Back in 1981, this iconic public health initiative launched Australia’s status as a global leader in skin cancer prevention, and it’s now a commonly-used example of how behavioural science can be used in marketing campaigns. 

Understanding human behaviour is the key to creating campaigns that do more than just raise awareness - they drive real action. Marketers and organisations looking to influence public health, safety, and well-being must move beyond traditional messaging and integrate behavioural science into their creative strategies.

At Mo Works, we have developed the Leveraging Behavioural Science in Creative Campaigns for Behaviour Change playbook, designed to help you apply evidence-based behavioural insights to enhance storytelling, improve audience engagement, and deliver measurable results.

Why behavioural science?

Behavioural science provides a deep understanding of how people make decisions. It explains why individuals stick to default choices, how loss aversion impacts decision-making, and why social norms shape behaviour. When combined with creative execution, these principles help craft campaigns that truly influence public attitudes and actions.

What’s inside the playbook?

This playbook offers a structured approach to integrating behavioural science into marketing and communications, covering:

• Key behavioural science principles – Learn how to use concepts like framing effect, availability heuristic, and choice architecture to make your campaigns more effective.
• Creative applications – Discover how successful campaigns, like Slip, Slop, Slap and FLIP THE VAPE, leveraged behavioural insights to create real-world impact.
• Step-by-step implementation guide – From defining your target behaviour to optimising with A/B testing, this playbook outlines a proven approach.
• Ethical considerations – Ensure your campaigns guide rather than manipulate audiences, while maintaining transparency and trust.

Ready to transform your campaigns?

Whether you're working on health initiatives, road safety, or community engagement, applying behavioural science can help you create campaigns that resonate, engage, and drive action.

📥 Download the full playbook now and start building campaigns that make a lasting impact.

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