This course has passed.


The government is committed to placing social marketing and behavioural insight at the centre of developing impactful, cost-effective and pre-emptive policy and campaigns in the future.

By understanding how people react and behave in different situations and incorporating this knowledge into policy design and marketing campaigns, professionals can improve health outcomes, encourage charitable giving and deliver lasting behaviour change.

Join Sue Cumming, behavioural change and social marketing expert, to prepare an action plan for embedding effective social marketing and ‘nudges’ into your behaviour intervention strategy.

Delegates on this highly interactive course will prepare to implement behaviour changes among target audiences, learn from the strategic leads of award-winning social marketing campaigns and effectively incorporate focus groups, journey mapping and stakeholder analysis.

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Learning Outcomes

  • Design an effective behaviour change strategy that reflects your service’s needs
  • Develop a strategy to implement effective social marketing and improve organisational outcomes
  • Learn from best practice what a successful behavioural change strategy can achieve within your organisation
  • Evaluate the effectiveness of your behaviour change interventions
  • Learn key research methodologies to enable your behaviour change strategy
All the Understanding ModernGov courses are Continuing Professional Development (CPD) certified, with signed certificates available upon request for event.

Enquire About In-House Training

To speak to someone about a bespoke training programme, please contact us:
0800 542 9414
[email protected]


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09:15 - 09:45


09:45 - 10:00

Chair's Welcome and Clarification of Learning Objectives

10:00 - 10:30

Demystifying Social Marketing and Behavioural Insights

  • Making the case for Social Marketing
  • Understand the premise behind ‘nudge’ theory
  • Learn how to best use MINDSPACE
  • Uncover behavioural insights in your local communities
10:30 - 11:15

Case Study: How can behavioural change interventions encourage positive actions?

Learn from the CEO of the Royal Society for Public Health award-winning campaign on how to use behavioural insights and digital platforms to encourage positive actions

  • Understand key processes needed to make successful behavioural change interventions
  • Discuss the effectiveness of the planning process
  • Share ideas on how to effectively evaluate your interventions and ensure continuous improvement
  • Integrate best practice into your own social marketing strategy
  • Learn how to use digital platforms to measure habits and break routines
11:15 - 11:30

Morning Break

11:30 - 12:15

Getting Started and Scope: Designing an Effective Social Marketing Strategy

  • Start scoping out your next social marketing campaign
  • Clarify the problem you need to address
  • Assess which audience to target
  • Understand your audience
  • Prioritising stakeholders by influence and interest
  • Setting behavioural goals
12:15 - 13:00

Segmentation: Identify Sub Segments of Your Audience to Target and Tailor Interventions

In this interactive session delegates will take part in an activity that allows them to segment audiences and learn from their own personal incentives and barriers

  • Develop research techniques to deliver effective behaviour change interventions
  • Learn to segment your target audiences
  • Audience segmentation in practice
  • Effectively use key research methodologies such as focus groups, journey mapping and observational analysis
13:00 - 14:00


14:00 - 14:45

Case Study: Implement Behaviour Change Interventions

Learn from the award winning behavioural insight lead campaign to reduce skin cancer in teenagers using sunbeds

  • Assess the appropriateness and effectiveness of behaviour change
  • What interventions will be appropriate and effective to achieve behaviour change with our target audiences?
  • Integrate an effective methods mix using the following domains to design an intervention – educate/inform/design/control
  • Plan and implement the intervention to ensure success
14:45 - 15:15

Case Study: Cost-Effective Behaviour Changes

  • Deliver exceptional outcomes from small budgets
  • Use stakeholders to help share your message
  • Use PR to springboard your campaign into a national sensation
15:15 - 16:00

Evaluate: Assess the Effectiveness of Behaviour Change Interventions & Next Steps

In this interactive session delegates will evaluate a live case study based on fitness and wellbeing

  • Evaluate the effectiveness of behaviour change interventions
  • Understand the importance of effective evaluation
  • Optimise evaluation methodologies including process, output, outcome and economic methodologies to measure the effectiveness of behaviour change interventions
  • Prepare the next steps in implementing behaviour change interventions
16:00 - 16:15

Feedback, Evaluation & Close


etc. Venues – Marble Arch, London

Garfield House 86 Edgware Road, London, W2 2EA