{"id":1729,"date":"2021-07-08T15:46:03","date_gmt":"2021-07-08T15:46:03","guid":{"rendered":"https:\/\/lynn.global\/?p=1729"},"modified":"2024-02-15T17:11:39","modified_gmt":"2024-02-15T17:11:39","slug":"you-have-a-choice","status":"publish","type":"post","link":"https:\/\/lynn.global\/you-have-a-choice\/","title":{"rendered":"You Have A Choice – Cwm Taf Morgannwg University Health Board"},"content":{"rendered":"\t\t
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You have a choice - Cwm Taf Morgannwg University Health Board<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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How behavioural science helped decrease COVID-19 anti-lockdown sentiment and hesitancy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tCwm Taf Morgannwg University Health Board<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tJanuary - April 2021<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    What services we used<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tBehavioural Insights Research<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tRandomised Trials<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tCampaign Activation<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
    • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tPost-campaign Survey<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
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      \u201cWe are passionate about using the power of behavioural science to improve lives, wherever we can.\u201d<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      The brief<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      During the COVID-19 peak in South Wales, Cwm Taf Morgannwg University Health Board aimed to boost protective behaviours and tackle vaccine hesitancy by segmenting audiences in hotspots and initiating a behaviour-focused campaign.\u200b<\/p>

      \u200bThis campaign to engage needed to:\u00a0<\/span>\u200b<\/p>

      • Reach a minimum 331,200 residents\u00a0<\/span>across three target boroughs of Merthyr\u00a0<\/span>Tydfil, Bridgend, and Rhondda Cynon\u00a0<\/span>Taff<\/span>\u200b<\/li>
      • Secure an engagement rate of at least\u00a0<\/span>1.5%\u00a0amongst\u00a0priority residents\u00a0<\/span>\u200b<\/li>
      • Direct at least 5,000 users to the\u00a0<\/span>campaign microsite over the campaign<\/span>\u200b<\/li>
      • Increase support of public health\u00a0<\/span>institutions and decrease vaccine\u00a0<\/span>hesitancy and anti-lockdown sentiment,\u00a0<\/span>based on pre-campaign baselines<\/span>\u200b<\/li><\/ul>

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        The Approach<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        The #YouHaveAChoice campaign emphasized individual responsibility, showing how personal actions can hasten a return to ‘normal’ by underscoring the freedom of choice in behaviours, encouraging self-reflection and commitment to positive actions.<\/p>

        We developed and tested engaging digital assets through randomized control trials to specific segments within target boroughs, utilizing detailed targeting by location, age, and ethnicity to ensure precise message delivery.<\/p>

        The campaign was delivered across multiple digital\u00a0<\/span>channels and amplified via partners and\u00a0<\/span>stakeholders.\u00a0<\/span><\/p>

        It was augmented by media relations and local influencer amplification.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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        The Impact<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        The results exceeded expectations demonstrating\u00a0<\/span>the power of behavioural science to reach and engage audiences.<\/span>\u200b<\/p>

        In four\u00a0weeks\u00a0we:<\/span>\u200b<\/p>

        • Reached 293k<\/strong><\/span>\u00a0<\/strong>residents\u00a0<\/span><\/b>(0.86x KPI), generating\u00a0<\/span>4.5M impressions<\/span><\/b>\u200b<\/li>
        • Secured a 9.97% engagement rate\u00a0<\/span><\/b>(6.5x KPI; 19x\u00a0<\/span>sector average)<\/span>\u200b<\/li>
        • Received\u00a0<\/span>over 574,000 views\u00a0<\/span><\/b>of our campaign\u00a0<\/span>video\u00a0<\/span>\u200b<\/li>
        • Drove\u00a0<\/span>over 18,000\u00a0<\/span><\/b>to the campaign landing page\u00a0<\/span>(4x KPI), generating 17,800 sessions\u00a0<\/span>\u200b<\/li><\/ul>

          But most importantly\u2026<\/span><\/b>\u200b<\/p>

          • -2% decrease in COVID-19 vaccination hesitancy\u00a0<\/span><\/b>and anti-lockdown sentiment<\/span><\/b>\u200b<\/li>
          • +3% increase in willingness to engage with public\u00a0<\/span><\/b>health instructions<\/span><\/b>\u00a0<\/span>\u200b<\/li>
          • 93.3% positive sentiment\u00a0<\/span><\/b>analysis with digital\u00a0<\/span>content<\/span>\u200b<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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            The Behavioural Science\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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            We conducted primary research and quantitative experiments to comprehend the evolving context and behavioral barriers, encapsulating our findings in a Behavioural Diagnostic that outlined key obstacles to behavior change:<\/span>\u200b<\/p>

            1. Optimism bias – “I am at less risk than others of\u00a0<\/span>contracting COVID-19″<\/span>\u200b<\/li>
            2. Desire for smaller rewards now (such as\u00a0<\/span>immediate freedom) vs. long-term benefits<\/span>\u200b<\/li>
            3. Reverse altruism – “Why should I help people I do\u00a0<\/span>not know?”<\/span>\u200b<\/li>
            4. May not see others in their community taking up\u00a0<\/span>the behaviour (social norms)<\/span>\u200b<\/li>
            5. Confirmation bias, where\u00a0we are drawn to\u00a0<\/span>evidence that supports our existing view<\/span><\/li><\/ol>

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