alt/shift/ Launches Behavioural Change Team To Provide In-House Campaign Development

alt/shift/ Launches Behavioural Change Team To Provide In-House Campaign Development

Independent creative communications agency alt/shift/ has launched a behaviour change arm of its business (lead image: Lauren Everett).

The team, led by full-time behavioural scientists and supported by specialist PR and account staff, will give alt/shift/ the tools needed for complete in-house campaign development.

Senior planner and behavioural scientist Kate Napoli currently leads alt/shift/’s strategic planning team and will be involved in all responses to behaviour change briefs. Napoli is an alumni of AWARD School and was shortlisted for our very own 30 Under 30 Awards this year. Napoli will be supported by Maddy Chambers, research and insights executive.

Together, the pair will apply alt/shift/’s “Identify. Investigate. Ignite.” process to client’s behaviour change challenges.

“There’s often a disconnect between academia and those on the ground who are executing behaviour change campaigns,” said Napoli.

“We’re bridging that gap by thoroughly researching motivators, barriers and biases so we can work in partnership with clients to deliver clear, compelling and effective campaigns.”

alt/shift/ co-founder and director, Anton Stindl, added: “The most exciting aspect of this offering is that it’s firmly grounded in behavioural science. There’s no guesswork. Everything we do is based on genuine behavioural insights. When we combine that level of academic rigour with our team’s creative capability, we can deliver campaigns that have measurable outcomes and drive genuine change.”

Guy Sigley joins the agency as group account director, who it says will bring a “unique client-side lens” to the behaviour change team, having worked for the Department of Defence, Country Fire Authority, WorkSafe Victoria, and Monash University. Lauren Everett, meanwhile, has joined as senior account manager having worked at Think HQ and Haystac dentsu across a range of research-led not-for-profit and government campaigns.

Sophie Truter has been promoted to senior account director within the new team. Truter has worked with alt/shift/ for more than two years and has led campaigns targeting waste reduction, mental health, and road safety.

“We’re passionate about the tremendous impact of behaviour change work,” Elly said. “So we’ve put together this incredible team with a wealth of knowledge and experience to deliver campaigns that are as engaging as they are effective,” said alt/shift/ co-founder and director Elly Hewitt.

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