Choose With Intention
Use the behavior, audience, and context to select an appropriate theoretical lens and technique.
Strategic Leadership
Designing for Behavior Change
Framework & Process Development
Turning behavioral insight into practical campaign guidance.
Portfolio overview
The Need
The work began with a staff development need: teams needed a stronger grounding in behavior change, the theories behind it, and the techniques that could inform campaign decisions. Transportation safety, smoking cessation, and other issues involve different behaviors, motivations, and barriers. The training needed to help people understand those differences and consider which approaches fit the audience, behavior, and context.
What I Created
A Behavioral Change Toolkit and supporting training resources that connect established theories with practical campaign questions. The materials introduce behavioral concepts and techniques, compare approaches across sectors and behaviors, and support research, persona development, message framing, and evaluation.
A Glimpse of the Work
The method, made tangible.
A compact view of the thinking and tools behind the work. Select the image to explore it.
Portfolio visual summary of the toolkit’s learning and planning resources. Illustrative examples are not campaign results.
My Contribution
Training and toolkit development: Reece Quiñones. Recognizing the need for additional staff learning led to researching and synthesizing behavioral theories, translating them into accessible guidance, and developing resources that help teams connect theory with campaign practice.
From Insight to Campaign Decisions
The learning connects three questions: what behavior are we trying to influence, what shapes that behavior, and which theoretical lens or technique may help us respond? Examples across transportation, smoking cessation, and other contexts help teams consider differences in readiness, perceived risk, social influence, habits, and practical barriers. The emphasis is on selecting an approach that fits the evidence and context.
From Training to Shared Practice
The toolkit gives staff a route from a behavioral question to an approach they can explain: define the behavior, investigate motivations and barriers, consider the theory that best fits the evidence, and plan how progress will be assessed. Companion resources connect that learning with research planning, behavioral personas, message framing, and reporting. Illustrative examples support training rather than report client results.
The Result
An internal toolkit and companion learning resources provide a shared foundation for staff development and campaign planning. They connect behavioral theory with research, creative discussion, and evaluation, giving teams a reference for considering which approaches fit different audiences and behaviors.
From Analysis to Action
What the Method Makes Possible
Surface Barriers Earlier
Bring practical constraints, motivations, and social influences into campaign discussion before creative decisions are fixed.
Define Progress Clearly
Distinguish communication measures from evidence of behavior change and plan evaluation from the outset.
Supporting Guides & Papers
Designing for Behavior Change
Behavioral Change Toolkit
Designing for Behavior Change
Segmentation & Behavioral Persona Development Guide
Designing for Behavior Change
Research planning and reporting templates
Designing for Behavior Change
Message-framing guidance
This portfolio summary introduces the purpose of the work. Full guides and internal working materials remain private.
Related Campaign Work
Explore the audience and communications challenges that give this area of practice its context.