Raising awareness isn’t 'behaviour change', so what is?!

At Greenredeem, we encourage people to consider their actions and take on new lifestyle changes. Changing a person’s behaviour is not achieved through a one-off campaign, it is a gradual sustained process through which you rationalise a change that’s been asked and regularly communicate until those actions become engrained and habitual.

Evidence shows that behaviour change rarely happens through information alone. Behaviour change is achieved through a series of techniques which complement or differ depending on the audience you are communicating with. All with a means to nudge behaviour over a sustained period.

Understanding challenges and effectively using insights

Insight and the ability to analyse campaign data are critical to our behavioural science methodology. By gathering meaningful insights, we can deliver targeted, personalised communications that drive continual improvement and achieve sustained, impactful results.

"The single biggest problem with communication is the illusion that it has taken place"

George Bernard-Shaw

Frequency of contact is key

Frequency of contact is critical to success, nudging people to take notice and act is key. Our insights gathered over 16-years of creating behavioural change campaigns, reveal that the most effective frequency of contact to change a person’s behaviour, is weekly. 

The behaviour change wheel

Our campaigns are rooted in behavioural science, incorporating established theories such as the COM-B model, nudge theory, and social norming, alongside our 16 years of expertise in gamifying environmental actions to inspire lasting participation.

At the heart of our approach is the Behaviour Change Wheel, with the COM-B model serving as a foundational framework. By examining the interplay of Capability, Opportunity, and Motivation, this model guides the design of impactful and targeted campaigns.

Every campaign element is rigorously assessed and developer by our content creators and strategists using the Behaviour Change Wheel:

  • Does it equip the audience with the skills and knowledge to take action?
  • Does it address barriers by creating accessible opportunities?
  • Are motivations clearly communicated to inspire meaningful change?
Behaviour-change-wheel

Achieving lasting change

Guided by robust analytics, we understand that circumstances change which is why we use our behavioural science methodology to drive participation. By raising awareness, educating in engaging ways, and recognising improvements, we inspire lasting change.