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Sir Ian Cheshire, CEO of Kingfisher today announced to the sustainable building industry at Ecobuild our current major project on energy.
Together with Forum for the Future, we're leading a drive to change the national conversation on energy. We're assembling a business-led coalition to tackle this, from across the supply chain as well as consumer brands and the energy sector. We're currently working with specialist agencies to develop compelling messages and content for a collaborative PR campaign, as well as new language and a visual identity that can be used to link and elevate the full range of home energy saving actions (from Green Deal to smart meters to efficient appliances and everyday behaviours). Planned launch to the public is Autumn this year.
Click for more information and to see who's involved
In 2012 we developed the strategy and campaign idea for '50 Things to do Before You're 11 3/4' for the National Trust, aimed at coaxing a generation of sofa-bound children away from screens and outdoors into nature.
The Trust now refer to the initiative as 'their most successful behaviour change campaign to date'. It caught the attention of the media and to date has resulted in over 50 stories in national press, TV and radio, plus 52,000 interactions on social channels. Over 50,000 children have signed up on the website and hundreds of thousands of scrapbooks have been given away.
It's also been hugely successful in encouraging participation from Trust properties who have been running events and are starting to permanently change the way they communicate to visitors. Over 90% of visitors engaging with the campaign at properties said they would spend more time outdoors as a result.
Some of the awards the campaign has picked up:
Mumsnet Innovation Award winner 2013
Future Five 2013 - Audience Participation
PR Week 2012 - Non-profit, Highly Commended
DADI 2012 - Best Non-profit website
Fresh 2012 - Gold Public Sector
Behaviour Change is a not-for-profit social enterprise using behavioural insight to tackle major social and environmental challenges
See some of our projects.
Developing and managing charitable initiatives that promote positive behaviour change. Each campaign aims to advance a specific sustainable behaviour, with our current areas of focus being food and energy.
- Innovative research methods
- Behavioural theory as a toolbox
- Low cost / high impact
- Testing & evaluation
David Hall and Rob Moore have worked together since 2006, developing initiatives such as Together and Eat Seasonably while at international NGO The Climate Group. Behaviour Change was set up in December 2009 with the backing of Fiona Reynolds, Director General of the National Trust and Ian Cheshire, CEO of Kingfisher (owners of B&Q).
managing operations and finance.
Sectors we have worked in include:
- Employee engagement
- Natural childhood
- Road safety
- Welfare to work
Highlights from across our work include:
Eat Seasonably - the UK's most trusted resource for information on seasonal eating with to date over 1.3 million visits and 12,000 facebook fans
Dabble with your dinner - encourage families to eat more veg, with materials used by 30 partners including in 500 Asda stores and 10,000 Compass sites
50 Things To Do Before You're 11 3/4 - creating the idea behind National Trust's most successful behaviour change campaign
Greener Journeys - unprecedented success in targeting car drivers and persuading them to try the bus; praised by transport minister Norman Baker
Green Deal Network - set up the industry network that was instrumental in persuading Govt. to take responsibility for generating demand for the Green Deal
The Big Energy Idea - identified energy prices as the no.1 cost of living concern and galvanised the industry to come together behind a major initiative to change the conversation about energy
We have worked behind the scenes with a range of businesses and charities to help them create strategies to influence the behavioural challenges they face.Our Behavioural Audit process includes:- Identifying priority behaviours to target- Defining audiences- Using behavioural tools to brainstorm and develop insights- Creating hypotheses and testing with consumers- Recommending interventions- Seeking collaborative opportunities to extend impact
funded by the Department for Energy and Climate Change, the EST.
Through our extensive work encouraging people to eat more vegetables, Behaviour Change is an active member of Eating Better: for a fair green healthy future. The new alliance is working together to help people move towards eating less meat. Many key NGOs are involved, including WWF, Soil Association, RSPB and Friends of the Earth.
We're helping Eating Better's core team with the consumer engagement workstream of the alliance, inputting into the consumer research process, and starting to look at how to reframe the 'eat less meat' message to make it compelling, inclusive and tailored to specific audiences.
Greener Journeys is the first national campaign to persuade people to get out of cars and on to buses; with the aim of getting 1bn journeys off the road by 2014. Backed by a coalition of the major bus companies in the UK, including Arriva, Go-Ahead, FirstGroup and Stagecoach, the campaign makes it easier and more attractive for people to get the bus.
We've been working with Greener Journeys since its launch in 2009, developing a series of consumer engagement initiatives including most recently the 'behaviour change lab'.
The campaign launched in September 2010 with a million-ticket giveaway, national press advertising, a marketing campaign in 3 regions of the UK and media coverage including BBC Breakfast and Radio 4's Today programme.
In 2011 we conducted an ethnographic research programme giving insight into how transport choices are made in car-owning households and delving into people’s actual experiences on the bus. We also continued our work to raise the profile of the bus, and the resulting campaign received coverage on TV and in press, highlighting the health benefits of taking the bus.
2012 saw the launch of the Greener Journeys Behaviour Change Lab, testing innovative, practical, on the ground methods of getting people out of their cars and on to buses. The four projects we developed were designed to be complementary to existing work done by operators, moving away from conventional marketing approaches. They include targeting drivers at moments of driving ‘pain’ in Sheffield, and using local community groups as messengers in Manchester.
We developed the strategy, campaign idea and communications materials for the major behaviour change initiative '50 things to do before you're 11 3/4'. The campaign is part of the Trust’s programme to promote 'the great outdoors' to children, who nowadays spend 60% less time outside than their parents did at the same age.
Launched in April 2012, the initiative encourages kids to try a diverse range of outdoor activities from climbing trees to abseiling. It is the Trust's most successful behaviour change campaign to date and has won a series of awards.
in The Daily
list of 50
In addition to the overall concept, we developed the following collateral for 50 things to do before you’re 11 3/4:
· Set of logos
· Set of 50 icons
· A scrapbook of the 50 things, given away with The Guardian and at properties
· Posters, stickers, banners and other materials for properties
· Executional, on the ground ideas for properties
The School Food Plan was written and launched in 2013 by Leon founders Henry Dimbleby and John Vincent. It aims to increase the quality of school food nationally and increase take up from the low current level of 43%.
We're developing a new platform for them called What Works Well. It's designed to showcase great examples from schools who have raised the standard of their food, and help and inspire other schools to do the same. What Works Well will focus around a new website launching in April with hundreds of tips, case studies, images and videos from schools (and supporting organisations like caterers and charities). Schools will be encouraged to share their own content.
Start is an initiative headed by HRH the Prince of Wales and run by Business in the Community, launched in 2010 to inspire people to act for a more sustainable future. We helped the Start team develop their 2012 campaign strategy through workshops, research and idea generation.
Target Neutral is BP’s not-for-profit scheme which helps motorists lower and offset the carbon footprint of their driving. We worked with the Target Neutral team to help shape their communications as the official carbon offset partner of the London 2012 Olympics.
Together with Forum for the Future, we're leading a major project to change the national conversation on energy, called The Big Energy Idea. We're assembling a business-led coalition to tackle this, from across the supply chain as well as consumer brands and the energy sector. We're currently working with specialist agencies to develop compelling messages and content for a collaborative PR campaign, as well as a new trusted brand identity that can be used to build effective consumer motivation around the existing suite of home energy saving actions (from Green Deal to smart meters to efficient appliances and everyday behaviours).
First Year Highlights
An idea of instant appeal that has caught the attention of stakeholders in Govt. and the food industry and has already reached millions of consumers
7 large businesses and 8 civil society organisations actively involved, with many hundreds of small businesses/organisations engaged too
DWYD materials used across 500 Asda stores and 7,000 Compass catering sites
Asda store trial using point-of-sale tips and leaflets saw 82% of customers say they would be likely to try the tips at home
Increase in Facebook audience from 300 to 10,000 during the activity
New TV programme idea in development
Eat Seasonably encourages people to eat more British in season fruit and vegetables. As the UK's leading authority on seasonal eating, the award-winning campaign presents a clear and simple vision of what's in season when and the benefits of eating produce when it's at its best. This provides a compelling focus for practical action by partners and we now work with hundreds of partners from the major retailers and caterers, to charities and membership organisations, to a growing network of pubs, restaurants, cafes and greengrocers.
The campaign's online presence continues to gain support, with a rapidly expanding Facebook following and over a million visits to the website.
Video News Release featuring the campaign’s celebrity supporters.
Green Thing created this film about Ninjin, The Vegetable Assassin.
Our main focus has been on mobilising consumer demand and our work has included consumer and stakeholder research, modelling and creative thinking.
The Green Deal Network has played a decisive role in persuading DECC to take greater responsibility for driving Green Deal demand and our work has informed much of the thinking now being done about how to market the Green Deal.
Green Deal Network research