Behaviour change – more than a communications strategy

The fastest way to fail on a behaviour change project is to focus on bombarding people with information in the hope they’ll see the error of their ways and change their behaviour to make the world a better place.

Although your message can be loud, catchy and across multiple platforms it can also be ineffectual or unsustainable at the same time if it isn’t  supported by stakeholder engagement and an effective strategy.

While education is an important component of any behaviour change program it’s not the most important part or a good starting point.

So how can you design a behaviour change project that’s more than a communications strategy?

  1. Research: rigorously identify, analyse and select relevant behaviours;
  2. Stakeholder engagement: find out what the actual barriers and benefits are of the behaviours from relevant stakeholders. Don’t make assumptions about this, ask relevant stakeholders by using focus groups, interviews, surveys and or observing behaviours (if possible);
  3. Design: a strategy that will minimise barriers and undesirable behaviours and encourage positive behaviours and benefits; and
  4. Implement: the strategy and if possible, pilot it with a small group and then tweak the strategy for a wider audience.

If you’d like to discuss your stakeholder engagement needs or behaviour change project with us, then send us an email and we’ll contact you asap.