By putting in place the five-step planning process, the COI hopes to maximise the effectiveness of behaviour change campaigns and make sure behavioural theory is embedded in the communications process.
The COI says a single model will “enable a deeper insight” into behaviours and how to change them and place communications within the context of wider policy interventions.
The move is part of a wider shift away from discreet campaigns to marketing that takes in multiple messages and propositions.
The COI also recommends a practical behavioural model to be defined at the start of any new campaign and revisited throughout its run.
The Government invests significant funds into marketing designed to change behaviours, such as anti smoking campaigns and the Change4Life initiative.
Mark Lund, chief executive of COI, says that the guidelines underpin the COI’s commitment to making Government marketing as efficient and effective as possible.
Matt Tee, permanent secretary for government communication adds: “It’s important that government communications have a deeper understanding of the principles of behaviour change theory and how these can be applied to the whole communications cycle.”