jeff french: how to design and deliver social programs that influence behaviour

What we know about

how to design and deliver

Social Programmes that

influence behaviour.Professor

Jeff French

Biologist

Educator

Public Health Specialist

Civil Servant

Entrepreneur

Academic

Writer

Consultant

Social Policy & Programme

Engineer

Who am I ?

3 Big Messages

We Know a lot about how to:

1. Help people behave in individual and

socially responsible ways

2. Design successful social interventions

3. We have a professional and

personal responsibility to apply

this understanding and add to it.

Content1. Why social programmes influencing social behaviour

need to be more sophisticated.

2. What we know about influencing behaviour.

3. Social Marketing and efficient Social Programme

design.

4. Developing programmes for minimising harm and

protecting people with potential gambling problems.

ANTI-TED

Its Complex

but not

Complicated

Future success will come from:

Systemic and evidence based Citizen focused programmes informed by

Social Marketing Principles

Why Social Programmes

influencing social behaviour

need to be more

sophisticated

Our world is changing fast

Better use of public funds

Serve the people better

Stephen Harper David Cameron

The big frustrating questions

for Donors and Governments

• What is the impact of

the funds we invest?

• What is the ROI?

• What have we learnt?

http://www.campbellcollaboration.org/

"Less than $1 out of every

$100 of government

spending is backed by

even the most basic

evidence that the money

is being spent wisely."

John Bridgeland and Peter Orszag, The Atlantic 2013.

http://www.cochrane.org/

The wicked economic and

social drag factors:

Health / Physical & Mental

Chronic & Acute Disease

Information Asymmetry

Degradation of Social Capital

Environmental change

Water access

Poverty

Inequality

Discrimination

climate change

Big complex messy societal challenges

poverty

recycling

theft

obesity

drug usesexual health

smoking

violence

inequality

HIV / Aids

alcoholalcohol

accidents

Pollution

Problem Gambling

From Poor and Sick

to Rich and Healthy in 200 years

Professor Hans Rosling

Karolinska Institute

GAPMINDER

http://www.gapminder.org/world/#$ma

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What do you think the life expectancy in the world as a whole is today ?

40 years

50 Years

60 Years

70 Years

Correct

answer

70 Years

What percentage of adults in the

world today are literate?

30%

40%

50%

60%

70%

80%

90%

Correct

answer

80%

The number of

children who die

before they reach five

has been cut by half

over the last 20 years

From 12 million in 1990 – 7.6 million in

2010. Proof that investment has paid off.

Unicef Annual report 2011

We should be optimistic

Positive Change is Possible

Do what I say

I am the boss

NO!

The rise of the

Demanding

Sceptical

Citizen/Consumer

John Clarke et al

Pine Forest Press 2007

Put your hands up

generation LX you are the ‘Charmed Generation’

Typically, people born between

1950 and 1970

You want it how you want it

Citizens want to be part of the solution.

They are saying to us:

I do not believe you

I do not trust you

Listen to me

I am in control now, help me

solve the problems

•Co-production•Co- design•Co-delivery•Social media marketing•Viral marketing •Permission Marketing•Prosumers•Joint value creation•Relationship Marketing•Etc:

Demanding Citizens

We are not all the same

Which shape and colour best

represents the way you work?

“It’s not about telling and selling. It’s about bringing a relationship mind set to everything we do”

Jim Stengel Global Marketing Chief Proctor & Gambel 2009)

Jeff

Welcome to Your Amazon.com™

(If you're not Jeff French, click here.)

A new politics of the common good

more scrupulous politicians

more demanding idea of what it means

to be a citizen

MICHAEL SANDEL

NEW CITIZENSHIP

Trust in Civic Institutions is Falling

Generally trusted to tell the truth?

Can I read your mind?

I will mind read your card and

remove it!

87%87%

86%84%

75%72%

69%68%

66%64%63%63%

62%60%

56%53%53%

52%52%

51%49%49%

43%33%

Saudi ArabiaIndia

IndonesiaChina

RussiaTurkeyMexico

ItalySouth Korea

PolandArgentina

BrazilJapan

South AfricaHungaryCanada

SpainAustralia

FranceBelgium

GermanyGreat Britain

SwedenUSA

Government should ban…Tend to support/strongly support

Source: Ipsos Global @dvisor

MA

ND

AT

OR

Y L

EG

.

Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada)

in each country, November 2010

88%87%

86%82%

79%78%

72%71%70%70%70%

68%68%67%67%

64%63%62%62%61%

60%59%

55%46%

ChinaIndia

IndonesiaS Arabia

TurkeyRussia

South KoreaBrazil

MexicoPoland

ArgentinaItaly

South AfricaHungary

JapanCanadaBelgium

SpainAustralia

GreatSwedenFrance

GermanyUSA

Government should make it more expensive/more difficult…

% Tend to support/strongly support (average over all four policy areas)

Source: Ipsos Global @dvisor

OP

TIO

NA

L LE

G.

Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada)

in each country, November 2010

Strategic Social Marketing

95%94%93%

92%92%91%91%90%90%89%

88%88%88%

87%87%86%

84%83%

82%80%80%

78%74%

73%

ChinaRussia

Saudi ArabiaSouth Africa

MexicoTurkey

IndiaIndonesia

PolandBrazil

HungaryArgentinaAustralia

ItalySouth Korea

CanadaSpain

BelgiumGreat Britain

GermanyFranceJapan

United StatesSweden

Tend to support/strongly support

Government should provide incentives…

Average over all four policy areas

INC

EN

TIV

ES

Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada)

in each country, November 2010Source: Ipsos Global @dvisor

Strategic Social Marketing

R2 = 0.703

40%

45%

50%

55%

60%

65%

70%

75%

80%

85%

90%

0 5000 10000 15000 20000 25000 30000 35000 40000 45000 50000

GDP per capita (PPP) (current int'l $)

Str

on

gly

su

pp

ort

/te

nd

to

su

pp

ort

The wealthier the nation the less likely they are to favour

coercive government intervention

Australia

France

Germany

JapanPoland

Saudi Arabia

Spain Sweden

United Kingdom

United States

South Africa

South Korea

Russia

Turkey

Mexico

Indonesia

Hungary

India

Brazil

China

Argentina

Belgium Canada

Italy

The government should make the behaviour more difficult/more expensive (optional legislation)

Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country, November 2010

Ipsos Global @dvisor;

World Bank 2009

• Datafication

• Correlation not Causation

• N = All

Well at least things are OK in Canada!

The Power of Social Communication

• Salience

• Priming

• Familiarity

• Trust building

• Low attention processing

• Emotion and physical association

Is your card missing?

When I show the deck

put up your hand

if I have removed your card

People get distracted and they forget!

Wrong question: How do we tell people what to do?

S.A.P.

Spray And Pray

Some Posters Leaflets App’s & TV

(Thanks Alan Tapp and Co)

S.P.L.A.T.

Knowledge

Attitudes

Behaviour

Features of many social programmes

1. Short term

2. High cost

3. Crude understanding of

behaviour change

4. Focused on cure not

prevention

5. Poor co-ordination

6. Poor evaluation

Evidence informed Policy?

Evidence and Insight Policy

Evidence in search of policy

Eminence based policy

Policy in search of evidence

Policy counter to the evidence

Policy with evidence

The reality is slightly different

Policy in search of a headline

Evidence and Insight Policy

Politicians role:

1. Reflect public opinion

2. Develop and promote policy

3. Champion effective and efficient interventions and stamp out the rubbish

What does good social

policy look like?

Effective Policymaking involves:

1. Evidence based or informed.

2. Informed by citizen insight.

3. Informed by behavioural science.

4. Designing policies around outcomes.

5. Strategic & Operational focus.

6. Embedded learning systems.

7. Stakeholders involved.

Use citizen

understanding and

assets to deliver

outcomes

Build operations

around the citizen

Understand the

citizenEngage Citizens

The Building

Blocks of

Citizen Centric

Policy

Social Policy:1. Insist that evidence based

approaches are used in all

programmes

2. Develop systemic sustained

relentless strategy

3. Help build the evidence base.

Commission RCT’s

4. Actively build & contribute to

social coalitions

Source: Stacey RD. Strategic management and organisational dynamics: the

challenge of complexity. 3rd ed. Harlow: Prentice Hall, 2002.

When to use SMART Objectives and

when to run a RCT

RCT

Judgmental

decisionsRational

decisions

SMART OBJECTIVES

AND PRESCRIBED

SYSTEMS AUDIT

Measurement Culture

Performance

Culture

What we know

about how to

influence

behaviour.

KIKI BOOBA

Trust me I am a Biologist!

Rational Choice Theory

The weaknesses of Classical economics

& Neo-classical economics

Maximising utility

Adam

Smith

Jean-Baptiste

Say

David

RichardoThomas Robert

Malthus

John Stuart

Mill

1776Francois

Quesnay

Homo economicus ‘Rational

Economic Man’ & Woman!)

Humans :

rational

self-interested

actors

. Neuroscience

. Evolutionary Psychology

. Behavioural Economics

. Psychology

. Anthropology

. Social Geography

. Etc…….

95%of decision making happens in our unconscious

Thinking Fast and Slow The 2 systems

1 2

Automatic Reflective

Uncontrolled Controlled

Effortless Effortful

Intuitive Knowledge driven

Associative Deductive

Fast Slow

Unconscious Conscious

Skilled Rule following

Emotional Rational

Hot Cold

The neural tug of war1 2

Mindless Choosing

Brian Wansink Cornell University

Daniel Kahneman, a

psychologist won the Nobel Prize for pointing

out that economic choices are not so

rational

Fear of Loss (Prospect theory)

We are overly optimistic

We over value small, sure,

short term gains

We underestimate uncertain

long term losses

We are very loss averse

Making it Easy is grabbing the

attention of

Policy Makers

Nudges can be characterised as:

• Positive or only

minor penalties

• Avoidable

• Passive, and easy, i.e. require little effort

• Low cost, to both the person and to the organisation utilizing them

EXPLICIT CONSENT

OPT INPRESUMED CONSENT

OPT OUT

Status Quo Bias

But we can also make it Hard

We can also influence Rational Thinking

As well as Mindless Choosing

+ Hug

Nudge

Shove

Smack

The value/cost exchange matrix© $ Primary Forms of intervention

Incentive Disincentive

Active

Decision

Conscious / Considered

Automatic / Unconscious

Passive

Decision

Hug Smack

ShoveNudge

eg: A Fineeg: a coffee for

taking a rest

eg: A default saving

scheme

e.g.: Carbon Tax

minhajameen@gmail.com

Types and Forms

of Behavioural

Influence

Legislate

Monitoring

Police

Rules Requirements Enforcement

RegulateIncentives Dis-incentivise,

5 Types of Intervention

Inform

Educate

Support

Design

Control

Provide serviceAssist Care Support

Advice Advocate Nurture

Teach

Engage Inspire

Build skills (analytical & practical)

Critical consciousnessMotivate

Mobilise

Physical environment

ProductsTechnology

Systems, Policy, Service

de-CIDES influencing behaviour framework©

Communicate

Remind TriggerMake aware

Advise Highlight Signal

Treat Screen

Inform

Educate

Support

Design

Control

de-CIDES influencing behaviour framework

5 Types of policy intervention

Default Preference

The value/cost exchange matrix© $ Primary Forms of intervention

Incentive Disincentive

Active

Decision

Conscious / Considered

Automatic / Unconscious

Passive

Decision

Hug Smack

ShoveNudge

Inform

Educate

Support

Design

Control

Hug NudgeShoveSmack

Default Policy

Preference

A neutral stance to selection of

appropriate mix

Driven by evidence, data, insight and ethical

considerations

What we know: We need a full mix of interventions

Making it

HardSmackShove

Shove

Control

Strategic Social Marketing

DesignShove

Using Price

Signals

Minimum price

Shove

ControlNicola Sturgeon

Scotland's health secretary,

50p

per unit

This is an actual speed control device that is currently in use. It is MUCH

cheaper than speed cameras, radar guns, police officers,

This is an actual speed control device that is currently in use. It is MUCH

cheaper than speed cameras, radar guns, police officers,

ShoveControl

InformSmack

Gold coast public toilet

Design Shove

Ne

w Y

ork

Ba

ns

the

sale

of

mo

re t

ha

n

16

ou

nce

so

ft

dri

nk

s

Smack Control

People

need to

agree and

support

restrictions

and

penalties

Taxi

driver

avoids a

‘Shove’

in

Ankara

May

2013

Making it

EasyNudge

Design can help

shift

Social Norms

Product

Size and

Positioning

Less can be more

Nudge Design

Creating supportive environments

Nudge Design

Spray water on

salad

Make an express

checkout

for healthy

products

Pay cash for desert not

Accept cards

Move salad bar to the

center of canteen

Use glass fruit bowls

not

stainless steel

Hide the ice cream.

Close the lid

Rename the food

e.g.

‘Farm fresh fruit’

Move the veg to

the start of the line

Nudge Design

Design

Nudge

Making it

Desirable

http://www.captive-media.co.uk/

DesignNudge

Conditional Cash Payments

Argentina

$53 month received by the

families of more than 3.6 million children,

conditional on school

attendance and

keeping up to date

with vaccines and

health check- up’s.

Hug Support

Hug

Control

Rest and Revive Queensland Bruce Highway

Hug Support

The target

audience?

Hug Inform

Flip-flops & lollipops

HugSupport

Social Marketing

and Social

Programme

design.

Marketing Mindset:

Use data, evidence and insight to create policy, systems, environments, products and services that make the

healthy choice the Easy and

Desired and Valued choice

Professional ledSelling / telling

AwarenessAdult – Child

One-off / transitoryDeficit

Operational focusWhole population

ControlCentral command

Compartmentalise

Consumer led

Marketing / relationshipsBehaviourAdult - AdultSustainedAssetStrategic focusSegmented audiencesEmpowerNetworked leadershipWhole system

Tell Sell and Control

Social Marketing

The New Civic Relationship

INSIGHT

Behaviour

Method MixAudience

Segmentation

Behaviour Theory & Behavioural Goals

Intervention mix & Marketing mix

The Social Marketing Customer Triangle

Customer

French & Blair Stevens 2006

Social Marketing is a systematic planned Process

www.stelamodel.com

Scope Test EnactLearn

&Act

The rationale

Situation Analysis

Target Audience Profile

Intervention proposition

Initial marketing objectives

Marketing intervention

Mix Strategies

Pre testing and piloting

Report on the pilot

programme

Full business plan

setting out

Time frame and key mile

stones

Resources allocation

Stakeholder and partner

management

Evaluation and monitoring

Reporting

Review and build on

learning

Policy

Strategy

Tactics

Operations

Str

ate

gic

So

cia

l M

ark

eti

ng

Op

era

tio

nal

So

cia

l M

ark

eti

ng

Social

Marketing

Works!1000’s of social marketing

programmes have demonstrated

effectiveness

CDC on Social Marketing: Health Communication Campaigns Review April 2011

• Median increase of 8.4% in the

proportion of people who

engaged in a healthy behaviour.

• Overall, results were

consistently

favourable

"Combining product distribution with health communication campaigns results in greater behaviour change than using health communication campaign alone."

Developing programmes

for minimising harm and

protecting people from

potential gambling

problems

People have always gambled and

always will. Two key questions are:

1. How to maximise the

fun and minimize the

potential harm?

2. How to use income

for the best social

impact?

Nathan Coley

Why do some people get harmed by

gambling? It’s simple,

It’s because of :

Non-linear probability

weighting, projection

bias, prospect theory and

temporal discounting!

Steve Johnson The Guardian on line, http://www.theguardian.com/sustainable-

business/behavioural-insights/true-potential-technology-change-behaviour

“We are weak-willed

and lacking in self-

control, rendered docile

in the face of the

unconscious cognitive

processes, social

dynamics and external

contextual cues”

Luckily, the history of the

human race is defined by

its ability to invent stuff

that bolsters its feeble

capabilities

1.Rapid Cognition

1.Mindless Choosing

2.Status Quo Bias

3.Ego Depletion

4.Decision fatigue

2.Loss & Gain

1.Consistency

2.Temporal discounting

3.Anchoring

• 3. Feedback

1.Incentives

2.disincentives

4. Trust 1. Authority2.Liking

5. Framing 1.Computation2.Salience 3. Priming4.Low attention processing

6. Social Norms1.Reciprocity2.Value attribution

Segment people who gamble 1. Happy and in control gambler

2. Occasional gambler

3. Habitual gambler

4. Problem gamblers

5. At risk gamblers

6. Pathological gamblers

7. Minor Problem gambler

8. Big problem gambler

9. Physically ill gambler

10. Mentally ill gambler

11. Ethnicity / culture factors

12. Male gamblers

13. Female gamblers

14. Children gamblers

15. Young adult gamblers

16. Mature adult gamblers

17. Older adult gamblers

18. Rich gamblers

19. Poor gamblers

20. Poly addiction gamblers

Designing effective interventions

1. Formal preventive life skills

education about gambling.

2. Self directed education about

gambling and responsible

gambling promotions

3. Design safer gambling

environments, systems and

processes that reflect human

decision making

4. Build in and provide cut-off options plus

cooling off / reflection points /self exclusion

5. Restrictions on

promotions with special

emphasis on vulnerable

groups

6. Easy access to help and

support including outreach and community

support

Developing effective gambling programmes

1. Develop strategy and hard

objectives and report on progress

2. Use a full mix of interventions

based on data, insight, evidence

and ethics

3. Develop segmented programmes

4. Invest and evaluate, add to the

knowledge and evidence base

The UBC Centre for

Gambling Research• A $2-million investment from the

British Columbia Lottery Corporation (BCLC) and the Government of B.C. will create a major new Centre for Gambling Research at the University of British Columbia to advance our understanding of gambling psychology and help reduce problem gambling behaviours.

• The UBC Centre for Gambling Research will be one of a handful of its kind internationally.

Summary:

Future success will come from:

Systemic and evidence based Citizen focused programmes informed by

Social Marketing Principles

More focus on

understanding

the people

we are

trying

to help

Citizens need to Demand

Engagement in the:

• Selection

• Development

• Implementation

• Evaluation

• Learning

of all programmes

Gambling interventions that

work with both types of

cognition

1 2

The value/cost exchange matrix© $ Primary Forms of intervention

Incentive Disincentive

Active

Decision

Conscious / Considered

Automatic / Unconscious

Passive

Decision

Hug Smack

ShoveNudge

Social Policy:1. Insist that evidence based

approaches are used in all

programmes

2. Develop systemic sustained

relentless strategy

3. Help build the evidence base.

Commission RCT’s

4. Actively build & contribute to

social coalitions

We can deliver significant social

improvement if we model and

apply what we know works and

stop doing what

we know does

doe’s not work.

We have the opportunity to be at the

cutting edge of science and evidence

driven social policy intervention design.

Please accept this challenge!

Many Thanks and Good Luck

Jeff French

Twitter.com/jefffrenchSSM