Communication for change has different rules to "inform" or "educate" communications. We're asking people to invest effort and negotiate risk. And we have to contend with people's natural fears and tendency to resist and deny any form of pressure.
Local government is in in the midst of an historic modernisation. This is complicated and challenging work. Is there a formula for success? This short study is based on interviews with change leaders in local government.
We've all heard of the bell curve. Here's a way to use it as a practical project design guide.
How to instruct a brainstorm
Brainstorming is one of the most important things we do. Here's a word-by-word script that builds in the good things we need to think about to get the most out of a gathering of minds. Here's the script.
Mismatching the style of intervention and the situation you face is the cause of failure, waste and, sometimes, catastrophe. Which class of intervention matches your situation? Situation Diagnosis Tool.
Outcomes, objectives, blah blah...
The terminology of project design is life-drainingly managerial and colourless. Here is a suite of more self-explanatory terms. The language of project design.
The changeology of waste and recyling - some inspiring solutions
What influences waste and recycling behaviours? Here's an inspiring slideshow to excite the imaginations of your team or brains trust. Download the slideshow. (2.4Mb PDF)
Decisions, decisions, and so much to think about! This simple tool reminds project designers about the full range of behaviour change strategies available to them and when they should be used. Download the tool (152k PDF).
Les explains the key ideas in Changeology
in this succinct interview with Rob Hopkins of the UK Transition Network.
"If not, then what?" ideas for Landcare groups
How to reinvigorate a Landcare or bushcare group. An inspiring collection of reinvention ideas generated by participants in Les's Passion Mashin' workshops. Download the booklet. (287k PDF).
The world's best guide for running mentoring projects (we know, we checked). Despite the title it's suitable for any context. Cowritten by Graham Collier, Chris Grey, Peter Cumming and Greg Freeman - some of the smartest people in the field. Download the Guide. (1.5Mb Word doc).
How to design a travel behaviour change project
A crash course in the principles and practice of designing behavioural projects, with lots of examples from the field of workplace travel change. Written for the WA Department of Transport. Download the 8 page fact sheet. (1.9Mb PDF).
A Palette of Behavioural Interventions
One of the biggest challenges facing program designers is to imagine the full range of interventions available to them. This two-page tool sets them out simply and accessibly. Get the tool.
How to craft a persuasive climate change message
It's time to shift the climate change discussion from facts to actions. Here's an example of how to do it, based on lessons from behavioural psychology. Download (1.1Mb PDF).
The 5 Doors
Confused by behaviour change theories? Here's one that wraps some of the best thinking into 5 simple principles. It's guaranteed to generate insights that change the way you work. 5 Doors Theory (147k PDF). 5 Doors diagram (12k PDF).
FAQs about behaviour change
The same questions about behaviour change come up again and again. Here are some answers that might be useful. This article first appeared in
The Guardian. (86k PDF)
What enables cycling?
This study, carried out for the City of Sydney, will be of interest to anyone wanting to increase cycling in their communities.
Download the study. (1.5Mb PDF)
Download the cycling logic model (168k PDF)
The dark side of regulating behaviour - the case of seat belt laws Seat belt laws were supposed to make us all safer. Amazingly, after 40 years there is still no certainty about whether they have done so. Instead seat belt laws demonstrate some of the unexpected "blow-backs" that undermine attempts to legislate behaviour.
Download. (246k PDF)
How to change the world - one conversation at a time
Prepared for the Australian Conservation Foundation - a short guide to hosting conversations that lead people to action in their lives, businesses and communities. Download. (292k PDF)
How-to tip sheets for community groups
Starting a community group? These 18 practical how-to sheets simplify the key tasks in community organising. Everything from starting a committee to getting members to attend meetings. The tip sheets page.
A crib sheet for brainstorming program objectives
It can be so hard to think outside the square! Every project planner needs a little help when developing program objectives. The crib sheet. (100k PDF)
5 steps to create motivation
I was writing a guide for starting parents' self-help groups and it occurred to me that this bit was a neat summary of what it takes to create motivation (which, after is, is a change agent's main job). Here 'tis.
How to make a theory of change
An engaging and collaborative method for designing programs to tackle complex social and environmental problems. (508k PDF)
Test your changeABILITY
Take this enjoyable quiz to check whether your next behaviour change project is likely to achieve its goals.
Who are the Green Hats? - an investigation into the motivations of early adopters of sustainable business practices
A study on how to better promote sustainable business programs. (630k PDF)
Success factors for community engagement
These two checklists will help maximise community
participation in your next planning, decision-making or hands-on project. (72k PDF)
The voluntary adoption of new practices
Report on a unique research project that explored 93 personal stories with
fascintating insights into the nature of voluntary change.
Download the study (484k PDF).
A collection of 15 fun activities
to help build groups, explore values and strategise (188k PDF).
A decision tool
for choosing the best community education strategy (352k PDF).
When to share decisions?
Two decision tools for choosing the right level of public participation in decision making. (PDF 348k).
Education for Resilience
This study, for State Emergency Service NSW, presents a communication model for building the resilience of vulnerable communities in the face of
natural hazards, as well as offering some solutions to the perennial problem of motivating the public on low probability hazards.
Download the full study. (PDF 248k)
A succinct introduction to the model of change that focuses on innovation design, viral communications, and satisfying the needs of users. Download (259k PDF)
[This article is very popular. It gets downloaded about 4,000 times a month.]
By Les Robinson and Andreas Glanznig, published by WWF Australia.
An easy, complete guide to anyone working with the public for environmental action.
It's addressed to program managers and includes: communicating action, change models,
the arts of facilitation, leadership, action research, measurable programs, understanding audiences,
the program cycle, program planning, message and campaign design, and working with diverse cultures. (176pp)
Download entire book! (1Mb PDF).
The CoCreate Guide
The complete facilitator's guide to collaborative projects. This comprehensive step-by-step guide provides the tools, methods and approaches to facilitate collaborative
projects at the neighbourhood and catchment level where high levels of stakeholder ownership are vital.
The 218 page guide can be downloaded in full. (2Mb PDF. It's free)
Valuable links for practitioners
Essential reading about social change practice:
A Technique for Producing Ideas
James Webb Young's little 1939 book is a classic on the creative process in 5 steps.
The Heath Brothers
Chip and Dan Heath are amongst the deepest, most inspiring and clearest thinkers about making change happen. You can download excerpts from their superb books Made to Stick and Switch.
Derek Sivers' Lessons from the Dancing Guy - a beautiful depiction of diffusion in action, and a reflection on the power of "first followers".
Change and social networks
Nicholas Christakis' TED talk on the groundbreaking research with James Fowler that demonstrates how obesity, smoking and happiness (and lots more) travel along social networks. [Ah-hah moment: our little viral messages and conversations are gifts that bind our networks together!].
What REALLY motivates people?
Dan Pink's entertaining video on why incentives so often backfire and how we are at our best when simply given a chance to be good.
Older talks and papers
The secret to being engaging You can't make people engage with you or change their behaviours. But you can satisfy their über-wants. Address to Enviro 08 Convention, Melbourne 2008.
Outrage and control What causes community outrage, and how to minimise it. Talk to LGPro Conference, Melbourne, 2008.
The power of buzz Talk to Coast to Coast Conference 2006. Behaviour change rarely happens 'in a bubble'. People need to meet each other and talk. Here's how can we help this process along. (124k PDF)
Who are the Green Hats? An insightful study on how to reach early adopters in business.
Download the full study (268k PDF)
How not to save the environment A lecture on resisting the seduction of information.
(The inaugural Allen Strom lecture, NSW Environmental Education Conference, August 2000)
Lessons from social marketing Things campaigners can learn from the field of social marketing - includes a summary of current social marketing theories.
(Australian Association for Environmental Education Conference, Jan 1999)
Strategy for campaigners Taking off the gloves...mindfully, and other lessons for grass-roots campaigners
(NSW Local Government Public Relations Conference, Picton 1997)
"All great deeds and all great thoughts have a ridiculous beginning." - Albert Camus