GCS launches new behaviour change guide

The Government Communication Service (GCS) has published a new piece of guidance titled ‘The principles of behaviour change communications’.

The new guide brings together rigorous academic research and existing best practice to give communicators practical ways to apply behavioural science to their own campaigns.

Behavioural tools and techniques are used by communicators across government, often with dedicated communications support from the GCS Behavioural Science team.

The guide covers:

  • mapping out behaviours with user journeys
  • understanding barriers to behaviour change
  • theory of change
  • message design
  • measuring behaviours

Dr Paulina Lang, Behavioural Science Lead for the Government Communication Service, said:

“Behavioural science gives us the tools to analyse the context, empathise with target audiences, and ensure that campaigns are effective in changing behaviours. 

“This new guide showcases the principles of behavioural change, providing theories and techniques to embed throughout a campaign and ensure it is as impactful as possible.”

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