Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily...
Transcript of Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily...
![Page 1: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/1.jpg)
Changing behaviour for the public good The GCS approach
Alex Aiken Prime Minister's Office
and Cabinet Office Communications UK Government
![Page 2: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/2.jpg)
Changing behaviour can be difficult
![Page 3: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/3.jpg)
Communications at the GCS
![Page 4: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/4.jpg)
Communications at the GCS
Three 3Cs
![Page 5: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/5.jpg)
The problem ‘Globally, trust in the institutions of business,
media, government and NGOs dropped three
points in 2017. Media is at all-time lows,
government trust continues to erode, and two-
thirds of survey countries are now
“distrusters”, with under 50% trust.’
Edelman Trust Barometer 2017
![Page 6: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/6.jpg)
Behaviour Change - MINDSPACE
![Page 7: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/7.jpg)
Meaning of Reputation
![Page 8: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/8.jpg)
Building trust in government
Competence + Character
+ Connectedness
= Trust
![Page 9: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/9.jpg)
![Page 10: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/10.jpg)
EAST
![Page 11: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/11.jpg)
STAY WELL THIS WINTER
EAST
Easy - straight
forward
Attractive - fast
service
Social - helping
community
Timely - when
people get ill
![Page 12: Changing behaviour for the public good The GCS approach Alex …. Aiken_Sessi… · we are heavily influenced by Who communicates information our responses to incentives are shaped](https://reader034.fdocuments.us/reader034/viewer/2022050105/5f43d4468863d8228e3ffa8a/html5/thumbnails/12.jpg)
Conclusion
1. Purpose of public comms is changing
behavior for public good
1. Communication is a professional discipline
based on theory, case studies and practise
1. Application of MINDSPACE and EAST will
improve your communications