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Harnessing the capacity of local communities through behaviour change, the Big Society and Smarter Services The Ageing Wel...
ENABLING ‘SMARTER CHOICES’ – SUTTON’S APPROACH TO BEHAVIOUR CHANGE
Smarter choices: policy context <ul><li>Local government has always had three distinct – yet overlapping – roles: (1) comm...
Smarter choices: policy choices
Smarter choices: Sutton’s approach <ul><li>Sutton is widely recognised as a leader in the field of behaviour change </li><...
Smarter choices: some examples In Sutton, we recognise that there is a wide scale of behaviour change approaches “ Carrots...
Smarter Travel Sutton <ul><li>Our most successful  smarter choices  initiative - a three-year, £5m behaviour change progra...
Smarter Travel Sutton Smarter Travel Sutton is “more of the carrot, and less of the stick…” “ Carrots” “ Sticks” Events Co...
Ten lessons from Smarter Travel <ul><li>Be clear about the your  objectives </li></ul><ul><li>Be  transparent  with reside...
Smarter choices: other examples Our  smarter choices  initiatives give residents greater choice over their lives – and the...
‘ TAKE PART, TAKE PRIDE’ – BUILDING THE BIGGER SOCIETY IN SUTTON
Take part, take pride: context <ul><li>Sutton has an active voluntary and community sector, and a wealth of clubs, societi...
Take part, take pride: projects <ul><li>Big Society  thinking and approaches are evident in many areas of our work </li></...
Take part, take pride: projects <ul><li>Big Society  thinking and approaches are evident in many areas of our work </li></...
Take part, take pride: projects <ul><li>Big Society  thinking and approaches are evident in many areas of our work </li></...
Take part, take pride: projects
Take part, take pride: projects
Take part, take pride: projects <ul><li>Big Society  thinking and approaches are evident in many areas of our work </li></...
Take part, take pride: projects <ul><li>Big Society  thinking and approaches are evident in many areas of our work </li></...
Take part, take pride: themes <ul><li>None of our work on  Big Society  is about starting from scratch, or about deliverin...
Take part, take pride: Mr P “ I was excited to read that Sutton has been chosen by the coalition government to be one of s...
SMARTER SERVICES SUTTON – A CUSTOMER LED APPROACH TO BUDGET REDUCTION
Smarter Services Sutton: context <ul><li>Sutton needs to reduce its net expenditure by about 25% over the next few years <...
Smarter Services Sutton principles <ul><li>There are six principles that form the structure to each of our  Smarter Servic...
Make true partnership with users the best choice for everyone Work with the grain and in the spirit of families, friends a...
SOME CONCLUSIONS
Conclusions and advice <ul><li>Be true to local principles and local political priorities </li></ul><ul><li>Build strong f...
[email_address] www.sutton.gov.uk
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Gill Bull Ageing Well Masterclass presentation

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Gill Bull is the Executive Head of Policy and Cusdtomer Services at the London Borough of Suttonj

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Transcript of "Gill Bull Ageing Well Masterclass presentation"

  1. 1. Harnessing the capacity of local communities through behaviour change, the Big Society and Smarter Services The Ageing Well Programme 2 March 2011 Gill Bull Executive Head, Policy and Customer Services
  2. 2. ENABLING ‘SMARTER CHOICES’ – SUTTON’S APPROACH TO BEHAVIOUR CHANGE
  3. 3. Smarter choices: policy context <ul><li>Local government has always had three distinct – yet overlapping – roles: (1) community leadership in a democratically elected context (2) delivering services and (3) shaping people’s choices </li></ul><ul><li>Recent debates about behaviour change and localism are fundamentally about a ‘tilting’ of approaches: </li></ul><ul><ul><li>towards freedom, personalisation, and the right to choose </li></ul></ul><ul><ul><li>and away from top-down direction, uniformity, and coercion </li></ul></ul><ul><li>And there are some interesting policy choices to make in all of this </li></ul>
  4. 4. Smarter choices: policy choices
  5. 5. Smarter choices: Sutton’s approach <ul><li>Sutton is widely recognised as a leader in the field of behaviour change </li></ul><ul><li>Our award-winning “ smarter choices ” programmes have provoked interest from around the world – especially Smarter Travel Sutton </li></ul><ul><li>But these are simply a refined and well-delivered example of a range of approaches that we have been using for a long time </li></ul><ul><li>We have learned some interesting lessons along the way </li></ul><ul><li>In particular, we think that behaviour change should focus on “more of the carrot, and less of the stick…” </li></ul><ul><li>Our approach is about working with our residents to enable them to make smarter choices about how they live their lives </li></ul>
  6. 6. Smarter choices: some examples In Sutton, we recognise that there is a wide scale of behaviour change approaches “ Carrots” “ Sticks” Events Community champions Physical changes One-to-ones Social advertising Peer pressure Education Financial incentives Making it easier Legislation Enforcement Fines Prosecution Naming and shaming Service changes Fees and charges
  7. 7. Smarter Travel Sutton <ul><li>Our most successful smarter choices initiative - a three-year, £5m behaviour change programme delivered in partnership with TfL </li></ul><ul><li>Working with residents to enable them to make better choices about their travel </li></ul><ul><li>Encouraging them to walk, cycle and use public transport more (and their cars less) </li></ul><ul><li>The benefits are: </li></ul><ul><ul><ul><li>better health </li></ul></ul></ul><ul><ul><ul><li>lower carbon emissions </li></ul></ul></ul><ul><ul><ul><li>less congestion </li></ul></ul></ul><ul><ul><ul><li>cheaper transport </li></ul></ul></ul>
  8. 8. Smarter Travel Sutton Smarter Travel Sutton is “more of the carrot, and less of the stick…” “ Carrots” “ Sticks” Events Community champions Physical changes One-to-ones Social advertising Peer pressure Education Financial incentives Making it easier Legislation Enforcement Fines Prosecution Naming and shaming Service changes Fees and charges
  9. 9. Ten lessons from Smarter Travel <ul><li>Be clear about the your objectives </li></ul><ul><li>Be transparent with residents </li></ul><ul><li>Segment your audience </li></ul><ul><li>Use a wide range of approaches </li></ul><ul><li>Find the movers and shakers in the population </li></ul><ul><li>Ensure you have the resources , time and commitment </li></ul><ul><li>Measure what works, and what doesn’t </li></ul><ul><li>Deliver in partnership with others, at a local level </li></ul><ul><li>Find ways of mainstreaming behaviour change </li></ul><ul><li>The most successful behaviour change campaigns aren’t about ‘tricking’ residents into doing things differently – they’re about working with them to enable them to make smarter choices </li></ul>
  10. 10. Smarter choices: other examples Our smarter choices initiatives give residents greater choice over their lives – and the ability to reassess some established habits and behaviours Choose to keep the streets clean… Choose to use SEN pick-up points… Choose to remain drug-free, and to stop smoking… Choose to eat more healthily… Choose to drive safely – or not at all… Choose to obey the law, and to report crime… Choose to behave more considerately… Choose to use your local shops… Choose to get involved in culture… Choose to take more exercise… Choose to access services over the web… Choose to try not to spread the flu… Choose to walk to school sometimes… Choose your own care package… Choose when you want to get pregnant… Choose to reduce, re-use and recycle… Choose to produce less carbon… Choose to learn… Choose to drink less alcohol… Please choose not to let your dog foul…
  11. 11. ‘ TAKE PART, TAKE PRIDE’ – BUILDING THE BIGGER SOCIETY IN SUTTON
  12. 12. Take part, take pride: context <ul><li>Sutton has an active voluntary and community sector, and a wealth of clubs, societies and associations </li></ul><ul><li>“ Helping people to help themselves” has been part of Sutton’s philosophy for decades </li></ul><ul><li>“ Take Part, Take Pride” has become part of our branding, and is celebrated as a major festival in Sutton every year </li></ul><ul><li>So the emerging themes of the Big Society are not new to us, and are evident in many areas of our work </li></ul><ul><li>For these reasons, Sutton agreed to become a vanguard area for the Big Society </li></ul>
  13. 13. Take part, take pride: projects <ul><li>Big Society thinking and approaches are evident in many areas of our work </li></ul><ul><li>But as part of our vanguard status, we have agreed four particular ‘signature projects’ with government: </li></ul><ul><ul><ul><li>traffic and transport </li></ul></ul></ul><ul><ul><ul><li>the Sutton Life Centre </li></ul></ul></ul><ul><ul><ul><li>community planning champions </li></ul></ul></ul><ul><ul><ul><li>local health changes </li></ul></ul></ul>
  14. 14. Take part, take pride: projects <ul><li>Big Society thinking and approaches are evident in many areas of our work </li></ul><ul><li>But as part of our vanguard status, we have agreed four particular ‘signature projects’ with government: </li></ul><ul><ul><ul><li>traffic and transport </li></ul></ul></ul><ul><ul><ul><li>the Sutton Life Centre </li></ul></ul></ul><ul><ul><ul><li>community champions </li></ul></ul></ul><ul><ul><ul><li>local health </li></ul></ul></ul>Giving people greater power over traffic and transport schemes in their communities – from bus services and trains, to speed humps and yellow lines
  15. 15. Take part, take pride: projects <ul><li>Big Society thinking and approaches are evident in many areas of our work </li></ul><ul><li>But as part of our vanguard status, we have agreed four particular ‘signature projects’ with government: </li></ul><ul><ul><ul><li>traffic and transport </li></ul></ul></ul><ul><ul><ul><li>the Sutton Life Centre </li></ul></ul></ul><ul><ul><ul><li>community champions </li></ul></ul></ul><ul><ul><ul><li>local health </li></ul></ul></ul>Using our recently opened state-of-the-art interactive citizenship centre to encourage our younger people to make smarter choices about their lives, and to take a lead role in their local community
  16. 16. Take part, take pride: projects
  17. 17. Take part, take pride: projects
  18. 18. Take part, take pride: projects <ul><li>Big Society thinking and approaches are evident in many areas of our work </li></ul><ul><li>But as part of our vanguard status, we have agreed four particular ‘signature projects’ with government: </li></ul><ul><ul><ul><li>traffic and transport </li></ul></ul></ul><ul><ul><ul><li>the Sutton Life Centre </li></ul></ul></ul><ul><ul><ul><li>community champions </li></ul></ul></ul><ul><ul><ul><li>local health </li></ul></ul></ul>Working with residents in Hackbridge to develop the first UK eco-suburb – using retrofit, behaviour change, and neighbourhood planning
  19. 19. Take part, take pride: projects <ul><li>Big Society thinking and approaches are evident in many areas of our work </li></ul><ul><li>But as part of our vanguard status, we have agreed four particular ‘signature projects’ with government: </li></ul><ul><ul><ul><li>traffic and transport </li></ul></ul></ul><ul><ul><ul><li>the Sutton Life Centre </li></ul></ul></ul><ul><ul><ul><li>community champions </li></ul></ul></ul><ul><ul><ul><li>local health </li></ul></ul></ul>Making health services in Sutton truly local, through the early adoption of key elements of the NHS White Paper
  20. 20. Take part, take pride: themes <ul><li>None of our work on Big Society is about starting from scratch, or about delivering new sets of services </li></ul><ul><li>Rather, it’s about looking at what we do, and how we do it, through a new lens </li></ul><ul><li>There are six common themes underlying our work on Big Society : </li></ul><ul><ul><ul><li>behaviour change </li></ul></ul></ul><ul><ul><ul><li>devolving decision-making </li></ul></ul></ul><ul><ul><ul><li>closer collaboration with voluntary and private sectors </li></ul></ul></ul><ul><ul><ul><li>cutting red tape </li></ul></ul></ul><ul><ul><ul><li>new models of service delivery </li></ul></ul></ul><ul><ul><ul><li>openness and transparency </li></ul></ul></ul>
  21. 21. Take part, take pride: Mr P “ I was excited to read that Sutton has been chosen by the coalition government to be one of several places where the Big Society project begins. To this end I would like to volunteer my services to improve my community and to save the council money that could be better spent elsewhere. I am a keen gardener and I have always felt that our environment has a direct bearing on the way we feel and the way we act… I would like to “adopt” the gardens in front of Wallington Library, the grounds around Orchard Hill College and the raised beds on the Shotfield car park site… All I ask in return is that the council workers do not come along and wreck what has been planted out of ignorance. I would be interested to hear what you think about my proposal. The Big Society idea excites me because now is our chance to make a meaningful contribution to this town and to change it into the place we would wish it to be. I think people long for bold ideas instead of mediocrity and want their local authorities to be braver about delivering them.”
  22. 22. SMARTER SERVICES SUTTON – A CUSTOMER LED APPROACH TO BUDGET REDUCTION
  23. 23. Smarter Services Sutton: context <ul><li>Sutton needs to reduce its net expenditure by about 25% over the next few years </li></ul><ul><li>Smarter Services Sutton is the transformation programme we’ve put in place to tackle this, and we started it 18 months ago </li></ul><ul><li>Our aspiration is to do three things simultaneously: </li></ul><ul><ul><li>to transform services </li></ul></ul><ul><ul><li>to cut costs </li></ul></ul><ul><ul><li>to maintain resident satisfaction </li></ul></ul><ul><li>We’re doing this through a series of service-based reviews, that will cover the whole council over a three-year period </li></ul><ul><li>So far, our reviews are exceeding their financial savings targets </li></ul>
  24. 24. Smarter Services Sutton principles <ul><li>There are six principles that form the structure to each of our Smarter Services Sutton reviews: </li></ul><ul><ul><li>personalisation, choice and behaviour change </li></ul></ul><ul><ul><li>meeting customer needs in new ways </li></ul></ul><ul><ul><li>partnerships </li></ul></ul><ul><ul><li>affordable management overhead </li></ul></ul><ul><ul><li>better management of risk </li></ul></ul><ul><ul><li>creating new leadership behaviours </li></ul></ul><ul><li>We are about a quarter of the way through our reviews, and are ahead of target on savings </li></ul>
  25. 25. Make true partnership with users the best choice for everyone Work with the grain and in the spirit of families, friends and neighbours Start with people’s quality of life not the quality of your service Enable committed, passionate and open-minded leaders to emerge from anywhere Manage risks, don’t just avoid them Conditions for innovation from NESTA
  26. 26. SOME CONCLUSIONS
  27. 27. Conclusions and advice <ul><li>Be true to local principles and local political priorities </li></ul><ul><li>Build strong foundations of community engagement, community empowerment and devolution </li></ul><ul><li>Be honest and frank in communication with residents </li></ul><ul><li>Look outside the normal constraints of service delivery; and examine what you do through new lenses where possible </li></ul>
  28. 28. [email_address] www.sutton.gov.uk
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