Communications and behaviour change

March 25, 2010 at 9:24 pm Leave a comment

Here is a fascinating study produced by UK government’s Central Office of Information that summarises what influences people’s behaviour and the implications for communicators seeking to influence it.

Some of the key implications for communication programmes and campaigns that come out of the study include:

  • Communications should not be viewed in isolation
  • Developing a practical behavioural model can help make communications more effective at influencing behaviour
  • Paid-for media opportunities (which traditionally account for the biggest part of the government communications budget) are not always the most trusted sources
  • Understanding behaviour and its influences will enable us to harness the most efficient and effective communications channels.
  • Understanding behaviour will support more robust and meaningful evaluation.

Read the full report here (pdf)>>

Entry filed under: Campaign evaluation, Communication evaluation, Research & Studies.

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