I thought this recent UK gov release may be of interest to the list.
http://www.cabinetoffice.gov.uk/resource-library/applying-behavioural-insight-health
Adam.
A discussion paper on applying behavioural insight to health has been
published today by the Cabinet Office.
The paper, written by the new Behavioural Insights Team in the Cabinet
Office, draws on insights from behavioural science and behavioural
economics and shows ways in which health improvements can be made without
resorting to legislation or costly programmes.
The paper sets out a number of examples where local authorities, charities,
government and private sector organisations are developing responses that
encourage healthier behaviours. It also announces a number of new
initiatives introduced by the Behavioural Insights Team in partnership with
other organisations:
A smoking cessation pilot beginning in early 2011. This will use encourage
participants to make commitments to quit smoking (for example, by signing a
contract) and will reward those who pass regular smoking tests. The pilot
will be run by Boots, with the support of the Behavioural Insights Team and
the Department of Health A system of 'prompted choice' on organ donor
registration will be introduced to the DVLA online application form for
renewing and applying for driving licenses. This will require applicants to
state whether or not they wish to become an organ donor. Where this has
been introduced in other countries, it has significantly increased the
number of organ donors. If the DVLA scheme proves successful, it will be
rolled out to other areas. Minister for Government Policy in the Cabinet
Office Oliver Letwin said:
In the UK today, behavioural and lifestyle factors are thought to be major
contributors in around half of all deaths. They include smoking, unhealthy
diet, excess alcohol consumption and inactive lifestyles. The Government
cannot address these issues successfully using heavy-handed legislation to
rebalance our diets, change our desire to drink too much alcohol on a
Friday night, or make our lives more active
"This paper shows how a new approach, drawing on insights from behavioural
economics and behavioural sciences, can help to encourage people to adopt
healthier lifestyles. It does not attempt to be comprehensive or to suggest
that behaviour change techniques are the silver bullet that can solve every
problem, but does show how, in a number of areas, there are often
cost-effective ways of encouraging behavioural change that are less
intrusive and will lead to better results for individuals and for society.
Today, Mr Letwin has also announced that the Behavioural Insight Team is
working with HMRC to encourage people to pay their tax bills on time,
helping to save the tax payer money and preventing the need to take tougher
action. The trials will test the effects of: people's general preference
for keeping in step with their peers (most of whom will have paid their
tax); reciprocity (by drawing attention to the vital services paid for by
people's tax payments); and loss aversion (taking action to avoid the
increasing costs of leaving tax bills unpaid). The trials will start in
February.
The Coalition Government announced their commitment to encourage, support
and enable people to make better choices themselves in the Coalition
Agreement. The Coalition Government has previously announced a number of
initiatives which draw upon behavioural insights in support of government
objectives. These include:
Drawing on these insights, the Behavioural Insights Team together with DoH,
DWP and CLG is working with the Royal Borough of Windsor and Maidenhead -
one of the four Big Society 'vanguard communities' announced by the Prime
Minister in July 2010 - to develop a reciprocal time credit scheme to help
catalyse more peer-to-peer provision of social care. The introduction of
seven day cooling off periods for those taking up Store Cards, in order to
offer greater protection for consumers Encouraging homeowners to introduce
energy efficiency measures (often in ways that saves money) through better
and more targeted information for homeowners Changes to the pension system
to one that requires citizens to 'opt-out' rather than an opt-out system,
to be introduced in 2012. When these systems have been introduced
elsewhere, they have helped to increase saving rates dramatically
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