Apply behaviour change principles to your campaigns - the COM-B model explained
Updated: Aug 1
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?
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?