Behavior change practice exchange25 February 2010

Kate DalzellYoung Foundation

This session

• recap on London Collaborative behaviour change work• lessons learned• areas of ongoing exploration and challenge• towards a tool: checklist for behaviour change• areas for further collaborative work

Why behaviour change?• Selected by chief executives at 2008 retreat and continued• Growing interest in the field

• To improve outcomes, moving beyond the limits of service delivery

• Public spending reductions• Recognition and popularisation of research and theories

which bring fresh insights• Cross-party interest(But it isn’t really new...)

London Collaborative workstream

Gathering, building and disseminating learning from academic theory, research, and practice – •Capital Ambition guide to behaviour change•Practice exchange sessions•Action learning set on active living

Plus insights and links from wider work: •incentive cards•tough times events•London futures challenges

Drawing on a wide range of experience -

Learning from theory –

What drives behaviours?

Using a range of models to support implementation -

Using a range of models to support implementation -

What we’re learning…

Putting in the preparation

• Clarity and transparency about behaviour objectives• Fully understanding what is driving behaviour• Segmenting the population and

targeting

People-centred approaches

• Engaging people and partners in designing and delivering initiatives

• Ensuring staff have the capacity and are empowered to deliver and form relationship

• Political drive and strategic buy-in

What we’re learning…

Getting the balance of interventions right

• Use of multiple techniquesSimple vs. complex behaviours

• Carrot and stick

What we’re learning…

Embedding approaches

• Evidencing impact• Manistream the change

What we’re learning…

What we’re learning- the emerging checklist

Evidence and expectations ...

• we are still learning what works, evidence base is patchy

• evaluation is challenging• some projects show 6-10% change• timeframes may be long-term

accepting riskculture change?

Other lessons from practice

Areas for further exploration

• Potential role for technology• Organisational implications

– staff skills• Interface with people as a whole person • sophisticated understanding of populations• Joined up approach/ prioritisation

Other lessons from practice

Challenges and areas to explore

Wider issues

• Ethical and political issues– defining acceptable behaviours/ interventions– the legitimate role of local gov/ public bodies• Context of reduced resources: need for wider

dialogue about what public can do/ should pay for• Relationship to questions of cohesion, engagement

and altruism

Other lessons from practice

© British Telecommunications plc

Who is responsible?

Who do you think is at fault for causing obesity among children?

Who do you think is responsible for tackling obesity among children?

0 10 20 30 40 50 60 70 80

The parents of the individual

Food and drink manufacturers

Restaurants and fast food outlets

Schools

The individual

Supermarkets

The government

Not stated

None of these

Workplaces

Other

%

Questions for discussion

• Is the framework useful? What is missing/ needs development?

• What are profitable areas for further collaborative work?

• How should we take collaboration forward?