Apply behaviour change principles to your campaigns - the COM-B model explained

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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?

COM B webinar

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