-ordination

6. Important at Range of Scales
Local
National International

9. Economics
Psychology Sociology
Neuroscience

10. WHAT IS BEHAVIOUR CHANGE?

11. WHAT THEORY SUPPORTS IT
Behavioural Economics
Behavioural and social psychology
Cognitive Design
Engineering psychology
Ethology
Neuroscience
Neurospychology preference theory
Social Practice Theory
Sociology
Social Marketing
Theories of Marketing
Theories of Affect
User Centred Design

12. SIX-STEP PLANNING PROCESS
1.1 Agree project goals
1.2 Agree the planning
process
1.3 Agree programme
governance
1.4 Agree stakeholders for
the project
1.6 Consider resource
needs
PREPARE
1
DEFINE THE PROBLEM
AND THE GOAL
2
GAIN Audience
INSIGHT
3
DEVELOP and Co-
design STRATEGY
4
IMPLEMENT
5
REVIEW and
Modify
6
2.1 Understand social
context
2.2 Understand public
policy context
2.3 Define the problem
2.4 Define the preferred
social outcome
2.5 Analyse potential
causes of the problem
2.6 Understand and learn
from similar initiatives,
campaigns and
programmes
3.1 Identify and walk with
audience
3.2 Identify preferred
specific behaviours
3.3 Identify competitive
behaviours
3.4 Identify the benefits
and barriers to
preferred behaviours
3.5 identify the benefits
and barriers to
competitive
behaviours
3.6 Understand audiences;
talk to them find out
their beliefs,
behaviours and
lifestyles – use
empathy, walk with
your audience,
understand their
world
3.7 Analyse the research
and agree actionable
insights
4.1 Agree preferred future
(visioning)
4.2 Agree strategy on
benefits and barriers
(increase benefits of preferred
behaviours, decrease benefits
of competitive behaviours;
increase barriers to
competitive behaviours,
decrease barriers to preferred
behaviours)
4.3 Co-design strategy
4.6 Agree compelling
campaign
4.7 Agree the core
argument (the facts,
messages, language and
strategy that provides the core
for all communications to
draw upon)
4.8 Agree measurement
framework
4.9 Agree governance
4.10 Build capacity at every
opportunity
5.1 Agree roll out timeline
5.2 Pre-testing
5.3 Delivering each
intervention
5.4 constant reviewing and
testing and modifying
6.1 Measure progress
6.2 Learn and amend
6.3 Share and network
Constant
- Attention
- Reflection
- Courage
- Humility

13. Using choices architecture

14. ISM MODEL – OVERARCHING TOOL FOR THEORY

17. Thankyou