RESPONSE: A behavioural insights checklist for designing effective communications: Practitioners playbook

Whether it’s getting an individual, group or population to start, stop or change a behaviour, behavioural insights have proved to be powerful tools in helping central and local governments around the globe to achieve their desired goals. The dissemination of behavioural science knowledge into operational behavioural science teams or hubs within the public sector has led to an expansion in the innovative application of behavioural approaches. There is always more that can be done, of course, and local governments need to find ways to truly embed behavioural insights capability across their entire workforce. Amongst other things, this will enable them to respond quickly and efficiently to challenges as and when they occur.

While there are some excellent behavioural science frameworks, guides and training available, context matters (I use those two words a lot). Making communications more effective lies at the heart of successful behaviour change initiatives and there is a real business need for public sector organisations with transient workforces to be able to view and design their communications through a behavioural lens.