How can we apply Behavior Change to Communications and Earned Media?
This was the question Julia Bainbridge and her team at Freuds+ had when they developed their model for change.
This adaptation of the Behavior Change Wheel - with a focus on the COM-B Model - shows us that we can take models and frameworks and adapt them to different contexts.
As someone who applies behavioral science to my work at Aim For Behavior with different organizations, I constantly look at models, frameworks and tools and adapt them.
And while I know that our customers and employees are not just models, those models can help us to understand people.
That is why I am thrilled to see and share the work of Julia and the team - who also collaborated with Prof Robert West to develop this model.
The model by the Freuds+ team has a focus in 4 areas:
1) Change: "Behaviour change is often at the heart of a challenge, so we exist to create change for the better"
2) Culture: "The best way to drive real change is to focus on the cultural incentives and barriers people face"
3) Connectivity: "Good ideas come from individuals; great ideas come from the connections between those individuals"
4) Courage: "We deal in big ideas, ideas that get noticed, talked about, and debated"
The hub of the wheel represents the adapted COM-B model - taking into account things like norms, prompts, habits, awareness, understanding, and attractiveness.
I love seeing these and more so when organizations like Julia's share them for others to take inspiration from.
We need to work harder to share our work, to take all the jargon out of Behavioral Science, and to make it accessible to more people.
#behavioralscience #behavioraldesign #innovation