Behaviour Change IdeasSamantha Heath

November 2014

Contents

About LSx

The challenge

Responding to the challenge

Behaviour change?

How LSx does it

What next

About LSx

Provides organisations and networks of individuals with the motivation, knowledge

and connections they need to put sustainability into practice

Our vision:

Of London as the most sustainable world city

Our partners:

The Challenge

Emphasis on built environment

interventions…

Energise London

Identifies what will

motivate

Londoners to

become more

environmentally

sustainable

Well London

Supports

Londoners to

live healthier

lifestyles

Behaviour change – Behaviours

Behaviour change: then

Awareness ActionRaising awareness, generating interest and desire to take…

Consumer Engagement

Reduce hot water

consumption

Take a planned

approach to

heating the home

Minimise energy

usage from lighting

and household

appliances

Upgrade the home

with energy saving /

producing

technology

Choose energy

efficient lighting and

household

electricals

Insulate the home

Decision MakingMake choices to increase the energy

efficiency of the home in a way that

reduces energy consumption

HabitsAdopt more energy efficient

behaviours in the home in a way that

reduces energy consumption

Willingness and ability to

adopt behaviours

Potential willingness to

adopt and impact

Behaviour change – Us

Change mechanisms

Personality types

ConnectorsMavens

Accumulate

knowledge

Impart information

Authoritative

Information broker

Make friends &

acquaintances

Know lots of people

Belong to a number of

social groups

The Tipping Point

Salesmen

Natural exuberance

Optimistic &

enthusiastic

Emotionally

contagious

Creating the power to start ‘word of mouth’ epidemics

Provide the message Spread the message Persuaders

Source: M Gladwell, The Tipping Point (2002)

Christakis

Dunbar……

What really works

• “This is personal to me, what I do in my own home ...it doesn’t involve anyone else”

• “This is something we do when we are at home [in Bangladesh], we don’t need to do it here”

• “I have so little I don’t want to be made to feel bad about the small impact my behaviour has”

• “….and no cold calling!”

Empowerment is key

Use Social Marketing,

Gladwell

• Social connections

• Peer to peer influence

• Community leaders to act as agents of change

• Appealing to values, aspirations and drivers

Paul

Angela Sophie

Daisy

Harry

Andrew

Maya

Alexander

Laila

Sam

Segmentation

Traditional segmentation is no longer enough

?

Intelligence #5

Children’s

causes

human rights

Market segmentation Vs audience

segmentation

Fanatics Enthusiasts Casuals Unengaged

16-24

25-34

35-44

45-54

55-64

65+

• Drilling down based on socio demographic audience

segmentation is not giving actionable insight into the

attitudes and values that motivate action

• Targeting more effective if focused on common

interest

Children’s

causes

human rights

Commercial sector provides the lead

Children Travelling to school:

• One third of school children travel to school,

• Over 1m trips are made at around 3.00 pm on weekdays;

Whirlpools

Parents want to pick a

‘good’ school for their

children

Children are safe and

under control in the

car

I am exercising

choice by

sending them

to the best

school

I make my

children proud

turning up at

the school in

my car

People will

always want to

exercise choice

in schools

Ratchet

By escorting them to

school every day I am

keeping them away

from bad influences

We need to replace this with a village

feel where driving to school is spurned.

Can we break

This illusion of

‘choice’

Systems within systems

This is too big an issue for

me to handle, I don’t have

the skills to sort it. Create

small solutions.

My new job needs a

car

In competing

priorities

People will put

getting to work

& perceived

safety first

My job needs a car

There are no other good

options

Create a social marketing

campaign - No idling at the

school gates

Support LEA & NHS funded

walking buses through

impact bonds:

• Improving truancy and

attendance stats

•Improving fitness levels

Marketing tag lines;

Quality time in walking to

schools

( Addressing the) Pin wheels

“I get quality time

whilst they are in the

car”

Create social

marketing through

PTA groups to create

a concrete ‘social

norm’ that walking

and public transport

IS the way to get to

school

Questioning our Comforts

after Elisabeth Shove

Facilitator: Samantha Heath

Responding to the Challenge

Fun as a “hook”

Pioneering work

with 20,000

strong Turkish

community

Comedy plays

Faith as a “hook”

Environmentally themed sermons, events and radio broadcasts

Reaching 6000 Muslims in East London

Hooks: Power of faith

“Its quite clever for them to make the link between our religion and saving water. It makes sense to Hindus because respecting nature is our ‘dharma’ or duty and so we can vibe with their message easily’

Children as Change

Agents

The ‘cool’ element

Environmentally

themed street

dance, floating

wildlife garden,

bag painting etc

Some results

Demo project 1: Faith &

recycling

• Partnership with LB

Tower Hamlets, 6

Mosques & Islamic

organisations

• 4 month programme of

community-led outreach

Results

• Reached 13,000 Bengali

and Somali speaking

people

• 94% of participants were

encouraged to lead a

greener lifestyle

• Recycling rate increased -

fastest increase recorded

Demo project 2: Hinduism

& H20

• Partnership with Thames Water & Hindu temples

• Temple-based outreach & multi-lingual materials, including themed prayer sessions, coffee morning talks, festivals, children’s art based activities

• “Water diaries” to record changes

Results

• Reached over 2800 members of the east London Hindu community

• 35% interested in getting further involved, 685 pledges made

• Water diary respondents reduced water consumption by almost 25%

• 250 Businesses Supported

• 225 Individuals Skilled

Evaluation Findings:

• 60% of respondents indicated they had

made a change as a result of the

project

• 69% have changes planned as a result

of the project

• 58% of changes were in relation to

waste, 50% in relation to food and 27%

in relation to energy.

Results

Cleaner Air 4 Schools

and communities

• Over collectively 5224 participants spent 39,330

hours taking part in activities

• We raised awareness to an estimated 131,055 people

in the school communities and across wider London

through media and indirect contact

• Engaging parents, with 41-64% learning about air

quality issues and of those asked, 100% rating

their level of learning as good.

• 56% of parents who spread the word about air

quality to their friends, family and colleagues.

• Planning & health policies influenced London-wide

Cleaner Air 4 Schools

Project outcomes

Greenstreets

• Engaged 3 active social networks through 3

distinct communities.

• 25 champions trained

• Over 400 were contacted directly (177 people

completed surveys) in a series of 28

communities events

Finding out more…

T: 020 7234 9400

E: Samantha.Heath@ LSx.org.uk

W: www.lsx.org.uk

Visit the CharityComms website to view

slides from past events, see what

events we have coming up and to

check out what else we do.

www.charitycomms.org.uk

Seminar

12 November 2014

London

# CCbehaviourchange

The art and science of

mass persuasion: tips and techniques for

behaviour change campaigns

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