Why telling people what to do doesn’t work
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Why telling people what to do doesn’t work
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What if improving health didn’t start with another campaign telling people what to do?
In this episode of Transform Gov, Maeve Kneafsey speaks with Stephen McPeake, founder of Civic Dollars, about a practical, community-led way councils and health bodies are encouraging healthier behaviour — and actually seeing results.
Stephen explains why incentives often work better than awareness campaigns, why people push back when they’re told what to do, and how councils and health bodies are using Civic Dollars to improve wellbeing, support local businesses, and strengthen communities.
A smart listen for anyone working in public health, local government, or digital transformation.
Topics
00:00 – 01:00
Why public services struggle to change behaviour
01:00 – 03:00
A simple idea: rewarding people for time outdoors
03:00 – 05:30
How health activity turns into community impact
05:30 – 09:00
Using incentives instead of prescriptions
09:00 – 12:10
Why public health campaigns don’t work
12:10 – 15:00
Why place matters more than apps
15:00 – 19:00
How innovation gets stuck in pilot mode
19:00 – 27:00
What councils get, what it costs, and what’s next
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