Public Policy Delivery Through Behaviour Change Communication

Executive Education Open Enrollment Program


Monday 30 September 2019 09.00 - Friday 04 October 2019 17.00


Lee Kuan Yew School of Public Policy, NUS
469C Bukit Timah Road
Singapore 259772
Alongside legislation, regulation and taxation, communication is an essential tool for policy development and implementation. But communication is poorly understood and under-utilized at many levels of government. Used successfully, communication closes the gap in trust between government and citizens and helps drive long-term behavior change which is key to tackling many public policy challenges.

To do so, policy makers must understand why people behave the way they do and how best to influence audiences, drawing on insights from behavioral psychology, economics and other disciplines. Successful communication also requires a nuanced understanding of the changing media landscape and the latest developments in digital technology.

Together WPP and Lee Kuan Yew School of Public Policy combine conceptual foundations from top academic researchers and practical understanding through global best practices from WPP’s work with 115 governments in 70+ countries. The program provides participants with a framework for integrating communication into policy development, a model for delivering behavior change communication and the logic for evaluation and attribution. As a result, participants gain mastery in framing, communicating and implementing policies effectively in an age of anger and insecurity.