PR Week reports that the Central Office of Information (COI) has issued a 'five-step' guide for behaviour change campaigns. This despite pages of academic text attesting to the difficulty and complexity of achieving behavioural change.
I would like to see the evidence that the COI's behavioural change campaigns have actually realised real changes in peoples lives before I followed their prescriptive advice. It would also be good to see evidence that the guidelines' authors had consulted behavioural change experts and academics before publishing their advice. Evidence-base anyone?!
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