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Smarter Choices

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A presentation I gave to the London Collaborative about Sutton's approach to #behaviourchange

A presentation I gave to the London Collaborative about Sutton's approach to #behaviourchange

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  • 1. SMARTER CHOICES Sutton’s approach to behaviour change London Collaborative October 2009 Daniel Ratchford - Strategic Director, Environment & Leisure
  • 2. Smarter choices: policy context
    • Local government has always had two distinct – yet overlapping – roles: (1) delivering services, and (2) shaping people’s choices
    • Recent decades have focused on (1); so much so, that many recent commentaries on ‘behaviour change’ mistakenly treat (2) as something entirely new
    • But in fact, government has always focused on behaviour change
    • The recent debate about behaviour change is fundamentally about a ‘tilting’ of government approaches:
      • towards freedom, personalisation, and the right to choose
      • and away from top-down direction, uniformity, and coercion
    • And there are some interesting policy choices to make in all of this
  • 3. Smarter choices: Sutton’s approach
    • Sutton is widely recognised as a leader in the field of behaviour change
    • Our award-winning “ smarter choices ” programmes have provoked interest from around the world – especially Smarter Travel Sutton
    • But these are simply a refined and well-delivered example of a range of approaches that we have been using for a long time
    • We have learned some interesting lessons along the way
    • In particular, we think that behaviour change should focus on “more of the carrot, and less of the stick…”
    • Our approach is about working with our residents to enable them to make smarter choices about how they live their lives
  • 4. 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
  • 5. Smarter choices: some examples We use all of these approaches to varying extents in different services. These are just a few examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping Summer University Youth Opportunities Fund ASD provision Sure Start “ A Binge Too Far” Healthy Hackbridge
  • 6. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Waste awareness officers Summer University Youth Opportunities Fund ASD provision Sure Start Our parks photo competition was a really popular way of encouraging residents to choose to use – and appreciate their parks “ A Binge Too Far” Healthy Hackbridge
  • 7. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Waste awareness officers Summer University Youth Opportunities Fund ASD provision Sure Start “ A Binge Too Far” was a film competition for our young people to encourage them to consider the dangers of binge drinking – and to choose to drink more sensibly “ A Binge Too Far” Healthy Hackbridge
  • 8. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Waste awareness officers Summer University Youth Opportunities Fund ASD provision Sure Start Our waste awareness officers help people choose to recycle more. They talk directly to residents and businesses to explain our recycling policies, and to provide practical solutions to some of the barriers to increased recycling – for example, more bins (or less), and different collection arrangements “ A Binge Too Far” Healthy Hackbridge
  • 9. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Waste awareness officers Summer University Youth Opportunities Fund ASD provision Sure Start Our Healthy Hackbridge initiative has used a wide range of different approaches to encourage local residents to choose to lead healthier lives – including using community champions to promote our work “ A Binge Too Far” Healthy Hackbridge
  • 10. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Waste awareness officers Summer University Youth Opportunities Fund ASD provision Through the Youth Opportunities Fund , our young people are making informed choices about financial management and priorities in determining how to allocate funding to youth projects within the borough – for which they receive training and support Sure Start “ A Binge Too Far” Healthy Hackbridge
  • 11. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Loft insulation Summer University Youth Opportunities Fund ASD provision We recently worked with B&Q to make available 6,000 rolls of loft insulation to our residents at a massively reduced price, and we delivered them for free to many households – helping them to choose to take a very simple step to make their homes more carbon efficient, and to save on their bills Sure Start “ A Binge Too Far” Healthy Hackbridge
  • 12. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping Summer University We use all of these approaches to varying extents in different services. These are just a few examples Youth Opportunities Fund ASD provision Sure Start The Sutton Life Centre will provide cutting-edge, interactive presentations with information and advice on essential ‘life skills’ (alongside a new library, youth centre, games area, and garden). This will help our young people to choose to lead safer and more productive lives, and to understand the impact of their lives on the community around them “ A Binge Too Far” Healthy Hackbridge
  • 13. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping Summer University We use all of these approaches to varying extents in different services. These are just a few examples Youth Opportunities Fund ASD provision Sure Start Our Summer University allows young people to make informed choices about how they spend their summer leisure time by attending a range of activities which can lead to both future career and leisure choices “ A Binge Too Far” Healthy Hackbridge
  • 14. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Summer University Youth Opportunities Fund ASD provision Like all local authorities, we provide leisure centres , facilities and classes. These provide opportunities for enjoyment and community engagement. But most importantly they help residents to choose to exercise more and to improve their health Sure Start “ A Binge Too Far” Healthy Hackbridge
  • 15. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Summer University Youth Opportunities Fund ASD provision Through Sure Start and children’s centres , we are encouraging parents to make the right choices for their children, with positive outcomes in terms of: diet; the take-up of nursery education; routes back into employment Sure Start “ A Binge Too Far” Healthy Hackbridge
  • 16. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Summer University We put in place a wide range of traffic calming measures (road humps and bumps, roundabouts, low speed zones, etc.). These don’t necessarily force people to drive more safely, but they help Sutton’s drivers to choose to slow down (if only to protect themselves and their cars) Youth Opportunities Fund ASD provision Sure Start “ A Binge Too Far” Healthy Hackbridge
  • 17. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Summer University Youth Opportunities Fund ASD provision Sure Start “ A Binge Too Far” Healthy Hackbridge Our recent changes to pick-up points for SEN transport are an example of where ‘smarter choices’ are not enough – because residents find it hard to choose to accept a lower level of service than they have been used to. Sometimes we need to alter the balance in a prescribed way, based on sound principles of public expenditure, but also an assessment of where we should reasonably expect residents to contribute to meeting their own requirements…
  • 18. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Summer University Youth Opportunities Fund ASD provision Sure Start “ A Binge Too Far” Healthy Hackbridge … In this case, we’ve asked parents to share responsibility with us for taking their children to specialist education provisions – by walking them to designated bus stops (rather than us picking up direct from people’s doors). There are benefits in terms of healthier lifestyles, the environment and congestion. And there are reduced costs to the council.
  • 19. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Summer University Youth Opportunities Fund ASD provision Sure Start “ A Binge Too Far” Healthy Hackbridge By extending its range of ASD provision , Sutton is offering greater choice to parents about where to educate their children within the borough
  • 20. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Summer University We (and our local police teams) tackle dog fouling by fining people who allow their dogs to foul our parks and pavements – helping them (and persuading others) to choose to be more considerate, to benefit themselves and others in the future Youth Opportunities Fund ASD provision Sure Start “ A Binge Too Far” Healthy Hackbridge
  • 21. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Summer University Youth Opportunities Fund ASD provision Sure Start “ A Binge Too Far” Healthy Hackbridge Tidy Britain’s current car litter campaign encourages residents to ‘name and shame’ anyone they see dropping litter from cars. In addition, we then fine them – helping them (and others) to choose to be part of a more pleasant and caring community
  • 22. Smarter choices: some examples “ 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 Photo competition Climate change ambassadors Waste awareness officers Loft insulation Community toilets Recycling campaigns Walk Once a Week Sutton Life Centre Speed humps Leisure centres Garden Waste Collection SEN transport Tidy Britain Car Litter Campaign Bye-laws Planning policies Dog fouling Fly-tipping We use all of these approaches to varying extents in different services. These are just a few examples Summer University Youth Opportunities Fund ASD provision And at the far end of the scale, we use bye-laws and other legislation to attempt to eliminate choice altogether, where we judge that some behaviour (e.g. around drunk driving) is simply not acceptable. But in reality, some people still choose to break these laws Sure Start “ A Binge Too Far” Healthy Hackbridge
  • 23. Smarter Travel Sutton
    • Our most successful smarter choices initiative - a three-year, £5m behaviour change programme delivered in partnership with TfL
    • Working with residents to enable them to make better choices about their travel
    • Encouraging them to walk, cycle and use public transport more (and their cars less)
    • The benefits are:
        • less congestion
        • lower carbon emissions
        • cheaper transport
        • better health
  • 24. Smarter Travel Sutton
    • There are already positive outcomes:
        • a 2% reduction in car use
        • a 50% increase in cycling
        • a 13% increase in bus use
        • 100% of schools covered by a school travel plan
        • 16,000 employees covered by a workforce travel plan
    • Smarter Travel Sutton is the best-recognised brand in the borough, and has already won a host of industry awards
    • We are learning lessons from Smarter Travel Sutton to apply in our other smarter choices programmes
  • 25. 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
  • 26. Ten lessons from Smarter Travel
    • Be clear about the your objectives
    • Be transparent with residents
    • Segment your audience
    • Use a wide range of approaches
    • Find the movers and shakers in the population
    • Ensure you have the resources , time and commitment
    • Measure what works, and what doesn’t
    • Deliver in partnership with others, at a local level
    • Find ways of mainstreaming behaviour change
    • 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
  • 27. 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…
  • 28. Smarter choices: the benefits
    • Using smarter choices can have positive results in terms of:
      • engaging better with residents
      • delivering complex outcomes for our communities
      • increased satisfaction with ‘place’ and with local public services
      • reducing the direct costs to the public sector
    • Efficiency gains can be significant. For example, our smarter choices programmes in:
      • family support
      • channel migration
      • recycling
      • transforming social care, and reablement
      • SEN transport
  • 29. Summary
    • Local government has always led ‘behaviour change’ amongst its communities
    • Recent debate has usefully brought this back into the spotlight; but local authorities have always played this role
    • There is a scale of initiatives: from legislation and enforcement; to social marketing and peer education
    • Many of Sutton’s most successful programmes have involved bringing together a wide range of initiatives at the softer end of the scale ( “more of the carrot, and less of the stick…” ). We call this: enabling “ smarter choices ”
    • We have learned many practical lessons from smarter choices that we are keen to share
    • The London Collaborative provides a powerful mechanism for this sharing and learning across London
  • 30. [email_address] www.twitter.com/danielratchford #behaviourchange www.sutton.gov.uk