Using Behavioural Science to Transform Communication

Why Behavioural Science Matters in Communication

Human decisions are shaped by cognitive shortcuts, social norms, emotions, and environmental cues. Traditional messaging often overlooks these drivers, focusing on rational arguments or information-heavy content. Behavioural science bridges this gap by identifying the psychological factors that determine whether messages will resonate, be remembered, and ultimately lead to action.

Traditional Awareness-Raising vs Behaviourally Smart Communication

Much of traditional awareness-raising communication has operated on a simple premise: if people know more, they will do more. This approach prioritises information delivery (long explanations, rational arguments, detailed facts) assuming that clarity alone leads to action.

But in reality, people don’t always process information in linear, rational ways. Competing priorities, emotional reactions, cognitive overload, social influences, and life constraints often shape decisions more strongly than knowledge itself.

This is where behaviourally informed communication stands apart.
Instead of “more information,” it focuses on better decision environments. It recognises that the way information is framed, timed, presented, and connected to people’s lived experiences is what truly drives engagement and behaviour change. Behavioural science shifts the emphasis from broadcasting information to removing friction, increasing relevance, and tapping into real motivations.

Communicating Policies That Shape Everyday Life

At GOPA, we often create communication for institutions such as the European Commission, helping improve citizens’ awareness of key public policies and highlighting how these policies influence their everyday lives. And this is where behavioural science becomes particularly powerful.

Policies are not abstractions; they have concrete effects on people’s opportunities, challenges, and decisions. By acknowledging this behavioural dimension, we can design campaigns that do more than explain policies: they make them recognisable and personally meaningful.

Instead of treating citizens as one broad audience, a behavioural approach encourages us to segment them based on the motivations, mindsets, barriers, and needs that shape their daily lives. This leads to communication that feels more relevant, more human, and ultimately far more effective.

Key Behavioural Principles That Strengthen Communication

1. Framing and Mental Models: The way information is framed can dramatically influence interpretation. For example, people are often more responsive to messages emphasising potential losses (“Don’t miss out…”) than potential gains.
2. Social Norms: Humans look to others when deciding how to behave. Communications that highlight what peers or communities are doing can shift perceptions and encourage uptake.
3. Simplification and Cognitive Ease:  Clear, simple communication reduces friction and makes decision-making feel easier, increasing the likelihood of follow-through.
4. Timely Cues and Prompts:  Messages delivered at moments of decision (such as reminders at the point of action) significantly improve engagement.
5. Emotional Engagement:  Stories, relatable examples, and empathetic language help policy messages feel more personal and memorable.

From Insight to Impact

By integrating behavioural science into our communication work, GOPA transforms policy information into something citizens can recognise, understand, and act upon. Behavioural insights help us develop campaigns that not only convey facts but also connect with how people navigate their daily lives.

Conclusion

Behavioural science doesn’t replace creativity or strategic thinking, it enhances them. By grounding communication in an understanding of real human behaviour, we create campaigns that are more relevant, distinctive, and impactful. In a world saturated with information, behaviourally informed communication ensures important messages truly reach people, resonate with them, and support better outcomes for society.