Behaviour Change Marketing Bootcamp

Today's episode continues exploring Social Marketing with Communications Strategy Consultant Neil Hopkins. Neil is also he founder of the Secret Social Marketers Club on LinkedIn. He has extensive experience in public service, particularly in road safety and local government communications. Listen to the episode to as we explore what social marketing is (hint - not social media) where it sits in behaviour change. why it is the solution if you want to move beyond awareness raising campaigns Because Social Marketing: Empowers target audiences Shifts power dynamics from deficit-based to skills-boosting approaches Fcuses on understanding lived experiences We tackle industry challenges head on including Disconnect between marketing, communications, and academic research Pressure on professionals to perform multiple roles Limited resources in public sector communications Quote from Neil: "Social marketing is the application of commercial marketing principles for those social good outcomes that result in behaviour change. It's using that understanding, based in understanding of people and rooted in empathy for those people as well, and what will work for them." If you enjoyed this episode (and Nedra's last week) you could:- Join the Secret Social Marketers LinkedIn group- Attend World Social Marketing Conference (5-7 November in Alicante, Spain)- Attend the CIPR Ethics Webinar delivered through a social marketing lens Special Offer:Get 10% off the World Social Marketing Conference using discount code BRAINFUEL10 at www.wsmconference.com p.s. for more on Social Marketing check out: E22 - The TITE Process - 4 steps to applying theory in social marketing E10. Don't engage too late! How to use social marketing concepts reward & exchange E8. Segmenting Your Audience Don't overcook then undercook your audience: Social marketing & segmentation

This week is an exploration of social marketing, challenging misconceptions, and driving meaningful behaviour change with one of the field's most respected practitioners, Nedra Weinriech. Nedra is founder of Weinreich Communications, and an editorial board member for Social Marketing Quarterly. She has been practising social marketing for over 30 years. Highlights: Nedra's Personal Productivity Hack:- Discovered virtual co-working- Uses "body doubling" technique- Increased focus and productivity through intentional work sessions What is Social Marketing? - Not social media- Systematic approach to behaviour change- Focuses on audience insights and making desired actions easier- Integrates psychology, design, and marketing principles Case Study: California Teen Suicide Prevention Campaign- Campaign: "Never a Bother"- Target: Low-income teens- Innovative co-design process with youth- Addressed key barriers to seeking mental health support Social Marketing vs. Behavioural Science:- More than just awareness- Systematic research-driven approach- Audience-centered design- Scalable behaviour change strategies Quote:"Social marketing is applied behavioural science at scale." - Nedra Weinreich Free Resources: Social-Marketing.com (or to go directly to my library of articles including my free ebook: https://Social-Marketing.com/library The Social Media for Behavior Change Toolkit can be downloaded from my website above or here is the “official” page with more resources: https://preparecenter.org/site/sm4bc-toolkit Creative Mornings - their "virtual field trips” are where I first encountered the idea of virtual co-working, but they have lots of fun free online events - https://creativemornings.com/fieldtrips/brows Flown - they give you a free month to try it out, and after that it's subscription based. Nedra's referral link includes 25% off (and she gets a free mug if someone signs up ): https://flown.com/join-flown-referral-page?referral=nedra-weinreich-fb9c2 The Never a Bother campaign - https://neverabother.org/ Don't forget your 10% saving: BrainFuel10 World Social Marketing Conference

This week, we're celebrating 10 years of the EAST Framework (Easy, Attractive, Social, Timely) and asking a powerful question: How often do we reflect on our own behaviour as change-makers? We explore why simple frameworks still work in a complex world, what the “toothbrush problem” is, and why mastering a few tools beats collecting many.

Hi everyone, this is a reflective episode, and a soft announcement - softly very softly! We are ...rebranding the Podcast!Transitioning from "Behaviour Change Marketing Bootcamp" to "BrainFuel" This is allow us to focus more on our core mission which is to focus on health and reducing health inequalites fueling brain power and decision-making skills. Our vision is for the episodes to spark curiosity and creativity combined with practical decision-making insights. We will still deep dive into behavioural science, AI and if there is an evidence-based approach that helps the health communicator we will share it! Stay tuned for exciting new episodes. As part of our revamp we have the next Behaviour Change Marketing Boootcamp training on May 15th 2025. Ir promises to be an exciting day! Only 5 spots left - click here for more

This week, we dive into a fascinating conversation with Daniel Preece, Public Health practitioner extraordinaire. Daniel sits with the Plymouth City Council and commissions the local Stop Smoking Service. We explore insights from our recent Behavioural Insights Deep Dive where we listened to routine and manual workers and why the want to - or don't want to - quit smoking tobacco. This episode is packed with actionable insights and real-world examples. 3 Aha Moments: Autonomy is Key: Many people who smoke want to feel in control of their quit journey. They prefer an approach that keeps them in the driver's seat. Vaping is complex: Vaping is a hugely complex behaviour and plays many different roles. For some it's a help, for some it's confusing and for others it started them smoking tobacco. Understanding this reality is critical to effective services, Knowledge doesn't matter if the offer is wrongWe often see a COM-B analysis that highlights the lack of the knowledge of the service and so we may then think - oh we need a communications campaign. But taking a behavioural insights approach means you consider beliefs too. And if the offer is wrong it doesn't matter how much you communicate. The service offer needs to match the needs - then you market it to the audience. Quote "Quitting is like walking a tightrope. People need to find their balance and build confidence on their own, with services acting as a safety net beneath them rather than pulling them along." Daniel Preece Links Hidden Voices Heard is the home of the popular Behaviour Change Marketing Bootcamp where we run the behavioural insight deep dives - www.hiddenvoicesheard.com

In today's episode we are joined by Stuart King. Stuart founded BeeZee Bodies 17 years ago whilst working in public health. A hugely successful service it supports people all over England. At Public Health England he was senior scientist in the obesity and healthy weight team and he still works closely with Public Health producing and hosting The Real World Behavioural Science podcast with the Public Health & Behavioural Science Network. We look deeper into an ethnographic video Stuart developed on behalf of the London Borough of Hounslow. The video walks you through a day in the life of Veena a mum so you can see the influencers and patterns that are we are being exposed to every day. Shining a spotlight on the importance of the wider determinants of health. Three key aha moments On a short walk Veena was exposed to fast food advertising 27 times. This is important because when running a healthy weight messaging you need to remember what else people are seeing. Dogs motivate because they are external triggers - they will nudge you into movement. Do you know what other external triggers your audience may have that you can draw attention to? Does is the environment your audience is exposed to bombard them with negative triggers? Such as the 'food' options in local shops and are these triggers the norm? If so recognise and celebrate the resilience it takes to overcome them. Links Veena - A Day in the Life - Real World of Behavioural Science podcast Books The Spirit Level by Kate Pickett and Richard Wilkinson Loonshots by Safi Bahcall Rebel Ideas by Matthew Syed Japanese Art Of Kaizan Linchpin by Seth Godin

This episode deep dives into 8 top tips for effective Smokefree messaging this No Smoking Day - 13th March. For details check out our blog Want to do more? Come to the Smokefree Training Day 2024 - the day after No Smoking Day on 14th March 2024 Early bird is on!

Happy 2024! In today's episode we welcome Nathan Monk and Rebecca Roberts as we go deep into Behaviour Change and Further Education and Higher Education. Nathan Monk is cofounder of Smile and one of the brains behind Prospectus Plus, the innovative and personalised prospectus solution that is transforming the conversation around digitally tailoring recruitment journeys. We talk about how those shifts in recent years align to wider behaviours when it comes to tech, and why understanding human nature can help advance your campaign strategies. Rebecca Roberts is founder of Thread & Fable a youth agency and an expert in Higher Ed & Further Ed marketing. A specialist in youth agency she is a huge advocate for putting the audience at the centre of planning and targeting your audience - knowing where you fit in their lives. To go deeper into Behaviour Change Marketing and FE&HE join us on 29th February 2024 www.behaviourchange.marketing/FEHE

In today's episode we highlight 3 books recommended by 3 of our 2023 podcast guests and an ask for you (see below!) 1) Mistakes Were Made But Not By Me - Why We Justify Foolish Beliefs, Bad Decisions & Hurtful Acts by Carol Travis & Elliott Aronson Recommended by Samuel Salzer from E40 How to build Habits that Stick. 2) A more Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas by Warren Berger Recommended by Melina Palmer E43 Applying Behavioural Science to Internal Comms 3) Made to Stick By Chip & Dan Heath Recommended by Nedra Weinreich E57 Top Mistake When Communicating Mental Health Perfect for colleagues secret santas or your 2024 reading list. Do you want to join the Bootcamp BookClub? We're touting for interest. Would you enjoy a relaxed, informal bookclub reading the latest behavioural science, marketing & comms books and... coming on the podcast to talk about it (not obligatory!) We are at the very early stages. We all love books, read books, share books - seems bonkers not to talk books too! Email ruth@behaviourchange.marketing and we'll chat!

This episode takes a slightly different approach to our usual style. To celebrate our behind the scenes working together Rebecca & I interview each other and look back at top tips we would give ourselves and also we look forward to our future events. The title does give away the unveiling - but as they say the devil is in the detail so for more information go to www.behaviourchange.marketing/FEHE

This week we are joined by Jen Clinehens from Choice Hacking to chat all things social proof! She is an expert in applying behavioural science to marketing and you can check out Jen's work over at Choice Hacking, We chat canned laughter, the need to be part of a social group, how Apple took it a new level, why disaster preparedness never happens, The Bear and much more. Listen to understand how we use social proof to signal our social norms. Why it's important to think beyond messaging to product details - Jen talks through the classic Apple example. How social norms can be used to drive action. Recommended book "Unreasonable Hospitality - the remarkable power of giving people more than they expect" by Will Guidara Check out Jen's work https://www.choicehacking.com/ The episode we chat about is Social Proof: The Persuasive Power of Crowds

This episode explores the murder mystery genre and how thinking like a detective can help you understand your audience - the first step to communicating change. The three key questions - 1. Do they have the means (to make the change)? 2. What is their motive? 3. Do they have opportunity! Anyone near Plymouth, UK on 7 November - come along to our in-person live workshop to find out more! Click here for more info Anyone not online - keep an eye out for our murder mystery meets behavioural science challenge - coming soon!

This episode talks through what habits are and how to write a behavioural statement so you can get clarity on the challenge you are working to solve. 3 AHA moments

Today's episode welcomes Nedra Kline Weinreich, president and founder of Weinreich Communications. Nedra has over 25 years experience delivering social marketing to create positive change on health and social care issues. Quote from Nedra "I would say the the biggest issue that I see in campaigns that are trying to reduce stigma, whether it's around mental health issues, or any other kind of stigmatised issue is you want to avoid the S word, which is stigma. If you keep talking about how there's a stigma to mental illness, or to getting treatment, and that we need to remove the stigma, what that actually does is reinforce that there's a stigma. We shouldn't be talking about the stigma over and over again." What is social marketing? Nedra explains what social marketing is in 60 seconds and how it is different to a traditional behavioural science research approach. Social marketing Mental Health Campaign Nedra shares the campaign "Take Action for Mental Health" a campaign designed to help you check in, learn more, and get support for your own mental health or the mental health of someone you care about. 3 aha moments

Today's episode explains why Behaviour Change Marketing Bootcamp training is not a course! Not because we don't love training. But because the training is designed to focus on skills development and for busy pros who are short on time. It accelerates your learning through a dedicated one-day where we can kick-start your application of behavioural science to your work. This November we have four weeks follow up for everyone - so that when you get going back at the ranch you can check in with questions that you never thought of in the day. Plus we're all about stopping the duplication and starting to stand on each others shoulders by sharing our wins and hints and tips! That's why - once you have been through Bootcamp ALL MASTERCLASSES are then free! So you can keep learning and growing. This episode is late out and we missed the early bird - so for any Podcast fans reading this - use the coupon code PODCAST and it will give an extra 25% saving!

Episode 52 dives deep into uncertainty and how you can use it to write killer messaging - specifically key messages. We share why uncertainty is a decision killer - not great for behaviour change comms! And how you can turn that around. We talk about the Status Quo Bias and The Curse of Knowledge Bias - two cognitive biases it is worth comms leads being aware of. AHA moments 1) Your audience would rather not make a decision and revert to the status quo bias than make a wrong one! Check if you are overloading, too many choices, being vague or too technical. 2) You are not the best editor! Sorry! But you need someone who isn't part of the work to check your messaging. This is due to the Curse of Knowledge bias where we - as experts - just can't help forgetting what it was like before we had he knowledge. 3) Check your content is using concrete language. Has your creativity trumped clarity? In one-day figure out HOW to use all this knowledge.... Behaviour Change Marketing Bootcamp takes place on 31st October. It is one-day where you learn then apply the behavioural science. Bring your work because you will get loads done! You then get TWO bonus masterclasses after the Behaviour Change Marketing Bootcamp day. Why? Because you will need time to digest the day. But also so you can laser focus in on your speciality. Because your get FREE access to ALL MASTERCLASSES for LIFE! Join us at Bootcamp - doors only open 4 x a year! www.behaviourchange.marketing/bootcamp

This episode is a Behind the Scenes look at the reality of using behavioural science in the workplace. Alison Trout works with Ruth the host to run behavioural insight deep dives and shares the a behind the scenes look at the framework COM_B. Quotes "you have to quite courageous to use this approach...!" Alison Trout Three aha moments Be prepared to tell people what their real problem is! Be prepared to get comfortable - uncomfortably Be prepared to check for unintended consequences Book Thinking Fast & Slow, Daniel Kahneman, 2011 Chapters Applying behavioural science in public health. (2:35) Applying behavioural science in local councils. (7:16) Using behavioural science in organizational projects. (11:18) Using behavioural science in marketing campaigns. (16:53) Applying behavioural science in organizational change management. (22:59) Using Combi and TDF for behaviour change insights. (29:58) Applying behavioural science in the workplace. (35:43)

Case study - internal comms. 89% increase in actual change This episode welcomes Josephine Graham. Josephine is a communications and marketing writer and strategist with a couple of decade's experience across the private and public sector. Josephine aims to raise the bar of how we communicate with sometimes neglected audiences, such as internally with colleagues, by using behavioural science and testing to achieve measurable results for stakeholders. After Bootcamp she applied the theories to her day job with brilliant success. She saw an 89% increase in actual change! In this episode we focus in on COM_B and discuss the reality of using behavioural science in the workplace. Quotes …it was really satisfying to do something properly, and do something that made a difference. Because, you know, you know, what it's like when you're on that hamster wheel of just churning stuff out, and to actually be able to take the time to step back. And think through, like you say that the journey that people were going on, and, and, you know, what their blockers actually were… Josephine Graham Three aha moments 1. You can use COM_B as an effective prompt tool as an exercise at your desk. It doesn't need to be overcomplicated. The end result was the tone and messaging within two emails! 2. The upfront time means you have saved so much time for the future. Audience insight has a long shelf life. 3. Josephine had a clear measurable goal … so she can share it …and we can learn from it! Did I mention two emails! Josephine recommends to just get going - start small, use the skills regularly! Book The Inner Rebel came out of Josephine. She highly recommended a journal instead of a book! Chapters (time-stamp) Introductions. (0:01) Meeting John Peel and Bootcamp. (2:13) The importance of a COM-B. (4:24) What are the capabilities people are missing out on? (6:53) How did you build the email campaign? (9:07) The importance of content. (11:33) How much time did you spend on the course? (14:01) How to start with behaviour change? (16:21) One book that changed her life. (18:45) The power of journaling and the importance of memories. (20:15) Join us at the final Behaviour Change Marketing Bootcamp of 2023!

Four signs your comms won't shift behaviour There are 4 cornerstones or ‘must haves' to using behavioural science effectively in comms & marketing. If you want to shift from raising awareness to action - to get started - you need to tick four boxes. Remember behavioural science is of great interest because it helps us understand our audiences. To find the best way to communicate and get max results. In other words - it is a way to deeply understand our audiences. And that is the secret sauce. That is why we love it. Yes there are loads of biases and loads of frameworks ….. But to get started there are four cornerstone points you need must have clarity on. 4 signs your comms will add to the noise and not activate action You don't know the vision. The ultimate why you are doing it. You don't know who else in delivering or influential in your space. You target everyone. You do not measure your work. So to help you find out we developed a fun quiz so you can test yourself. Take the Impactful Change Quiz It takes three minutes tops. It will show you how strong your foundations are and where you need to focus and what behavioural science tools and frameworks can help you do that! Plus. You get the Interactive Communicator to Changemaker Dashboard which will talk you through the ‘why'. Because this stuff will often get skipped to get to fun creative part - design and content. But that will never create sustainable change. I highly recommend you do them in order as they are like the building blocks to your foundation of success. Timestamps How to get started with Behavioural Science. (1:58) You don't know the vision of your stakeholders. (6:25) Know your stakeholders and your audience. (11:26) Set a measurable goal. (15:19)

Are you an idiot magnet? Todays episode is a short and sweet one following the excitement of the Unleash Your Inner Rebel conference led by Advita Patel. The day was headlined by Thomas Erickson, author & behavioural scientist and Sam McAllister, Broadcaster & soon to be Netflix star with many other incredible speakers. It was a day about leading change – it offered a huge amount from both a personal and professional perspective. We ran the behavioural science session so folk could get going in this wonderful stuff and get active in making positive change. You may tell when listening we were very excited! And sorry I think I mispronounce the name of the Unleash Your Inner Rebel conference is my haste to share the many insights from the day. Listen in for a dose of inspiration and to challenge your thinking so you can accelerate change. Quote “If you cannot communicate you cannot lead!” Thomas Erickson, Author & Behavioural Scientist 3 AHA moments Own your decisions especially those made in moments of change. If you think someone is an idiot maybe you need to reflect on your need to right. You don't influence people by being right, you influence people by listening. Timestamps Are you really surrounded by idiots? (1:36) Leadership is a communication process. (3:08) The problem with confusing clever words with personality. (5:17) Own your decisions when things don't go right. (6:53) Leaving the BBC to write her book. (8:45) Behavioural Science Workshop. (10:17) The importance of having a framework. (11:51) Two fab quotes (14:04) Links Unleash your Inner Rebel Want your team to get on the same page around behavioural science? Book a call with Ruth to discuss your needs.

* disclaimer* written by AI In this episode, we welcome Phil Barden author of Decoded and Owner & MD of Decode marketing consultancy. There are exciting developments happening at Decode, a consultancy focused on applying behavioral science to marketing. We talk about how Decode has incorporated AI into their work, specifically in the area of human vision and testing creative artwork. The AI developed by Decode has been trained using 15,000 hours of human eye tracking video and has achieved an accuracy of nearly 99%, replicating human vision. This AI can analyze videos and static images in minutes, providing insights on areas of interest, legibility of text, reading time, word familiarity, visual complexity, and even memorability. The book "Decoded" written by Phil, the founder of Decode, is praised for its valuable insights and case studies that apply behavioral science to marketing strategies. We chat about how that understanding goals and motivations is crucial in developing effective marketing strategies, and that Decode's approach helps bridge the gap between engagement and application of this knowledge in marketing campaigns. Timestamp: Phil's most memorable marketing moment. (2:36) Why do you not believe in change? (6:48) How to link goals and motivations to the value proposition? (9:05) How to link the value chain. (14:24) Maslow's hierarchy of needs. (16:48) Creative effectiveness measure at scale fast. (21:38) Solving a real problem in marketing. (23:31) Optimising the implementation gap. (28:35) Why writing in capitals makes it harder to read? (31:40)

In this episode we welcome Advita Patel to the studio. Advita is the founder of Comms Rebel, a consultancy that helps organisations cultivate inclusive cultures through effective communication. She is also an experienced confidence coach and the co-founder of A Leader Like Me and Comms Edged Rebels. Vita shares her journey and discusses her book, "How to Build a Culture of Inclusivity," which focuses on building a culture of inclusivity through effective internal communication for diversity, equity, and inclusion. But that's not all! Advita is also organizing a remarkable event called InnerRebel 2023, an inclusive Manchester-based event dedicated to doing things differently in the world of work. Advita's frustration with attending events that lacked diversity and different perspectives led her to create the Underrepresented Speaker List, which features over 180 names of individuals from diverse backgrounds and experiences. InnerRebel 2023 aims to showcase what a great inclusive event looks like, featuring high-energy speakers and topics that challenge the status quo. The event boasts an impressive line-up of keynotes, including Thomas Erickson, the author of "Surrounded by Idiots," a book on human behaviuor and communication; Sam McAllister, the ex-Newsnight producer known for bringing controversial figures to TV; and Nisha Katona, the founder of Mowgli restaurants, who will share her inspiring journey of humanizing leadership. Alongside these keynote sessions, the will be there running a workshop on behavioural science in marketing! Advita is kindly offering listeners to the show a 20% discount

It's one thing for you to love behavioural science. To read the books , get some training and get going - but you need to take your team and stakeholders with you. This weeks episode explains how to do that. The idea is based on a decades experience selling in to public health as the lone marketer in the team and selling in to the corporate comms team. A double whammy of selling in - selling up and pushing the vision. See what you think! Let us know! If it peaks your interest the final one-day Bootcamp training until the Autumn is on June 7th 2023. Come see what you're missing!

Today's episode explains what behavioural science is in 3 fun ways. Listen in to understand behavioural science from different perspectives. This is the question many people want to ask but don't because you feel like you should know. Enjoy!

This episode is an interview Nancy Harut author of Using Behavioral Science in Marketing and co-founder and chief creative officer at marketing agency HBT. Quote from Nancy “all of us really are our choice architects, when you think about it, there really is no neutral way to present information, you know, how information is presented, influences how people decide about it. And that's, that's essentially the core of choice architecture, how you present, you know, options or choices, determines or influences, see decisions people make about them.” Three Aha Moments Nancy highlights how behavioural science tells us people use shortcuts top make decisions and they will follow automatic, instinctive reflective responses. As marketers we need to add this understanding into our strategies and creative executions. To do this (esp if you have no market research) ask why your audience may not want to do what you need them to do. What will they lose of they don't do it? What is stopping them. Then look to see which of the behavioural science strategies can help you reframe or overcome this barrier. For example if you need to build trust and people don't know you then the authority bias is a good start. (Nancy includes 25 principles in her book). We are all choice architects. Whether you like it or not how you frame and the words you choose influence people so you may as well be sure you are influencing them positively in the right way. Nancy's Book Influence by Robert B Cialdini Link to Nancy's own book – MUST READ Using Behavioral Science in Marketing by Nancy Harhut Chapters 4:19 The importance of behavioural science in marketing. The barriers and levers in a creative brief. The best arguments to overcome barriers to do something. 6:25 Three reasons why someone may not want to buy a product. 8:15 The importance of market research and customer testimonials. 11:05 Loss aversion and the endowment effect. The biggest mistake in health. 13:27 Nancy shares one of her favourite client case studies. What is Choice Architecture and how does it work? 15:15 How to get a triple digit increase in meeting attendance. What is choice architecture in messaging, and why it matters. 18:36 One book that changed Nancy's life Bootcamp News The next Behaviour Change Marketing Bootcamp is on the 7th June 2023. The Early bird ends 1st May.

This episode explores 'Beat the Street' a behaviour change game that gets people up and moving, connecting and has a little bit of competition thrown in to help motivate people to keep playing. Katherine Knight former Head of Communications for women's football at the FA and now Director of Intelligent Health shares how this behaviour change game is helping reduce health inequalities whilst also encouraging people to have fun. Beat the Street has been run in 150+ towns across England and also internationally. Three Aha Moments 1) Beat the Street works because the focus is on small, everyday changes people can do for themselves. It celebrates and rewards these changes. 2) Beat the Street is a public health consultant's dream behaviour change intervention because it tackles multiple determinants of health inequalities including moving more and connecting with towns and countryside and it focuses on the most vulnerable and it provides the data! 3) Beat the Street works because it is driven by engagement & behavioural science, the start focuses on bringing people together to plan together to ensure they get it right for their town. Quote from Katherine “We're not trying to make them play football or stop lacrosse, we're trying to get them to make those small changes in their environment and own them and feel like and be able to celebrate the fact that change they've done rather than it's been done to them.” The book that changed Katherine's life • Utopia for realists: and how we can get there by Roger Bregman Links • Beat the Street https://www.intelligenthealth.co.uk/programmes/beat-the-street/ Chapters 2:26 The importance of understanding the audience.4:28 What is Beat the Street? -.9:02 How do you make people feel safer in their town?13:23 How do you engage with communities to get a project started?16:22 What's next for Beat the Street?18:48 One book that has changed Catherine's life.21:30 What's coming up at the Bootcamp.

Today's episode is for busy communicators and changemakers who have very little time to scope a project and get to know their audience. You may be firefighting incoming requests, or were simply brought in too late to do the level of audience understanding you would like to. But playing this simple game can really help. The Who Am I Game Answer all questions as though you are the person. Have fun with it. Step into their shoes. Who am I - step inside of their skin. Where am I when I perform the behaviour change When do I do it? Why do I do it? What must I overcome to get it? Think of a dragon...who or what is your audience's dragon? What barrier stands in their way? Remember this is about understanding where you fit in their life and having a go at understanding their motivator not your product benefits. This episode also includes a quick tip: stop talking about behavioural science with your stakeholders. If you are having trouble getting buy-in use the words decisions. I need to understand the decisions people need to influence. Then explore those decisions in the Who Am I? game. To delve deep into behaviour change join likeminded souls at the June Bootcamp. This will be last one until October 2023. The early bird is tweeting away - its a whooping 50% saving. Don't miss out!

This episode welcomes Melina Palmer to talk about her new book "What your employees need and can't tell you". She has also published "What your customer wants and can't tell you." Melina is an applied behavioural economist with a passion for helping people use behavioural economics aka behavioural science. In the episode we explore the difference between behavioural economics and behavioural science and Melina explains in a fun, engaging way how change is like riding an elephant and what to do when you smell cookies. Melina runs the global consultancy The Brainy Business, teaches behavioural economics and hosts the incredible podcast The Brainy Business. Timestamps 6:25 What is the difference between behavioural economics and behavioural science? 10:10 Change doesn't have to be bad 12:05 How to brace for change at work 14:51 Why reducing the cognitive load is so important 19:17 Deadlines deadlines deadlines 21:34 It's not about the cookies 24:00 How to use behavioural economics to get people to buy in to your idea Quote from Melina "So in your brain, you have that logical conscious writer that has a plan, you know, where you're supposed to go, what you want to do the best way to get there, you're set, however, you are at the mercy of the elephant, which if it wants to, like run in another direction, or just sit down and not do anything, you can't push or pull or logic it to do what you want it to do." Melina Palmer Three aha moments

Today's episode is about our yearly survey Help I'm not a behavioural scientist get me out of here! For the third year we are asking what is working for you and what is not. We are pondering whether the term behavioural science is one of the blockers to adopting this work and proposing that maybe you do a lot of this work already but just don't know it. So this years survey is slightly different as we try to chunk down - what exactly is behavioural science - and which part do you actually need to know to get the best results for your project/campaign. Everyone that completes the survey before the end of March 2023 get sweets! Check it out here: https://www.socialinsightmarketing.co.uk/help

Our guest this week is Jennifer Clinehens, founder of behavioural science based customer experience consultancy Choice Hacking. Choice Hacking is a consultancy, book, podcast and TikTok sensation with millions of views. In this episode Jennifer explains how to use behavioural science to improve our customer/patient's experience. Jennifer shares how customer journey mapping can be used to think beyond the nudge and elevate conversations around behavioural science in organisations. She also discusses how behavioural science can be used to strategically navigate the psychological biases that exist in customer journeys. Jen uses Netflix to demonstrate what she means and includes the cocktail party effect and peak end rule. Quote from Jen “you can't really have a culture where behavioural science is taken seriously without a culture where experimentation is also taken seriously.” Jen Clinehens No every moment punches at the same weight shouldn't your marketing budget be doubling down on understanding them” How are people creating memories, the experiences they are creating.” Jen Clinehans Three aha moments The Cocktail party effect is the bias that drives personalisation. It claims that our brains will focus in on the information that is most relevant to them. In other words it will zone in on cues such as your name. Netflix shows us the many opportunities to personalise when you plan across the whole customer experience. Have you ever been lured in to a show using this tactics. (I have!) Top 10 Because you watched Trending (herding bias also) When reviewing or reflecting on an experience people don't average out the experience they will focus in on the peak and the end. Aka the Peak End rule. Know your peaks and invest accordingly. The book that changed Jen's life Resonate: Present Visual Stories that Transform Audiences, Nancy Duarte Useful links Check out Jens episodes on the biases here - https://www.choicehacking.com/podcast/ Check out Jens customer experience and other online courses here - https://choicehacking.academy/silo-all-courses/

This episode features an interview with Samuel Salzer about building habits. Samuel is a renowned expert on the topic, and he shares his insights on how to effectively change your habits. This episode is a must-listen for anyone who wants to learn more about building habits and how to make lasting change Quotes from Samuel: “The whole idea here is that even if we give people the right information, they might go from knowing something to having the intention to do something. But that's still not enough. People have the best intentions. Doesn't really change the world. What changed the world is what people do.” Samuel Salzer “Get comfortable with getting uncomfortably specific” Samuel Salzer Three Aha Moments (There are so many it was really hard to pull out three aha moments. Your Brainfuel newsletter has a greater breakdown so if you are not subscribed you're missing out!) But if we had to choose our top three insights Habits make up almost 50% of our autopilot behaviour! Which makes changing habits especially difficult. Don't take for granted your audience is aware of the habit you are asking them to change! Reward matters when you are forming a habit but not so much when it has shifted into your There is no neutral environment. We are always being influenced – intentionally or not. IKEA are a good example of intentional when we know it. Samuel shares a Google work project that increased water consumption 5 x and decreased biscuit consumption by 30%. Extra one for luck Social belonging is the key that can unlock the door to change. There are lots of ways to adopt social proof to increase the desire to belong. FOMO is alive and kicking. The book that changed Samuel's life Mistakes Were Made (But Not by Me) Why we justify foolish beliefs, bad decisions and hurtful acts by Carol Tavris, Marsha Mercant et a Useful links Habit Weekly https://www.habitweekly.com/ & Behavior Design Podcast More on the popcorn study here it's a blog from Cornell University who ran the study – the claim is that when people have greater portion sizes they overeat. Samuel uses it as an example to explain why – habit of eating popcorn meant people just kept on going – on autopilot despite it being stale. The participants claimed they had eaten a smaller amount. They were unaware. Chapters [00:55] - The King of Habits Samual Salzer [02:52] - Samuel Salzer working at improve [06:48] - Understanding Habits [08:00] - Components of Habit [11:00] - The Role of reward [13:00] - System 1 and System 2 [15:13] - Engaging with Long-Term Behavioral changes [15:26] - Breaking down into steps [19:11] - Duolingo Failing users [20:30] - Easy or Rewarding [26:09] - Understanding Motivation [31:11] - The goal is not to motivate people [32:20] - Autonomy Buy-In [33:36] - Creating Intervention [35:22] - Changing minds with Canvasing [36:59] - Accessible Science [39:26] - Dive into the driving forces of behaviors [42:30] - Habitual Coach Professionals [45:20] - The One Book

In today's podcast we dive into our top four favourite behavioural science podcasts. The recommendations are divided into two sections: Behavioural Science and Applying Behavioural Science to Marketing. Discover how to set your content and marketing to new heights, while also learning key insights from the world's top behavioural scientists. Get ready for your AHA moments today! Core behavioural science

This week's episode is on books. We tried to use AI to write the show notes. It didn't work. But we did write a blog - or I should say - I - a human named Ruth - wrote a blog that lists all of the books talked about in today's episodes. Click here to head over to the full blog. Thanks for listening & reading.

In this episode we chat with the King of COM_B Professor Robert West as we discuss his popular behavioural science model --- COM_B --- As one of the original authors alongside Susan Michie and Lou Atkins we explore with Professor West how he feels about the success and popularity of the framework. We cover the basics What is COM-B and how did it come about? What are some of the benefits of using behavioural science? We chat about his current work with the new Welsh Behavioural Science Unit and their joint publication Improving health and wellbeing: A guide to using behavioural science in policy and practice: (Co-Author Ashley Gould) with a focus on: What is the egocentric bias and how can it be overcome? The NEAR and AFAR framework. 3 AHA moments The COM_B framework was inspired by Perry Mason. We didn't know that when we developed the Murder Mystery COM_B training! (We were inspired by Death in Paradise.) Egocentric bias is where we rely too heavily on our own opinions. We all have it to some degree so when running the COM_B analysis to overcome the egocentric bias always treat your perspective as a hypothesis until and unless you get insight or data from other sources to make you more confident. NEAR and AFAR are frameworks to help you design your intervention once you have completed your COM_B analysis. It works with the Behaviour Change Wheel. Episode Outline [00:01:07] - Thank you for your support [00:02:11] - 2022 By the Data [00:03:07] - 2023 2 Words to live By [00:06:00] - A dosage of Kindness at the core [00:08:15] - Introducing guest Robert West [00:10:06] - Rise of COM-B Model [00:12:56] - COM-B Model value in other markets and vertices [00:14:51] - Wales creating a behavior science guide [00:19:30] - Straight from the principles [00:23:07] - Breaking down Egocentric bias [00:25:57] - Energise: The secrets of motivation [00:28:13] - Treat your Perspective as a Hypothesis [00:29:13] - The NEAR-AFAR framework [00:33:57] - Health and Well-being is a shared responsibility Quotes “The popularity of COM-B is due to its ability to provide a formal framework for a concept that has long been intuitively understood by many” Professor Robert West Approximately mentioned @ 00:10:06 “The COM-B model provides a starting point for understanding behaviour change, allowing you to use the four elements of normal, easy, attractive, and routine to determine the right behaviour change techniques to use in a given context.” Professor Robert West Approximately mentioned @ 00:29:33 Recommended Book Tools for Thought, by Waddington (1977) Guest Resources/useful links Improving health and wellbeing: A guide to using behavioural science in policy and practice – https://phwwhocc.co.uk/resources/improving-health-and-wellbeing-a-guide-to-using-behavioural-science-in-policy-and-practice/ Robert West YouTube - https://www.youtube.com/@unlockingbehaviourchange Academic publications here: https://scholar.google.com/citations?user=cU9Sx1IAAAAJ&hl=en (2022) Harness your animal brain. Robert West & Jamie West (2021) The Secrets of Motivation. Robert West & Jamie West Subscribe Our February bootcamp sold out before the end of January. Be the first to hear about the next Bootcamp training by signing up to our weekly podcast email called Brainfuel - it's a mini breakdown of what we covered in the podcast and useful links to events and what's happening in the busy world of behavioural science. Subscribe by visiting www.socialinsightmarketing.co.uk/podcast

Today's episode (36) welcomes Dominic Ridley-Moy a consultant in behaviour change communications with extensive experience in Local Government working closely with the CAN Council, Co-Chair Local Public Services Group, Chartered Institute of Public Relation and the founder of the Behaviour Change Network. Dominic shares three predictions for behavioural science in 2023, tells us about his fantastic 5-week course ‘Behaviour Change Masterclass'(starts 19th January 2023) and his chosen book Tiny Habits by BJ Fogg. 2023 predictions from Dominic Understanding the behavioural science frameworks a bit more. Comms pros increasing their understanding of what shifts people's behaviours. Taking a step back more often to understand what people are not doing, and what the barriers are. Using the COM_B model can help you do this. Behaviour change on its own is not enough. It will buddy up (even more) with lots of different friends including AI and data science. AI is really exciting! One to watch. Climate change! This is the most important area and where we will see the most growth. We (communication professionals) need to get better at helping people take that first step. Links Behaviour Change Network- Masterclass 5 weeks online course COM_B explained Tiny Habits, BJFogg The next Behaviour Change Marketing Bootcamp is live. The first Bootcamp for 2023 is on Wednesday 22nd February. Click here. The Early-bird is open. Want your team to get on the same page around behavioural science? Book a call with Ruth to discuss your needs.

Dear Bootcamp, I have no time! I have turned into the white rabbit from Alice in Wonderland! ANON Bootcamp says….. Often the first thing we do when we have no time is drop our audience insight work. We need to understand our audience. The world is now too noisy to not lead with insight. Quote "Our messaging has got to be based on our insight & time. To do that give it some time. It doesn't need to be a lot!" Ruth Dale 3 AHA moments Plan in 'understanding your audience' – safeguard this time. Make it a non-negotiable in your planning. Pull in your stakeholder's learning and expertise during the insight stage. Respect your audience's time. Don't waste their time with messages that are not tested or do not resonate. The final Behaviour Change Marketing Bootcamp is on the 2nd November - click here Want your team to get on the same page around behavioural science? Book a call with Ruth to discuss your needs.

Episode 34 Dear Bootcamp, Every year we run health campaigns reminding people not to use emergency services for non-emergencies and we also frequently tell them not to miss their appointments as it costs loads of money and appointments are hard to come by. So if they cancel someone else use that appointment. We are still tackling the same issues a decade later, what else can we do? Best wishes ANON Bootcamp says….. You are using a messaging strategy called ‘negative social proof'. What is negative social proof? Negative social proof is essentially when you use examples of the problem behaviour or your lead in your messaging with the negative message. What you want people to stop doing. All it does is place the problem at the front of the mind and can go as far as to normalise that behaviour and in turn give permission for others to join the herd and do the very behaviour you don't want. Negative social proof explained in 60 seconds Professor Robert Cialdini, Dr Noah Goldstein and Steve Martin ran a research project at the Arizona Petrified Forest testing what messages would stop the visitors from stealing pieces of petrified wood. They divided the park into three zones and posted two signs with different messages in two of the zones and left the third zone as a control group. Sign one: Please don't remove petrified wood from the park, in order to preserve the natural state of the Petrified Forest. Sign two: Many past visitors have removed the petrified wood from the park, changing the natural state of the Petrified Forest. What was the result? Did the messaging impact on behaviour? Yes! Sign two tripled the amount stolen!

Episode 33 kickstarts our 3rd series The Problem Page. Q. What is the biggest mistake when planning behaviour change marketing? A. No behaviour change goal. This episode explores the reasons why we may not start with behaviour change goal and the confusion between a policy goal and a behaviour change goal. Ruth shares two case studies and how the focus shifted when using behaviour change goals. We explore how you can stop running more awareness campaigns, and shift from piling knowledge onto people that doesn't lead to action. How you can get more creative and increase your impact. Quote “Not having a goal is a symptom of not actually knowing what we what our audience to do.” Ruth Dale 3 AHA moments The pressure to deliver often means the insight part is skipped. Skip this at your peril. Without knowing what the desired behaviour is you cannot communicate it! By focusing on a goal that is about behaviour, it takes your marketing into new arenas that will unleash your creativity and connect with your audience in new ways. Our data sources may keep us focused on the problem – when considering your new behaviour ensure you can measure it. If not, don't do it! The next Behaviour Change Marketing Bootcamp is live. The final date for 2022 is November 2nd. The Early-bird is open. Click here for half price training places before they run out. Want your team to get on the same page around behavioural science? Book a call with Ruth to discuss your needs.

#commshero 2022 19-23 September This episode offers you practical tips on community building by expert guest and #commshero community builder Asif Choudry. Asif is marketing and sales director at We Are Resource and has built a global communications network called #commshero. What started as an online communications conference 8 years ago is now a strong and vibrant community all year round. This year's #commshero conference lasts 5 days and... Has over 50 sessions. Is available on demand for 12 months. If you look at the #commshero website you will see the saying - “With great power comes great comms responsibility” and we couldn't agree more so we were delighted to welcome Asif to talk about how he created the legendary #commshero. Asif's Quote “We are so good at making everyone else look good …that is why we set up the community - to create the safe space for people to actually be positive and shout about the stuff they have done and share that best practice with the community. It shouldn't take a pandemic to make a CEO to recognise the value” Books & links #CommsHero Week 2022 – CommsHero 19-23 September 2022 FuturePRoof (futureproofingcomms.co.uk) by Sarah Waddington Future Proof Sustainable Marketing – How To Drive Profits with Purpose by Gemma Butler and Michelle Carvill 3 AHA moments Know why you are building the community and tap into the sense of belonging. #commshero is still used as a conversation tool still running after 8 years. Think how long are you planning your community to last? Be there – don't post and disappear. Don't schedule and disappear. Go in with eyes wide open and be there. See you at #commshero 2022 starts on the 19th September. The next Behaviour Change Marketing Bootcamp is live. The final date for 2022 is November 2nd. The Early-bird is open. Click here for half price training places before they run out. Want your team to get on the same page around behavioural science? Book a call with Ruth to discuss your needs.

This episode welcomes the

"here's my hook - now what is their potential question - next answer that question" Today's episode welcomes Jeremy Moser, an incredible content marketer. He is co-founder & CEO at uSERP, a performance SEO & Digital PR agency. Founded in 2019, Jeremy's uSERP helps SaaS brands like monday.com, ActiveCampaign, Freshworks, Hotjar, and hundreds more, grow organic traffic and revenue. Jeremy has also written a brilliant copywriting course (links below) and is co-founder of a new time-saving SAAS tool called Wordable - it takes care of a lot of the tedious aspects of content publishing, making it easy to publish things at scale. This is a conversation on copywriting fundamentals. It runs on one theme: naturally pushing your readers into going from one line of copy to the next. Jeremy breaks down the strategies to adopt to make your copy interesting, relevant, and SEO-friendly. Book recommendation High Output Management by Andrew S. Grove Harry Potter series by J.K. Rowling Guest Resources/useful links https://jermoser.com Jeremy's course (I found it of great value) ➡️ https://www.copycourse.io/ A time-saving solution for content (I'm starting to wish we used this) ➡️https://wordable.io/ 3 AHA moments "Read the room" Before writing your copy, make sense of where your audience is at in terms of their knowledge. Do not write from scratch. "Writing from scratch and not taking into account any direct audience/customer conversations is one of the biggest mistakes copywriters make. Because they forget the purpose is writing copy to drive action." (No we didn't pay him to say this! So essential!) Talk to your audience. Get on a call. Record it. Listen back. Use their words. Reflect on their words. Connect with the person behind the screen and drop the jargon.

In this episode, we look at 3 ways you can use behavioural science to help ease NHS pressures. ‘Long waits for emergency care, previously only seen in the depths of winter, are now commonplace. In April, more than 24,000 people waited more than 12 hours to be admitted to hospital from A&E – a more than 45-fold increase compared to a year ago.” April 2022, Siva Anandaciva, Chief Analyst at The King's Fund Tip one. Don't talk to your patients When we are in a state of emergency behavioural science tells us that our evolutionary survival defaults and social norms will kick in. This is called System 1 and it is where our subconscious will drive our default decisions. And in our society, for so long our default norm, when faced with a medical emergency, has been to contact 999 or go to the Accident & Emergency department. So the question is - can we reset that social norm? Can we influence people to reset their automatic choices so that when with they need to make a health service decision they choose the best service for their needs and not automatically A&E?This means we need to communicate with patients outside of health settings - in other words - not only as patients but as people going about their everyday lives. Public Health prevention messaging has always been upstream and now with the emergence of the newly formed Integrated Care Services, there is the opportunity for NHS health messaging to shift beyond the patient and talk to people. This episode shares two examples 'Help Us Help You' as an NHS prevention campaign and 'Listen to Your Gut' as an example of a more upstream prevention campaign. Tip two: Remove all uncertainty The gods of behavioural science are used to illustrate how they reduce uncertainty in their homepage design and copy and I share how when running behavioural deep dives one key insight was people's uncertainty around diagnosing and treating health concerns. Tip three: Use social proof to remove uncertainty When we are uncertain we look around for social proof. We want to be part of the group and we will look for social proof to guide us in our decision-making and choices. Fitting in was once essential to our survival and our evolutionary code can still demand that of us. That's why social proof, case studies, testimonials and stories are so important. Social proof is closely linked to the 'Band-wagon' effect. AHA moments

Grab your free COM_B cheat sheet via our newsletter Brainfuel - it will really help when listening to this episode or email me at bootcamp@socialinsightmarketing.co.uk COM_B introductory podcast episode E21 The busy communicator's guide to COM_B (socialinsightmarketing.co.uk) This episode welcomes Elina Halonen, behavioural science advisor at Square Peg Insight to talk about her favourite tool for thinking behaviour change framework C.O.M._B Elina's experience draws from 20 years market research with 10 years within behavioural science space, she uses COM_B on her projects with public sector and commercial organisations. Elina highlights the importance of defining the problem and defining the audience and however tempting it is not to skip past this – BEFORE using COM_B. (This temptation is based on two things – this is the hard part and two pressure to get going and just do something!) Unless you are as specific as possible and you clarify what you are talking about stakeholders will talk across each other. When you stay vague you can go in circles. (We've all been there!) “It's like building a house on shifting sands.” It's also important because without understanding the behaviours you won't in turn understand the scale of change needed – different behaviours have different scales of change. Elina also highlighted how “time pressure can lead to thinking errors” so use COM_B as a checklist to support your thinking. Use COM_B to group data and expand thinking. Books & links The Behaviour Change Wheel by Susan Michie The Centre for Theory of Change Engaged: Designing for Behavior Change by Amy Bucher 3 AHA moments To clarify your thinking. Start with your outcome and work backwards. What set of behaviours is needed to achieve this goal. Then go deep into each behaviour to understand the scale of change. Use COM_B as a thinking tool and group existing data under each heading. Use COM_B as a facilitation tool with experts and partners. Ask ‘have we considered the findings in this bucket' where do our assumptions fit? How do they fit? Connect with Elina via LinkedIn or via her website Behavioural Design | Square Peg Insight Behaviour Change Marketing Team training days Your team, your priorities, bespoke day built around behavioural science. Perfect for bringing a team together – at partnership level Integrated Care Service level or your immediate teams. Book your training day before the end of 10 July and get a special bonus – one -to – one campaign planning session with Ruth. These 90-minute sessions (RRP£299) take place after the training day where we go step-by-step through your plans to ensure your application of behavioural science is the best it can be. This can include the insight, behavioural proposition, channels & content, chosen behavioural framework (usually COM_B or E.A.S.T or both) and stakeholder plan.

This episode welcomes award-winning communicators Nicola Bonas, Keri Ross and Amanda Nash. Nicola and Keri both work at NHS Devon Clinical Commissioning group soon to be Integrated Care System for Devon. Nicola is the Associate director of communications, involvement and inclusion and Keri Ross is the Senior communications manager. Amanda is based frontline as Head of communications at University Hospitals Plymouth NHS Trust. This is a jam-packed episode! The theme for this show was winter pressures but as you will hear we cover so much more than that including 1: the importance of marketing as a system. “working as one team with one plan that we all contribute to has been definitely something that we've continued to grow and seen massive success from” Nicola Bonas 2: From the pre-pandemic days. Nicola shares her experience of developing the childhood flu vaccination campaign #thumbsupforcoby. This campaign was based on the tragic death of young Cobi, and driven by his parents. “it came from a really real place, two parents experience and a community behind them is what led it to be successful” Nicola Bona 3: Winters here Jon Snow! It's all year round. For two reasons increased demand is all year resetting social norms takes all year “Winter did used to be a very defined time period with a very defined set of pressures that came with it I think those pressures now run right through the years and they have been for the last few years” Keri Ross 4: Insight is the core to the message development. Insight tips from Keri include good relationships with voluntary sector organisations, community groups and networks to draw down resources and expertise such as the Academic Health Science Networks. “Insight is really the core of everything we then design and develop. We need to understand what peoples experiences are of services and what their understanding of services to really know how to reach them and design something that will connect with them and make a difference.” Keri Ross 5: Case study: Think 111 is a campaign built out from insight. An understanding of the need to reset social norms, make it easy and reach people all year round – when they are not in an emergency situation. The team worked with Healthwatch to run qualitative research sessions to understand their audience and why they had attended the Emergency Department. Because the team evaluates they know that 78% people had tried another service before attending the Emergency Department. The constant pressure is keeping up with demand 6: Understanding people is at the heart of what we do: You can do this by reviewing published work too. Lift and shift! “Insight is core to behavioural change, its about understanding the people whose behaviour you are looking to change, understanding what motivates them, what barriers they face and what will drive them and sustain them - intrinsic and extrinsic motivation. That's what we're good at – we always come back to – what do the people that we are trying to influence what are they currently doing and why?” 7: Case study: Reducing Do Not Attends (DNAs) at outpatient appointments Amanda used the learning from a randomised control study at Barts Hospital (2015) that successfully reduced DNA's by 3% following some simple word changes in outpatient text message reminders. Text-based reminders: (messaging not exact) Control group received a reminder along the lines of “Remember you have your appointment at xxx on xxxx” Easy-call group received a reminder along the lines of “your appointment is xxx at xxx to cancel or rearrange call” Social norms group received a reminder along the lines of “we expect to see you at xxx at xxxx date 9 out of 10 people attend.” Specific costs “we are expecting you to attend xxxx not attending costs the NHS xxx ££ xxxx per missed appointment call if you don't want to attend” Plymouth University Hospital achieved their lowest ever rate of DNA's to new and follow-up appointments. To read more about this study click on this link. Recommended Books Nicola's books: European Dictators by Steven Bailey Lean in Sheryl Sandberg Keri's book: This Is Going To Hurt: Secret Diaries of a Junior Doctor by Adam Kay Amanda's books: The Behaviour Change Wheel by Susan Michie Social Psychology, by Michael Hogg and Graham Vaughan The Graveyard Book by Neil Gaiman 3 AHA moments The NHS pressures are constant all year round. Insight will help ensure messaging is as impactful as possible to support pressures. The team work as a system and draw insight from across organisations and so elevate the standard of their work as they deepen their understanding of the challenge. Shift and lift! Publish your work so others can benefit. You don't always need to run qualitative research – start with seeing what's out there and try it. N Behaviour Change Marketing Team training days Your team, your priorities, bespoke day built around behavioural science. Perfect for bringing a team together – at partnership level Integrated Care Service level or your immediate teams. Book your training day before the end of 10 June and get a special bonus – one -to – one campaign planning session with Ruth. These 90-minute sessions (RRP£299) take place after the training day where we go step-by-step through your plans to ensure your application of behavioural science is the best it can be. This can include the insight, behavioural proposition, channels & content, chosen behavioural framework (usually COM_B or E.A.S.T or both) and stakeholder plan.

Today's episode is dedicated to career progression, building confidence and motivation. We welcome Carrie-Ann Wade, NHS Director of Communications & Engagement and founder of Cat's Pajamas where she mentors communication professionals to grow and thrive in their careers. We talk all things confidence, stepping up as the expert and the importance of clearly demonstrating to stakeholders and senior management the high level of expertise that communications brings to the table. Carrie-Ann stresses how essential it is to really nail the brief in order to be able to shift from output to outcome. “Communicators have the knowledge but need to have confidence to articulate it and join the table.” Carrie-Ann Wade Career progression Build your network get peer support and mentors. Say Yes to opportunities (within your boundaries!) Invest in yourself! (Can your organisation fund or support this?) Carrie-Ann is available for mentoring and also runs a 12-week online THRIVE programme. This is a dedicated safe-space for communication managers and heads of communications to grow and thrive. Where you can have ‘unfiltered conversations'. The next programme starts in September. Carrie-Ann and her NHS Team also undertook the one-day Team Training we're forever grateful for her kind words. It was a fantastic day. "My team undertook Bootcamp...it was just brilliant for us..when you're embedded in an organisation that has lots going on and you're involved in so many projects sometimes it can be about just getting through the work and not applying the theory and evaluation. It was such a huge reminder about how important that is. I just wanted to say a massive thank you. It was such a brilliant day we all took something from it" Guest Resources/useful links Thrive Programme Bootcamp Team training 3 AHA moments Demonstrate to your senior team how much strategic value communications has played and across your organisation. For example a communications annual report or steal from the world of Social Enterprises with a Impact Report Celebrating success. Keep your feedback. Show your boss. Keep a brag file. Make it a habit! C Set boundaries. Don't apologise for setting boundaries. Thank people for their patience in emails. Thank you Carrie-Ann. Cat's Pajamas everyone!

Today's episode welcome's Adrian Searle and Steven Carroll from Police Scotland to talk about the incredible award winning ‘Don't Be That Guy' campaign. THAT guy aims to reduce rape, serious sexual assault and harassment by having frank conversations with men about male sexual entitlement. It won the Drum Awards 2022 Public Sector campaign and is nominated for many more. ‘Don't be that guy' went viral with excess of 6 million views of the hero video. The microsite that-guy.co.uk was viewed excess of 160,000 page views. Adrian and Steven talk through the process of the campaign from understanding the challenge to the importance of the ‘north star' aka your behavioural goal or value proposition in execution. They share their tactics and how they shifted the narrative around this incredibly important subject. They share how they developed the challenge into a strategy and from there the strategy into powerful creative. The insight and the strength of the value proposition was integral to the success. They highlight how your communications should reflect your values – something we all strive for. Book recommendation Stephen recommends – How To Stay Sane: The School of Life by Philippa Perry Adrian Why We Buy: The Science of Shopping by Paco Underhiill Crime recommendation: Dark Winter – Look into his eyes and prepare to die by David Mark Guest Resources/useful links that-guy.co.uk 3 AHA moments Understanding the insight was step one and dedicated time to understanding the problems and seeking out the experts, capturing the insight and developing a clear narrative. Next step is to take the insight and turn it into a marketing strategy with a guiding north star – the proposition: Sexual violence starts long before you think it does and men have a key role in ending sexual violence by reflecting on their own behaviour and look out for their mates behaviour. Use the proposition across all agencies to ensure all content and creative is in sync. Use the strategy to ensure the creative stays objective not subjective. Bonus aha…. Using influencers to create shareable content – this proved to be enormously important as it captured a tone the target audience could relate to and using talented young men built credibility that helped ensure the phenomenal success in sharing the asset. Good briefing behind the value proposition so everyone is just as important when recruiting influencers – conversations at the start are crucial so everyone has clear expectations.

Today's episode welcome's Jude Hackett to take us through the incredible free insight tool – The Empathy Map. Jude is a behaviour change and social marketing consultant with 18 years of experience in Marketing and Strategic Communications, with specialisms in marketing for social impact, behaviour change and brand. Jude is also a Fellow of the Chartered Institute of Marketing (FCIM). Basically a total pro! The Empathy Map is a visualisation tool developed by Dave Gray in 2017 that we can use on our own, or with teams and stakeholders to capture our understanding of our users, patients, and residents. It helps build a shared understanding of our user needs plus aid decision making and shift messaging. Dave Gray is a leader in the field of creativity. His website Gamestorming is well worth a visit for the wealth of resources he shares. Dave is dedicated to teasing creativity out of everyone by sharing the tools and systems of design thinking. Book recommendation The Power of Ignorance: How creative solutions emerge when we admit what we don't know. Dave Trott, 2021 Guest Resources/useful links Get your empathy map by visiting the Gamestorming website here. Plus have a look around it's amazing! Contact Jude on LinkedIn or email Jude@Creatinggood.co.uk 3 AHA moments 1) How well do you understand your audience? Are you clear what you want people to do? Using the empathy map captures what you know but flags what you don't! 2) The ‘hot' and ‘cold' sexual health research published by Dan Ariely in Predictably Irrational is a great example of demonstrating how our understanding of are audiences can completely change when and how we communicate. 3) A clear behaviour change goal is essential. (or value proposition!) Use the map to find yours. Happy mapping and thank you Jude! If you enjoyed this episode please leave a review and share with anyone you know wants to get started and is passionate about making a positive change. Kickstart your journey into behavioural science Want to know about how to use behavioural science in your comms & marketing? We love empathy mapping so much we have incorporated it into our Bootcamp training days on 6th & 8th July and into our Team Training days. Join us to kickstart your skills or book a call with me.

Today's episode is all about making behavioural science real in the comms office. Leanne Hughes and Polly Durrant both attended Behaviour Change Marketing Bootcamp earlier this year. Leanne and Polly kindly came on the podcast to share their experience and share how simple it can be to use behavioural science in-house. Even though behavioural science is a relatively new skill set it is sometimes seen as ‘hard' or complicated. But it doesn't have to be - you can use it – you don't need a science background! It's also not just marketers with big campaign budgets it's for all comms including internal, crisis and socials. Thank you Leanne & Polly for making it real. Book recommendation Polly's choice - Why we resist: The surprising Truths about Behavior Change: A Guidebook for Healthcare Communicators, Advocates and Change Agents - Kathleen Star and Lee Householder Leanne's choice - The Choice Factory: 25 behavioural biases that influence what we buy, Richard Shotton 3 AHA moments Meeting people where they are is fundamental – start there. COM_B is a tool that can be used in-house for projects and strategies – not just big campaigns and interventions. You have a much higher chance of success breaking through (information overload) when you use the science. Come find out for yourself at the next Bootcamp we'd love to meet you

This episode welcomes Dr Taylor Willmott behavioural scientist and thought leader in social marketing. Taylor is a lecturer in marketing at The University of Adelaide and also works with industry and government, climate change, reducing sexual violence, chronic disease, obesity prevention and much more. This episode is all about why we need to use theory in our behaviour change intervention/campaign design. With so many people tackling similar problems we need to be able to share learning openly, transparently and evaluate with confidence – and that means using theory. Using theory will reduce stress, build confidence and Taylor talks us through her recently published TITE process can help us get started and stay the course. TITE stands for: T – theory selection. I – Iterative schematisation. T – Test Theory E- explicit reporting Taylor is very happy to take any questions and connect. You can reach her via Taylor Willmott | Researcher Profiles (adelaide.edu.au) Book recommendation Taylors book recommendation: “Think Big: Take small steps and build the future your want” by Grace Lordan (I have since read it and am saving it for my teenage son. I wish I had this book when I was starting my career. Deep lightbulb moments alert!) Guest Resources/useful links TITE Process Paper: Willmott, T. J., & Rundle-Thiele, S. (2022). Improving theory use in social marketing: the TITE four-step theory application process. Journal of Social Marketing, 12(2), 222-255. doi: 10.1108/JSOCM-05-2021-0117 *GEM Database (for theoretical measures): NCI (2019), “Grid-enabled measures database [online]”, National Cancer Institute, available at: www. gem-beta.org/public/MeasureList.aspx?cat=2 *SOBC Database (for theoretical measures): SOBC (2019), “The measures [online]”, Science of Behavior Change, available at: https://org/measures/ 3 AHA moments 1) Use theory to design evaluation before you get started. Don't let theory stop at the insight planning stage include it in your process evaluation as well as outcome evaluation. 2) If we don't use theory to evaluate we will be forever circling the drain! Revisiting the same challenges because we cant confidently share what works and what doesn't. 3) Process evaluation is important – some of the intervention may work. Some may not. You need to know, so you don't throw the theory out with the bath water! Evaluation isn't black or white we need safe spaces to be able to share what doesn't work as well as celebrate what does.

Today's episode explains COM_B the behaviour change framework for busy communication and marketing professionals.Designed for busy pro's to get started in behavioural science and use this tool to define and understand the behaviour they are tackling. Don't let the idea of using theory or behavioural science in your campaign planning stop you.Using COM_B will illuminate the stages of your campaign planning and help ensure you don't go down the wrong road. Instead, go down your audience's road.Don't simply step into their shoes - but look at the behaviour through their eyes. Only then will your content truly influence and activate change. Further Resources:Email bootcamp@socialinsightmarketing.co.uk for your free interactive worksheet. 

Today's episode explains COM_B the behaviour change framework for busy communication and marketing professionals.Designed for busy pro's to get started in behavioural science and use this tool to define and understand the behaviour they are tackling. Don't let the idea of using theory or behavioural science in your campaign planning stop you.Using COM_B will illuminate the stages of your campaign planning and help ensure you don't go down the wrong road. Instead, go down your audience's road.Don't simply step into their shoes - but look at the behaviour through their eyes. Only then will your content truly influence and activate change. Further Resources:Email bootcamp@socialinsightmarketing.co.uk for your free interactive worksheet.