The slides for the initial behaviour change taster session for Hertfordshire. Considers how recent tools including NICE guidance, theory,

1. Behaviour change...CPD
Session
Slides for the Behaviour Change Taster workshop from Hertfordshire
Public Health Service
24th February 2014, 1-3pm, County Hall
Jim McManus
Director of Public Health
Jim.mcmanus@hertfordshire.gov.uk

2. What is this?
• A taster session on Behaviour Change
• Designed to elicit your views about
– what you are doing,
– what you could do and
– what support you need
• Gives you an update on policy and
practice
• Gives you some things to think about

3. Current Applications
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•
•
Public Health (various)
Driver speeding and behaviour
Young People
Drug and Alcohol recovery
Offending behaviour
Recycling behaviour
Pro social behaviour

4. Content
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•
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•
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Why should we care?
What are you doing?
Benefits, challenges
Policy Context
Some useful methods and tools
Standards and effectiveness
What can Public Health do for you?
Next steps

5. Why should you care?
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•
•
•
Benefits of behaviour change
What do you think they are?
Why is it important in policy terms?
What do you need to make the best of it?

6. What are you doing?
• In small groups discuss
– What are you doing on behaviour change?
– What tools do you use?
– What theory/methods do you use?
– What challenges do you face?
– What would be your ideal five things to
achieve in behaviour change and what stops
you?

7. Feedback on benefits and
challenges
– What are you doing on behaviour change?
– What tools do you use?
– What theory/methods do you use?
– What benefits do you get?
– What challenges do you face?
– What would be your ideal five things to
achieve in behaviour change and what stops
you?

8. Policy Context
• Lot of interest
• “nudge” “behaviour change” offending,
recycling, finance, organ donation, health
• Not a lot of clear guidance or evidence on
“how to”
• Needs a framework “what to do, how to do
it, how to know it works”

9. Locating behaviour change 1
• Psychology
• Different schools, benefits and drawbacks
– Cognitive approaches
– Behavioural approaches
• Some outdated theories
• Economics

10. Locating behaviour change 2
• Behaviour can be automatic, conscious
and deliberate, habitual, non habitual,
reflected
• Behaviour can be influenced by a range of
cues – emotional, visual, cognitive,
memory
• Behaviour can be learned and unlearned
• Often focus on cognitive and forget the
behavioural side itself (behaviourism)

11. Locating behaviour change 3
•
•
•
•
•
•
•
Lots of pet theories
No magic bullet
Different things for different issues
Need some useful methods and tools
Standards and effectiveness
What can Public Health do for you?
Next steps

13. Michie, 2011

14. A first step at a ready reckoner for behaviour
change tools and methods
A ready reckoner for behaviour change tools and methods
Population Level
“Automatic”
processes
Choice
Architecture
“Conscious
” processes
Advertising
e.g. change4
life
Policy which
influences
behaviour
(e.g. smoking
ban)
Group Level
“Automatic”
processes
Choice
Architecture
“Conscious
” processes
Groupwork
for behaviour
Targeted
social
marketing
Individual Level
“Automatic”
processes
•Choice
Architecture
•Package
design
“Conscious”
processes
Motivational
interviewing
Behaviourism
approaches
Behaviour change
support e.g. Health
Trainers
Targeted social
marketing
We still have gaps and weaknesses in science and tools across all of these (i.e. the
science is still developing)
© Copyright 2014 Herts CC

15. Tools you need
1. A framework for quality, commissioning
and evaluation
2. A “roadmap” of which tool or approach
works when
3. Methods which work
1. E.g. http://www.behaviourworksaustralia.org
4. Training

16. Tools you need 1
• New
guidance,
focus on
quality
standards and
outcomes...a
roadmap for
quality
http://www.nice.org.uk/nicemedia/live/14347/66181/66181.pdf

17. Tools you need 1 continued
• NICE Recommends a policy and strategy
• Recommends a commissioning framework
• Do we want to work together on this or
separately?
We have embedded the NICE
Guidance here...double click on the Icon

18. Tools you need 1: Principles for effective
interventions (NICE)
1. base interventions on a proper assessment of the target group,
where they are located and the behaviour which is to be
changed: careful planning is the cornerstone of success
2. work with other organisations and the community itself to
decide on and develop initiatives
3. build on the skills and knowledge that already exists in the
community, for example, by encouraging networks of people
who can support each other
4. take account of – and resolve – problems that prevent people
changing their behaviour (for example, the costs involved in
taking part in exercise programmes or buying fresh fruit and
vegetables, or lack of knowledge about how to make changes)
5. base all interventions on evidence of what works
6. train staff to help people change their behaviour
7. evaluate all interventions.

19. Tools you need 1: Principles for effective
interventions (Michie)
• 1. Identify the target behaviour/s
• 2. Understand the target behaviour/s in
context
• 3. Consider full range of possible
intervention functions
• 4. Identify specific behaviour change
techniques

20. Tools you need 2: A roadmap
A first step at a ready reckoner for behaviour
change tools and methods
A ready reckoner for behaviour change tools and methods
Population Level
“Automatic”
processes
Choice
Architecture
“Conscious
” processes
Advertising
e.g. change4
life
Policy which
influences
behaviour
(e.g. smoking
ban)
Group Level
“Automatic”
processes
Choice
Architecture
“Conscious
” processes
Groupwork
for behaviour
Targeted
social
marketing
Individual Level
“Automatic”
processes
•Choice
Architecture
•Package
design
“Conscious”
processes
Motivational
interviewing
Behaviourism
approaches
Behaviour change
support e.g. Health
Trainers
Targeted social
marketing
We still have gaps and weaknesses in science and tools across all of these (i.e. the
science is still developing)
© Copyright 2014 Herts CC

21. Michie’s Behaviour Change
Wheel 2011 (1)

22. Michie’s Behaviour Change
Wheel 2011 (2)

23. Michie’s Behaviour Change Wheel 2011 (3)

24. Tools you need 3: methods
which work
• Evidence
– www.evidence.nhs.uk
– Campbell collaboration
http://www.campbellcollaboration.org/
– Ask for an evidence search “how to” session
from Public Health
• Case studies
– Do something different www.dsd.me

25. Recent tools
• Collection of papers,
economists,
psychologists etc look
at how behaviour
science can be used
to help design policy
initiatives health,
education,
environment,
personal finances and
worker remuneration.

26. Behaviour change wheel (Michie)
• Behaviour change wheel step by step powerpoint
• http://www.behaviourworksaustralia.org/wpcontent/uploads/2012/11/BWA_Michiefinal.pdf
• Behaviour change Wheel article
• http://www.implementationscience.com/content/6/1/42/
• Behaviour Works Australia
• http://www.behaviourworksaustralia.org/

27. Tools you need 4: Training
• Behaviour change methods training
• Evidence searching and use training

28. What can public health do for
you?
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•
•
•
Training
Support with evidence searching
Finding effective interventions
Helping with setting outcomes and criteria
for evaluations
• Finding you external experts
• Helping you work through NICE guidance
• Appraising case studies you have found

29. Next Steps
• Working on a behaviour change policy and
Strategy? What do you think?
• What else?

30. Thanks
• Jim.mcmanus@hertfordshire.gov.uk