Behaviour Change

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

In 2006, David became International Campaign Director at The Climate Group, working with the likes of  M&S, O2 and Tesco to develop their consumer engagement strategies on sustainability. Since setting up Behaviour Change, he has gained a reputation as a leading strategic thinker and researcher on tackling challenging behaviours.
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Before moving into the environmental sphere Rob worked in advertising, managing campaigns for the likes of Sainsbury’s, The Economist and DfT’s Road Safety. In 2006 he joined The Climate Group to launch and manage the ‘Together’ campaign. In 2009 Rob co-founded Behaviour Change.

Rob manages operations and finance, and has project-managed a large number of research, strategy and creative projects across our campaigns and consulting work.

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We’ve worked with Coca-Cola Great Britain on a number of projects with social and sustainable aims, including:

Recycling
Collaborative approaches to recycling plastic at home

vitaminwater
Research with drinkers and development of ways in which a drinks brand can positively influence behaviour

Diet Coke
Providing strategic input to the challenge of empowering women in Western Europe

Working with Aviva, Accenture, HSBC and Sainsbury's, Insulate Today made it easier, cheaper and more appealing for the employees of those businesses to insulate their homes through better-than-market deals and internal comms campaigns. We developed and launched the campaign in the spring of 2010 - over a period of four weeks it generated 700 installations and was in the top 10% of Energy Saving Trust advice centre campaigns. The campaign was funded by the Department for Energy and Climate Change, and run in association with the EST.

Press coverage

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.

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Read our new report launching the behaviour change 'lab'

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. The campaign launched in April 2012 and encourages kids to try a diverse range of outdoor activities from climbing trees to abseiling.

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

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.

Dabble with your dinner is a new project to help mainstream British families eat more vegetables. It focuses on six of the most popular family meals, providing simple tweaks to add veg to the dishes people already cook.

Our research shows that 90% of families cook the same meals over and over again, and getting food on the table on weeknights is a routine task, all done from memory with few lists and no recipes. We're working with partners across the food industry to make this change easy and practical.

Visit the partner website
Our online tool: Mum! What's for dinner

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.

Visit: www.eatseasonably.co.uk.

Eat Seasonably launched in 2009 with over 40 major businesses and charities and the support of Gregg Wallace and Hugh Fearnley-Whittingstall. The first year saw seasonal eating enter the mainstream as well as an unprecedented 'grow your own' movement. In 2010/11 we recruited the leading food services businesses and over 1,500 community partners, and worked with some of the major retailers on practical initiatives to help their customers eat seasonably.
The campaign's online presence continues to gain support, with a rapidly expanding Facebook following and over a million visits to the website.

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.