Smarter Choices

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A presentation I gave last year on Sutton's approach to #behaviourchange to the London Sustainability Exchange

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Smarter Choices

  1. 1. SMARTER CHOICES Sutton’s approach to behaviour change - and the work of the London Collaborative London Sustainability Exchange September 2009 Daniel Ratchford - Strategic Director, Environment & Leisure
  2. 2. Contents <ul><li>Introduction: “ behaviour change”? </li></ul><ul><li>The London Collaborative </li></ul><ul><li>Sutton’s approach to behaviour change: smarter choices </li></ul><ul><li>Smarter Travel Sutton </li></ul><ul><li>Summary </li></ul>
  3. 3. Introduction: “behaviour change”? <ul><li>Much current focus on behaviour change </li></ul><ul><li>Some of this is new, but we have been doing lots anyway </li></ul><ul><li>Local government is leading the way </li></ul><ul><li>Some particularly innovative practice in some London boroughs </li></ul><ul><li>Sutton’s smarter choices programmes a good example </li></ul><ul><li>Very different, and distinctive, approaches adopted </li></ul><ul><li>The London Collaborative attempting to share – and learn from – these approaches </li></ul>
  4. 4. The London Collaborative <ul><li>Funded through Capital Ambition, London’s Improvement and Efficiency Partnership </li></ul><ul><li>A focus on particular themes, including behaviour change </li></ul><ul><li>Sponsored by Chief Executives at Richmond and Sutton </li></ul><ul><li>Aiming to: </li></ul><ul><ul><li>build capacity and thought leadership </li></ul></ul><ul><ul><li>learn from innovative practice </li></ul></ul><ul><ul><li>develop practical projects </li></ul></ul><ul><li>See The Capital Ambition guide to behaviour change, August 2009 for more information </li></ul>
  5. 5. 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
  6. 6. 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
  7. 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 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 Waste awareness officers
  8. 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 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 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 Loft insulation
  9. 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 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 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 We use all of these approaches to varying extents in different services. These are just a few examples
  10. 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 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 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
  11. 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 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 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)
  12. 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 We use all of these approaches to varying extents in different services. These are just a few examples 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
  13. 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 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 We use all of these approaches to varying extents in different services. These are just a few examples
  14. 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 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
  15. 15. Smarter Travel Sutton <ul><li>Our most successful smarter choices initiative </li></ul><ul><li>£5m programme delivered in partnership with TfL </li></ul><ul><li>Enabling residents to make better choices about their travel </li></ul><ul><li>Benefits: less congestion; lower carbon emissions; cheaper transport; and better health </li></ul><ul><li>Positive outcomes: </li></ul><ul><ul><li>a 2% reduction in car use </li></ul></ul><ul><ul><li>a 50% increase in cycling </li></ul></ul><ul><ul><li>a 13% increase in bus use </li></ul></ul><ul><ul><li>100% of schools covered by a school travel plan </li></ul></ul><ul><ul><li>16,000 employees covered by a workforce travel plan </li></ul></ul>
  16. 16. 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
  17. 17. Ten lessons from Smarter Travel <ul><li>Be clear about objectives </li></ul><ul><li>Be transparent about what you are trying to achieve </li></ul><ul><li>Segment your audience </li></ul><ul><li>Use a wide range of approaches and initiatives at the same time </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. Learn from others’ successes and mistakes (e.g. through the London Collaborative ) </li></ul><ul><li>Programmes delivered in partnership with others, at a local level, work best </li></ul><ul><li>Find ways of mainstreaming behaviour change </li></ul><ul><li>Don’t try to ‘trick’ residents into doing things differently – let them make smarter choices for themselves </li></ul>
  18. 18. 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…
  19. 19. Summary <ul><li>Local government has always led ‘behaviour change’ amongst its communities </li></ul><ul><li>Recent debate has usefully brought this back into the spotlight; but local authorities have always played this role </li></ul><ul><li>There is a scale of initiatives: from legislation and enforcement; to social marketing and peer education </li></ul><ul><li>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 ” </li></ul><ul><li>We have learned many practical lessons from smarter choices that we are keen to share </li></ul><ul><li>The London Collaborative provides a powerful mechanism for this sharing and learning across London </li></ul>
  20. 20. [email_address] www.twitter.com/danielratchford www.sutton.gov.uk

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