PREDRAFT-Change Strategies
Craft solutions that lead to more reliable behaviour change.
Useful for:
Outlining strategy, brainstorming and ideation for behaviour change.
Project stage:
Design
PREDRAFT-Change Strategies is a strategy tool designed to outline the 10 ways to change behaviour. It operates on the premise of ten distinct, yet interlinked strategies that can be applied individually or in combination to reliably influence behaviour.
It provides insights into how to persuade, educate, facilitate, tempt, and more. Its unique perspective allows you to understand and address complex behaviours, which can be instrumental in planning and strategising behaviour change interventions.
It’s useful for:
Enabling collaboration. It helps us all speak the same language, with a specific set of strategies to discuss, use and share with stakeholders.
Fuelling brainstorming with practical, science-backed strategies that more reliably lead to desirable behaviours.
Helps you and your clients explore other strategies beyond your go-tos.
Applications:
The method is versatile and applicable across a multitude of contexts. Whether you're looking to boost user engagement, design a public health campaign, or promote sustainable behaviours, PREDRAFT-Change Strategies provides a strategic starting point.
Important reminders:
Thoroughly understand the behaviour and the individuals engaging in it.
Select strategies based on their relevance, feasibility, and potential impact.
Consider system-wide influences and potential impacts when designing interventions.
STEPS
Identify the behaviour: Pinpoint what you aim to change and delve into its context.
Ask:
What is the specific behaviour?
What are the factors driving this behaviour?
Who are the individuals engaging in this behaviour, and what are their motivations?Explore the Strategies: Familiarise yourself with the ten strategies of PREDRAFT-CS:
Persuade: Use emotions, logic, or public commitment.
Restructure: Modify people’s environments.
Educate: Provide necessary knowledge and insight.
Demonstrate: Show clear examples to follow.
Relate: Make it personally meaningful and relevant.
Alert: Increase awareness of actions and their underlying reasons.
Facilitate: Simplify actions to make it accessible and achievable.
Tempt: Offer rewards.
Compel: Highlight potential costs and drawbacks of not doing it.
Skills-build: Develop skills and confidence needed for new behaviours.
Select a strategy: There are three ways to select a strategy:
1. Select from insights derived by using the Drive Patterns - a part of the Behav Behaviour Change System.
2. The Behaviour Change Strategy Matrix.
3. Using a prioritisation task.
All are valid in selecting your behaviour change strategies.
3a. Select a strategy using a prioritisation task: Consider the relevance, feasibility, and potential impact of each strategy to your specific context.Relevance: Does the strategy align with the target behaviour and audience?
Feasibility: Can you realistically implement this strategy given your resources?
Potential Impact: Could this strategy bring about significant change?
Each strategy offers a different way to influence behaviour, and your task is to select the most appropriate for your specific context.
Design: Translate your chosen strategies into specific solutions. For each strategy, reflect on specific actions needed and the context in which it is used.
TIP: See below for ideation prompts for each strategy.
Behaviour Change Strategies
Persuade: Utilise emotions, logic, or public pledges to encourage behavioural change. For instance, a public commitment to healthier eating can increase the likelihood of maintaining this behaviour.
Restructure: Modify either the physical or social environment to make a behaviour easier or more difficult. This could mean rearranging your workspace to improve productivity.
Educate: Offer the necessary knowledge and skills for individuals to alter their behaviour. This could involve sharing resources about sustainable living practices.
Demonstrate: Display the desired behaviour as an example for others to follow. This might involve leaders demonstrating integrity and transparency in the workplace.
Relate: Make new behaviours personally meaningful. This can be accomplished by linking the new behaviour to personal goals or values.
Alert: Increase individuals' awareness of their actions and the underlying reasons. For example, a daily activity log can make people more conscious of how they spend their time.
Facilitate: Simplify actions and processes to make behavioural change more achievable. This might involve providing step-by-step guides or checklists.
Tempt: Use rewards to motivate individuals to adopt the desired behaviour. For example, a fitness app might offer badges or points for reaching exercise goals.
Compel: Highlight the potential costs or consequences of not adopting the desired behaviour. This could involve showing the environmental impact of not recycling.
Skills-build: Develop the necessary skills and confidence in individuals to adopt new behaviours. This might be achieved through workshops or training sessions.
Ideation Prompts for PREDRAFT-CS
Persuade
What emotions can we tap into to encourage behavior change?
What new perspectives can we offer to shift perceptions?
Restructure
What barriers to behavior change can be eliminated by altering the environment?
How can we highlight the benefits of the desired behavior through changes in how we present people’s choices?
Educate
What essential knowledge can we provide to facilitate informed decisions?
What do you need to tell people so that they are able to act?
Demonstrate
How can we clearly model the desired behavior to reduce misunderstandings and inspire action?
Can we showcase desired behaviours as a new social norm?
Relate
How can we make new behaviours feel personally relevant and meaningful?
What opportunities are there for individuals to take ownership of the new behaviors?
Alert
What tools can we provide to help individuals become more aware of their actions and the reasons behind them?
Can we offer feedback mechanisms to encourage self-reflection and accountability?
Facilitate
What obstacles can be mitigated or processes simplified to make behaviour change more achievable?
Can we provide tools, guidance, or social support to increase self-efficacy and confidence in behaviour change?
Tempt
What rewards or positive outcomes can we associate with the desired behaviour to increase motivation?
Can we tie rewards to specific goals to maintain focus and dedication?
Compel
How can we emphasise the potential costs or negative consequences of not adopting the desired behaviour?
Skills-build
What skills are currently called upon but people don’t have?
What new skills can be taught and practiced repeatedly to foster habit formation and self-efficacy?
Derived from:
PREDRAFT-CS sit at the core of Behav’s Change Patterns. A specific and focused toolkit that designers and change makers can use to more reliable change behaviour. It includes the 10 strategies, 56 patterns and specific methods all derived from and anchored to behavioural science and applied behaviour change projects.
