alt/shift/ launches behaviour change arm of business
alt/shift/ has announced in-house behavioural scientists in a behaviour change offering.
Kate Napoli
The announcement:
Independent creative communications agency alt/shift/ today officially launched the behaviour change arm of its business. The team is spearheaded by full time behavioural scientists and supported by specialist PR and account staff with extensive experience across the government and for purpose sectors. alt/shift/ also has a fully integrated creative and content team, which allows for complete in-house campaign development.
Senior planner and behavioural scientist Kate Napoli leads alt/shift/’s strategic planning team and is involved in developing all responses to behaviour change briefs. Kate is an expert in behavioural science and social psychology, with a Masters of Applied Psychology and Bachelor of Arts (Psychology). Kate is also an alumni of AWARD School and was shortlisted in the 2022 B&T 30 Under 30 Awards.
Supporting Kate is Maddy Chambers, research & insights executive and a fellow University of Melbourne Masters of Applied Psychology graduate, who received the award for most outstanding student in her Masters program in 2021.
Together, Kate and Maddy apply alt/shift/’s unique Identify. Investigate. Ignite. process to clients’ behaviour change challenges. “There’s often a disconnect between academia and those on the ground who are executing behaviour change campaigns,” Kate said. “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 Staindl has three decades’ experience across the government and for-purpose sectors, both in-house and as a strategic adviser. “The most exciting aspect of this offering is that it’s firmly grounded in behavioural science,” Anton said.
“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.”
alt/shift/ co-founder and director Elly Hewitt said the new team is a formal recognition of what the agency has been offering for some time. “We’ve had behaviour change clients like the Victorian Transport Accident Commission from the day we launched the business six years ago, and our continued growth in this area now warrants a dedicated offering,” Elly said.
As part of its expansion, alt/shift/ has welcomed group account director Guy Sigley. With nearly 20 years’ experience in the government and education sectors, Guy brings a unique client-side lens to the behaviour change team. He has worked for the Department of Defence, Country Fire Authority, WorkSafe Victoria and Monash University. Guy has also lectured and tutored at RMIT University in the Bachelor of Communications (Public Relations) with a specific focus on the academic underpinnings of behaviour change campaigns.
Sophie Truter, who has been with alt/shift/ for two-and-a-half years, has been promoted to senior account director in the behaviour change team. Sophie has led campaigns targeting waste reduction, mental health, and road safety. She also brings significant corporate experience to her role, having managed accounts for some of Australia’s biggest brands.
Also joining the agency is senior account manager Lauren Everett who has worked at Think HQ and Haystac dentsu across a range of research-led not-for-profit and government campaigns for clients including the Dylan Alcott Foundation, The Australian Institute of Family Studies, Department of Health, and Department of Premier and Cabinet (Victoria).
“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.”
The launch of the behaviour change team follows significant growth for the agency, which now has offices in Melbourne, Sydney and Brisbane. As well as the Victorian Transport Accident Commission, the team’s clients include the Department of Education and Training Victoria, the Dylan Alcott Foundation, VicHealth, the federal Department of Industry, Science & Resources, Optometry Australia, and Federation University.
Source: alt/shift/
Got a tip?
topics
Alt/Shift
Anton Staindl
Elly Hewitt
Guy Sigley
Kate Napoli
Lauren Everett
Maddy Chambers
Sophie Truter
