To Support Citizen Behaviour Change: a Practical Guide

This report is organised around WPP's The Government & Public Sector Practice's 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.

This 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.

Stages of Integrated Communication


Why Does Integrated Communication Matter?

In this report, we discuss why behavioural approaches are increasingly important in public policy, the role of communication in behaviour change, and the benefits of an integrated approach.

  • Integrated communication to support citizen behaviour change
  • What are the benefits of integration?
  • Four dimensions of integration
  • Integrated Communication Model

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Five Stages of Integrated Communication

This report provides an overview of the five stages of the integrated communication model, explaining the key considerations and decisions to be made at each stage. This is illustrated with case studies.

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Making Integration Work in Practice

This report illustrates how to make integrated communication work in practice, including how to structure and manage teams of colleagues, partners and suppliers effectively.

  • Principles, Behaviours & Ways of Working
  • Capability & Team Structure
  • Find out more

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