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Behaviour change campaigns.

When awareness isn’t enough, change has to happen.

Campaigns designed to start, stop, sustain or shift behaviours
- grounded in evidence, built for real-world impact.

The most effective behaviour change campaigns start with strong behavioural insight – a clear understanding of what’s really driving behaviour, and where change is genuinely possible. If you haven’t already, explore our behavioural insight service.
Explore behavioural insights

Awareness is the start - not the shift.

Awareness matters. But behaviour changes when campaigns are designed for how people actually live, decide and act.

Too often, traditional campaigns:

  • Focus on awareness or attitudes, assuming behaviour will follow
  • Ignore context, constraints and the systems behaviour sits within
  • Rely on intuition or past experience rather than evidence
  • Stop at launch, with little planning for maintenance or relapse

The opportunity is clear:
go beyond awareness to design for real, lasting behaviour change.

Campaigns designed for
behavioural impact.

Our campaigns are built for situations where change matters – and where decision-makers need confidence that communications will lead to real-world outcomes.

We define behavioural objectives upfront and design campaigns to address capability, opportunity and motivation – the conditions that make change possible.

Clients come to us when they need:

  • Higher likelihood of behavioural uptake, not just engagement
  • Better alignment between insight, creative execution and delivery context
  • Greater chance of sustained change, not short-term response
  • Clear understanding of what worked, for whom, and why

What makes our campaigns different.

01.

Behaviour-first objectives

We define the desired behaviours before creative development begins. 

02.

Designed for real-world constraints

We design campaigns that work with context, systems, and delivery realities – not against them.
03.

Maintenance built in

We identify and address barriers to sustaining change from the outset.
04.

Learning, not guesswork

We plan evaluation early, enabling adaptation and accountability.
public health behaviour change campaign

Grounded in behavioural science.

We design campaigns using established behavioural science, applying frameworks proportionately and appropriately to each context. 

Diagnose behaviour

COM-B & Behaviour Change Wheel

We use these to understand what is driving behaviour and identify the interventions most likely to work.

Match readiness

Stages of Change

We tailor messaging to where people are in their journey, rather than relying on one-size-fits-all communications.

Make action easier

EAST Framework

We reduce friction and support delivery by making desired actions easy, attractive, social and timely.

Learn & improve

RE-AIM

We use evaluation frameworks to strengthen learning, equity and long-term sustainability.

  • Methodology

How we design behaviour
change campaigns.

A structured approach, flexible and robust 
enough to handle complexity.

View our case studies
01.

Define the problem behaviour

We get specific on what’s happening, who’s involved, and where it appears  – including the context and system that’s reinforcing it.
02.

Choose a target behaviour

We shortlist possible behaviours, then select the best lever using clear criteria: impact, feasibility, spillover and measurability.
03.

Diagnose what needs to change

We use COM-B to identify the real barriers and enablers, across capability, opportunity and motivation.

04.

Design the intervention (before the creative)

We select intervention functions and behaviour change techniques using APEASE – then build creative that activates the mechanisms of change, not just messages.
05.

Deliver, test, and learn

We plan channels and partner delivery realistically (using EAST principles), pre-test where needed, and evaluate using RE-AIM so you can see what worked, for who, and why.
Behavioural science

Responsible by design.

Behavioural science is powerful. We use it carefully.

Our safeguards include:

  • Transparent use of recognised behaviour change techniques
  • Assessment of potential unintended consequences
  • Alignment with the MRS Code of Conduct and public sector standards
  • Commitment to consent, agency and trust
  • Willingness to challenge briefs where there is risk of harm, stigma or inequity
  • Our behaviour change service in action
Every Action Counts
Turning local insight into safer communities.
Freeva
Helping schools create safer spaces for children.
Birmingham City Council
Reaching the communities most at risk.

When is a behaviour change campaign the right approach?

Behaviour change campaigns are most valuable when:

  • Awareness is already high, but behaviour hasn’t shifted
  • Behaviours are persistent, habitual or socially influenced
  • Equity, trust and unintended consequences matter
  • Change needs to be sustained, not just triggered
  • FAQs

01.

How do you avoid oversimplifying complex behaviours?

By acknowledging complexity, designing proportionately, and resisting the promise of quick wins.
02.

Do you work with delivery partners and services?

Yes. Campaigns are designed to align with real delivery contexts, not sit alongside them.
03.

Is a behaviour change campaign always the answer?

No. Sometimes the barrier isn’t communication. We’ll be honest if a campaign isn’t the right tool.

  • Service features
01.

Behaviour definition

Clear definition of the behaviour to change, including who, where, and context.
02.

Target behaviour selection

Prioritised behaviours chosen for impact, feasibility, and measurability.
03.

Behavioural diagnosis

COM-B analysis of barriers and enablers across capability, opportunity, and motivation.
04.

Intervention strategy

Evidence-led selection of intervention functions and behaviour change techniques.

05.

Behaviour-led creative

Creative direction designed to activate specific behavioural mechanisms.

06.

Delivery & channels

Channel and partner planning grounded in real-world delivery conditions.

07.

Pre-testing & refinement

Proportionate testing to reduce risk and improve effectiveness before launch.

08.

Evaluation framework

Clear plans to measure behavioural outcomes, equity, and sustainability.

09.

Maintenance planning

Early design for sustained change and reduced risk of relapse.

10.

Ethical oversight

Transparent, responsible use of behavioural science in line with standards.

If you want change, start with behaviour.

Get in touch with Anna, Director of Communications and Behaviour Change, to discuss your behaviour change project. 

  • Explore our other services
Blueprint framework
Branding
Web design
Behavioural insights