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Nudging rubbish into the bin

The colour pink, voting bins and giant footsteps can all have a big impact on what people do with their litter.

Join Westco Associate and behaviour change expert, Dominic Ridley-Moy, on day two of the LGcomms Academy to find out how behavioural insights can be used to tackle littering and fly-tipping problems.

Dominic will talk about how behavioural insights, often known as nudge theory, can be applied at low cost, drawing on his work at the London Borough of Wandsworth, helping people to do the right thing and dispose of their rubbish responsibly.

All of us will have experienced a nudge as we go about our day-to-day lives, even if we are not aware of it. From choosing to reuse a plastic bag rather than pay 5p for a new one, to picking more expensive food in a supermarket because it is placed at arm height, nudges are now more prominent than ever and with good reason.

He’ll outline general principles to map out behaviours and apply interventions to tackle knowledge, behaviour, situational and attitudinal barriers.

And he’ll share tips on how the EAST (Easy, Attractive, Timely and Social) framework can benefit communications practitioners – helping your organisations to rethink how to increase take-up in services and encouraging residents to make better choices and change their behaviours without directly instructing them to do so.

Applied to litter problems, nudge theory, can have a huge impact on litter problems in parks, town centres and streets; often engaging residents in a positive way instead of resorting to fines and other deterrents first.

Dominic’s workshop session is on Day Two the Academy, 10.30am-11.30am, followed by a case study from Westminster City Council. To share best practice around behaviour change and learn from other communications professionals, join the Behaviour Change Network on Facebook.


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