playbook

Behavioural Change Campaign Playbook

Behavioural Change Campaign Playbook

Tactics, templates and tests for campaigns that drive positive action. Apply evidence-based behavioural insights to sharpen your storytelling, lift audience engagement and deliver measurable results.

July 2025Published
Lizzie Lavan, Mo WorksAuthor
25 pagesLength
Free download · PDFFormat

What's inside

A structured approach to putting behavioural science to work in your marketing and communications.

  • 01Key behavioural science principles, including the framing effect, availability heuristic and choice architecture
  • 02Creative applications, drawing on campaigns like Slip, Slop, Slap and FLIP THE VAPE
  • 03A step-by-step implementation guide, from defining your target behaviour to optimising with A/B testing
  • 04Ethical considerations, so your campaigns guide rather than manipulate while keeping trust intact

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