Behavioural insights and nudging: An approach for public sector transformation

On a sunny Monday in Brasília in May 2024, a group of 50 Danida fellows gathered for a three-day masterclass in “Behavioural Insights and Nudging”. Most of them were public servants from Brazil, Argentina, Colombia and Mexico and the masterclass was to help them design public policies that work with, rather against, human behaviour.

By Vibeke Quaade and Nina Vlemmings

Who among us has not witnessed or heard of failed policy implementation? Take, for example, when the UK Government, during the Covid-19 pandemic, assumed that people failed to self-isolate due to lack of motivation and used fines to enforce compliance. Yet the real issue was that many struggled because they did not recognise Covid-19 symptoms or lacked the possibility to isolate due to financial issues.  Similarly, in Mexico, the government ran campaigns for mask wearing and distancing, assuming people would follow. However, many  lived in crowded homes, making it hard to comply.

From every corner of the world, there are stories of promising policies that went wrong because they did not account for cultural, economic, or logistical realities. Successful implementation often depends on understanding human behaviour and anticipating unintended consequences. But how do we achieve that? How can we gain insights into human actions and use that knowledge to improve policy implementation?

Integrating behavioural insights into public policy design
This is where an organisation such as iNudgeyou comes in. It is a leader in behavioural science in Denmark. Their work with the Brazilian government under the Danish-Brazilian strategic sector cooperation is helping integrate behavioural insights into public policy design, ensuring that these policies are more likely to be followed and thus be effective.

“Behavioural science looks at why people act the way they do,” explains Pelle Guldborg Hansen, CEO of iNudgeyou.

“It draws from fields like psychology, sociology, and economics and explores how social, cultural, and environmental factors shape human behaviour. Behavioural insights and nudging involve creating environments that guide people toward better decisions without restricting their freedom.”

This is exactly why Danida Fellowship Centre, in collaboration with the Danish Embassy in Brazil, gathered 50 Danida fellows for a masterclass. They came to learn how to influence better decision-making while preserving individual freedom within the framework of policy implementation.

Nine of the fellows were public servants, entrepreneurs and project managers in a variety of sectors in Argentina, Colombia and Mexico, while the rest of the group was from Brazil where policymakers increasingly view behavioural insights as a critical tool for improving public services. To reinforce these efforts, the Brazilian government recently established CINCO, a unit within the Ministry of Public Management dedicated to applying behavioural insights across the public sector. CINCO is spearheading initiatives to enhance the effectiveness, efficiency and responsiveness of government services, aligning them more closely with the needs of the population.

Read more about the public sector reforms in the article Denmark supports Brazil’s innovation in public policy

The benefits of the masterclass
So what were the benefits of the masterclass for the 50 Danida fellows?

The masterclass provided participants with hands-on tools to apply behavioural science in their work. For instance, minor tweaks to website design and electronic forms have been shown to increase tax compliance. Similarly, simple interventions during the COVID-19 pandemic, such as strategically placed hand sanitisers, nudged hospital visitors to sanitise more frequently. These real-world examples demonstrated the broad applicability of behavioural insights across sectors, from public health to financial regulation.

“My experience with the masterclass allowed me to understand the tools needed to implement changes in services and practices for better results,” said Marcelo de Sousa Monteiro from Brazil’s Controladoria e Ouvidoria Geral.

“The goal is to use information and persuasion to change behaviour, while maintaining ethical and legal considerations.”

“The masterclass brought together people who had never heard of behavioural science but face behavioural challenges in their daily work,” said Marizaura Camoes, General Coordinator of CINCO.

“It opened their minds to new ways of solving these problems through simple methodologies and practical examples. The combination of experienced participants and those new to the discipline generated fresh, valuable insights.”

Watch other participants’ reviews of the masterclass – Watch this YouTube playlist

The next steps
But the final chapter of this story has yet to be written. Many participants have also joined CINCONNECT, a behavioural science network led by CINCO, which fosters collaboration across Brazil’s civil service and promotes the exchange of ideas and expertise.

Furthermore, following the masterclass, seven projects were selected for continued mentoring support from iNudgeyou. These initiatives range from waste separation programmes to improving pension management and reducing water consumption.

Watch the YouTube playlist
Collaboration between Denmark and Brazil on innovation in public policy 

 

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