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In this guide, you will find out how to apply a behavioural approach to campaign design and implementation to maximise the effectiveness of your campaign.īehavioural science gives us the tools to analyse the context, empathise with target audiences, and ensure that the campaign helps enable behaviours. This guide is intended for all government communicators and lays out how you can use a behavioural approach to design and implement effective communications campaigns.Īll government campaigns should aim to make a difference. I look forward to seeing the techniques set out here applied across government – and to building on our efforts so far in bringing behavioural science to the heart of campaign planning and implementation, to demonstrably improve our public service.Įxecutive Director, Government Communication Service I am very grateful to everyone involved in producing this guide and improving our practice in this area of our work.

KNOCKKNOCK CAMPAIGHN CREATING RULES PROFESSIONAL

The GCS Professional Development Team provides further training and resources to support you in applying the content of this guide to your work – look out for details on the GCS website or through your own professional development team. There is a lot more we can do, and this guide is just the start. The accessible approach will help communicators learn how to systematically identify barriers to behaviour change, and use behaviourally-informed communications to overcome these barriers. The guide brings together rigorous academic research and existing best practice to give communicators practical ways to apply behavioural science to their own campaigns. This guide is the next step in that journey. Behavioural tools and techniques are now being used by communicators across government. The formation of the GCS Behavioural Science team has accelerated progress towards this goal of embedding behavioural science expertise across the Government Communication profession. Coronavirus has made this challenge all the more urgent, and has demonstrated how communications is a powerful and flexible lever to create and sustain behaviour change.

At the start of 2018, one of the eight challenges I set for communicators was for the profession to adopt behavioural science techniques to enhance the effectiveness of our campaigns. If there’s anything that 2020 has taught us, it’s that behaviour change is often the ultimate measure of campaign success.

The Principles of Behaviour Change Communications

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