Change management is crucial to EDI. For people to work more inclusively, we invariably require them to change their ways of working.
Making communications more effective lies at the heart of successful behaviour change initiatives. The London School of Economics have provided a playbook for practitioners to help design communications that effectively influence the decisions people make.
In the playbook, the authors outline a RESPONSE checklist for designing communications for behaviour change:
Recipient
Who is the target audience? Understanding the context, needs and desires of your audience enables you to tailor your communications to get the response you want.
Effect
What is the desired behavioural response from the recipient to the communication?
Sender
What is the best channel and who is the best messenger?
Pain points
What are the barriers to the desire response(s)? Reviewing previous communications that failed to elicit the desired response can be helpful here.
Opportunities
What can we change/where can we intervene to break down barriers?
Nudge
Which behavioural insights can be used to design the communications? Lots of great examples of how to use nudges in the report.
Spillovers
Could there be any unintended consequences? Ask yourself: What could go wrong?
Evaluate
How will the communications be tested to prove they work? What data do you need to capture to evaluate and how will you capture this?
You can access the playbook here.
