Applying behavioural insights to comms

Planning to connect:
Using behavioural insights to build
thriving communities

What we’ll cover
TESTS to run a BI project EAST to design solutions1 2
Evaluate as robustly as you can
INTERVENTION
CONTROL
3

Getting the neurons firing
Bed
Rest
Awake
Tired
Dream
Snore
Nap
Peace
Yawn
Drowsy
Wake
Snooze
Blanket
Doze
Slumber

Take a moment to write
down the words you
remember

Did you remember…?
Snore
Wake
Blanket
Nap
Sleep

No sleep here
Bed
Rest
Awake
Tired
Dream
Snore
Nap
Peace
Yawn
Drowsy
Wake
Snooze
Blanket
Doze
Slumber

If you put your hand up, you’re in good company
40 – 55%
of people
falsely
recall
“sleep”
Source: Roediger, H. & McDermott, K., (1995), ‘Creating False Memories: Remembering Words Not
Presented in Lists’, Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol. 21, No. 4,
pp. 803-814.
Our memory is
approximate

So what’s going on here? A tale of two systems
8
Daniel
Kahneman,
Nobel Laureate
System 1: Fast
Automatic intuitive,
effortless
2x2
Typing
System 2: Slow
Reflective deliberate,
analytic
24x17
Learning to type

© Behavioural Insights Ltd
Let’s try to activate
your System 1 and
System 2
processing

Shout out the colour of the letters
GREEN

BLACK

PINK

ORANGE

BLUE

GRAY

YELLOW

RED

System 1 versus System 2 processing
Blue
Brown
Pink
Red
Orange
Purple
Yellow
Green
Orange
Yellow
Pink
Brown
Blue
Green
Purple
Red

Designing policy to account for System 1 can lead to
dramatic successes
(ONS 2019)

Behavioural Insights - 3 Components
Behavioural
Insights
Evidence
About
Behaviour
Practical
Application
&
Pragmatic
Focus
Robust
Evaluation

Behavioural insights isn’t just a comms tool
Behavioural
Insights
Information
Provision
Environment
Design
Process Design Incentives
Systemic
Rules &
Regulation

How to run a behavioural insights
project? A BIT example from the
field.
TESTS Methodology

PhasesActivitiesBIT’s methodology for applying behavioural insights
TARGET EXPLORE SOLUTION TRIAL SCALE
Establish the scope for
a BI approach
Identify the specific
behaviours you want to
change
Identify a measurable
behavioural outcome
Understand the system in
which existing interventions
are delivered
Understand the
perspectives of the end-
users
Understand decision points
and the behavioural
barriers
Draw from the insights
gained in the explore
phase and behavioural
insights to deliver policy
solutions that
encourage the target
behaviour
Use robust scientific
designs and statistical
methods to investigate
whether, and by how much,
the policy encourages
target behaviours
Scale up policies and
interventions that
have proven to
effectively promote
the target behaviour
TESTS

Target phase
STEP 1
Establish the
overall goal
and scope
STEP 2
Understand
which
behaviours
contribute to
the goal
STEP 3
Prioritise
which
behaviours
you are going
to target
STEP 4
Define a
measurable
behavioural
outcome
PhasesActivities

Target phase
PhasesActivities
TESTS
STEP 1
Establish the
overall goal
STEP 2
Establish the
scope for a
behavioural
insights
approach
STEP 3
Identify the
specific
behaviours
you want to
change
STEP 4
Prioritise
which
behaviours
you are going
to target
STEP 5
Define a
measurable
behavioural
outcome
Tackle the rise of
antimicrobial
resistance

Target phase
Phases
TESTS
Tackle the rise of
antimicrobial
resistance
Over -
consumption of
antibiotics

Target phase
Phases
TESTS
Tackle the rise of
antimicrobial
resistance
Over -
consumption of
antibiotics
Unnecessary
over-prescription
of antibiotics
(ca. 20%)

Target phase
Phases
TESTS
Tackle the rise of
antimicrobial
resistance
Over-
consumption of
antibiotics
Unnecessary
over-prescription
of antibiotics
(ca. 20%)
Support GPs to
reduce the
amount of
unnecessary
antibiotics
prescriptions

STEP 1
Analyse
relevant data
and published
literature
STEP 4
Identify
behavioural
barriers
STEP 2
Understand
the
perspective of
the end user
STEP 3
Identify key
decision
points in the
user journey
Explore phase
PhasesActivities

Explore phase
PhasesActivities
TESTS
STEP 1
Analyse
relevant data
and published
literature
STEP 4
Identify
behavioural
barriers
STEP 2
Understand
the
perspective of
the end user
STEP 3
Identify key
decision
points in the
user journeyData analysis
Observation
Interviews and focus groups
Published literature

Solution phase
STEP 2
Assess how
behavioural insights
can enhance the
effectiveness of
these interventions
STEP 1
Analyse the types of
intervention available
STEP 4
Prioritise solutions
based on expected
impact and feasibility
STEP 3
Apply behavioural
insights to design
solutions
PhasesActivities

Solution phase
PhasesActivities
TESTS
STEP 2
Assess how
can enhance the
effectiveness of
these interventions
STEP 1
STEP 4
based on expected
STEP 3
Apply behavioural
insights to design
solutions
EASY
SOCIAL
ATTRACTIVE TIMELY

Solution phase
PhasesActivities
TESTS
STEP 2
Assess how
can enhance the
effectiveness of
these interventions
STEP 1
STEP 4
based on expected
STEP 3
Apply behavioural
insights to design
solutions
EASY
TIMELY
SOCIAL
ATTRACTIVE

Trial phase
Outcome
measure /
implementation
considerations.
STEP 1
Develop a strategy for
assessing if the results
you observe are due to
your intervention or not.
STEP 2
PhasesActivities

Randomised controlled trials
Rate of antibiotic
prescriptions is measures in
both groups and compared
Eligible sample:
800 practices, top
20% prescribers
INTERVENTION
Sample is split into two groups
completely at random
CONTROL

Randomised controlled trials
Rate of antibiotic
prescriptions is measures in
both groups and compared
Eligible sample:
800 practices, top
20% prescribers
INTERVENTION
CONTROL
Sample is split into two groups
completely at random

n=1,581
Reducing antibiotic prescribing

n=1,581
Reducing antibiotic prescribing
Antibiotic prescribing
rate was 3.3% lower in
the intervention group

The letter saved
73,406
doses across
791 practices
Direct saving of
£92,356 in public
sector prescription
costs
Possible to
achieve a
0.85%
reduction in
antibiotic
prescribing in
England£0.06 per
prescription
prevented
Total cost of printing
and mailing - £4335

Scale phase
STEP 1
Assess suitability
for scaling up
STEP 2
Develop strategy
and
implementation
plan
PhasesActivities

TESTS Methodology: Scale
2019 study using the same letter
replicated the same effect among 67
GP practices in Northern Ireland.
(Bradley et al 2019)
19,000
fewer
antibiotics
4.6%
reduction

Applying behavioural insights to
reduce loneliness and social
isolation

Why does this matter?
Focus area Barrier Leads to Overall outcome
Social
Connection
Many existing mechanisms for social
connection are gone, and there are
behavioural factors that limit participation,
like ease of participation and social fears
Increased use of GP and other
services, fewer networks within
communities.
Low levels of
community
connectedness,
participation, and
support when
needed.
Planning
The planning system makes it hard to
create thriving communities. Meaningful
engagement is rare, and only those with
something to lose engage
People aren’t engaged with their
community, and don’t feel like they
can influence changes that affect
them.
Our built environment isn’t
designed to create relationships.
Evidence
We don’t have a strong evidence base for
what works to facilitate these connections,
and while context undoubtedly mattes, we
have ‘not invented here’ syndrome.
Even if we wanted to tackle this,
we don’t necessarily know what to
do.

Title
Easy
EASY
SOCIAL
ATTRACTIVE TIMELY

We take the path of least resistance
“I think if it’s taken you great courage to go to that group in the first place
and if it’s not welcoming when you’re going, it could put you off for quite
a long while even turning up to a class.”
Participant aged 60+, Age UK Camden Research
“Because if you go somewhere where you feel you are
not welcome, then you don’t go again.”
Participant aged 60+, Age UK Camden Research

We take the path of least resistance
● We go tend to go with the
flow of a pre-set option
(the default)
● People’s initial
experiences will have a
large impact on their
perceptions and whether
they will keep participating Simplify messages
Remove friction costs
Pick the right default

EASY
Test ground rules
at events, so
everyone has a
nametag & is
introduced

Attractive
EASY
SOCIAL
ATTRACTIVE TIMELY

We pay attention to what springs to mind easily
“The biggest fault is that you don’t know about
anything until it’s over”
Monmouthshire resident
“Awareness is key! We had The Russian Vocal
Ensemble from St Petersburg Conservatoire sing a few
months ago & I heard about it after it had happened!!”
- Monmouthshire resident

ATTRACTIVE
● If we don’t know about
activities, we won’t be able
to send people to them
● The way that we interpret
information depends on
how it is presented
Personalise
Attract Attention

ATTRACTIVE
Frame
participation as a
way to help
others
https://www.camerados.org/camerados-principles/

Social
EASY
SOCIAL
ATTRACTIVE TIMELY

We follow the crowd
We have a mistaken preference for solitude,
which stems partly from underestimating
others’ interest in connecting.
Nicholas Epley - University of Chicago
“Concerns about opening ourselves up to risk when we interact
with each other appear to dominate our thinking when engaging
with those outside our direct family and friendship groups.”
The Place of Kindness - Zoë Ferguson, Carnegie Associate

SOCIAL
● If others aren’t participating,
we’re unlikely to either
● We respond more to certain
messengers, there may be
a stigma to participation
Social norms
Messenger effects
Public commitment

SOCIAL
Share (truthful)
information about
what others think and
do

Timely
EASY
SOCIAL
ATTRACTIVE TIMELY

TIMELY
● We struggle to convert
intention into action
without a specific plan.
● We often procrastinate
even when we want to do
something
Time discounting
Planning
Timely prompts

TIMELY
Help people to plan
their attendance at
community events

Challenge
“How can I use
in my organisation
to reduce loneliness
and isolation?”

Work in pairs
Use the EAST cards to generate
as many ideas as you can for
one of the following problems:
• Making our events more
welcoming to everyone
• Increasing participation from
lonely people

Isn’t this stuff just obvious?

Robot babies cause teen pregnancy….
Brinkman, S. A., Johnson, S. E., Codde, J., Hart, M. B., Straton, J., Mittinty, M. N., & Silburn, S. R. (2016). Efficacy of infant
simulator programmes to prevent teenage pregnancy: a school-based cluster randomised trial in Western Australia. Lancet,
388(10057).

Isn’t it a bit underhand?
nudge
sludge
what works?
social experimentation

Final Takeaways
TESTS to run a BI project EAST to design solutions
Get in touch for a deeper
collaboration
1
clare.delargy@bi.team
2
4Evaluate as robustly as you can
INTERVENTION
CONTROL
3

5 March 2020
Conference: Changing hearts and
minds: social science insights for
communicators

Visit the CharityComms website to view
slides from past events, see what events
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Applying behavioural insights to comms

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