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Behaviour Change
draws on social psychology, economics and behavioural science as well as early interventions and social media

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Summary

This management briefing contains presentations from experts who explain their experiences of applying behaviour change techniques to the wider society. 

Public bodies have previously sought to change the behaviour of their citizens through legislation, regulation, fiscal measures and information. Innovative 'nudge' behaviour techniques have been introduced to replace the traditional 'nagging and banning' culture.

Increasingly these techniques are an important aspect of daily practice and are now required to address the new challenges in UK society.

Learning outcomes. Users will:

  • Examine the emerging multi-dimensional approaches to influencing behaviour by drawing on social psychology, economics and behavioural science
  • Understand the benefits of early interventions and the associated cost savings
  • Assess best practice in producing behaviour change strategies, taking into account  the need for measurable outcomes
  • Learn how 'collaborative technologies' such as social media, can enhance behaviour change
  • Use case study reviews to enhance their understanding of applying techniques in the workplace
  • Discover how to use effective evaluation tools

This management briefing contains carefully selected video presentations, a detailed research index and supporting documents, including case studies. The briefing is an ideal training tool for senior managers covering the key areas of policy development, future strategy and best practice. The service enables users to access the material at a time and place convenient to them.

Programme
Presentation 1: Professor Peter John, Co-Director of the Institute for Political and Economic Governance, Manchester University A 'nudge' for behaviour change: new jargon for an old theory of praise, recognition and peer pressure to achieve the Big Society
An illustration of how the use of behavioural economics will stimulate positive behaviours, whilst simultaneously addressing common dilemmas and challenges. It addresses how not to prescribe change but to go with the grain of the citizen, and how to create the right environment to apply the 'nudge' technique.

Presentation 2: Nita Clarke, Director, IPA Behaviour change starts at home: utilising public sector employees as agents rather than victims of change
Explains how behaviour change techniques are core to getting through challenging times. Staff must be fully engaged in understanding the need for designing and implementing behaviour change and changes in the context of an improved service.

Presentation 3: David Halpern, Director, Behaviour Insights Team, Cabinet Office An overview of best practice in behaviour change as a tool for achieving the Big Society
This presentation gives an overview of behaviour change theory, literary and best practice whilst acknowledging the importance of employing complimentary strategies (transparency, payment on results, and the Big Society) in saving money and empowering citizens.

Presentation 4: Katherine Kerswell, Group Managing Director, Kent County Council Nagging still has its place in behaviour change initiatives for local government
Using the seven steps of behavioural economincs, this presentation highlights how behaviour change techniques can influence policy success. It explores the ethics in delivering behaviour change and examines the dangers of 'prescribing' how people should behave.

Presentation 5: Jonathan Kingsbury, Associate Director, NESTA The role of social media in delivering behaviour change for local government
This presentation explores the application of social media in delivering behaviour change by expanding its meaning towards 'collaborative technologies'. Collaborative technologies have enhanced personal communications, but there has been a reluctance from within the public sector. Examples of developing social media and behaviour change techniques from the BBC and NESTA are presented.

Presentation 6: Sophia Looney, Director of Policy, Equalitites and Performance, London Borough of Lambeth New settlement with local people: results of Lambeths co-operative council citizens commission
By introducing a 'new settlement', this case study from London Borough of Lambeth demonstrates how their citizens' commission has reduced crime, improved satisfaction and increased rates of employment and skills. This presentation highlights, regardless of resource reductions, the benefits of changing the relationship with local people.

Presentation 7: Liz Goodall, Chief Executive, North Dorset District Council Early interventions during times of austerity: benefiting from the relationship between positive changes in behaviour and reduced costs
North Dorset Council case study outlines the priorities and principles in engaging with citizens to achieve behaviour change. Including examples of community planning, member cooperation and cross-party collaboration.

Presentation 8: Neil Wholey, Head of Research and Customer Insight, Westminster City Council Producing a behaviour change strategy to allow for measurable outcomes and effective auditing: Westminsters Behaviour Change Test
This case study provides insight from a 'customer journey' experience. It shows how effective analysis can assist the evaluation of your strategy, highlighting the need for long-term objectives when applying behaviour change techniques.

Presentation 9: Dan Wellings, Head of Public Reserach, Ipsos Mori Evaluating behaviour change
This presentation looks at the impact of a behaviour change campaign and highlights how effective evaluation can improve services. Tips are given on setting evaluation parameters, the need to start evaluating early, putting outcomes into context - including the problem of causality - and unintended consequences.

Presentation 10: Richard Billingham, Head of Organisation Development and Learning, Birmingham City Council Birmingham BEST: leading change through employee engagement
A case study addressing how behaviour change is achieved through employee engagement. It demonstrates how involving your staff at the heart of the changes boosts motivation and production.

Research Index Contents: Research Index, Media Index, Professional Associations, Useful links
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This policy briefing pack is an ideal briefing and training tool for senior mangers covering the key areas of policy development, case studies and best practice. The service enable users to access the material at a time and place convenient to them.

The policy briefing costs £195.00 + VAT.
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