alt/shift/ has 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.
The independent creative communications agency 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.
Napoli is an expert in behavioural science and social psychology, with a Masters of Applied Psychology and Bachelor of Arts (Psychology). She is also an alumni of AWARD School and was shortlisted in the 2022 B&T 30 Under 30 Awards.
Supporting Napoli is Maddy Chambers, research and 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, Napoli and Chambers apply alt/shift/’s unique Identify. Investigate. Ignite. process to clients’ behaviour change challenges.
Napoli said: “There’s often a disconnect between academia and those on the ground who are executing behaviour change campaigns. 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.”
Anton Staindl, co-founder and director of alt/shift/, 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. There’s no guesswork,” Staindl said.
“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.”
Elly Hewitt, alt/shift/ co-founder and director, 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,” Hewitt said.
Elly Hewitt
As part of its expansion, alt/shift/ has welcomed group account director Guy Sigley.
With nearly 20 years of experience in the government and education sectors, Sigley brings a unique client-side lens to the behaviour change team.
Sigley has worked for the Department of Defence, Country Fire Authority, WorkSafe Victoria and Monash University. He 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. She has led campaigns targeting waste reduction, mental health, and road safety.
Truter also brings significant corporate experience to her role, having managed accounts for some of Australia’s biggest brands.
Hewitt said: “We’re passionate about the tremendous impact of behaviour change work. 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.
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Top image, left and right: Kate Napoli