Rachel Lilley
Executive Director/Research Associate
PGCE, MPhil
Behaviour Change
Newid Ymddygiadau
Professor Mark Whitehead Dr Jessica Pykett
Dr Rachel Howell
Dr Rhys Jones
Rachel Lilley
UNESCO
Samoa Air
United Nations Development Programme
Unilever
World Diabetes Foundation
Hiam Health
International Labour ...
Global Spread of Behaviour Change Ideas (Blue-central orchestrated government
Initiatives, Red-evidence of local policy in...
Attempts at global Level co-ordination
Important at Range of Scales
Local
National International
Economics
Psychology Sociology
Neuroscience
WHAT IS BEHAVIOUR CHANGE?
WHAT THEORY SUPPORTS IT
Behavioural Economics
Behavioural and social psychology
Cognitive Design
Engineering psychology
Et...
SIX-STEP PLANNING PROCESS
1.1 Agree project goals
1.2 Agree the planning
process
1.3 Agree programme
governance
1.4 Agree ...
Using choices architecture
ISM MODEL – OVERARCHING TOOL FOR THEORY
Thankyou
Rachel's lilley presentation on bch
Rachel's lilley presentation on bch
Rachel's lilley presentation on bch
Rachel's lilley presentation on bch
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Rachel's lilley presentation on bch

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Rachel's lilley presentation on bch

  1. 1. Rachel Lilley Executive Director/Research Associate PGCE, MPhil Behaviour Change Newid Ymddygiadau
  2. 2. Professor Mark Whitehead Dr Jessica Pykett Dr Rachel Howell Dr Rhys Jones Rachel Lilley
  3. 3. UNESCO Samoa Air United Nations Development Programme Unilever World Diabetes Foundation Hiam Health International Labour Office Secretariat of the Pacific Community John Lewis Tools of Change (Canada) Behaviour Works (Australia) Euro Health Group National Social Marketing Centre (UK) Sustainable Brands Innovations Lab (Kosovo) Centre for Communications Programmes Change Hub Change Labs Communication Initiative Network Canyon Ranch Institute OECD A Little Bit of Hope Sanitation and Water For All Partnership University Research Co. BEHAVE SNV Hygiene Central UNICEF International Medical Core C-Change Global Fund Danish Nudging Network (I Nudge You) World Bank Japanese Social Development Fund USAID Manoff Group URC Deutche Bank Population Services International (PSI) Carribean HIV/AIDS Alliance Health Ministry (Indonesia) Japanese Ministry of the Environment USAID AusAID Red Cross United Nations Population Fund Greenudge (Norway) PATH Foundation Carribean HIV/AIDS Alliance Mindlab World Economic Forums NGOs and International Bodies – actively engaging in Behaviour Change Agenda
  4. 4. Global Spread of Behaviour Change Ideas (Blue-central orchestrated government Initiatives, Red-evidence of local policy initiatives).
  5. 5. Attempts at global Level co-ordination
  6. 6. Important at Range of Scales Local National International
  7. 7. Economics Psychology Sociology Neuroscience
  8. 8. WHAT IS BEHAVIOUR CHANGE?
  9. 9. WHAT THEORY SUPPORTS IT Behavioural Economics Behavioural and social psychology Cognitive Design Engineering psychology Ethology Neuroscience Neurospychology preference theory Social Practice Theory Sociology Social Marketing Theories of Marketing Theories of Affect User Centred Design
  10. 10. SIX-STEP PLANNING PROCESS 1.1 Agree project goals 1.2 Agree the planning process 1.3 Agree programme governance 1.4 Agree stakeholders for the project 1.6 Consider resource needs PREPARE 1 DEFINE THE PROBLEM AND THE GOAL 2 GAIN Audience INSIGHT 3 DEVELOP and Co- design STRATEGY 4 IMPLEMENT 5 REVIEW and Modify 6 2.1 Understand social context 2.2 Understand public policy context 2.3 Define the problem 2.4 Define the preferred social outcome 2.5 Analyse potential causes of the problem 2.6 Understand and learn from similar initiatives, campaigns and programmes 3.1 Identify and walk with audience 3.2 Identify preferred specific behaviours 3.3 Identify competitive behaviours 3.4 Identify the benefits and barriers to preferred behaviours 3.5 identify the benefits and barriers to competitive behaviours 3.6 Understand audiences; talk to them find out their beliefs, behaviours and lifestyles – use empathy, walk with your audience, understand their world 3.7 Analyse the research and agree actionable insights 4.1 Agree preferred future (visioning) 4.2 Agree strategy on benefits and barriers (increase benefits of preferred behaviours, decrease benefits of competitive behaviours; increase barriers to competitive behaviours, decrease barriers to preferred behaviours) 4.3 Co-design strategy 4.6 Agree compelling campaign 4.7 Agree the core argument (the facts, messages, language and strategy that provides the core for all communications to draw upon) 4.8 Agree measurement framework 4.9 Agree governance 4.10 Build capacity at every opportunity 5.1 Agree roll out timeline 5.2 Pre-testing 5.3 Delivering each intervention 5.4 constant reviewing and testing and modifying 6.1 Measure progress 6.2 Learn and amend 6.3 Share and network Constant - Attention - Reflection - Courage - Humility
  11. 11. Using choices architecture
  12. 12. ISM MODEL – OVERARCHING TOOL FOR THEORY
  13. 13. Thankyou

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