Applying Behavioural Insights in the time of COVID-19
University of Managing Director, APAC
Quick intro to applying BI in Gvt
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EAST framework & case studies
Test, Learn, Adapt
“Our government will find intelligent ways to encourage, support and enable people to make better choices for themselves.”
The Behavioural Insights Team
© Behavioural Insights ltd
The Behavioural Insights Team © Behavioural Insights ltd
Nudging for good: most problems involve behaviour
Need for more nuanced models and tools
Who do you picture when you hear…
“Essential frontline worker”
…but what about them?
● The “forgotten frontline” of the pandemic
● Primarily young, male, and from migrant or CALD backgrounds
● Already face significant WHS risks, including verbal abuse, physical assault, robbery, road and traffic accidents, pet and wildlife attacks – and now COVID-19
● 1 in 4 food delivery workers have been in an accident on the job*
● 1 in 8 have sustained serious physical and mental injuries*
How do we understand the problem?
Field observations of food delivery worker hotspots and busy restaurant strips
Online survey of wider food delivery worker community in Australia
Interviews with representatives of food delivery platforms and other stakeholders
Interviews with food delivery workers who are active in WHS reform
Textual analysis of food delivery workers’ social media posts
A service safari: signing up to the platforms, going through onboarding, and riding a shift
Nothing beats putting yourself in their shoes
On Wednesday… By Friday…
Our methodology
EAST framework
© The Behavioural Insights Team
Attractive
Defaults / Simplification / Remove friction
Increasing TB adherence in Moldova
Directly observed treatment
● Daily visit to clinic during opening hours
● Fear of stigma
Video observed
● Daily video that patient can record where and when they want
● Feedback
Main result: days missed over two-week period
Adherence increased: overall and 80%+
Adherence over time
Opportunities (and challenges) for increasing digital / remote services?
• Education
• Employment
• Public services
• Financial services
Attractive
Salience / Messenger / Personalisation / Affect / Incentive design
The Behavioural Insights Team © Behavioural Insights ltd
Tackling obesity through trials and policy
Amber category drinks
Green category drinks
The Behavioural Insights Team
© Behavioural Insights ltd
Red category drinks
Encouraging healthy swaps: Price changes
Proportion of vending machine drink sales that are high sugar
The Behavioural Insights Team
© Behavioural Insights ltd
Sugar tax – a ‘double nudge’
The Behavioural Insights Team © Behavioural Insights ltd
Sugar tax – a ‘double nudge’
45 Million kg of sugar removed every year
The Behavioural Insights Team © Behavioural Insights ltd
Opportunities (and challenges) for more radical, systemic change?
• Education
• Employment
• Public services
• Financial services
Norms / Networks / Reciprocity / Active commitments / Eyes & faces
Antimicrobial resistance is a serious and growing threat to public health
Chief Medical Officer letter to 3,227 GPs
3 clear actionable steps
“The great majority (80%) of practices in London prescribe fewer antibiotics per head than yours.”
Influential messenger
[Presenter Name]
CMO letter achieved a significant reduction in antibiotic prescribing rates:
September October November December January February March April(post)
Antibiotic items dispensed per 1000 weighted population
The effect disappeared when the control group also received a letter
September October November December January February March April(post)
Antibiotic items dispensed per 1000 weighted population
Opportunities (and challenges) for ‘nudging’ service providers?
• Education
• Employment
• Public services
• Financial services
Priming / Framing / Key moments
Nudging employers to advertise jobs as flexible
Sli.do event #D265 | #BX2019 | www.bx2019.com
Impact on job adverts offering flexible working
Increased jobs offering flexible working… … and these jobs attracted more applicants
Sli.do event #D265 | #BX2019 | www.bx2019.com
Encouraging off-peak commuting
Changing calendar defaults
Prompting Directors to lead conversations
Workplace competition
9:30am – 3:30pm
Off-peak travel increased by 20%
Return to offices
The Behavioural Insights Team © Behavioural Insights ltd
Opportunities (and challenges) for changing the way we work and travel?
• Education
• Employment
• Public services
• Financial services
But, lots of good ideas won’t work and that’s ok
11,000 plus relevant paper
185 trials with over 1 million children
Sli.do event #D265 | #BX2019 | www.bx2019.com
● Peak-demand events e.g. hot days when everyone turns up the air conditioning.
● Powershop ‘Curb Your Power’ customers are prompted by text message to curb their electricity usage during a 1-4 hour period.
● If meet personalised targets they are later rewarded with a $10 discount on their next electricity bill.
Finding: The biggest impact on energy usage came from those defaulted into the peak-demand messages.
Relative energy usage during peak-demand events per household
Place graph here
Customers who received the peak-demand text messages as part of the ‘Surprise! We need your help’ condition used 12.6% less power than those in the BAU group.
Powershop did not receive any complaints about the surprise condition, and very few opted out of the messages.
This means that the opt-out message was able to reach a larger group of Powershop customers, while having a large impact on power usage during the peak-demand event.
Your turn…
Which message will encourage the most people to sign up?
eight messages.
Each message was based on one or more behavioural effects.
All plausibly could be the most effective.
1. Control
4. Norm & Logo
3. Norm & Picture
5. Loss Frame
6. Gain Frame
7. Reciprocity
8. Intention-Action
1. Control
Every day thousands of people who see this page decide to register.
3. Norm & Picture
Every day thousands of people who see this page decide to register.
Group of people
4. Norm & Logo
Every day thousands of people who see this page decide to register.
5. Loss Frame
Three people die each day because there are not enough organ donors.
6. Gain Frame
You could save or transform up to nine lives as an organ donor.
7. Reciprocity
If you needed an organ transplant would you have one? If so, please help others.
8. Intention-Action
If you support organ donation, please turn you support into action.
It’s hard to be certain about what will work best.
So it’s best to run an RCT and find out.
Control Int.-Action Norm Norm & Logo
Gain Frame Loss Frame Reciprocity Norm & Pic.
Comms campaigns are an important way governments are trying to change behaviour: do they work?
COVID Campaigns can be tested for effectiveness: What works best
Recall Understanding Behavioural Sentiments indicators
© The Behavioural Insights Team 2020
Most tests follow a similar design
Statistical analysis
to identify most effective version
© The Behavioural Insights Team 2020
We iterate across experiments to optimise
Final poster
Launched by UK Department of Health (3.3.20)
recalled ‘Wash your hands more often’
recalled ‘wash for 20 seconds’
intend to wash hands ‘more often’
© The Behavioural Insights Team 2020
Testing and meta-analyses have uncovered key insights
Different types of information are recalled better than others (e.g. social distancing vs hand washing)
Young people, especially men, are worse at recalling COVID-19 guidance
Young people are less likely to follow enacted guidelines
Those who are the least and the most worried about COVID- 19 recall less detail of guidance they see
© The Behavioural Insights Team 2020
Impact of COVID
What behaviours will stick?
BI + Testing + Data
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