Following on from the Department of Health’s recently updated social marketing strategy, The Communities and Local Government department last week launched a guide to delivering local behaviour change campaigns: Inspiring Communities, Changing Behaviour.
The guide sets out the stages required, and the key principles of behaviour change programmes. These mirror the social marketing approach that The NSMC advocates.
The resource is a very easy to read and provides some very important tips not often seen in behaviour change guides including:
However I would suggest there are a few things that could have been included which would have made the resource even stronger.
The current policy climate favours the use of behavioural economics and nudges to steer people into altering their behaviour. As such, the department have understood the need to take a planned social marketing approach in order to achieve sustainable behaviour change and understand where and with whom ‘nudges’ can be most effective.
I hope that the department continue to use the guide to help develop future behaviour programmes and policies. It would be good too, if they share the research insight that they develope through the programme with other government departments and organisations. (If they need a platform to do that, we have just the place: One Stop Shop!)
Other social marketing and behaviour change blogs that we read: