NEWS30 November 2009

COI recruits roster to build behaviour change expertise

New business UK

UK— The Central Office of Information, the UK government’s marketing department, is putting together a roster of experts in behaviour change theory and models in a bid to make its communications campaigns more effective.

The COI says it hopes to attract applicants from a range of academic and practitioner backgrounds, including behavioural psychology, behavioural economics, sociology and anthropology. Those interested in securing a place on this new roster can register online here.

“Much of what COI does – encouraging people to give up smoking, take more exercise or reduce their carbon footprint, for example – involves influencing human behaviour,” said Sean Larkins, the deputy director of COI Strategic Consultancy.

“We’re looking for people with exceptional knowledge in areas such as behavioural economics and social psychology to help us create even more compelling, effective and cost effective public communication.”