Applying behavioural insight tohealth
Summary of contents
IntroductionThis sets out the importance of behaviour in policy making, the role of the BehaviouralInsights Team in the Cabinet Ofce and how behavioural science insights can be applied to health using the MINDSPACE framework.Case studies1.
drawing on commitment and incentive devices, we are launching a newsmoking cessation trial with Boots.2.
we are introducing a trial of ‘prompted choice’ for organ donation,which we believe will signicantly increase the number of donor registrations.3.
how teenagers who mentor toddlers are signicantly less likely to become teen parents themselves.4.
Welsh universities will be trialling new methods to encourage students todrink less alcohol using social norm techniques.5.
Diet and weight:
we will be establishing a partnership with LazyTown, the popular children’s TV show, which will encourage healthier behaviour in children.6.
new devices are helping children to manage their conditions in ways thatare practical and fun.7.
how the new National Food Hygiene Rating Scheme will empower people to make better choices when it comes to the hygiene standards of food.8.
numerous innovative schemes have been set up, including the‘Step2Get’ initiative in London, which incentivises pupils to walk to school.9.
we have established a partnership to develop a reciprocal time creditscheme to help catalyse peer-to-peer provision of social care.ConclusionThese approaches show the effect that behavioural insights can have upon citizens’ healthand wellbeing. We must continue to grow and share our evidence base, evaluating newapproaches as we go.AcknowledgementsThe Behavioural Insights Team would like to thank in particular Department of Healthministers and ofcials, whose expertise and support were vital. Thank you also to all theorganisations and individuals who developed these innovative examples and ideas, as wellas the academics who we consulted. If you’d like to share with us ideas and initiatives thatdemonstrate an application of behavioural insight to health, please email the Departmentof Health team at:firstname.lastname@example.org
This is a discussion paper. Its purpose is to encourage public debate.