Behaviour Change: A Practical Guide

Executive Summary

This report is organised around WPP’s The Government & Public Sector Practice’s model of integrated communication. After reading this report, you should understand the cycle of an integrated communication campaign, how to structure and manage an effective multidisciplinary team of experts, how to set behavioural objectives and how to measure progress against them.

This is a practical guide for practitioners. Our models and approaches are based on a detailed understanding of behavioural science and the academic literature on the topic. However, you do not need to have a background in behavioural science to apply the guidance in this report – rather, it should help you to work effectively with behavioural scientists and other experts.