“The success of the soft persuasion strategy of nudge communications is beyond doubt. It has raised (to date) £620,000,000 in tax revenues, increased payments of fines, reduced staff absenteeism, election turnout, improved school grades and even helped entire communities to positively re-evaluate the way they interact with their local authority”



Wise psychological interventions are nothing new. They have been used by canny salesmen, politicians and statesmen for hundreds of years. More recently though, the proof that was needed to bring these ideas and strategies into the mainstream was created by the UK Government. Back in 2010, former UK prime minister David Cameron set up the “Nudge Unit”; a crack team of scientists, psychologists and policy experts tasked with using the technique to improve education, health and the state of public finances. The results were astonishing.

Training Your Teams to Use ‘Nudges’


At Nudge our aim is to give your staff, the people who connect verbally and in writing with residents and stakeholders, the tools to engage at a much deeper level. By using nudges, they will see an improvement in both written response, in person and on the phone. Nudges will allow your communications to ‘frame’ every communication in a way that helps.

This is about bringing the value of neuromarketing to a local authority level. You will achieve a far reaching improvement by empowering your teams with the skills they need to get the response they want, right across departments, from revenue to education. Not just for your communications team or managers, these are skills that bring immediate benefits and, with the increased income, are a highly cost effective approach to improving revenues and results at your authority.


Why ‘Nudges’ Work


“Nine out of ten people pay their tax on time”.
Though the UK has one of the lowest “tax gaps” in the world, last year the amount of unpaid tax was still a hefty £34bn. It’s a moot point now, but that’s nearly enough to pay for the UK’s contributions to the European Union three times over. By adding nudge strategies to the reminder letter, namely the wording: “Nine out of ten people pay their tax on time”, the nudge team, working directly with Central Government, noted an increased payment rate of 15%; equivalent to an extra £15.4m in just 23 days.

Nudging reduced the number of prescriptions by 3.5%. The previous strategy cost £23,000,000 for the same result
When the government’s nudge unit set its sights on the overuse of prescriptions, it implemented a nudge strategy in communications to GP’s. The result? They reduced the number of prescriptions by 3.5% that winter – equivalent to around a 1% reduction over the course of the year. That same year the government had spent £23m on payments to GPs to get the same result.

Unlocking the way people respond and react to subtle written messaging is the key. Since 1991 Nudge Founder Jamie Sylvian has been working with organisations across the world to adopt these strategies into day to day communications.