Behaviour Change Programmes -Barnet’s Pilot Experience 25 February 2010 Andrew Nathan Chief Executive’s Service London Borough of Barnet
Why behaviou r change?
• Post-2006 CPA- where next for improvement? •Remaining public service challenges are complex •Interest in behavioural psychology theories- ‘nudge’ •Interest in smarter communication and social marketing tools •CLG funding for behaviour change projects- Aug 2008
Purpose of Pilot Projects •Test out the theoretical framework •Trial new approaches •Understand merits and drawbacks of these new methods •Evaluate what works for future
Review of existing communications • Most council communications designed to inform rather than engage • Channels to engage (face to face, online) second place to ‘reinforcing interventions’ (posters, letters) • Emotional appeal/rationale/argument lacking in the messages • Focus on specific audience groups to be effective • Should lead by example
Pilot- Principles applied •Understand audience profile •Clear and specific action-focused messages •Sense of optimism •Peer led engagement •Practical enabling support •‘Normalising’ behaviour •Work with services •Qualitative and quantitative outcomes •Accept limitations
• 700 households in West Finchley (6 streets) • Audience: environmentally aware, potential to do more • Realistic aims within a 3 month period • Focus on changing ‘habits’ e.g. lights, plugs • Get commitment for longer term changes e.g. loft insulation
Carbon Pilot: How?
Phase 1: Wake up people to unsustainable behaviours • Groundwork – recruit and train local volunteers • Door-knocking – raise awareness and surveys • Smart meters
Carbon Pilot: How?
Phase 2: Introduce new behaviours • Volunteers – face-to-face engagement, pledges • Signposting • Practical tools e.g. freebies, retrieval cues • Poster campaign •On-line portal ‘Do the Green Thing’
Carbon Pilot: How?
Phase 3: Refreeze behaviours • Measurement – final survey & smart meters • Pledges • Poster campaign – thanks • Labelling their ‘success’
Carbon Pilot: Results
92% do their bit 57% did things differently 86% stuck to pledges 8% made green lifestyle changes 52% said helped save carbon 45,000 kg saved (93 users)
households in Temple Fortune, 3 months
• Audience: Pro-green, potential to do more • Behaviour change: Reduce and reuse (not recycle) • Activities: Door knocking, face-to-face, communications campaign, online portal, community event • Measurement.: waste tonnage
•Door knocking to discuss possible actions
Waste Pilot:Ho w
•Sign up to pledges •Do the Green Thing Portal •Info on council services e.g. recycling; and useful websites •Stickers on bins to signal commitment
•57% said helped reduce waste
Waste Pilot: Results
•58% reported doing things differently •92% stuck to pledges •8% adopted new behaviours •Clear reduction in WASTE at time of initiatives… •But cancelled out by other weeks
Measuring the impact of individual activities
Being able to analyse the longer term benefits (and knock on effects) How is ‘success’ judged?
Learning points •Need to develop new skills •Review focus of communications •Communications and service delivery together deliver change •‘Life changes’ also a hook •Nurture community ‘intermediaries’ •Needs long-term monitoring •Success is in the learning itself
Behaviour change- ‘top 5’ •Be Bold •Be local •Be connected •Be precise •Be patient •But…
• ‘Ambitious Behaviour Change programmes require resources that are proportional to the challenge’
Taking Behaviour Change forward: ‘Future Shape’ •Future Shape: •New Relationship with Citizens •Lessons for prototyping •Already informing other initiatives