A technical briefing for anyone working on behavior change initiatives at scale. This 14-page briefing gives a detailed explanation of the various aspects of behavior change programmes, including a useful socio-ecological model for change. This briefing outlines design considerations that incorporate the psychological and social aspects of decision-making. Understanding that individuals usually act in the context of their families, communities, and countries means that effective programmes ought to stimulate change in the social, physical, market and policy environments. In this way, programmes can be iterative; testing assumptions about choice and behavior. Aimed at programme managers and policy makers, this briefing is still widely applicable to public-private engagement because of its relevance to social marketing campaigns
