A couple of points spring to mind. Firstly, I don't think we should get too agitated about governments attempting to affect behaviour change given that they've been attempting to do so for decades. Think “clunck click” (I might be wrong, but I think the campaign preceded the seat belt laws), the Charlie Says public info films and the even earlier ones that Harry Enfield spoofed.

Secondly, advertising – in the commonly understood sense – might not necessarily be the best tool to affect the desired behaviour changes. In fact, the majority of Rory's examples of BE in action have nothing to do with the core skills of an ad agency. Which is going to be the biggest challenge to anyone hoping to instigate this sort of an approach. If you're the IPA, how do your members credibly deliver a non-advertising solution? How do you persuade your clients that not only is the solution not advertising based but that your agency is best placed to deliver it, whatever form it might take? And if you are the COI, how do you marshal your numerous agencies who now have even more reason to believe they should be leading the proceedings?

Don't get me wrong, these aren't reasons not to explore the whole area. Just that we're going to get some interesting conversations as a result.

A couple of points spring to mind. Firstly, I don't think we should get too agitated about governments attempting to affect behaviour change given that they've been attempting to do so for decades. Think “clunck click” (I might be wrong, but I think the campaign preceded the seat belt laws), the Charlie Says public info films and the even earlier ones that Harry Enfield spoofed.

Secondly, advertising – in the commonly understood sense – might not necessarily be the best tool to affect the desired behaviour changes. In fact, the majority of Rory's examples of BE in action have nothing to do with the core skills of an ad agency. Which is going to be the biggest challenge to anyone hoping to instigate this sort of an approach. If you're the IPA, how do your members credibly deliver a non-advertising solution? How do you persuade your clients that not only is the solution not advertising based but that your agency is best placed to deliver it, whatever form it might take? And if you are the COI, how do you marshal your numerous agencies who now have even more reason to believe they should be leading the proceedings?

Don't get me wrong, these aren't reasons not to explore the whole area. Just that we're going to get some interesting conversations as a result.

The TaxPayers' Alliance.

Quickly, we are in the shopping centre industry with a business called Insite Asset Management. We don’t do out of town centres like Bluewater/Lakeside, we only do down-town stuff – in secondary centres like Swindon, Wigan, Rotherham etc.

These locations need reinventing now that the fundamentals (recession, technology, demographics) have changed things.

We will use shopping centres as a “touch point” to develop a location-based social networking platform the purpose of which is to improve the connection between brands and consumers. Brands will be the usual suspects; but also charities, the Nhs, the local authority, the football club and the local skills council for example. Anyone who’s trying to influence the way people behave. Incentives will be our currency.

Benefiting from a location-based business and marketing service (web/NFC Smartcard/Mobile) these vendor organisations will be able to mash-up and cross sell. On the opposite side of the coin, citizens will benefit from a “conscientious-concierge” service that helps them make more responsible life choices. “Live your life on one card”.

Above all though, the platform will only permit incentives that are visibly responsible. We will begin with kids and young adults who will volunteer to trade their personal info for deals / more convenience. It will be supported with a localised programme of events that simultaneously stimulates, entertains and educates. Aligning the interests of business organisations and the community, it is designed to be rewarding for all those who participate.

This all might sound rather fanciful if it wasn't for the fact that we have a government grant of £229k to pilot the project in Gtr Manchester this summer.

If you or anyone reading this would like to get involved in the pilot – maybe to test some of your own ideas out, or work with us in some way or other, then do get in touch. PLEASE!

Great article, thanks.

@mikeriddell62

The important bit is building this into the remuneration deal.