This document discusses behavior change and provides a case study on improving health outcomes for pedigree dogs. It introduces the COM-B model for behavior change, which states that capability, opportunity, and motivation must all be addressed to enable change ("Can people change?" and "Will people change?"). A case study describes a project using various intervention functions and policy categories from the Behavior Change Wheel to tackle a genetic disease in miniature wirehaired dachshunds. It involved educating various stakeholders, providing incentives for screening, and restricting breeding requirements to help establish new health-focused behaviors over time. The document concludes by emphasizing that successful change happens gradually through individual efforts rather than top-down mandates.

1. © 2019 Copyright ISC Ltd.
We need to stop trying to
change people’s minds!
Some thoughts on behavioural change

2. Agenda
◼ Some change principles
◼ A model for Human Behaviour Change
◼ A case study
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3. PEOPLE DON’T RESIST
CHANGE, WHAT THEY
RESIST IS BADLY MANAGED
CHANGE
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4. Individual reactions to change
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5. 4 requirements for successful change
Pressure
for change
Vision for
change
Capacity
for change
Actionable
first steps
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6. 3 principles…
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It is easier to change the situation than to
change behaviour
It is easier to change behaviour than it is to
change attitudes
It is easier to change attitudes than it is to
change a person

7. When it
comes to
behaviour
change, we
need to
answer 2
questions…
“Can people
change?”
“Will people
change?”
When it
comes to
behaviour
change, we
need to
answer 2
questions:

8. COM-B Model for behaviour change
Behaviour
Capability
Motivation
Opportunity
Michie et al 2011

9. Michie et al 2011
Capability & Opportunity
= “Can people change?”
Motivation
= “Will people change?”
Sources of behaviour
Intervention functions
Policy categories
The Behaviour Change Wheel

10. Using COM-B
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7. Identify
behaviour change
techniques (BCTs)
8. Identify mode of
delivery
Stage 3: Identify
content &
implementation
options
5. Identify
intervention
functions (of 9)
6. Identify policy
categories (of 7)
Stage 2: Identify
intervention options
1. Define the
problem in
behavioural terms
2. Select target
behaviour
3. Specify the
target behaviour
4. Identify what
needs to change
Stage 1: Understand
the behaviour

11. PEDIGREE DOG HEALTH
Case study example…
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12. © 2019 Copyright ISC Ltd.

13. DOG-ED: a model for achieving benefits
Define
Projects and
Processes
Create
Outputs
Establish
new
behaviours
Dogs
Benefit
Generate
support

14. Without behaviour change, dogs won’t
benefit
Define
Projects and
Processes
Create
Outputs
Establish
new
behaviours
Dogs
Benefit
Generate
support
Kennel Clubs
Breed Clubs
Vets
Researchers
Campaigners
Legislators
Buyers
Owners
Breeders
Judges
Vets

15. Tackling Lafora Disease in Miniature Wirehaired
Dachshunds adopted 8 of the 9 categories of
intervention and 6 out of 7 policy categories
✓
✓
✓
✓✓
✓
✓
✓
✓
✓
✓
✓
✓
✓

16. Lafora Disease in Miniature Wirehaired Dachshunds
◼ Buyers
❑ education: ask for test results, “Dach-Facts”
◼ Owners
❑ education: recognise the symptoms
❑ persuasion: campaigns by affected owners
◼ Vets
❑ education: recognise the symptoms & how
to test, diagnose and treat
◼ Breeders
❑ incentivisation: subsidised screening &
donations to human Lafora research
❑ enablement: screening sessions
❑ education: seminars, “Dach-Facts”, RAG
breeding charts
❑ modelling: “I support Lafora testing” badges
❑ restriction: ABS scheme requirement
❑ coercion: “advisory/warning” letters
❑ persuasion: stories by owners of affected
dogs
◼ Breed clubs/council
❑ environment: fund-raising

17. “The ‘tell, sell, yell’ strategy for Change
Management never works.”
“Culture change happens in units of 1.”
“And that is how change happens. One
gesture. One person. One moment at a
time.”
Some final thoughts…

18. Ian J Seath
ian.seath@improvement-skills.co.uk
www.improvement-skills.co.uk
@ianjseath
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