Applying BE to bushfire survival!
3 June 2016
Our Sydney office Founder, Mike Daniels, recently gave the keynote speech at the 2016 Australian Community Engagement and Fire Awareness (ACEFA) Conference.
Bushfires are very common in Australia, particularly in the hot, dry summer months and often lead to loss of lives and property damage.
Mike talked about the work our Sydney office has been conducting with the NSW Rural Fire Service to improve community engagement and preparedness for bushfires, presenting on The Behavioural Architects' involvement in the recent review of the Guide to Making a Bush Fire Survival Plan.
He looked at how key behavioural economics principles informed the analysis, optimisation, and testing process to ensure that the materials provided by the Guide would have the most significant impact on such an important behaviour, crucial for people's survival.
People are often not as prepared for bushfires as they can be, due to cognitive biases such as present bias and optimism bias (see image below).Therefore simply providing access to information and education on bushfires is not enough to generate action and true preparedness. Mike warned:
"Education [about bushfires] is overrated. We have got to get people to do things."
Our recommendations recognised the influence of biases such as these and focused on generating action and real behaviour change.
You can read the NSW Rural Fire Service plan here.
Why don't we plan for bushfires? Considering concepts from behavioural science can help to explain.
1/3 Behavioural models & frameworks are integral to effective behaviour change, and at TBA we often use both the CO… https://t.co/xNghrK7bdE4 days, 20 hours ago
The third article in our series ‘New Frontiers in Behavioural Science’ is now available! What are you waiting for! https://t.co/qllCbkkquR3 weeks, 4 days ago
The Behavioural Architects' articles are always stimulating, entertaining and informative and make BE principles both engaging as well as usable for all our readersEditor Impact Magazine and Research-live.com
Our digital clubhouse which is designed to inspire, share best practice and delight would be very different without The Behavioural ArchitectsGemma Greaves Global Managing Director The Marketing society
Its client testimonials show it has made behavioural economics accessible and actionableMRS judges ‘best new agency’ award
TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputsMartin Bryant, Senior Consumer Insights Manager, KFC UK and Ireland
The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable outputRuchika Khattar, Global Marketing Innovation Manager, PepsiCo
One of the best articulated deliveries of insight I have seen in 20 years in the research sector.Damian Stevenson, Head of Insight at the Amateur Swimming Association
The behaviour change research has been the lynchpin of our entire new strategy to get more people swimmingNick Caplin, Amateur Swimming Association, Director of Participation
I’ve worked with TBA on a number of studies... all of them have allowed us to get to a depth of insight into basic behaviour that has transcended borders.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
The magic comes from how TBA works with us to get to simple, actionable ideas using the BE principles.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
Every project has resulted in activities that have unlocked growth for Diageo but, importantly, they’re also pieces of work that we keep going back to and that continue to inform new activities long after the original studies were run.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
We tasked TBA with a challenging brief on a national survey and they exceeded all our expectations throughout the processJennifer Bufton, Sport England
Their enthusiasm and relevant application of this theory alongside highly actionable and impactful insight delivery that really engages our stakeholders.Jacinda Norman, Category Insights Manager, Waitrose
The team at The Behavioural Architects Sydney have played an instrumental role in uncovering the key behavioural challenges for the Bundaberg Rum brand.Clara Lee, Senior Insights Manager, Diageo Australia
By using behavioural principles in analysing research, we’ve been able to go beyond the rational system 2 responses and tap into the deeper, subconscious system 1 responses that are often difficult to articulate.Clara Lee, Senior Insights Manager, Diageo Australia
For the first time in over a decade, we have clarity on the shift that we need to make to bring our brand back into growth.Clara Lee, Senior Insights Manager, Diageo Australia
The TBA team are a friendly, highly organised and intelligent bunch of people to work with. We consider them an extension of our internal Insights teamClara Lee, Senior Insights Manager, Diageo Australia
The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directlyAlla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
Observing consumer behaviour through a Behavioural Science lens has uncovered key nuggets that we have now used to influence behaviour.Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
The Behavioural Architects Sydney are a valued business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)