BSU workbook: Behaviourally Informed Communications Initiative (BICI)
The Behaviourally Informed Communications Initiative (BICI) aims to implement behavioural science theories, principles and frameworks in order to optimise direct communication efforts. Throughout this initiative we’ll draw on different models, frameworks and theories rooted in behavioural science. The structure of BICI is based on ‘Developing Behaviourally Informed Communications’ which is a tool the Behavioural Science Unit published in March 2023, you can download it from the box opposite. We follow 5 essential steps, summarised as SCALE (specify, consider, assemble, layout and evaluate). We’ll also be providing links to helpful resources that you may want to read or use alongside each step too.