Social Marketing - Influencing Community Behavioural Change

North West Employers has been working with ICE who has pioneered the delivery of social and organisational change as a combined programme, enabling organisations to influence behaviour in the community whilst simultaneously creating more efficient and cost effective services.

This workshop is a high level introductory half day session aimed at CEOs, senior managers and elected members. It will introduce those attending to behavioural economics and behaviour change and how to apply systems thinking to services for improved outcomes and greater efficiency. Both elements work to a structured model.

The STELa model, was developed by Professor Jeff French, former Head of the National Social Marketing Centre, in partnership with the ICE team. Jeff is also a member of our Non Executive Board of Directors.

STELa: Scope | Test | Enact | Learn & Act

The workshop will go through all phases of the STELa model from initial insight analysis through to design, implementation and evaluation of behaviour change work with a focus on understanding outcomes.

Participants will be encouraged to approach behaviour change by moving thinking from ‘what is up with these people that they do not understand?" to "what is up with us that we do not understand the people?"  We do this because as we look to change behaviour, we cannot look just to the people, we have to also look at the organisations that are supporting them. Therefore we will work to our SO Change model that see us create a new behaviour DNA, by working in tandem with both the organisation and the people we are looking to change.

We know from experience that when we take this approach, which is underpinned by STELa, we achieve effective results that are outcomes focused and that are sustainable as they involve all the necessary people who will be part of the projects legacy long after our work is complete.

The workshop will include:

• Introduction and Ice Breaker
• Behaviour Change and Behavioural Goals (Practical Exercise)
• The STELa model
• ‘Intervention Mix' & ‘Marketing Mix'
• The FOUR Es model (Establish, Explore, Experiment, Embed)
• Evaluating change

 

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