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Behaviour Change in Practice

Charlotte Bonner Green Impact Project Officer

Outline
Behaviour change theory overview Traditional awareness campaigns Beyond the tradition - new initiatives

People

Technology

Information Systems

Why Behavioural Change?


Power of the individual
Organisational Governments Society

Adopting change
Motivation Empowerment

Organisational vs. Local


Government scepticism The risk of nagging Framing your message
Local Meaningful Seek commitment

Theory of Engagement
Ask, Listen, Involve

People
Dislike change Tend to discount the importance of future events Will defer action when uncertain Permanently shift priorities Share values within specific groups Follow the majority Respond well to incentives and rewards Will overplay the importance of their actions

Expect Grief Kbler Ross Grief/Change Cycle


Denial
refusing to acknowledge change will have effect

Anger/resistance
grieving loss of old ways

Exploration/bargaining
finding ones own way

Acceptance & commitment


become responsible for selves in the change

Tone, Branding and Communication


Sell the sizzle (but no spin)
Positive, holistic, cohesive, desirable

Speak to both parts of the brain


rational and creative

Publicise early adopters Recognise the learning curve Make the invisible visible Be bold

Organisational Behaviour Campaigns


Top level and grass roots Four steps
Planning Launching Implementation and monitoring Maintaining Momentum

Planning
Senior management commitment Investment Research
Understanding audience Determine potential Form baseline Inform strategy Raise awareness Recruit champions

Champions
Take local action Communication link
Encourage/inform colleagues Contact point Eyes and ears

Implement change Need support

Maintaining Momentum
Embedding culture
Strategies and objectives Job descriptions Performance appraisal Induction Regular support

Supportive and creative initiatives Feedback

Barriers
Under-resourcing
Time, People, Budget

Continual two-way relationship Lack of senior level commitment Other de-motivating factors

Case Study: North Bristol NHS Trust

Good campaign strategy


Campaign team Dedicated resource Global survey high response rate Enthusiasm of staff (210 recruits within year one) Training initiatives 16 sessions Walkabouts Responding to feedback

Publicity
Staff survey Booklets (home/work) Posters/Stickers Campaign Website Insite Enviro Noticeboards Quizzes/prizes Childrens calendar Case studies

Beyond the Tradition Behaviour Change in Practice

Sound Impact Addressing common bad practice Its a framework, bite sized chunks Competitive Genuinely successful

Degrees cooler
Defra funded - 750k 20 HEIs, 90,000 people Three projects: - Green Impact - Student Switch Off - Going Greener Greener Living Assistants

www.greenerlivingfund.org.uk

Student Switch Off


Targets students in halls Consumer attitudes Behaviour discontinuity theory Energy-saving competition Eco Power Rangers: films, quizzes Encourages simple changes 9.3% or 650 tonnes CO2 saved

Going Greener
Based around Transition Town Movement Staff and students engaged in practical projects Go Green Week and ongoing campaigns

An exciting model - Green Impact


Modelled on the Sound Impact Awards A departmental environmental accreditation scheme with an awards element Piloted last year at the University of Bristol Now 23 Universities taking part 15 more next year Provides departments with a framework to take simple practical actions that progressively improves environmental performance

How it works
Develop bespoke workbook
Digital 20 Bronze Criteria, 15 Silver Criteria, 100 Bonus Criteria + 3 Special Awards

Departments sign-up and receive the workbook Departments complete workbook making changes as they go Workbooks back to NUSSL Audited by volunteers Awards ceremony Best practice booklet

NUS Carbon Ambassadors


Running at 10 Unions over the 2009/10 academic year. We trained 250 students in basic energy-efficiency auditing. Carbon Ambassador volunteers are working in pairs auditing 210 community and business venues!

Summary
There is no one solution Champions a tried and tested method for success Utilise positive message and creativity

Further Information
cbonner@nussl.co.uk 07818 592575 www.nus.org.uk/carbon

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