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SMARTER CHOICES Sutton’s approach to behaviour change London Collaborative October 2009 Daniel Ratchford - Strategic Director, Environment & Leisure

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A presentation I gave to the London Collaborative about Sutton's approach to #behaviourchange

TRANSCRIPT

Page 1: Smarter Choices

SMARTER CHOICES

Sutton’s approach to behaviour change

London Collaborative

October 2009Daniel Ratchford - Strategic Director, Environment & Leisure

Page 2: Smarter Choices

Smarter choices: policy context

• Local government has always had two distinct – yet overlapping – roles: (1) delivering services, and (2) shaping people’s choices

• Recent decades have focused on (1); so much so, that many recent commentaries on ‘behaviour change’ mistakenly treat (2) as something entirely new

• But in fact, government has always focused on behaviour change

• The recent debate about behaviour change is fundamentally about a ‘tilting’ of government approaches:

– towards freedom, personalisation, and the right to choose

– and away from top-down direction, uniformity, and coercion

• And there are some interesting policy choices to make in all of this

Page 3: Smarter Choices

Smarter choices: Sutton’s approach

• Sutton is widely recognised as a leader in the field of behaviour change

• Our award-winning “smarter choices” programmes have provoked interest from around the world – especially Smarter Travel Sutton

• But these are simply a refined and well-delivered example of a range of approaches that we have been using for a long time

• We have learned some interesting lessons along the way

• In particular, we think that behaviour change should focus on “more of the carrot, and less of the stick…”

• Our approach is about working with our residents to enable them to make smarter choices about how they live their lives

Page 4: Smarter Choices

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

Page 5: Smarter Choices

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

Summer University

Youth Opportunities Fund

ASD provision

Sure Start“A Binge Too Far”

Healthy Hackbridge

Page 6: Smarter Choices

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

Waste awareness officers

Summer University

Youth Opportunities Fund

ASD provision

Sure Start

Our parks photo competition was a really popular way of encouraging residents to choose to use – and

appreciate their parks

“A Binge Too Far”

Healthy Hackbridge

Page 7: Smarter Choices

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

Waste awareness officers

Summer University

Youth Opportunities Fund

ASD provision

Sure Start

“A Binge Too Far” was a film competition for our young people to

encourage them to consider the dangers of binge drinking – and to

choose to drink more sensibly

“A Binge Too Far”

Healthy Hackbridge

Page 8: Smarter Choices

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

Waste awareness officers

Summer University

Youth Opportunities Fund

ASD provision

Sure Start

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

“A Binge Too Far”

Healthy Hackbridge

Page 9: Smarter Choices

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

Waste awareness officers

Summer University

Youth Opportunities Fund

ASD provision

Sure Start

Our Healthy Hackbridge initiative has used a wide range of different approaches to encourage local

residents to choose to lead healthier lives – including using community champions to promote our work

“A Binge Too Far”

Healthy Hackbridge

Page 10: Smarter Choices

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

Waste awareness officers

Summer University

Youth Opportunities Fund

ASD provisionThrough the Youth Opportunities Fund, our young people are making

informed choices about financial management and priorities in

determining how to allocate funding to youth projects within the borough – for which they receive training and

support

Sure Start“A Binge Too Far”

Healthy Hackbridge

Page 11: Smarter Choices

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

Loft insulation

Summer University

Youth Opportunities Fund

ASD provisionWe 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

Sure Start“A Binge Too Far”

Healthy Hackbridge

Page 12: Smarter Choices

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

Summer University

We use all of these approaches to varying extents in different services. These are just a few examples

Youth Opportunities Fund

ASD provision

Sure Start

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

“A Binge Too Far”

Healthy Hackbridge

Page 13: Smarter Choices

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

Summer University

We use all of these approaches to varying extents in different services. These are just a few examples

Youth Opportunities Fund

ASD provision

Sure Start

Our Summer University allows young people to make informed choices

about how they spend their summer leisure time by attending a range of

activities which can lead to both future career and leisure choices

“A Binge Too Far”

Healthy Hackbridge

Page 14: Smarter Choices

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

Summer University

Youth Opportunities Fund

ASD provisionLike 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

Sure Start“A Binge Too Far”

Healthy Hackbridge

Page 15: Smarter Choices

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

Summer University

Youth Opportunities Fund

ASD provisionThrough Sure Start and children’s centres, we are encouraging parents

to make the right choices for their children, with positive outcomes in

terms of: diet; the take-up of nursery education; routes back into

employment

Sure Start“A Binge Too Far”

Healthy Hackbridge

Page 16: Smarter Choices

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

Summer University

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)

Youth Opportunities Fund

ASD provision

Sure Start“A Binge Too Far”

Healthy Hackbridge

Page 17: Smarter Choices

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

Summer University

Youth Opportunities Fund

ASD provision

Sure Start“A Binge Too Far”

Healthy Hackbridge

Our recent changes to pick-up points for SEN transport are an

example of where ‘smarter choices’ are not enough –

because residents find it hard to choose to accept a lower level of service than they have been

used to. Sometimes we need to alter the balance in a prescribed way, based on sound principles of public expenditure, but also an assessment of where we should reasonably expect residents to contribute to

meeting their own requirements…

Page 18: Smarter Choices

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

Summer University

Youth Opportunities Fund

ASD provision

Sure Start“A Binge Too Far”

Healthy Hackbridge

…In this case, we’ve asked parents to share responsibility with us for taking their children

to specialist education provisions – by walking them to

designated bus stops (rather than us picking up direct from people’s doors). There are benefits in terms of healthier

lifestyles, the environment and congestion. And there are

reduced costs to the council.

Page 19: Smarter Choices

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

Summer University

Youth Opportunities Fund

ASD provision

Sure Start“A Binge Too Far”

Healthy Hackbridge

By extending its range of ASD provision, Sutton is offering

greater choice to parents about where to educate their children

within the borough

Page 20: Smarter Choices

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

Summer University

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

Youth Opportunities Fund

ASD provision

Sure Start“A Binge Too Far”

Healthy Hackbridge

Page 21: Smarter Choices

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

Summer University

Youth Opportunities Fund

ASD provision

Sure Start“A Binge Too Far”

Healthy Hackbridge

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

Page 22: Smarter Choices

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

Summer University

Youth Opportunities Fund

ASD provision

And 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

Sure Start“A Binge Too Far”

Healthy Hackbridge

Page 23: Smarter Choices

Smarter Travel Sutton

• Our most successful smarter choices initiative - a three-year, £5m behaviour change programme delivered in partnership with TfL

• Working with residents to enable them to make better choices about their travel

• Encouraging them to walk, cycle and use public transport more (and their cars less)

• The benefits are: less congestion lower carbon emissions cheaper transport better health

Page 24: Smarter Choices

Smarter Travel Sutton

• There are already 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 is the best-recognised brand in the borough, and has already won a host of industry awards

• We are learning lessons from Smarter Travel Sutton to apply in our other smarter choices programmes

Page 25: Smarter Choices

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

Page 26: Smarter Choices

Ten lessons from Smarter Travel

1. Be clear about the your objectives

2. Be transparent with residents

3. Segment your audience

4. Use a wide range of approaches

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

8. Deliver in partnership with others, at a local level

9. Find ways of mainstreaming behaviour change

10. The most successful behaviour change campaigns aren’t about ‘tricking’ residents into doing things differently – they’re about working with them to enable them to make smarter choices

Page 27: Smarter Choices

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…

Page 28: Smarter Choices

Smarter choices: the benefits

• Using smarter choices can have positive results in terms of:

– engaging better with residents

– delivering complex outcomes for our communities

– increased satisfaction with ‘place’ and with local public services

– reducing the direct costs to the public sector

• Efficiency gains can be significant. For example, our smarter choices programmes in:

– family support

– channel migration

– recycling

– transforming social care, and reablement

– SEN transport

Page 29: Smarter Choices

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

Page 30: Smarter Choices

[email protected]

www.twitter.com/danielratchford #behaviourchange

www.sutton.gov.uk