Updated: May 4, 2022
One of the proudest career moments thus far was setting up and establishing Behaviour Change Partners. What we set out to do was exciting, invigorating, intriguing... and obviously hard.
The intent to approach and tackle marketing problems as behaviour change problems was a tough proposition. But a different one that taught me so much strategically, particularly in looking at problems through a different lens. We really did set out to approach and tackle briefs with different thinking. And often I look back at the thinking that we applied to certain opportunities and think... wow, that was really promising. Really different. Really worth exploring. We pitched on a lot of work. And whilst that experience in itself was incredible, a lot of thinking got left on the agency floor.
With that... I figured it might be worth sharing some of that thinking. Both as an insight into what Behaviour Change Partners was, and hopefully just how brilliant it was, but also because it's but a small window to how I can think and look at things.
The task: reduce the amount of graffiti on NSW trains, stations and railway property.
The task: reduce the amount of litter on NSW trains, stations and railway property.