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Behavioural Insights at the United Nations: Achieving Agenda 2030

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Behavioural Insights at the United Nations: Achieving Agenda 2030 BEHAVIOURAL INSIGHTS AT THE UNITED NATIONS Achieving Agenda 2030 CONTENTS Agenda 2030 and the Role of Behavioural Insights 1 Improving United Nations Programmes with Behavioural Insights: 10 Case Studies 5 Advancing Gender Equality Leaving No One Behind Protecting the Planet Managing Risk and Building Resilience Preventing Violent Conflict and Building Peaceful Societies Strengthening the UN’s Organizational Potential with Behavioural Insights 14 Features Behavioural Insights 101 2 Designing a Behavioural Insights Project 4 Generating Evidence through Rigorous Evaluations 11 Building Capacity for Behavioural Science at the UN 15 Cover Photo: UNICEF/BANA2013-01238/Kiron The views expressed in this publication are from the authors and do not necessarily represent the view of the United Nations, UNDP, UNICEF or any of its affiliated organizations. Behavioural Insights at the United Nations | Page II AGENDA 2030 AND THE ROLE OF BEHAVIOURAL INSIGHTS The 2030 Agenda for Sustainable Development refrigerators, computers, and other devices — sets out an ambitious plan for transforming our picked up at their doorsteps and safely recycled, world over the next fifteen years: ending poverty instead of dangerously discarded into landfills. and hunger, protecting the planet from degradation, ensuring that people can live prosperous and In order for programmes like this one to have fulfilling lives through economic and technological maximum impact, they must be designed using growth, and eliminating fear and violence in favour the latest research on what drives people to of peaceful, just, and inclusive societies. meaningfully engage with programmes. For the China recycling app to be effective, people need The United Nations has risen to these challenges to be aware of the app, motivated to download it, by developing a number of programmes targeted and reminded to use it when the time comes to at achieving better social, economic, and discard a household item. environmental outcomes. For example, in an effort to combat environmental degradation and protect Agenda 2030 can only be achieved if we critically life on land, the United Nations Development examine the behavioural factors that lead people Programme (UNDP) and its partners in China have to utilize programs effectively and efficiently. built a mobile application that enables Chinese Research in behavioural science — regarding how households to have their electronic waste — old people make decisions and act on them, how they Behavioural Insights at the United Nations | Page IV Behavioural Insights at the United Nations | Page 1 think about, influence, and relate to one another, chlorine while there. To remove the behavioural As these examples illustrate, public policy and engaged the first-ever Behavioural Science Advisor and how they develop beliefs and attitudes — can barrier, researchers streamlined the process of programme officials around the world can achieve to the United Nations, as a way of bringing cutting- inform optimal programme design. Behavioural obtaining chlorine by setting up chlorine dispensers better outcomes — often at low or no cost — simply edge behavioural science insights to the forefront science research reveals that even small, subtle, at the same location where people were already by leveraging our current understanding of human of policy and programming discussions across the and sometimes counter-intuitive changes to the picking up their water. This small, low-cost change psychology and behaviour. Indeed, countries UN. Over the past six months, the UN Secretariat way a message or choice is framed, or how a increased the presence of chlorine in people’s and organizations worldwide have taken note of and the UNDP Innovation Facility have launched process is structured, can have an outsized impact water by 53 percent and is now being scaled up in the power of behavioural insights over the past a small team of behavioural science experts — on the decisions we make and the actions we take1 Kenya and Malawi to help save the lives of up to decade. The World Bank, as well as governments the UN Behavioural Initiative (UNBI) — charged (see Feature A). 250,000 children each year.3 in Australia, Denmark, Germany, the Netherlands, with translating behavioural science insights into Singapore, the United Kingdom, and the United more effective and efficient UN programming and A behavioural pilot programme administered by In another example, researchers in the United States have all launched dedicated initiatives to operations. Innovations for Poverty Action in Kenya strived Kingdom ran a project aimed at motivating people leverage behavioural insights when addressing to reduce the over 2 million childhood deaths due to use less energy in their homes. Simply making policy challenges. The following report highlights a series of case to diarrheal disease each year.2 These numbers a social comparison on people’s energy bills — studies from this initiative, in which the UN is could be greatly reduced simply through water specifically, by telling consumers how their energy For example, the World Bank’s shift toward more applying and testing the impact of behavioural chlorination, but data from the community revealed use compared to that of their neighbours — led “people-centred” policies is seen in the launch of science insights in five broad areas under Agenda that people were not chlorinating their water at to a significant reduction in energy consumption.4 its Global Insights Initiative, which has established 2030: ideal rates. So researchers asked: What barriers Along similar lines, a study from the White House a team charged with incorporating behavioural Advancing Gender Equality and are preventing people from chlorinating their Social and Behavioral Sciences Team (SBST) showed insights into World Bank programming. Moreover, Women’s Empowerment water, and how can we restructure the process to that indicating to American veterans that they had its annual World Development Report from 2015 help motivate this behaviour? earned an employment benefit through their years — entitled “Mind, Society, and Behavior” — was of military service — as compared to simply telling dedicated to a discussion of compelling examples People: Leaving No One Behind A behavioural analysis revealed that making them they were eligible for the benefit — led to a of behavioural science at work, reinforcing how chlorine available for purchase only at stores was 9 percent increase in access to applications for the the field can successfully address development Protecting the Planet a “behavioural barrier” to chlorinating water: the benefit.5 challenges, such as breaking the cycle of poverty, system required that families proactively find the boosting employment, and increasing immunization time to go to the store and remember to purchase rates among children.6 Managing Risk and Building Resilience Building on the success of these global efforts, in Preventing Violent Conflict and FEATURE A: For example: January 2016, Secretary-General BAN Ki-moon Building Peaceful Societies BEHAVIOURAL INSIGHTS 101 S OCIAL INFLUENCE Persuade by referencing peers While the behavioural science literature is vast, common principles underlie and unify I MPLEMENTATION PROMPTS Establish steps to desired action many key features of human behaviour. Here is a quick guide -- “SIMPLER” -- that articulates M ANDATED DEADLINES Make deadlines prominent a set of common “nudges” you can use to improve programme outcomes and efficiency. P ERSONALIZATION Use name, not generic greeting L OSS AVERSION Emphasize losses, not just gains E ASE Reduce steps in a process Adapted from The Behavioral Interventions to Advance Self-Sufficiency Project, sponsored by the Administration for Children and Families in the U.S. Department of Health and Human Use phone calls, texts, postcards Services. R EMINDERS Behavioural Science Advisors to the United Nations, Dr. Maya Shankar and Dr. Lori Foster, briefing Secretary-General BAN Ki-moon on the United Nations Behavioural Initiative (UNBI). BehaviouralBehavioural InsightsInsights atat thethe UnitedUnited NationsNations || PagePage 2 2 Behavioural Insights at the United Nations | Page 3 Working together with the United Nations improve the organization’s health and well-being, IMPROVING UNITED NATIONS PROGRAMMES WITH Development Programme (UNDP), United Nations beginning initially with leadership development Children’s Emergency Fund (UNICEF), and United and improving performance management. BEHAVIOURAL INSIGHTS: 10 CASE STUDIES Nations Educational, Scientific and Cultural Organization (UNESCO), UNBI received over 30 It should be noted that where possible, UNBI has proposals from country offices and global teams embedded rigorous, randomized evaluations into before selecting a final set of 10 proposals that these pilots to test the impact of using behavioural touch 14 countries. insights on programme outcomes (see Feature B). These research methods are important as they This report also describes two pilots that UNBI is help to determine which behavioural interventions developing to internally strengthen the UN, a key are effective at improving programme outcomes focus area articulated in Secretary-General BAN in specific contexts — and should therefore be Ki-moon’s five-year action agenda. Accordingly, brought to scale — as well as those that are not. UNBI has begun to apply behavioural insights to FEATURE B: DESIGNING A BEHAVIOURAL INSIGHTS PROJECT In Busia, Western Kenya, independent researchers are
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