Cardiff Council


The brief

The Cardiff Council communications team had previously used elements of nudge theory in some campaigns. They were keen to invest in this area and to learn more. Lynn PR were brought in to provide behavioural science training to in-house teams.


Due to the workshops, Council teams made immediate improvements to live campaigns, changing formats, placements and messaging to incorporate behavioural science principles. The Council’s policy team recognised the impact of behavioural science and were considering using these approaches for council tax projects. The Council communications team continued to apply strategic communications and behavioural science principles to wider campaigns and communications.


We ran workshops with the Council’s communications and policy teams, specifically tackling two of their biggest projects – the Pink Sticker campaign (recycling) and the Clean Air campaign (sustainability). We designed a bespoke training package focussing on the application of strategic communications and behavioural science principles in practice, and highlighting different frameworks and methodologies that they could use within their programmes. As part of these workshops, we also supported Council teams’ planning to deliver improved outcomes across wider waste management, council tax, social work and fostering.

This case study was written by Shayoni Lynn, Director at Lynn PR.

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