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    Behaviour Change in Practice: Charlotte Bonner Green Impact Project Officer

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    Naveed Ahmed
    This document discusses behavior change theory and initiatives to promote more sustainable behaviors. It outlines that traditional awareness campaigns often fail because people dislike change and discount future impacts. Newer approaches focus on community engagement, addressing specific barriers, and incentivizing positive behaviors. Examples highlighted include the Green Impact program across UK universities, which provides departments a framework to make gradual environmental improvements and recognizes their efforts. Champions are also emphasized as a key factor in successful campaigns, by encouraging colleagues and providing local support for changes. Overall, the document advocates using a positive, holistic message along with practical initiatives and recognition of early adopters to motivate sustainable behavior shifts.

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    Behaviour Change in Practice: Charlotte Bonner Green Impact Project Officer

    Uploaded by

    Naveed Ahmed
    80 views45 pages
    This document discusses behavior change theory and initiatives to promote more sustainable behaviors. It outlines that traditional awareness campaigns often fail because people dislike change and discount future impacts. Newer approaches focus on community engagement, addressing specific barriers, and incentivizing positive behaviors. Examples highlighted include the Green Impact program across UK universities, which provides departments a framework to make gradual environmental improvements and recognizes their efforts. Champions are also emphasized as a key factor in successful campaigns, by encouraging colleagues and providing local support for changes. Overall, the document advocates using a positive, holistic message along with practical initiatives and recognition of early adopters to motivate sustainable behavior shifts.

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    Energy efficiency via Behaviour change.

    Original Title

    Behaviour Change

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    This document discusses behavior change theory and initiatives to promote more sustainable behaviors. It outlines that traditional awareness campaigns often fail because people dislike change and discount future impacts. Newer approaches focus on community engagement, addressing specific barriers, and incentivizing positive behaviors. Examples highlighted include the Green Impact program across UK universities, which provides departments a framework to make gradual environmental improvements and recognizes their efforts. Champions are also emphasized as a key factor in successful campaigns, by encouraging colleagues and providing local support for changes. Overall, the document advocates using a positive, holistic message along with practical initiatives and recognition of early adopters to motivate sustainable behavior shifts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    80 views45 pages

    Behaviour Change in Practice: Charlotte Bonner Green Impact Project Officer

    Uploaded by

    Naveed Ahmed
    This document discusses behavior change theory and initiatives to promote more sustainable behaviors. It outlines that traditional awareness campaigns often fail because people dislike change and discount future impacts. Newer approaches focus on community engagement, addressing specific barriers, and incentivizing positive behaviors. Examples highlighted include the Green Impact program across UK universities, which provides departments a framework to make gradual environmental improvements and recognizes their efforts. Champions are also emphasized as a key factor in successful campaigns, by encouraging colleagues and providing local support for changes. Overall, the document advocates using a positive, holistic message along with practical initiatives and recognition of early adopters to motivate sustainable behavior shifts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 45

    Behaviour Change in Practice

    Charlotte Bonner Green Impact Project Officer

    Outline
    Behaviour change theory overview Traditional awareness campaigns Beyond the tradition - new initiatives

    People

    Technology

    Information Systems

    Why Behavioural Change?


    Power of the individual
    Organisational Governments Society

    Adopting change
    Motivation Empowerment

    Organisational vs. Local


    Government scepticism The risk of nagging Framing your message
    Local Meaningful Seek commitment

    Theory of Engagement
    Ask, Listen, Involve

    People
    Dislike change Tend to discount the importance of future events Will defer action when uncertain Permanently shift priorities Share values within specific groups Follow the majority Respond well to incentives and rewards Will overplay the importance of their actions

    Expect Grief Kbler Ross Grief/Change Cycle


    Denial
    refusing to acknowledge change will have effect

    Anger/resistance
    grieving loss of old ways

    Exploration/bargaining
    finding ones own way

    Acceptance & commitment


    become responsible for selves in the change

    Tone, Branding and Communication


    Sell the sizzle (but no spin)
    Positive, holistic, cohesive, desirable

    Speak to both parts of the brain


    rational and creative

    Publicise early adopters Recognise the learning curve Make the invisible visible Be bold

    Organisational Behaviour Campaigns


    Top level and grass roots Four steps
    Planning Launching Implementation and monitoring Maintaining Momentum

    Planning
    Senior management commitment Investment Research
    Understanding audience Determine potential Form baseline Inform strategy Raise awareness Recruit champions

    Champions
    Take local action Communication link
    Encourage/inform colleagues Contact point Eyes and ears

    Implement change Need support

    Maintaining Momentum
    Embedding culture
    Strategies and objectives Job descriptions Performance appraisal Induction Regular support

    Supportive and creative initiatives Feedback

    Barriers
    Under-resourcing
    Time, People, Budget

    Continual two-way relationship Lack of senior level commitment Other de-motivating factors

    Case Study: North Bristol NHS Trust

    Good campaign strategy


    Campaign team Dedicated resource Global survey high response rate Enthusiasm of staff (210 recruits within year one) Training initiatives 16 sessions Walkabouts Responding to feedback

    Publicity
    Staff survey Booklets (home/work) Posters/Stickers Campaign Website Insite Enviro Noticeboards Quizzes/prizes Childrens calendar Case studies

    Beyond the Tradition Behaviour Change in Practice

    Sound Impact Addressing common bad practice Its a framework, bite sized chunks Competitive Genuinely successful

    Degrees cooler
    Defra funded - 750k 20 HEIs, 90,000 people Three projects: - Green Impact - Student Switch Off - Going Greener Greener Living Assistants

    www.greenerlivingfund.org.uk

    Student Switch Off


    Targets students in halls Consumer attitudes Behaviour discontinuity theory Energy-saving competition Eco Power Rangers: films, quizzes Encourages simple changes 9.3% or 650 tonnes CO2 saved

    Going Greener
    Based around Transition Town Movement Staff and students engaged in practical projects Go Green Week and ongoing campaigns

    An exciting model - Green Impact


    Modelled on the Sound Impact Awards A departmental environmental accreditation scheme with an awards element Piloted last year at the University of Bristol Now 23 Universities taking part 15 more next year Provides departments with a framework to take simple practical actions that progressively improves environmental performance

    How it works
    Develop bespoke workbook
    Digital 20 Bronze Criteria, 15 Silver Criteria, 100 Bonus Criteria + 3 Special Awards

    Departments sign-up and receive the workbook Departments complete workbook making changes as they go Workbooks back to NUSSL Audited by volunteers Awards ceremony Best practice booklet

    NUS Carbon Ambassadors


    Running at 10 Unions over the 2009/10 academic year. We trained 250 students in basic energy-efficiency auditing. Carbon Ambassador volunteers are working in pairs auditing 210 community and business venues!

    Summary
    There is no one solution Champions a tried and tested method for success Utilise positive message and creativity

    Further Information
    [email protected] 07818 592575 www.nus.org.uk/carbon

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