Presentation to Keep Britain Tidy Annual Conference, March 2011


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Presentation to Keep Britain Tidy Annual Conference, March 2011

  1. 1. BEHAVIOUR CHANGE, BIG SOCIETY & SMARTER SERVICES Sutton’s approach to transformation Keep Britain Tidy March 2011 Daniel Ratchford - Strategic Director, Environment & Leisure
  2. 2. Take part, take pride
  4. 4. Smarter choices: policy context <ul><li>Local government has always had two distinct – yet overlapping – roles: (1) delivering services, and (2) shaping people’s choices </li></ul><ul><li>Recent decades have focused on (1); so much so, that many recent commentaries on ‘behaviour change’ mistakenly treat (2) as something entirely new </li></ul><ul><li>But in fact, government has always focused on behaviour change </li></ul><ul><li>The recent debate about behaviour change is fundamentally about a ‘tilting’ of government 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>
  5. 5. Smarter choices: policy context
  6. 6. 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>
  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>less congestion </li></ul></ul></ul><ul><ul><ul><li>lower carbon emissions </li></ul></ul></ul><ul><ul><ul><li>cheaper transport </li></ul></ul></ul><ul><ul><ul><li>better health </li></ul></ul></ul>
  8. 8. Smarter Travel Sutton <ul><li>There are already positive outcomes: </li></ul><ul><ul><ul><li>a 6% reduction in car use </li></ul></ul></ul><ul><ul><ul><li>a 75% increase in cycling </li></ul></ul></ul><ul><ul><ul><li>a 16% increase in bus use </li></ul></ul></ul><ul><ul><ul><li>100% of schools covered by a school travel plan </li></ul></ul></ul><ul><ul><ul><li>16,000 employees covered by a workforce travel plan </li></ul></ul></ul><ul><li>Smarter Travel Sutton is the best-recognised brand in the borough, and has already won a host of industry awards </li></ul><ul><li>We are learning lessons from Smarter Travel Sutton to apply in our other smarter choices programmes </li></ul>
  9. 9. Smarter Streets: keeping Sutton tidy <ul><li>Our newest behaviour campaign is around littering and street cleaning </li></ul><ul><li>For some time we’ve been encouraging people to be part of the team that keeps Sutton clean </li></ul><ul><li>Ideally, we’d like residents and business to: </li></ul><ul><ul><li>drop less litter </li></ul></ul><ul><ul><li>tell us about it when they see it </li></ul></ul><ul><ul><li>sometimes pick some up </li></ul></ul><ul><li>We’re now running some experiments around the borough in different approaches to community involvement in doing this… </li></ul><ul><li>… with lots of help, and lots of interest in the results </li></ul>
  10. 10. Smarter Streets: keeping Sutton tidy
  11. 11. Smarter Streets: keeping Sutton tidy <ul><li>Our initial survey results of residents in our trial areas are fascinating, and encouraging: </li></ul><ul><ul><li>60% are satisfied with the street cleaning service </li></ul></ul><ul><ul><li>The most common forms of litter are sweet wrappers, cans, bottles and fast food packaging </li></ul></ul><ul><ul><li>A quarter would be willing to report litterers </li></ul></ul><ul><ul><li>A third would be happy to take part in an occasional litter pick </li></ul></ul><ul><ul><li>Two thirds would be willing to pick up a piece of litter a day </li></ul></ul><ul><ul><li>The majority think that whoever drops litter should be responsible for picking it up… </li></ul></ul><ul><ul><li>… closely followed by the council </li></ul></ul>
  12. 12. Smarter choices: Sutton’s approach
  14. 14. 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>
  15. 15. 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>
  16. 16. 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.”
  17. 17. Smarter Streets: keeping Sutton tidy
  18. 18. Smarter choices: Sutton’s approach
  19. 19. Take part, take pride
  20. 20. Take part, take pride
  22. 22. 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>
  23. 23. 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 </li></ul></ul><ul><ul><li>partnerships </li></ul></ul><ul><ul><li>affordable management overhead </li></ul></ul><ul><ul><li>risk management </li></ul></ul><ul><ul><li>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. 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>
  26. 26. [email_address] #behaviourchange