Take the Guesswork out of Your Campaigns without Breaking the Bank

Russell Cartwright, Head of Communications, Engagement and Behaviour Change at NHS South East London
Opinion

Ever run a campaign that looked great on paper but didn’t deliver the outcomes you hoped for? Been left with large numbers like reach, impressions, and engagement but still find yourself asking, “So what?” If so, you are not alone. But the good news is that you can break that cycle by using behavioural science to develop campaigns that really make a difference.

Behavioural science and behaviour change are buzzwords that have been around in our industry for quite a few years, and applied properly they can help you deliver campaigns that have real impact. However, to many of us they remain a bit of a mystery.

Why Behavioural Science?

Behavioural science gives us a deeper understanding of the conscious and subconscious motivations that drive human decision-making. It helps us refine choices and craft persuasive messaging that resonates and moves people to take positive actions. It helps us choose the right channels and interventions, and evaluate impact in meaningful ways. In short, it enables us to deliver campaigns grounded in science, rather than guesswork.

Behavioural science is not rocket science! You can apply it to your work. I struggled with sciences at school but I have used behaviour change tools to deliver successful public health campaigns in-house.

New Workshop

I am really pleased to be collaborating with the PRCA to run a new, one-day, in-person workshop to help you Take the Guesswork Out of Campaigns with Behavioural Science. It’s designed for PR and communications professionals who want to deliver campaigns with real outcomes, without the requirement for big budgets.

I am passionate about helping PR and communications teams or agencies maximise their impact and avoid doing things for vanity or to tick a box. I am keen to share what I have learnt and make behaviour change less of a mystery. I can show you some basic principles that you can apply to develop campaigns that deliver real outcomes.

This workshop will enable you to turn insight into action. I’ll be sharing practical tools, frameworks, and examples that you can apply straight away, whether you’re working in-house or at an agency.

What You’ll Learn

During the session, we’ll cover:

  • The basics of behavioural science and how to apply it to campaigns
  • How to get buy-in from key stakeholders
  • How to analyse audience insight (with the help of AI) to shape messaging
  • Frameworks like COM-B, EAST, APEASE, and the Behaviour Change Wheel
  • How to choose the right channels for your objectives and budget
  • Techniques for testing messaging and creatives
  • How to evaluate impact in real-time and optimise as you go

You’ll leave with a step-by-step framework, practical templates, and the confidence to apply these to your campaigns.

Whether you are new to behavioural science or looking to sharpen your skills, this workshop will give you practical tools to create campaigns that drive real change. Sign up now and take the guesswork out of your campaigns and start truly changing behaviours.

 

Register for our course here.