alt/shift/ Launches Behavioural Change Team

In Australia, communications agency alt/shift/ has launched a Behaviour Change division, to provide research-based tools for in-house campaign development.

The new team works across the agency's offices in Melbourne, Sydney and Brisbane, with behavioural scientists Kate Napoli and Maddy Chambers heading up responses to behaviour change briefs. The team also includes Guy Sigley, who has joined as Group Account Director following roles at the Department of Defence, Country Fire Authority, WorkSafe Victoria and Monash University; and Lauren Everett, who has joined as Senior Account Manager having worked at Think HQ and Haystac dentsu across a range of research-led not-for-profit and government campaigns. In addition, Sophie Truter has been promoted to Senior Account Director.

The team will apply alt/shift/'s three-pronged process to 'Identify', 'Investigate' and 'Ignite' campaigns. This includes using academic reviews and audience research to define the challenge; considering the context and research barriers and motivations to uncover the main behaviour that needs to be changed; and applying behavioural theory to develop creative content, and then measure outcomes.

Agency co-founder and Director, Anton Stindl, comments: 'The most exciting aspect of this offering is that it's firmly grounded in behavioural science. There's no guesswork. Everything we do is based on genuine behavioural insights. When we combine that level of academic rigour with our team's creative capability, we can deliver campaigns that have measurable outcomes and drive genuine change'.

Web site: www.altshift.com.au .