This webinar introduces communications professionals to the COM-B framework and how you can apply it to your work; delivering campaigns that have real impact.
It explores knowledge, awareness, motivation, habits and how the environment affects human decision-making. The COM-B model, developed by Michie, S., Van Stralen, M. M., & West, R. in 2011, looks at
Capability Does your audience have…
- The right knowledge and skills?
- Know how to do it?
- The physical and mental ability to carry out the behaviour?
Opportunity Does your audience have…
- The right resources?
- The right environment around them?
- The right people to help them make the right choice?
Motivation
Does your audience…
- Want to carry out the behaviour?
- Believe they can should make the choice you’re looking to shift
- Have the right habits in place?