Behaviour change communications

Integrated communication campaigns to support citizen behaviour change: a practical guide

This guide for communications practitioners covers:

  • Why does integrated communication matter?
  • Five stages of integrated communication
  • Making integration work in practice


To increase wellbeing, governments need to find new forms of partnership with citizens.

The report is organised around the WPP Government & Public Sector Practice model of integrated communication. After reading this report, you should understand the cycle of an integrated communication campaign, how to structure and manage an effective multidisciplinary team of experts, how to set behavioural objectives and how to measure progress against them.

Integrated communications model

5 stages of integrated communication

The report is a practical guide for practitioners. Our models and approaches are based on a detailed understanding of behavioural science and the academic literature on the topic. However, you do  not need to have a background in behavioural science to apply the guidance in this report – rather, it should help you to work effectively with behavioural scientists and other experts

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