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A presentation I gave last year on Sutton's approach to #behaviourchange to the London Sustainability Exchange
Citation preview
SMARTER CHOICESSutton’s approach to behaviour change - and
the work of the London Collaborative
London Sustainability Exchange
September 2009
Daniel Ratchford - Strategic Director, Environment & Leisure
Contents
• Introduction: “ behaviour change”?
• The London Collaborative
• Sutton’s approach to behaviour change: smarter choices
• Smarter Travel Sutton
• Summary
Introduction: “behaviour change”?
• Much current focus on behaviour change
• Some of this is new, but we have been doing lots anyway
• Local government is leading the way
• Some particularly innovative practice in some London boroughs
• Sutton’s smarter choices programmes a good example
• Very different, and distinctive, approaches adopted
• The London Collaborative attempting to share – and learn from – these approaches
The London Collaborative
• Funded through Capital Ambition, London’s Improvement and Efficiency Partnership
• A focus on particular themes, including behaviour change
• Sponsored by Chief Executives at Richmond and Sutton
• Aiming to:
– build capacity and thought leadership
– learn from innovative practice
– develop practical projects
• See The Capital Ambition guide to behaviour change, August 2009 for more information
Smarter choices: some examples
In Sutton, we recognise that there is a wide scale of behaviour change approaches
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Smarter choices: some examples
We use all of these approaches to varying extents in different services. These are just a few examples
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Photo competition
Climate change ambassadors
Waste awareness officers Loft insulation
Community toilets
Recycling campaignsWalk Once a Week
Sutton Life Centre
Speed humps
Leisure centres
Garden Waste Collection
SEN transport
Tidy Britain Car Litter Campaign
Bye-laws
Planning policies
Dog fouling
Fly-tipping
Smarter choices: some examples
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Photo competition
Climate change ambassadors
Loft insulation
Community toilets
Recycling campaignsWalk Once a Week
Sutton Life Centre
Speed humps
Leisure centres
Garden Waste Collection
SEN transport
Tidy Britain Car Litter Campaign
Bye-laws
Planning policies
Dog fouling
Fly-tipping
We use all of these approaches to varying extents in different services. These are just a few examples
Our waste awareness officers help people choose to recycle more. They talk directly to residents and
businesses to explain our recycling policies, and to provide practical
solutions to some of the barriers to increased recycling – for example, more bins (or less), and different
collection arrangements
Waste awareness officers
Smarter choices: some examples
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Photo competition
Climate change ambassadors
Waste awareness officers
Community toilets
Recycling campaignsWalk Once a Week
Sutton Life Centre
Speed humps
Leisure centres
Garden Waste Collection
SEN transport
Tidy Britain Car Litter Campaign
Bye-laws
Planning policies
Dog fouling
Fly-tipping
We use all of these approaches to varying extents in different services. These are just a few examples
We recently worked with B&Q to make available 6,000 rolls of loft insulation to our residents at a
massively reduced price, and we delivered them for free to many
households – helping them to choose to take a very simple step to make their homes more carbon efficient,
and to save on their bills
Loft insulation
Smarter choices: some examples
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Photo competition
Climate change ambassadors
Waste awareness officers Loft insulation
Community toilets
Recycling campaignsWalk Once a Week
Sutton Life Centre
Speed humps
Leisure centres
Garden Waste Collection
SEN transport
Tidy Britain Car Litter Campaign
Bye-laws
Planning policies
Dog fouling
Fly-tipping
The Sutton Life Centre will provide cutting-edge, interactive
presentations with information and advice on essential ‘life skills’
(alongside a new library, youth centre, games area, and garden). This will help our young people to choose to lead safer and more
productive lives, and to understand the impact of their lives on the
community around them
We use all of these approaches to varying extents in different services. These are just a few examples
Smarter choices: some examples
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Photo competition
Climate change ambassadors
Waste awareness officers Loft insulation
Community toilets
Recycling campaignsWalk Once a Week
Sutton Life Centre
Speed humps
Leisure centres
Garden Waste Collection
SEN transport
Tidy Britain Car Litter Campaign
Bye-laws
Planning policies
Dog fouling
Fly-tipping
We use all of these approaches to varying extents in different services. These are just a few examples
Like all local authorities, we provide leisure centres, facilities and classes.
These provide opportunities for enjoyment and community
engagement. But most importantly they help residents to choose to
exercise more and to improve their health
Smarter choices: some examples
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Photo competition
Climate change ambassadors
Waste awareness officers Loft insulation
Community toilets
Recycling campaignsWalk Once a Week
Sutton Life Centre
Speed humps
Leisure centres
Garden Waste Collection
SEN transport
Tidy Britain Car Litter Campaign
Bye-laws
Planning policies
Dog fouling
Fly-tipping
We use all of these approaches to varying extents in different services. These are just a few examples
We put in place a wide range of traffic calming measures (road humps and bumps, roundabouts, low speed zones, etc.). These don’t necessarily force people to drive more safely, but they help Sutton’s drivers to choose
to slow down (if only to protect themselves and their cars)
Smarter choices: some examples
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Photo competition
Climate change ambassadors
Waste awareness officers Loft insulation
Community toilets
Recycling campaignsWalk Once a Week
Sutton Life Centre
Speed humps
Leisure centres
Garden Waste Collection
SEN transport
Tidy Britain Car Litter Campaign
Bye-laws
Planning policies
Dog fouling
Fly-tipping
We use all of these approaches to varying extents in different services. These are just a few examples
We (and our local police teams) tackle dog fouling by fining people
who allow their dogs to foul our parks and pavements – helping them (and persuading others) to choose to be
more considerate, to benefit themselves and others in the future
Smarter choices: some examples
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Photo competition
Climate change ambassadors
Waste awareness officers Loft insulation
Community toilets
Recycling campaignsWalk Once a Week
Sutton Life Centre
Speed humps
Leisure centres
Garden Waste Collection
SEN transport
Tidy Britain Car Litter Campaign
Bye-laws
Planning policies
Dog fouling
Fly-tipping
Tidy Britain’s current car litter campaign encourages residents to ‘name and shame’ anyone they see dropping litter from cars. In addition,
we then fine them – helping them (and others) to choose to be part of a more pleasant and caring community
We use all of these approaches to varying extents in different services. These are just a few examples
Smarter choices: some examples
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Photo competition
Climate change ambassadors
Waste awareness officers Loft insulation
Community toilets
Recycling campaignsWalk Once a Week
Sutton Life Centre
Speed humps
Leisure centres
Garden Waste Collection
SEN transport
Tidy Britain Car Litter Campaign
Bye-laws
Planning policies
Dog fouling
Fly-tipping
We use all of these approaches to varying extents in different services. These are just a few examples
At the far end of the scale, we use bye-laws and other legislation to
attempt to eliminate choice altogether, where we judge that some behaviour (e.g. around drunk driving)
is simply not acceptable. But in reality, some people still choose to
break theselaws
Smarter Travel Sutton
• Our most successful smarter choices initiative
• £5m programme delivered in partnership with TfL
• Enabling residents to make better choices about their travel
• Benefits: less congestion; lower carbon emissions; cheaper transport; and better health
• Positive outcomes:
– a 2% reduction in car use
– a 50% increase in cycling
– a 13% increase in bus use
– 100% of schools covered by a school travel plan
– 16,000 employees covered by a workforce travel plan
Smarter Travel Sutton
Smarter Travel Sutton is “more of the carrot, and less of the stick…”
“Carrots” “Sticks”
Events
Community champions
Physical changes
One-to-ones
Social advertising Peer pressure
Education
Financial incentives
Making it easier
Legislation
Enforcement
Fines
Prosecution
Naming and shaming
Service changes
Fees and charges
Ten lessons from Smarter Travel
1. Be clear about objectives
2. Be transparent about what you are trying to achieve
3. Segment your audience
4. Use a wide range of approaches and initiatives at the same time
5. Find the movers and shakers in the population
6. Ensure you have the resources, time and commitment
7. Measure what works, and what doesn’t. Learn from others’ successes and mistakes (e.g. through the London Collaborative)
8. Programmes delivered in partnership with others, at a local level, work best
9. Find ways of mainstreaming behaviour change
10. Don’t try to ‘trick’ residents into doing things differently – let them make smarter choices for themselves
Smarter choices: other examples
Our smarter choices initiatives give residents greater choice over their lives – and the ability to reassess some established habits and behaviours
Choose to keep the streets
clean…
Choose to use SEN pick-up
points…
Choose to remain drug-free,
and to stop smoking…
Choose to eat more healthily…
Choose to drive safely – or not at
all…
Choose to obey the law, and to report crime…
Choose to behave more
considerately…
Choose to use your local shops…
Choose to get involved in culture…
Choose to take more exercise…
Choose to access services over the web…
Choose to try not to spread the
flu…
Choose to walk to school
sometimes…
Choose your own care package…
Choose when you want to get
pregnant…
Choose to reduce, re-use and recycle…
Choose to produce less
carbon…
Choose to learn…
Choose to drink less alcohol…
Please choose not to let your dog
foul…
Summary
• Local government has always led ‘behaviour change’ amongst its communities
• Recent debate has usefully brought this back into the spotlight; but local authorities have always played this role
• There is a scale of initiatives: from legislation and enforcement; to social marketing and peer education
• Many of Sutton’s most successful programmes have involved bringing together a wide range of initiatives at the softer end of the scale (“more of the carrot, and less of the stick…”). We call this: enabling “smarter choices”
• We have learned many practical lessons from smarter choices that we are keen to share
• The London Collaborative provides a powerful mechanism for this sharing and learning across London
daniel.ratchford@sutton.gov.uk
www.twitter.com/danielratchford
www.sutton.gov.uk
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