Taking Part

We welcome applications from practitioners who:

• Have 5+ years of work experience
• Currently work in a NGO
• Are in a position to implement behaviour change activities, now or in the future
• Have the support of their organisation, with submission of a letter of endorsement encouraged
• Can commit to the time and modules required
• Are proficient in English

The programme will consist of six modules and a closing workshop, with approximately three weeks allotted to each, between March and June 2021. After an online introductory workshop, the programme will use a range of formats to take participants on a journey from theoretical models of behavioural science to practical tools, implementation guidance, and evaluation thinking.

Every stage will incorporate expert views, case studies and alternative perspectives for consideration. Each stage will start with a material release in various formats and topics, followed by a live discussion happening on the Tuesday one week after the material drop.

Delivery will be supported by a range of media, from the initial online workshop to training videos, live discussions, podcasts, reading materials, quizzes and more.

Participants will be encouraged to apply, step by step, insights and learning from each module into a concrete case or behavioural challenge they face. This means that, by the end of the programme, each participant will have a behaviour change intervention ready to be implemented.

Additionally, participants will be exposed to beyond state-of-the-art knowledge on sustainable behaviour change, conveyed in a practical and relatable manner that allows direct implementation into everyday NGO work. This is also a unique opportunity to meet and network with other NGO leaders working on behaviour change and active on sustainability, climate change and biodiversity from all over the world.

We will begin the course with an online workshop, bringing together all participants, along with the programme leaders and facilitators from CSCP, ICSC and Behaviour Change. Some participants in the Academy of Change’s first round of training will also be present to share their experiences and network.

The workshop will offer an introduction to the concepts that will underpin the course, as well as the opportunity to meet one another, discuss and network.

What will we cover?

• An overview of content and delivery approach in each module to follow
• Background to the concept of ‘behaviour change’
• The role that behaviour change can play in achieving 1.5-degree lifestyles
• Where individual behaviour fits within broader systems change
• Common misconceptions and moral perspectives on the concept of behaviour change
• Networking and interaction
• All initial questions answered live

Insight into the real-world situations in which citizens make decisions is crucial to designing successful behaviour change interventions. Without proper understanding of the root causes of decisions, interventions can miss the mark and fail to achieve desired results. Misconceptions about the nature of any particular behaviour should be put aside in favour of thorough research.

What will we cover?

• The need to understand the current behavioural context of your target group
• The importance of finding innovative ways to understand how people behave, and why
• The importance of being specific about the behaviours you want to target
• Tried and tested research methods
• The role of segmentation
• Great examples of the use of insight

The world of behavioural science is full of competing and complementary models and theories. A growing body of academic evidence is powerful, but can be impenetrable to those new to the discipline. Focusing on the most appropriate models for your needs can help you design the most appropriate interventions for the behaviour you want to target.

What will we cover?

• Right and wrong ways to apply theory
• The most popular models and how to use them
• Using models to develop practical interventions
• Practical lessons on applying models to your current projects and challenges

There is an expanding selection of tools that have been used successfully to change behaviour.  Some, such as social norms, are increasingly well used and understood.  There are many others which are less well known – a total of 93 have been identified in one recent academic exercise.  Understanding the tools and techniques that are available to you is an essential ingredient in planning a behaviour change intervention.

What will we cover?

• What is a behaviour change tool?
• What role should tools play in developing interventions?
• An introduction to some of the most popular and effective tools
• Examples of tools in use
• How to choose the right tool

Effective evaluation should be integrated into project planning early on. Effective evaluation is vital to provide evidence for interventions, justifying funding, securing scale-up and supplying positive stories for members, supporters, funders, and the media. Many behavioural interventions are notoriously hard to measure, and it’s easy to neglect evaluation when budgets are tight.

What will we cover?

• The importance of robust evaluation
• How to integrate evaluation thinking from the start
• The challenges of evaluation sustainable behaviours
• Measuring outputs and measuring outcomes
• Innovative evaluation methods
• Evaluating on a low budget

Behavioural change interventions are inherently practical, real-world challenges, and they can fail without good planning and execution.

What will we cover?

• Strategies for successfully delivering interventions on the ground
• Considerations including feasibility, scalability, and cost
• Channel selection
• Creativity in execution
• Positive and negative spillover

Sustaining change in the long-term

We will close the course with an online workshop, bringing together all participants, along with the programme leaders and facilitators from CSCP, ICSC and Behaviour Change. We will take a step back from the practical details and address broader, strategic questions and issues around the role of behaviour change interventions. We will lay out ten steps for a great behaviour change intervention, and encourage feedback on the programme.

What will we cover?

• Bringing together learning from the first six modules
• Discussion and debate to build on specific issues raised during the programme
• Practical sessions to apply this knowledge to your current projects and challenges
• Opportunities for networking and knowledge exchange between participants and facilitators