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Our overweight/obesity campaign for the WA Government is now running in three other states and territories as well as overseas. It won both Best Insight and Grand Prix at Australia’s inaugural Marketing Science Awards.
We have worked on Woolies Alumni program since 2014, creating campaigns with celebrities like cricketer, Dave Warner as well as promoting Young Australian of the Year and Woolworths Indigenous Employment Commitment.
Our relationship with the Heart Foundation goes back to the very beginning of our Agency. Recent projects include Walking Groups, Go Red for Women and the successful reinvention of flagship fundraiser, Big Heart Appeal.
We were recently appointed by Carnival Cruises to apply behavioural economics interventions and an in-market test and learn program to a major new business initiative.
We have developed print and digital campaigns promoting different Nikko Asset Management funds, including Australian Equities, Global Equities and the Japan Focus Fund.
Our organisation-wide review formed the basis for Cancer Council’s first-ever brand campaign. We have also worked with both National and State Cancer Councils on many fundraising, cancer prevention and advocacy campaigns.
A tech start-up with mind-boggling potential across digital identity, global telephony and the Internet of Things. We designed the brand and core comms, and are working closely with 878TEN on business development.
In 2016, we launched Phase 1 of VicHealth and Heart Foundation’s campaign to reduce salt intake across Victoria. We are currently also working with VicHealth on a long-term community engagement project.
In 2016, we initiated the development of a new platform that would set out to bridge the gap between BT Advisors and their clients by creating a personalised, first-of-a-kind digital client management tool. This project is still in development and will look to launch in 2017.
Working with State and National stakeholders, we created a new brand identity system for Diabetes Australia, which launched with a TV and digital campaign highlighting the frightening prevalence and consequences of diabetes.
In 2016, Behaviour Change Partners pitched and won a major global campaign for this New York-based health promotion agency (formerly the World Lung Foundation). We will be able to share details of the campaign at the end of the year.
We ran an organisation-wide Strategic Brand Review for CanTeen, from which we developed a new brand positioning and brand identity. This was applied across all touch points including an integrated comms campaign, led by 60 sec cinema and digital.
Our work with this industry body helps promote ethical practices in Aboriginal art including highlighting the damage fake indigenous art does to culture. We are currently also developing a new website for the code.
We have worked with TAL Life Insurance on projects including behavioural economics audits of print and online communications and forms, and a DM campaign to drive policy upgrade amongst existing customers.
Behaviour Change Partners was brought in to execute the multi-channel campaign elements of BARBECURE, Cure Cancer Australia’s new summer fundraiser featuring Aussie icon, Paul Hogan.
We are currently working with the International Kidney Cancer Coalition on a global awareness program which will launch in more than 20 countries in 2017.
Our three-step process
Park changing awareness, attitudes and intentions, and identify the vital behaviour(s) that must change to achieve our objective.
Use research, books and experience to gain a deep understanding of the barriers and bridges to the required behaviour change.
Ensure behaviour change principles are at the centre of the creative process so ideas are grounded in proven, credible science.
We usually use social proof to drive desired behaviours but for Diabetes Australia we used it to as the basis for a campaign about a club you definitely don’t want to be a member of. By showing 280 images in 30 seconds, we highlighted how 280 Australians develop Type 2 Diabetes every single day.
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Research has shown how fragrances can prime our behaviour completely below awareness. As part of a proposal to reduce littering on trains, we recommended a faint lemon scent be trialled in train carriages, multiple studies having shown the smell of lemons triggers cleaner (and, interestingly, also more honest and generous) behaviours.
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Ever noticed how brilliant we are at recognising people we know just by the shape of their walk? For our ancient ancestors, identifying friend or foe from 200m with the sun behind them was an essential survival skill. Today, less so - though still handy for finding your kids at the beach. One day we’ll do something with this in marketing.
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For Cancer Council’s first ever brand campaign we set out to improve brand attitudes by promoting everyday actions: What will you do today to help beat cancer? If you do things that supports Cancer Council's mission, even if it's just getting your kids to use sunscreen or wear a hat, consistency bias suggests your attitudes will lead you to support them in other ways.
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In a well-known UK study, changing the picture on an office kitchen honesty box from flowers to eyes greatly increased honesty without anyone even noticing the change. We applied the same behavioural principle to a sun protection campaign to encourage beachgoers to apply sunscreen by subtly suggesting someone might be watching.
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We leveraged reciprocity for our client CanTeen in a partnership with online shoe retailer style tread. By putting a free bandanna in every shoebox, ten thousand style tread customers were introduced to CanTeen with a subtle sense of already owing them something.
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How do you reach 12-24 year olds with a parent who has cancer to tell them about CanTeen? By creating a channel through authority figures. We distributed USB keys with information about CanTeen to cancer nurses, asking them to start conversations with patients about how their kids were coping and give them the keys so 12-24 year-olds could find out about CanTeen in their own time and space.
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Behavioural studies show we’re more likely to complete tasks we feel we’ve already started (The Goal Gradient Effect). To get more schools to sign up to Cancer Council’s SunSmart program, we proposed sending Principals the actual sign they would put up on the gates once they had joined; creating a sense that the process was already well advanced.
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Disgust is one of the most powerful behaviour change levers. It’s evolution’s way of stopping us violating our bodies through exposure to off-food, infected wounds, faeces etc. We’re hard-wired to be repelled by these things and we’ve used them to great effect in anti-tobacco and other health programs including our LiveLighter overweight/obesity campaign.
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If you were told that when you come back from your holiday every photograph and memory of it would be permanently (and harmlessly) deleted, would you still go? Most people wouldn’t. Which suggests we may not be buying the actual experience of a holiday as much the ability to be able to tell people about the experience. An intriguing thought for tourism marketers.
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When a multinational drinks distributor asked us to help shift the dial on systemic small-scale corruption in their developing world supply chains, we recommended using consistency bias. Most of the everyday perpetrators are decent law-abiding family men, caught up in something that has become a norm. Our strategy was to remind them that giving and taking bribes is inconsistent with their personal values.
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Studies have shown we make less healthy decisions when we pay by credit card than we do when we pay cash. It’s because paying cash is more painful so we’re more reluctant to part with it. What if we made cigarettes CASH ONLY? Without raising the price, every pack would be harder to buy, which for some would be another nudge towards quitting.
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There was no reference point for what a telco should charge for exclusive access to EPL games until Optus announced theirs. There was an immediate backlash and the telco subsequently lowered the price. A strategic pricing error or a brilliant use of arbitrary coherence, anchoring people at a high price to increase compliance at the lower rate? I suspect we’ll never know.
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Most people can tell the difference between a real smile and a fake smile. It’s because, while you can curl up the corners of your mouth regardless of how you feel, there are muscles involved in a real (or Duchenne) smile that will only move in response to genuine happiness. The difference is subtle but powerful – and worth remembering next time you do a product enjoyment shoot.
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