This report is for people in the public sector who commission or manage communication programmes to support behaviour change programmes. It aims to help people to make choices that will maximise the chances of their communication programme successfully influencing citizen behaviour. The report is organised around the WPP Government & Public Sector Practice model of integrated communication. This report aims to offer an understanding of the cycle of an integrated communication campaign, how to structure and manage an effective multidisciplinary team of experts, and how to set behavioural objectives and how to measure progress against them.
The report is a practical guide for practitioners. The models and approaches are based on a detailed understanding of behavioural science and the academic literature on the topic. However, readers do not need to have a background in behavioural science to apply the guidance in this report – rather, it should help to work effectively with behavioural scientists and other experts.