At this point, we are all experts in how the COVID-19 pandemic has turned our worlds upside down, leaving us with a kaleidoscope of emotions; from stressed, anxious and uncertain, to hopeful and even optimistic as the vaccine rollout gathers pace. Against this backdrop we need to think hard about how we communicate with customers and what is our role or even responsibility.

The Behavioural Architects have developed a behavioural science inspired model and toolkit for creating communication that is effective in this current environment.

To facilitate use of this model and toolkit we have created a pdf ebook. It is designed to guide you through our model on how to diagnose and understand the behaviours we are witnessing and, most importantly, how to apply our 3-step behavioural science communications toolkit in the COVID-19 context. Ultimately, it aims to provide you with a robust and contextually sensitive approach to effective communication.

Here’s a glimpse of what Crawford will take you through.

Step 1: Define your audience and communication objectives

Think about where your customers are now and your communication objectives.

Step 2: Define the behavioural outcomes

Define the exact behavioural and emotional outcomes of your communication. What exactly is it you want your audience to feel, or to think, to do or not to do?

Step 3: Behavioural Science concepts for developing communication structure and content [see below]

For each behavioural science concept in our model, we first define it, then show why leveraging this concept will help you to enhance communications in today’s context, as well as bringing the model to life with some examples. This model and tool kit will help you think about and develop more sensitive communication now and into the foreseeable future.

About Crawford Hollingworth
About Crawford Hollingworth
Crawford Hollingworth
Crawford Hollingworth
Founder, The Behavioural Architects

Crawford started his career as a strategic planner working for communication agencies including BMP, AMV BBDO and Chiat Day.

In 1996 he founded the global future trends company HeadlightVision in London and New York. It was acquired by WPP in 2003. He subsequently led two company mergers; first with The Henley Centre and then with Yankelovich and took on the role of Global Executive Chairman of the newly founded WPP group The Futures Company.

He co-founded The Behavioural Architects in 2011 an insight, research and strategic consultancy. The company uses the latest thinking from the behavioural sciences to help organisations understand and influence consumer behaviour more effectively.

TBA now has offices in London, New York, Shanghai, Sydney and Melbourne. TBA work with many of the world's leading organisations such as Uber, Amazon, Reebok, Barclays, Google, Mondelez, Pepsi, GSK, Diageo, Pepsi and P&G.

Over the last two years he has lectured to numerous organisations such as MRS, Esomar, EphMRA, and London Business School, amongst others. In addition, he has published over 250 articles on applied BE for publications such as the New Scientist, IMPACT, EMPOWER and The Behavioral Scientist.

TBA have won numerous awards including MRS Best New Agency, MRS Best Place to Work, Prosper Riley Smith Award for Qualitative Excellence, MRS Impact best paper 2019, ESOMAR best paper 2019, MRS Jeremy Bullmore Award for Creative Development Research 2020 - for our open-source guide; ‘Physical Distancing: A Behavioural Science Toolkit to Aid Physical Distancing and People Movement in a Covid-19 World' and the MRS New Consumer Insights Award 2020 - for Decoding Decisions: making sense of the messy middle with Google. This Google work also went on to win an MRG award for the best research initiative in 2020.

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Add to Calendar 2021-04-27 11:00:00 2021-04-27 12:30:00 Europe/Dublin INSIGHTS from a Behavioural Scientist: Connecting & Communicating in Challenging Times April is Insights Month. Join us on the 13, 20 and 27 for some enlightening sessions. Online Webinar IAPI info@iapi.com

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Add to Calendar 2021-04-27 11:00:00 2021-04-27 12:30:00 Europe/Dublin INSIGHTS from a Behavioural Scientist: Connecting & Communicating in Challenging Times April is Insights Month. Join us on the 13, 20 and 27 for some enlightening sessions. Online Webinar IAPI info@iapi.com

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