COI Guidelines Promote Behavioural Theory

In the UK, the Central Office of Information (COI) has introduced a five-step guidance process to ensure behavioural theory is applied to ad campaigns designed to change citizens' behaviour. The latter include drives to give up smoking, take more exercise or reduce carbon footprint.

The COI says that communications often play a pivotal role in helping tackle some of society's most difficult and costly problems. They can be used to promote norms or to build up people's belief and confidence in their own ability to change.

While some campaigns - such as the Department of Health's Change4Life anti-obesity initiative - are already applying behavioural theory, the new guidance has been developed to enable a consistent framework to be applied and ensure that behavioural theory is embedded in the communication process.

The agency also recommends that a practical behavioural model is defined prior to the beginning of any new behaviour change initiative, and refined throughout the life of the campaign.

Developing or adopting a single, behaviour specific model would, the COI says, enable a deeper insight into the reasons behind a particular behaviour and how to change it.

To carry out this initiative, the COI is looking for specialist in behaviour change theory and/or behaviour change models to form part of its first-ever Approved Supplier List (ASL) on behaviour change. The agency is hoping to attract applicants from a range of academic and practitioner backgrounds, including behavioural psychology, behavioural economics, sociology and anthropology.

Sean Larkins, Deputy Director of COI Strategic Consultancy, comments: 'Much of what COI does - encouraging people to give up smoking, take more exercise or reduce their carbon footprint, for example - involves influencing human behaviour. We're looking for people with exceptional knowledge in areas such as behavioural economics and social psychology to help us create even more compelling, effective and cost effective public communication.'

More information is at www.coi.bravosolution.co.uk .