National Trust '50 things' campaign launches

2012-04-14

April 13th saw the launch of '50 things to do before you're 11 3/4', a new campaign from the National Trust encouraging kids to get outdoors and participate in a diverse range of activities such as rolling down a hill, camping out or skimming stones. Behaviour Change developed the strategy, campaign idea and communications materials, including a 60-page scrapbook.

News coverage example, Daily Mail

New consumer research by Behaviour Change highlights ‘green saturation’

2012-04-11

This major new survey looks at the current state of green consumer behaviour in the UK, covering 29 individual behaviours across home, food and drink and transport, and the barriers and motivations that lie behind them.
While certain behaviours are now mainstream, sustainable living as a whole remains a low priority. Widespread overclaim suggests that in many categories of behaviour people wrongly believe they are doing as much as they possibly can, leading to a sense of ‘saturation’.

Download a summary of the research here.

News

Who we work with

  • Who we work with
  • What they say
BP Target Neutral Esmee Fairbairn British Gas Asda Lloyds Greener Journeys National Trust Department of Energy & Climate Change Coca-Cola WWF Kingfisher Defra

See some of our projects.

What They say

Coming Soon!

About Behaviour Change

  • How we work
  • Our approach
  • The team

How we work

Behaviour Change works with government, business and civil society to make it easier, cheaper and more appealing for people to lead sustainable lives.

Our work divides into two main areas:

Campaigns

We develop and manage charitable campaigns aiming to advance specific sustainable behaviours.

Consulting

We use our campaigning expertise to advise and assist organisations that share our goals. 

Behaviour Change is a not-for-profit social enterprise. All our projects are driven by our mission to promote sustainable living to the British public.

Our approach

Our approach is:


The team

The team has worked together since 2006, developing initiatives such as Together and we will if you will while at international NGO The Climate Group.  Behaviour Change was set up in December 2009 with the backing of co-founders of we will if you will Fiona Reynolds, Director General of the National Trust and Ian Cheshire, CEO of Kingfisher (owners of B&Q), to provide a dedicated hub where this work could continue.

David Hall – Executive Director

David Hall

During a thirteen-year career in advertising, David created step-changing campaigns for some of the world's best-known brands; his multi award-winning strategy for Skoda helped transform perceptions of a car that had long been the butt of jokes.

In 2006, David turned his attention to green issues, developing the 'easy ways to fight climate change' philosophy that lay behind Together. Since 2008, he has worked closely with Fiona Reynolds and Ian Cheshire to build on the success of this approach.

Email David

Rob Moore – Director

Rob Moore

Rob's degree in Human Sciences gave him a keen interest in people, their ecology and their behaviour. He put this to work in advertising, with a 5 year career at AMV BBDO managing campaigns for the likes of Sainsbury's, The Economist and the government.

After 3 years at The Climate Group Rob left to help set up Behaviour Change and now looks after a variety of campaigns and consultancy projects. He also manages operations and finance.

Email Rob

Jessica Forte – Consultant

Jessica Forte

Jessica has worked with the Behaviour Change team for the past 5 years on the communications elements of their campaigns and consultancy work.


Consultancy

  • BP Target Neutral
  • Coca-Cola
  • Greener Journeys
  • National Trust

BP Target Neutral

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.

Coca-Cola

We're working with Coca-Cola Great Britain to help develop and deliver their sustainability commitments.

Greener Journeys

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, Stagecoach, and National Express, the campaign makes it easier and more attractive for people to get the bus.

Visit the website

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.

National Trust

National Trust is in the early stages of a major programme to promote 'the great outdoors' to members, visitors and the public at large. Their first focus is children, who spend 60% less time outside than their parents did at the same age. To help them tackle this challenge, we developed the strategy, campaign idea and communications materials for '50 things to do before you're 11 3/4'. The behaviour change campaign launched in April 2012 and encourages participation in a diverse range of outdoor activities from climbing trees to abseiling.

The 50
things list,
as featured
in The Daily
Mail
14/04/12

Full article

Campaigns

  • Eat Seasonably
  • Green Deal Network
  • Insulate today

Eat Seasonably

Eat Seasonably works closely with leading civil society and business organisations to encourage people to eat more locally in season fruit and vegetables. Thanks to funding from the Esmée Fairbairn Foundation, we have recently started work on a new project to increase the use of seasonal vegetables in people's everyday cooking repertoires, inspired by research that revealed that 90% of UK mothers rely upon the same nine meals to feed their families.

Visit: www.eatseasonably.co.uk.

Eat Seasonably launched in 2009 with over 40 major businesses and charities to help people reconnect with their food and the seasons in which it grows. Our first year saw seasonal eating enter the mainstream as well as unprecedented growth of the Grow Your Own movement.  In 2010 we recruited some of the leading food services companies and over 1,500 'community partners' (restaurants, pubs, cafes, caterers and market traders) and worked closely with Asda on their presence at the Start garden party at Clarence House. 

The Eat Seasonably calendar is a unique guide to what’s in season when. Designed to celebrate fruit and vegetables at their seasonal best, it is based on three important criteria: environmental impact, value and taste. It allows partners to align their activities around monthly fruit and veg highlights.

Video News Release featuring the campaign’s celebrity supporters.

Green Thing created this film about Ninjin, The Vegetable Assassin.

Green Deal Network

The Green Deal Network is a cross-sector collaboration, which aims to positively influence the development of the government’s Green Deal policy. Comprising Asda, British Gas, Kingfisher, Lloyds, Birmingham City Council, National Housing Federation, National Insulation Association, National Trust, Carillion, Energy Saving Trust and WWF, the Network was formed to support the most ambitious possible implementation of the Green Deal. Our focus is determinedly practical, reflecting the fact that all our members have a direct interest in the delivery or promotion of the Green Deal and we concentrate on strategic issues that will have relevance to all parties. Our current focus is on how to maximise demand for the Green Deal. We've recently conducted a major piece of consumer and stakeholder research on this topic, co-funded by network members and the Sainsbury Family Charitable Trusts.

Green Deal Network research

Insulate today

'Insulate Today' was the second we will if you will campaign working with Aviva, Accenture, HSBC and Sainsbury's to help their employees insulate their homes. The campaign launched in the spring of 2010, in association with DECC and the Energy Saving Trust.

Press release.

Coverage

Contact

Contact us

54 Poland Street, London, W1F 7NJ

Email:
info@behaviourchange.org.uk

Phone:
+44 (0)20 7432 7290

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