SAY HI TO TIN SCIENCE – OUR NEW BEHAVIOURAL CHANGE UNIT

Behaviour change strategies tend to rely on audiences moving mindlessly through a standard process. 

But, as comms experts, we all know that people are more complicated than that. That’s why we’ve spent the past year creating a new, industry-first behaviour change model which reflects the nuances of their emotions and biases, and which will be more useful in answering our clients’ comms challenges. And now we’re delighted to announce its launch alongside the introduction of our new behaviour change unit, Tin Science. 

Developed in collaboration with behavioural expert Richard Shotton, the model is based around 100 cognitive biases which work with emotion, to trigger change. We’ll put our clients’ briefs through its process to reduce those biases that act as barriers, to engage audiences and inspire action. 

 Richard commented: “This is the first behaviour change model I have seen that puts a real focus on the role that emotions play, and, as such, is an interesting and novel approach to creating change through campaigns and comms."

Our new Tin Science behaviour change unit will be spearheading the new approach. The unit is headed up by our creative director Paul Valentine and supported by a team of trained creatives and strategists alongside Shotton, whose book The Choice Factory is a #1 Amazon Best Seller. And they’re already applying our new behaviour change model to a whole range of briefs – including our recent, winning pitch with Smart Energy GB. 

 Paul said: “Consumers tend to start from an apathetic position on a topic. Our role is to move them into a more active emotional state . The model we’ve developed not only allows us to influence behaviour by working with specific emotional states but can help us make audiences feel something if they’re emotionally neutral.”