Table 2. Steps included in the behaviour... | Emerald Publishing

Table 2.

Steps included in the behaviour change strategy template

Step	Description	Example
Outline the behavioural problem	Write down what the problem is and key information such as details about the target audience and any contextual info (e.g. when or how the problem occurs)	Australians aged 18–35 have high debt due to low financial literacy. Lack of understanding of budgeting, saving, and managing credit. Accumulating high-interest debts from credit cards, personal loans and buy-now-pay-later schemes
Choose a theory for barriers and motivators	Categorise the barriers and motivators for behaviour change (i.e. what is preventing adoption of behaviour and what can encourage adoption) using a theory. Some useful categorisation theories are presented to assist in this	For this example, the following theory was chosen: Social support theory
Choose a theory for barriers and motivators		This theory posits that individuals need 5 types of support to be able to act (see web appendix A for more info)
Identify 2–3 key barriers	Using previous knowledge or research, write down what is preventing the behaviour from being adopted and categorise these using the chosen theoretical framework	Informational barrier: Lack of financial education
Identify 2–3 key barriers		Instrumental barrier: Lack of tools young people can quickly, easily and intuitively use to develop and manage their budgets.
Identify 1–2 key motivators	Using previous knowledge or research, write down what can encourage adoption of the behaviour and categorise these using the chosen theoretical framework	Emotional motivator:a sense of control and financial security
Choose a theory for the intervention	Beyond merely describing behaviour (as the barriers and motivator theory does), the theory for this section provides capacity to drive behaviour change. Outline the key elements in this theory as such theories provide built-in pathways to influence behaviour, and outlining these will help with ideation	EAST framework (nudges)
Choose a theory for the intervention		Default nudge (easy) •Design rewards to maximise impact (attractive) •Prompt people when they are likely to be most receptive (timely)
Provide the strategy overview	Describe your overall idea and strategy for your campaign in a few paragraphs, ensuring that it is clear which elements of the chosen theory are included in this and how	An AI-plugin that links to the audience’s bank app and tracks patterns to develop an optimum budget by Default (Easy). Reaching their budget goals each month results in a point towards a “streak”, and a 12 month streak results in a $100 gift card (Rewards- Attractive). The plugin also includes pop-up tips that explain key financial concepts (Prompting when Receptive- Timely)
Justify how this strategy addresses the identified barriers	This section connects visually to the previous barriers section in the template, emphasising that the proposed strategy must directly address the barriers to change. Describe how this strategy mitigates each barrier directly and specifically	Informational barrier: provides informational help through the pop-up tips that come up at a relevant time so they will actually be read and understood
		Instrumental barrier:provides instrumental help (an app suggesting a personalised budget, offering default support by automatically transferring money, integrating with current tools they already use)
Justify how this strategy provides the identified motivators	This section connects visually to the previous motivators section in the template, emphasising that the proposed strategy must directly include the motivators to change. Describe how this strategy provides each motivator directly and specifically	Emotional motivator: achieved through seeing they’re reaching their goals each month and are on track to regaining financial freedom and control
While not specific to the inclusion of theory in a strategy, the viability and feasibility of a project should be considered and so the following extra page was added to the template:
Propose project goals	Consider the viability of the campaign by setting some goals based on behavioural benchmarks. How will success be measured and when? Have there been similar successful initiatives you can draw from?	Example goal: Increase financial literacy among participants to 60% within 2 years
		Based on this benchmark: Approximately 45% of young Australians (18–35) are not financially literate
		See template for more
Consider feasibility	Consider what is needed for this campaign to succeed in terms of budget, stakeholder engagement, collaborations and resources	Developing an AI plugin rather than a standalone app reduces costs and increases adoption by integrating into existing platforms. Estimated development costs are $50–100k (similar UK initiatives cost £55k) and could be funded through grants (e.g. the $150m Australian FWC Activity), industry collaborations, or partnerships with socially committed banks like NAB

Step	Description	Example
Outline the behavioural problem	Write down what the problem is and key information such as details about the target audience and any contextual info (e.g. when or how the problem occurs)	Australians aged 18–35 have high debt due to low financial literacy. Lack of understanding of budgeting, saving, and managing credit. Accumulating high-interest debts from credit cards, personal loans and buy-now-pay-later schemes
Choose a theory for barriers and motivators	Categorise the barriers and motivators for behaviour change (i.e. what is preventing adoption of behaviour and what can encourage adoption) using a theory. Some useful categorisation theories are presented to assist in this	For this example, the following theory was chosen: Social support theory
Choose a theory for barriers and motivators		This theory posits that individuals need 5 types of support to be able to act (see web appendix A for more info)
Identify 2–3 key barriers	Using previous knowledge or research, write down what is preventing the behaviour from being adopted and categorise these using the chosen theoretical framework	Informational barrier: Lack of financial education
Identify 2–3 key barriers		Instrumental barrier: Lack of tools young people can quickly, easily and intuitively use to develop and manage their budgets.
Identify 1–2 key motivators	Using previous knowledge or research, write down what can encourage adoption of the behaviour and categorise these using the chosen theoretical framework	Emotional motivator:a sense of control and financial security
Choose a theory for the intervention	Beyond merely describing behaviour (as the barriers and motivator theory does), the theory for this section provides capacity to drive behaviour change. Outline the key elements in this theory as such theories provide built-in pathways to influence behaviour, and outlining these will help with ideation	EAST framework (nudges)
Choose a theory for the intervention		Default nudge (easy) •Design rewards to maximise impact (attractive) •Prompt people when they are likely to be most receptive (timely)
Provide the strategy overview	Describe your overall idea and strategy for your campaign in a few paragraphs, ensuring that it is clear which elements of the chosen theory are included in this and how	An AI-plugin that links to the audience’s bank app and tracks patterns to develop an optimum budget by Default (Easy). Reaching their budget goals each month results in a point towards a “streak”, and a 12 month streak results in a $100 gift card (Rewards- Attractive). The plugin also includes pop-up tips that explain key financial concepts (Prompting when Receptive- Timely)
Justify how this strategy addresses the identified barriers	This section connects visually to the previous barriers section in the template, emphasising that the proposed strategy must directly address the barriers to change. Describe how this strategy mitigates each barrier directly and specifically	Informational barrier: provides informational help through the pop-up tips that come up at a relevant time so they will actually be read and understood
Justify how this strategy addresses the identified barriers		Instrumental barrier:provides instrumental help (an app suggesting a personalised budget, offering default support by automatically transferring money, integrating with current tools they already use)
Justify how this strategy provides the identified motivators	This section connects visually to the previous motivators section in the template, emphasising that the proposed strategy must directly include the motivators to change. Describe how this strategy provides each motivator directly and specifically	Emotional motivator: achieved through seeing they’re reaching their goals each month and are on track to regaining financial freedom and control
While not specific to the inclusion of theory in a strategy, the viability and feasibility of a project should be considered and so the following extra page was added to the template:
Propose project goals	Consider the viability of the campaign by setting some goals based on behavioural benchmarks. How will success be measured and when? Have there been similar successful initiatives you can draw from?	Example goal: Increase financial literacy among participants to 60% within 2 years
		Based on this benchmark: Approximately 45% of young Australians (18–35) are not financially literate
		See template for more
Consider feasibility	Consider what is needed for this campaign to succeed in terms of budget, stakeholder engagement, collaborations and resources	Developing an AI plugin rather than a standalone app reduces costs and increases adoption by integrating into existing platforms. Estimated development costs are $50–100k (similar UK initiatives cost £55k) and could be funded through grants (e.g. the $150m Australian FWC Activity), industry collaborations, or partnerships with socially committed banks like NAB

Source(s): Author