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Developing and testing behavioural insight informed communication messages about domestic burning - AQ1021

This research had two stages: in Stage 1, Defra’s Strategic Behavioural Insights Team brought together air quality policy and communications specialists to partner with them to understand how to communicate with members of the public to raise awareness of the impacts of domestic burning in a way that has the potential to positively affect behaviour.
The second stage then focused on five of the behavioural messages developed in Stage 1, and statistically tested whether being subjected to any of them had an effect on participants' perceptions of domestic burning and willingness to learn more the impacts of domestic burning.

There were three specific project aims:

1 To develop a set of behavioural insight informed messages that can potentially be used in communications campaigns:
- To help raise awareness of the negative impacts of burning
- To help positively affect behaviour in this area through non-burners not starting to burn, or through burners contemplating a positive change in their burning behaviours.

2 To test the potential effectiveness of these messages with members of the public for potential use in communications campaigns.

3 To review existing communications materials (about domestic burning or in related areas) with members of the public to understand what resonates with them from the non-text elements, including, for example, communication messengers, channels and visuals.

The ultimate aim was to understand the principles of how to effectively communicate about domestic burning, rather than to design the exact messages that would appear in communications campaigns.
Project Documents
• FRP - Final Report : Developing and testing domestic burning communications: qualitative research   (1772k)
• FRP - Final Report : Testing domestic burning communications: online survey   (706k)
Time-Scale and Cost
From: 2019

To: 2019

Cost: £35,017
Contractor / Funded Organisations
Air Quality              
Environmental policy              
Fields of Study
Air Quality