Following on from Rach’s recent Elevate 2018 blog I was similarly impressed with the session on Behaviour Change and the presentations led by Hannah Behrendt (of the Behavioural Insights team) and Tanya Joseph (architect of This Girl Can).
Hannah Behrendt - research fellow, Behavioural Insights Team, Cabinet Office, NESTA
We all want to understand more about the most effective ways to change behaviour. The majority of our customers have this goal in mind, using ReferAll as the tool to capture the results. Hannah’s in-depth analysis of the key components that will result in behaviour change was most insightful. If you want to successfully change behaviour - make it easy, make it attractive, involve some social content (such as 'other areas that are doing better than you') and make it available now.
Interestingly, when testing out the most effective campaign to encourage people to become organ donors, it was the reciprocal approach that was the most successful. The campaign with the question 'What if you needed a transplant yourself?' – got the best results. Is that something you could introduce into your programmes?
Tanya Joseph - behaviour change consultant, Tanya Joseph Consulting, and architect of This Girl Can
I absolutely loved the campaign for This Girl Can so I was very excited to hear the architect speak and share her experience with us at Elevate. This Girl Can is all about encouraging women to overcome their anxieties and fears and to exercise anyway they want and anywhere. The campaign was aimed at 14 to 40 year olds, however the upper age limit is being increased to 60, which was great to hear. Many women feel embarrassed about joining the lycra-clad skinnies in the gym and this programme has clearly helped so many women to just get on with it. Perhaps we can all take something from this approach to encourage a wider adoption of services?
What a lot of great information in just one session. Thank you, ladies!