Through the grant funding, from Innovate UK’s Create Growth Programme, MacMartin will develop a creative framework combining insights from psychology, behavioural economics and design theory.

MacMartin will test the framework through live client projects and pilot programmes with local authority partners and will use the results to inform a commercial toolkit for training and consultancy.

The project aims to ‘bridge the gap’ between academic theory and creative communications practice, and help marketers and agencies apply behavioural science more effectively in campaigns, according to the company.

MacMartin, founded by sisters Anna Hutton and Claire MacDonald eight years ago, specialises in behaviour-focused campaigns across health, sustainability and social issues.

Launched in partnership with the Department for Digital, Culture, Media and Sport in 2022, Innovate UK’s Create Growth Programme provides support, funding and mentoring for companies in sectors such as design, media, technology and digital content.

The amount of funding was not disclosed.

Anna Hutton, director and co-owner, MacMartin (pictured, left), said: “All too many behaviour change campaigns fall short in their objectives because their messaging isn’t engaging or persuasive enough, whether that’s down to the words that are being used or the choice of imagery.

“That’s the bit we want to remedy by researching how different creative elements influence people and then use that information to draw up a framework that will give designers the confidence to know that their campaigns will not only look good but will also be behaviourally effective.”