{"id":40400,"date":"2018-06-29T13:45:30","date_gmt":"2018-06-29T17:45:30","guid":{"rendered":"https:\/\/granicus.com\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/"},"modified":"2024-02-22T09:46:51","modified_gmt":"2024-02-22T14:46:51","slug":"a-nudge-in-the-right-direction-how-to-change-behaviours","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/","title":{"rendered":"A nudge in the right direction: how to change behaviours"},"content":{"rendered":"","protected":false},"author":11,"featured_media":40401,"template":"","resource_tax_market":[186,187,188,189,190],"resource_tax_dept":[196,198],"resource_tax_type":[164],"resource_tax_region":[],"resource_tax_outcomes":[205,204],"resource_tax_topic":[],"resource_tax_products":[191,192],"resource_tax_solutions":[209,214],"resource_tax_services":[],"class_list":["post-40400","blog_posts","type-blog_posts","status-publish","has-post-thumbnail","hentry","resource_tax_market-local-government-uk","resource_tax_market-central-government-uk","resource_tax_market-healthcare-uk","resource_tax_market-emergency-services-uk","resource_tax_market-housing-uk","resource_tax_dept-communications-public-relations-uk","resource_tax_dept-engagement-community-outreach-uk","resource_tax_type-blogs-uk","resource_tax_outcomes-foster-community-engagement-uk","resource_tax_outcomes-customer-experience-uk","resource_tax_products-engagementhq-uk","resource_tax_products-govdelivery-uk","resource_tax_solutions-digital-communications-uk","resource_tax_solutions-engagement-uk"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A nudge in the right direction: how to change behaviours | Granicus<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A nudge in the right direction: how to change behaviours | Granicus\" \/>\n<meta property=\"og:url\" content=\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/\" \/>\n<meta property=\"og:site_name\" content=\"Granicus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/granicusco\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-22T14:46:51+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1440\" \/>\n\t<meta property=\"og:image:height\" content=\"590\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@Granicus\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/\"},\"author\":{\"name\":\"Granicus Marketing\",\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/person\/86d618ccb52051e285962f72626e8881\"},\"headline\":\"A nudge in the right direction: how to change behaviours\",\"datePublished\":\"2018-06-29T17:45:30+00:00\",\"dateModified\":\"2024-02-22T14:46:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/\"},\"wordCount\":10,\"publisher\":{\"@id\":\"https:\/\/granicus.com\/uk\/#organization\"},\"image\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg\",\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/\",\"url\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/\",\"name\":\"A nudge in the right direction: how to change behaviours | Granicus\",\"isPartOf\":{\"@id\":\"https:\/\/granicus.com\/uk\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg\",\"datePublished\":\"2018-06-29T17:45:30+00:00\",\"dateModified\":\"2024-02-22T14:46:51+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#primaryimage\",\"url\":\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg\",\"contentUrl\":\"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg\",\"width\":1440,\"height\":590},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/granicus.com\/uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"A nudge in the right direction: how to change behaviours\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/granicus.com\/uk\/#website\",\"url\":\"https:\/\/granicus.com\/uk\/\",\"name\":\"Granicus\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/granicus.com\/uk\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/granicus.com\/uk\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/granicus.com\/uk\/#organization\",\"name\":\"Granicus\",\"url\":\"https:\/\/granicus.com\/uk\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/granicus.com\/wp-content\/uploads\/2023\/05\/Granicus-G-logo-Red.svg\",\"contentUrl\":\"https:\/\/granicus.com\/wp-content\/uploads\/2023\/05\/Granicus-G-logo-Red.svg\",\"width\":\"1024\",\"height\":\"1024\",\"caption\":\"Granicus\"},\"image\":{\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/granicusco\/\",\"https:\/\/x.com\/Granicus\",\"https:\/\/www.linkedin.com\/company\/granicusinc\/\",\"https:\/\/www.facebook.com\/granicusco\",\"https:\/\/www.facebook.com\/granicuslac\",\"https:\/\/www.youtube.com\/@GranicusLAC\",\"https:\/\/www.instagram.com\/granicuslac\/\",\"https:\/\/www.linkedin.com\/company\/granicuslac\",\"https:\/\/twitter.com\/granicuslac\/\",\"https:\/\/twitter.com\/GranicusUK\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/person\/86d618ccb52051e285962f72626e8881\",\"name\":\"Granicus Marketing\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/granicus.com\/uk\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/f18a3514fa5c1d54c5ef212b4ddd23f1946461a2d8d778191a29a45101706969?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/f18a3514fa5c1d54c5ef212b4ddd23f1946461a2d8d778191a29a45101706969?s=96&d=mm&r=g\",\"caption\":\"Granicus Marketing\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"A nudge in the right direction: how to change behaviours | Granicus","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/","og_locale":"en_GB","og_type":"article","og_title":"A nudge in the right direction: how to change behaviours | Granicus","og_url":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/","og_site_name":"Granicus","article_publisher":"https:\/\/www.facebook.com\/granicusco\/","article_modified_time":"2024-02-22T14:46:51+00:00","og_image":[{"width":1440,"height":590,"url":"http:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@Granicus","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["Article","BlogPosting"],"@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#article","isPartOf":{"@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/"},"author":{"name":"Granicus Marketing","@id":"https:\/\/granicus.com\/uk\/#\/schema\/person\/86d618ccb52051e285962f72626e8881"},"headline":"A nudge in the right direction: how to change behaviours","datePublished":"2018-06-29T17:45:30+00:00","dateModified":"2024-02-22T14:46:51+00:00","mainEntityOfPage":{"@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/"},"wordCount":10,"publisher":{"@id":"https:\/\/granicus.com\/uk\/#organization"},"image":{"@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#primaryimage"},"thumbnailUrl":"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg","inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/","url":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/","name":"A nudge in the right direction: how to change behaviours | Granicus","isPartOf":{"@id":"https:\/\/granicus.com\/uk\/#website"},"primaryImageOfPage":{"@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#primaryimage"},"image":{"@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#primaryimage"},"thumbnailUrl":"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg","datePublished":"2018-06-29T17:45:30+00:00","dateModified":"2024-02-22T14:46:51+00:00","breadcrumb":{"@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#primaryimage","url":"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg","contentUrl":"https:\/\/granicus.com\/wp-content\/uploads\/Blog_Header_a-nudge-in-the-right-direction-how-to-change-behaviours.jpg","width":1440,"height":590},{"@type":"BreadcrumbList","@id":"https:\/\/granicus.com\/uk\/blog\/a-nudge-in-the-right-direction-how-to-change-behaviours\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/granicus.com\/uk\/"},{"@type":"ListItem","position":2,"name":"A nudge in the right direction: how to change behaviours"}]},{"@type":"WebSite","@id":"https:\/\/granicus.com\/uk\/#website","url":"https:\/\/granicus.com\/uk\/","name":"Granicus","description":"","publisher":{"@id":"https:\/\/granicus.com\/uk\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/granicus.com\/uk\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/granicus.com\/uk\/#organization","name":"Granicus","url":"https:\/\/granicus.com\/uk\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/granicus.com\/uk\/#\/schema\/logo\/image\/","url":"https:\/\/granicus.com\/wp-content\/uploads\/2023\/05\/Granicus-G-logo-Red.svg","contentUrl":"https:\/\/granicus.com\/wp-content\/uploads\/2023\/05\/Granicus-G-logo-Red.svg","width":"1024","height":"1024","caption":"Granicus"},"image":{"@id":"https:\/\/granicus.com\/uk\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/granicusco\/","https:\/\/x.com\/Granicus","https:\/\/www.linkedin.com\/company\/granicusinc\/","https:\/\/www.facebook.com\/granicusco","https:\/\/www.facebook.com\/granicuslac","https:\/\/www.youtube.com\/@GranicusLAC","https:\/\/www.instagram.com\/granicuslac\/","https:\/\/www.linkedin.com\/company\/granicuslac","https:\/\/twitter.com\/granicuslac\/","https:\/\/twitter.com\/GranicusUK"]},{"@type":"Person","@id":"https:\/\/granicus.com\/uk\/#\/schema\/person\/86d618ccb52051e285962f72626e8881","name":"Granicus Marketing","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/granicus.com\/uk\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/f18a3514fa5c1d54c5ef212b4ddd23f1946461a2d8d778191a29a45101706969?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f18a3514fa5c1d54c5ef212b4ddd23f1946461a2d8d778191a29a45101706969?s=96&d=mm&r=g","caption":"Granicus Marketing"}}]}},"acf":{"page_type":"internal","external_url":"","page_template":"centered","sidebar_position":"right","post_author":"","post_date":"","post_description":"","post_link":"","post_file":false,"media_gallery":false,"project_metrics_title":"","project_metrics":false,"show_hero":false,"hero_margin":false,"hero_type":"image","hero_subhead":"","hero_headline":"","hero_text":"","hero_button":"","hero_icon":false,"hero_image":false,"sidebar_type":"sticky","content_builder_sidebar_group":{"content_builder_sidebar":false},"flexible_page_builder_group":{"flexible_page_builder_fields":[{"acf_fc_layout":"wysiwyg","add_menu_anchor":false,"anchor_menu_text":"","wysiwyg_group":{"show_section":true,"alignment":"left","subhead":"","headline":"","wysiwyg":"<p><i>Granicus\u2019 next live webinar will take place on 10 July at 11am. You\u2019re invited to <a href=\"http:\/\/bit.ly\/2KwJjvn\">register for this free event<\/a> to learn from three comms managers who are helping to change behaviours. Hear what tactics are resonating with audiences and driving decisions that make our communities safer places to live, work and do business.<\/i><\/p>\n<h3>Changing behaviour to reduce the strain on public services<\/h3>\n<p>Done well, behavioural change campaigns can help government run more efficiently and save taxpayers\u2019 money. Tick. Tick. That could be moving the public away from costly phone or face-to-face customer contact channels toward online self-serve resources. The reduction in demand for staff support then frees up resources (and budget) for other priorities.<\/p>\n<p>A brilliant example of this is <a href=\"http:\/\/bit.ly\/2KhcSlo\">Birmingham City Council\u2019s channel shift success<\/a> during school admissions periods. Their use of targeted email communication at very timely moments preempts parents\u2019 need for information. Parents then don&#8217;t need to make a phone call. Alongside the proactive comms, Birmingham uses an interactive voice response system to direct people to self-serve online. During the 2018 secondary school admissions period the campaign delivered a 72 per cent reduction in calls, equating to a \u00a313k+ saving in one week alone. Bravo Brum.<\/p>\n<p><a href=\"https:\/\/go.granicus.com\/Birmingham.html?utm_source=blog296&amp;utm_medium=blog296&amp;utm_campaign=blog296\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20018 alignleft\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/school-admissions.png\" alt=\"Birmingham school admissions channel shift\" width=\"719\" height=\"457\" \/><\/a><\/p>\n<h3>Changing behaviours to improve and save more lives<\/h3>\n<p>At their very best, behaviour change campaigns can make lives easier and even save them. Some of the most prominent campaigns aiming to drive awareness, understanding and action are health-focused campaigns. For example, Change4Life encourages frequent exercise and less junk food. Cancer Research encourages people to seek medical advice early on for suspicious symptoms such as blood in poo, or a cough that lingers for over three weeks. And, #TimetoChange lifts the lid on mental health. Finally, we&#8217;re talking about <em>that<\/em>.<\/p>\n<p>In the context of vehicle and road safety, injury and death <em>could\u00a0<\/em>be avoided if people took fewer risks. Better communication to establish public awareness, education and understanding of safer driving habits is a priority for many organisations and businesses. Effective comms, easy access to information and support, and strategic interventions could help change behaviours and reduce instances of dangerous driving and fatal accidents.<\/p>\n<blockquote><p>Each road accident casualty is estimated to cost society \u00a31.7million, not to mention the emotional cost to those affected.<\/p><\/blockquote>\n<p>You can hear how Damien Currie of the Office of the Traffic Commissioner and James Morton of Hampshire Fire &amp; Rescue are using digital communications to educate drivers and encourage safer behaviours at <a href=\"http:\/\/bit.ly\/2KwJjvn\">Granicus\u2019 webinar<\/a>. Both communications managers will share tips for increasing audience engagement with key messages.<\/p>\n<h3>The six principles of persuasion that guide our decision-making<\/h3>\n<p>At different times in life, many of us will likely need a helping hand to make better decisions. The way we do things (in our \u201ceveryday\u201d, in business, or when the extraordinary crops up) is influenced by many factors. These include past experience (our own and others\u2019), the people around us, the information available, the perceived risks, penalties and gains of each of our choices, the ease of each choice, our emotions and circumstances in the moment, and more.<\/p>\n<p>You might think that if someone has ample information at their fingertips, this will be enough to guide their thinking toward making a good decision or taking the &#8220;right&#8221; action. However although adequate provision and effective dissemination of information are extremely important, that may not be enough to prompt us into action. One thing that is becoming clearer is that we humans like to have an example set for us, which we can follow easily.<\/p>\n<p>Given our increasingly overloaded lives, more than ever we need shortcuts or rules-of-thumb to guide our decision-making. In his seminal book, <i>Influence, <\/i>Dr Robert Cialdini cites these six principles of persuasion as the \u201cshortcuts\u201d that guide us:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Reciprocity<\/li>\n<li style=\"font-weight: 400;\">Scarcity<\/li>\n<li style=\"font-weight: 400;\">Authority<\/li>\n<li style=\"font-weight: 400;\">Consistency<\/li>\n<li style=\"font-weight: 400;\">Liking<\/li>\n<li style=\"font-weight: 400;\">Consensus<\/li>\n<\/ul>\n<h3>Social proof and validation of our decisions<\/h3>\n<p>This final principle of persuasion relates to the theory of social proof. We like to be led, and be part of a group. Crudely speaking, we think, \u201cIf all those people like me are doing that, then I should be doing that? I don\u2019t want to miss out!\u201d.<\/p>\n<p>For example, when a friend or family member recommends something (let\u2019s say a product or service), you\u2019re more likely to take their endorsement seriously. In fact, Nielsen reports that the most meaningful form of advertising is recommendations from friends and family: 83% of consumers in 60 countries say they trust these recommendations over any other form of advertising.<\/p>\n<p>This question of message, source and public trust is an important one, and perhaps best saved for another blog. But we do know trust in government and public institutions is at an all-time low (Edelman) and so the public sector must work doubly hard to earn customers\u2019 trust.<\/p>\n<p>How is your organisation doing this? Are you committed to transparency and critical feedback? Are you using social proof in your campaigns to make a quicker connection with your audience? If your organisation&#8217;s \u201cvoice\u201d isn\u2019t weight enough, could you be adopting social proof tactics such as customer-led testimonials to help convince more people to \u201clisten\u201d and then \u201cdo\u201d?<\/p>\n<h3>Social proof tactics in action<\/h3>\n<p>Given the power of peer-to-peer recommendations, it\u2019s no wonder that communicator across all sectors are trying to ethically leverage social proof to increase sales, drive greater adoption of a service, and encourage specific behaviours.<\/p>\n<p>When we came to produce a new video to promote the <a href=\"http:\/\/bit.ly\/2tPZgT0\">2018 Granicus Digital Engagement Summit (20 Sept)<\/a>, we leveraged several proof points. I\u2019m hoping the positive testimonials from Alan, Rob and Ashley &#8211; and the fact 300 people attended in person last year &#8211; will help persuade some of you to <a href=\"http:\/\/bit.ly\/2tPZgT0\">register<\/a> for this brilliant free event in London :)?<\/p>\n<p>https:\/\/granicus.wistia.com\/medias\/16p415trtz?embedType=async&#038;videoFoam=true&#038;videoWidth=640<\/p>\n<p>&nbsp;<\/p>\n<p>Another great example of using social proof is in the promotion of \u201crecycling rewards\u201d initiatives by councils including the London Borough of Hackney. They\u2019re encouraging more <a href=\"http:\/\/bit.ly\/2Ki6f2a\">sustainable recycling behaviours<\/a> by offering incentives and celebrating residents\u2019 achievements.<\/p>\n<p>Kirklees Council also deploys communication that calls out good recycling, and subtly persuades others not towing the line to buck up their ideas, making them feel \u201coutside the norm\u201d.<\/p>\n<p><a href=\"https:\/\/content.govdelivery.com\/accounts\/UKKIRKLEES\/bulletins\/1b932c9\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20007\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/kirklees.png\" alt=\"kirklees recycling email bulletin\" width=\"467\" height=\"495\" \/><\/a><\/p>\n<p>Viki and the team at Kirklees do pretty awesome comms all-round, but their recycling updates really deserve recognition &#8211; especially when one <a href=\"http:\/\/bit.ly\/2Ki6f2a\">email leads to a 50 per cent reduction in contamination.\u00a0<\/a>So good!<\/p>\n<h3>Engaging businesses and entrepreneurs in safe practices<\/h3>\n<p>It\u2019s not just residents who need support and encouragement to live healthier lives, on the right side of the law. If you\u2019re able to join the <a href=\"http:\/\/bit.ly\/2Ki6f2a\">webinar<\/a>, you\u2019ll also hear from Kirsty Edwards of the Intellectual Property Office about how they\u2019re reaching and engaging businesses &#8211; especially entrepreneurs with minimal knowledge of intellectual property (IP).<\/p>\n<p>IP includes copyrights, trademarks, designs and patents, and the absence or misuse of these can damage businesses and undermine the proper\u00a0functioning of our marketplace. Kirsty will share how specific tactics are helping to empower more businesses to protect their creativity, reap the benefits of their ownership rights, and understand how not to infringe other businesses.<\/p>\n<h3>Now, about that webinar&#8230;<\/h3>\n<p>Regardless of your audience or objective, the webinar will include tips that can be adopted in other communications campaigns. We hope you can join us! If I tell you 200 people have already registered (yes, really), will you go ahead and <a href=\"http:\/\/bit.ly\/2KwJjvn\">register<\/a>?<\/p>\n","button":""}}]},"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]},"centered_layout_builder_clone":{"flexible_page_builder_group":{"flexible_page_builder_fields":[{"acf_fc_layout":"wysiwyg","add_menu_anchor":false,"anchor_menu_text":"","wysiwyg_group":{"show_section":true,"alignment":"left","subhead":"","headline":"","wysiwyg":"<p><i>Granicus\u2019 next live webinar will take place on 10 July at 11am. You\u2019re invited to <a href=\"http:\/\/bit.ly\/2KwJjvn\">register for this free event<\/a> to learn from three comms managers who are helping to change behaviours. Hear what tactics are resonating with audiences and driving decisions that make our communities safer places to live, work and do business.<\/i><\/p>\n<h3>Changing behaviour to reduce the strain on public services<\/h3>\n<p>Done well, behavioural change campaigns can help government run more efficiently and save taxpayers\u2019 money. Tick. Tick. That could be moving the public away from costly phone or face-to-face customer contact channels toward online self-serve resources. The reduction in demand for staff support then frees up resources (and budget) for other priorities.<\/p>\n<p>A brilliant example of this is <a href=\"http:\/\/bit.ly\/2KhcSlo\">Birmingham City Council\u2019s channel shift success<\/a> during school admissions periods. Their use of targeted email communication at very timely moments preempts parents\u2019 need for information. Parents then don&#8217;t need to make a phone call. Alongside the proactive comms, Birmingham uses an interactive voice response system to direct people to self-serve online. During the 2018 secondary school admissions period the campaign delivered a 72 per cent reduction in calls, equating to a \u00a313k+ saving in one week alone. Bravo Brum.<\/p>\n<p><a href=\"https:\/\/go.granicus.com\/Birmingham.html?utm_source=blog296&amp;utm_medium=blog296&amp;utm_campaign=blog296\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-20018 alignleft\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/school-admissions.png\" alt=\"Birmingham school admissions channel shift\" width=\"719\" height=\"457\" \/><\/a><\/p>\n<h3>Changing behaviours to improve and save more lives<\/h3>\n<p>At their very best, behaviour change campaigns can make lives easier and even save them. Some of the most prominent campaigns aiming to drive awareness, understanding and action are health-focused campaigns. For example, Change4Life encourages frequent exercise and less junk food. Cancer Research encourages people to seek medical advice early on for suspicious symptoms such as blood in poo, or a cough that lingers for over three weeks. And, #TimetoChange lifts the lid on mental health. Finally, we&#8217;re talking about <em>that<\/em>.<\/p>\n<p>In the context of vehicle and road safety, injury and death <em>could\u00a0<\/em>be avoided if people took fewer risks. Better communication to establish public awareness, education and understanding of safer driving habits is a priority for many organisations and businesses. Effective comms, easy access to information and support, and strategic interventions could help change behaviours and reduce instances of dangerous driving and fatal accidents.<\/p>\n<blockquote><p>Each road accident casualty is estimated to cost society \u00a31.7million, not to mention the emotional cost to those affected.<\/p><\/blockquote>\n<p>You can hear how Damien Currie of the Office of the Traffic Commissioner and James Morton of Hampshire Fire &amp; Rescue are using digital communications to educate drivers and encourage safer behaviours at <a href=\"http:\/\/bit.ly\/2KwJjvn\">Granicus\u2019 webinar<\/a>. Both communications managers will share tips for increasing audience engagement with key messages.<\/p>\n<h3>The six principles of persuasion that guide our decision-making<\/h3>\n<p>At different times in life, many of us will likely need a helping hand to make better decisions. The way we do things (in our \u201ceveryday\u201d, in business, or when the extraordinary crops up) is influenced by many factors. These include past experience (our own and others\u2019), the people around us, the information available, the perceived risks, penalties and gains of each of our choices, the ease of each choice, our emotions and circumstances in the moment, and more.<\/p>\n<p>You might think that if someone has ample information at their fingertips, this will be enough to guide their thinking toward making a good decision or taking the &#8220;right&#8221; action. However although adequate provision and effective dissemination of information are extremely important, that may not be enough to prompt us into action. One thing that is becoming clearer is that we humans like to have an example set for us, which we can follow easily.<\/p>\n<p>Given our increasingly overloaded lives, more than ever we need shortcuts or rules-of-thumb to guide our decision-making. In his seminal book, <i>Influence, <\/i>Dr Robert Cialdini cites these six principles of persuasion as the \u201cshortcuts\u201d that guide us:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Reciprocity<\/li>\n<li style=\"font-weight: 400;\">Scarcity<\/li>\n<li style=\"font-weight: 400;\">Authority<\/li>\n<li style=\"font-weight: 400;\">Consistency<\/li>\n<li style=\"font-weight: 400;\">Liking<\/li>\n<li style=\"font-weight: 400;\">Consensus<\/li>\n<\/ul>\n<h3>Social proof and validation of our decisions<\/h3>\n<p>This final principle of persuasion relates to the theory of social proof. We like to be led, and be part of a group. Crudely speaking, we think, \u201cIf all those people like me are doing that, then I should be doing that? I don\u2019t want to miss out!\u201d.<\/p>\n<p>For example, when a friend or family member recommends something (let\u2019s say a product or service), you\u2019re more likely to take their endorsement seriously. In fact, Nielsen reports that the most meaningful form of advertising is recommendations from friends and family: 83% of consumers in 60 countries say they trust these recommendations over any other form of advertising.<\/p>\n<p>This question of message, source and public trust is an important one, and perhaps best saved for another blog. But we do know trust in government and public institutions is at an all-time low (Edelman) and so the public sector must work doubly hard to earn customers\u2019 trust.<\/p>\n<p>How is your organisation doing this? Are you committed to transparency and critical feedback? Are you using social proof in your campaigns to make a quicker connection with your audience? If your organisation&#8217;s \u201cvoice\u201d isn\u2019t weight enough, could you be adopting social proof tactics such as customer-led testimonials to help convince more people to \u201clisten\u201d and then \u201cdo\u201d?<\/p>\n<h3>Social proof tactics in action<\/h3>\n<p>Given the power of peer-to-peer recommendations, it\u2019s no wonder that communicator across all sectors are trying to ethically leverage social proof to increase sales, drive greater adoption of a service, and encourage specific behaviours.<\/p>\n<p>When we came to produce a new video to promote the <a href=\"http:\/\/bit.ly\/2tPZgT0\">2018 Granicus Digital Engagement Summit (20 Sept)<\/a>, we leveraged several proof points. I\u2019m hoping the positive testimonials from Alan, Rob and Ashley &#8211; and the fact 300 people attended in person last year &#8211; will help persuade some of you to <a href=\"http:\/\/bit.ly\/2tPZgT0\">register<\/a> for this brilliant free event in London :)?<\/p>\n<p>https:\/\/granicus.wistia.com\/medias\/16p415trtz?embedType=async&#038;videoFoam=true&#038;videoWidth=640<\/p>\n<p>&nbsp;<\/p>\n<p>Another great example of using social proof is in the promotion of \u201crecycling rewards\u201d initiatives by councils including the London Borough of Hackney. They\u2019re encouraging more <a href=\"http:\/\/bit.ly\/2Ki6f2a\">sustainable recycling behaviours<\/a> by offering incentives and celebrating residents\u2019 achievements.<\/p>\n<p>Kirklees Council also deploys communication that calls out good recycling, and subtly persuades others not towing the line to buck up their ideas, making them feel \u201coutside the norm\u201d.<\/p>\n<p><a href=\"https:\/\/content.govdelivery.com\/accounts\/UKKIRKLEES\/bulletins\/1b932c9\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-20007\" src=\"https:\/\/uk.granicus.com\/wp-content\/uploads\/image\/png\/kirklees.png\" alt=\"kirklees recycling email bulletin\" width=\"467\" height=\"495\" \/><\/a><\/p>\n<p>Viki and the team at Kirklees do pretty awesome comms all-round, but their recycling updates really deserve recognition &#8211; especially when one <a href=\"http:\/\/bit.ly\/2Ki6f2a\">email leads to a 50 per cent reduction in contamination.\u00a0<\/a>So good!<\/p>\n<h3>Engaging businesses and entrepreneurs in safe practices<\/h3>\n<p>It\u2019s not just residents who need support and encouragement to live healthier lives, on the right side of the law. If you\u2019re able to join the <a href=\"http:\/\/bit.ly\/2Ki6f2a\">webinar<\/a>, you\u2019ll also hear from Kirsty Edwards of the Intellectual Property Office about how they\u2019re reaching and engaging businesses &#8211; especially entrepreneurs with minimal knowledge of intellectual property (IP).<\/p>\n<p>IP includes copyrights, trademarks, designs and patents, and the absence or misuse of these can damage businesses and undermine the proper\u00a0functioning of our marketplace. Kirsty will share how specific tactics are helping to empower more businesses to protect their creativity, reap the benefits of their ownership rights, and understand how not to infringe other businesses.<\/p>\n<h3>Now, about that webinar&#8230;<\/h3>\n<p>Regardless of your audience or objective, the webinar will include tips that can be adopted in other communications campaigns. We hope you can join us! If I tell you 200 people have already registered (yes, really), will you go ahead and <a href=\"http:\/\/bit.ly\/2KwJjvn\">register<\/a>?<\/p>\n","button":""}}]}},"post_slider_clone":{"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]}},"call_to_action":{"hide_call_to_action":false,"color":"red","custom_cta":false,"custom_subhead":"","custom_headline":"","custom_description":"","custom_link":null,"custom_image":false}},"_links":{"self":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts\/40400","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts"}],"about":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/types\/blog_posts"}],"author":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/users\/11"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media\/40401"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=40400"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=40400"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=40400"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=40400"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=40400"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=40400"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=40400"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=40400"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=40400"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=40400"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}