Behavioural By Design Masterclass
May 20 @ 9:30 am - 4:00 pm
Successful strategic communications often involve getting people to start, stop or change behaviours. That means effective use of behavioural insights will enable comms teams to deliver more effective projects at every stage of research, objectives, audience, messages, strategic approach, tactics and evaluation. Yet it can be challenging to distil decades of scientific research on what works and what doesn’t, to effectively make our communications behaviourally informed. This interactive one-day masterclass curates and combines the core principles from behavioural science into simple, practical and evidence-based techniques you can confidently apply on the job.
What will I get from this masterclass?
The behaviour change toolkit includes:
- 24 Pathways for behaviour change (book and strategy cards)
- 7 steps to behavioural innovation (pdf workbook)
- Behavioural by Design Toolkit (online)
You will walk out with insights on how to adopt behaviour change tools to design evidence-based policy, communications and programmes.
Specifically you will:
- Identify the key principles to communicate for behaviour change
- Apply. Use behavioural insight to solve your communications challenges,
- within an ethical way of working
- Connect. Make connections with others in communications who also want to deepen their impact with a new set of behavioural strategies
- Qualify. Become a Behavioural by Design Practitioner™ recognising your own professional development, and to build behaviour change capability within your teams
Course modules. “Learn by doing” with your peers in this full-day masterclass and follow-up coaching session
Module I. Behavioural Science Foundation
Understanding how we make decisions, mental shortcuts and biases using models, frameworks and case-studies from behavioural science.
Learning outcomes. Develop an understanding of what sits behind decision-making with practical models and case-studies from behavioural science
Module II. Mindsets and Methods of Behavioural Design
Applying behaviour change within an ethical framework, surfacing deeper audience insights on what actually blocks and enables behaviours, for messages that motivate
Learning outcomes. What good behaviourally informed research looks like, to inform and clearly link strategy back to the objectives, audience insights and messages. Test what works and what doesn’t for continuous adjustments to your strategy and implementation in real time.
Module III. Behavioural Innovation Toolkit
Implementing your toolkit in a real-world comms challenge with your group, using our evidence-based 24 Pathways book, strategy cards and 7 steps to behavioural innovation workbook.
Learning outcomes. Pull things together using a behaviourally informed approach to optimise your communications impact, within a robust behaviour change process.
Follow-up session. The masterclass is only as good as the outcomes that follow. We conduct a 1.5 hr online discussion in small peer groups to support your journey in adopting behaviour change tools into everyday practice.
This course is suitable for:
- PR, marketing & communication teams
- ALL other roles involved in changing behaviours will benefit including entrepreneurs and managers, service design teams, policy advisors/analysts, product owners & managers, experience design teams, research & insight teams, business intelligence teams, agile project teams.
Behavioural by Design Facilitators:
Vishal George, Chief Behavioural Scientist
Vishal is on a mission to make behaviour change tools more accessible for teams to improve the wellbeing outcomes of citizens, customers and communities. His wide portfolio of behaviour change work includes ‘nudges’ for motivating landlords to insulate their houses (EECA), increasing diversity in recruitment (NZ Police) and behavioural designs to improve patient experience with three District-Health Boards (Health Quality & Safety Commission).
As former Head of Behavioural Science at Ogilvy NZ, he applied behavioural insights into the heart of strategy for Starbucks (USA), Adobe (USA), Department of Corrections, Auckland Council, Accident Compensation Corporation, Public Health England (UK), and Westminster Council (UK) and NZ Customs. Vishal holds an MSc in Behavioural Economics from the University of Warwick and hosts the Wellington Behavioural Science & Economics meetup, bringing together academia, public sector and private sector to tackle socially relevant issues.
Leanna Dey, Lead Wellbeing Designer
Leanna is a strategic designer and researcher best known for her work combining behavioural insights and systems-thinking to close the “knowing – doing” gap. She’s been involved in a diverse range of behaviour change projects with Government and services who seek to improve equity, ecological and human wellbeing using participatory approaches.
Her background in learning and experience design has seen her work with Accident Compensation Corporation, Fire and Emergency New Zealand, Wellington City Council and Todd Corporation. Both co-creating nudges to help folks follow through on their best intentions, and de-biasing strategies to nudge systems to work better for people. Her research focuses on integrating compassion competency and behavioural insights into co-design processes, to prevent harm and promote wellbeing. As a neurodiverse person, Leanna is a proud champion of diversity, equity and inclusion in both workplaces and community.
This course content aligns with the Global Capability Framework with particular emphasis on this summary:
- To align communication strategies with organisational purpose and values
- To identify and address communication problems proactively
- To conduct formative and evaluative research to underpin communication strategies and tactics
- To communicate effectively across a full range of platforms and technologies.
This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.