Developing Behaviourally Informed Communications
SUSTAINABILITYCLIMATE ACTION
This toolkit helps public sector professionals and communicators design messages that more effectively influence behaviour, so they can achieve policy goals and improve the quality and impact of public services.
Created by:
Public Health Wales (WHO Collaborating Centre on Investment for Health and Well-being). (2025).
What’s inside:
A practical, “grab-and-go” guide that shows how to apply behavioural science to communication design. Using the SCALE model: Specify, Consider, Assemble, Layout, Evaluate. It walks users through identifying the exact behaviour to change, understanding barriers and motivations (using the COM-B model), selecting appropriate behaviour change techniques, and designing clear, targeted, and testable communications.
The toolkit includes editable templates, checklists, and an interactive Behaviourally Informed Communications Initiative (BICI) workbook for applying insights directly to real campaigns. It is designed to strengthen communication practice across public health, policy, and service delivery contexts.