- Who we work with
See some of our projects.
We’ve just launched Eat Your Veg – a new platform to help parents to get the kids to eat their greens. As part of our on going work to encourage families to eat more veg, funded by the Esmee Fairbairn Foundation, the project aims to tackle a worrying trend in the amount of veg that children are eating. Recent research found that more than half of children don’t eat a single portion of veg a day.
The project builds on the insight that all parents know the daily trials of getting the kids to eat their greens and they all have their own tricks and tactics to get them to do it. Eat Your Veg is opening up this conversation, offering real tips from parents to parents, and encouraging participation and sharing.
5 years old
4 projects we’re really proud of
3 exciting things we are working on now
2 ways you can work with us
When we opened our doors in 2010, the Prime Minister was a guy called Gordon Brown, Game of Thrones had yet to hit our screens, Terry Leahy still ran Tesco and the book ‘Nudge’ was just starting to be talked about.
Behaviour Change has been busy since then - take a look at this short summary of 4 highlights we’re particularly proud of and 3 of our exciting current projects.
Behaviour Change develops ideas that help people do the right thing
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.
We bring together insightful consumer research, the latest academic thinking on how to change behaviour, and extensive experience in delivering projects on the ground, through our three-stage approach:
- Innovative research methods
- Behavioural theory as a toolbox
- Low cost / high impact
- Testing & evaluation
View more detailed information on our approach
Our Advisory Board comprises a mix of senior professionals representing expertise from across the sectors we work in:
Andrew Benfield - Group Director of Transport, Energy Saving Trust
Ellie Robinson - Assistant Director External Affairs, National Trust
Giles Bristow - Director of Programmes, Forum for the Future
Jim Cockin - Head of Internal Communications, BSkyB
Rebekah Phillips - Sustainability policy expert and Green Alliance Associate
Sectors we have worked in include:
- Employee engagement
- Financial inclusion
- Natural childhood
- Road safety
- School food
Highlights from across our work include:
Eat Seasonably - the UK's most trusted resource for information on seasonal eating with to date 1.7 million website visits and over 20,000 facebook fans
Dabble with your dinner - encouraging 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 - we created 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; over 10,000 trial bus journeys taken in five cities
Green Deal Network - set up the industry network that was instrumental in persuading Govt. to take responsibility for generating demand for the Green Deal
Big Energy Vision - identified energy prices as the no.1 cost of living concern and galvanised leading consumer businesses and charities to come together behind a major initiative to change the conversation about energy
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.
We've developed a new platform for them called what works well. It's designed to showcase great examples from schools who have raised standards, helping and inspiring others to do the same. what works well focuses around a new website launched in May with hundreds of tips, case studies and videos from schools (and supporting organisations like caterers). Schools are encouraged to share their own content.
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.
The Big Energy Vision, launched on 23rd October 2014, is a new approach to empower people to take control of their energy bills. It's a partnership between businesses an charities, working together to offer people a growing range of positive practical actions they can take. From smart meters and digital technology to installing insulation and buying efficient appliances, from washing at 30C to switching tariffs, the Big Energy Vision will present a coherent picture of the ways in which households can use less, waste less and pay less for energy. We are leading the initiative with Forum For The Future.
“Now is the time to take control of rising home energy costs. We need to move from a place where people are frustrated about their bills and feel there’s nothing they can do, to one where they feel that help is available to stop wasting energy and control their bills. We’re committing to make it easier for everyone to use less, waste less and pay less for their energy.” Sir Ian Cheshire, CEO of Kingfisher
orking with partners across the food industry, we focus on six of the most popular family meals, providing simple tweaks to add veg to the dishes people already cook.
First Phase 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