Behavioural Insights in Ontario
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"By properly deploying both incentives and nudges, we can improve our ability to improve people's lives, and help solve many of society's major problems. And we can do so while still insisting on everyone's freedom to choose."
RICHARD H. THALER & CASS R. SUNSTEIN
Table of Contents
Minister's Message
2
Executive Summary
3
Most Notable Accomplishments
4
Introduction
5
The Behavioural Insights Unit
5
Methodology
6
Accomplishments
10
Increasing Organ Donation Consent Rates
10
Shifting Licence Plate Sticker Renewals from Paper to Online ? #1
15
Shifting Licence Plate Sticker Renewals from Paper to Online ? #2
20
Modifying Bin Labels to Increase Accurate Recycling Behaviour
23
Increasing Timely Collection of Employer Health Tax
28
Promoting Uptake of Photo Health Insurance Card
30
Increase Consumer Protection Against Underground Roofing Economy 32
Behavioural Insights Projects Underway
34
Increasing Hand Hygiene in Hospitals
34
Increasing Cervical Cancer Screening Rates for Eligible Women
34
Decrease Inappropriate Opioid Prescribing by Physicians
35
Shifting to Online Health Card Renewal
35
Increasing Online Vaccination Reporting for Children
35
Increasing Municipal Fine Payment
36
Increasing Child Care Centre Compliance
36
Increasing Use of Family Mediation Services
36
Towards a More Balanced Parental Involvement in Childcare
37
Select Advisory Work
38
Increasing Clarity and Simplicity of Client Letters and Forms
38
Decreasing Unnecessary Antibiotic Prescribing
38
Increasing Adoption of Reloadable Payment Card
38
Increasing Resilience Against Phishing Attacks
39
Creating an Online Immunization Scheduling Tool
39
Education and Outreach
40
Conclusion
42
References
43
Minister's Message
It is with great pleasure that I present the first ever report back on the use of behavioural insights in Ontario.
Ontario is one of the first jurisdictions in Canada to leverage behavioural sciences to improve outcomes and deliver better services. By seeking to understand how people make decisions and act upon those decisions, governments can design and re-design public services that better reflect how people respond to, engage with and use these services.
Applying behavioural science insights can mean making public services easier to access, by simplifying forms and processes, as well as helping citizens make more informed choices by clearly presenting options and offering timely reminders. Programs and services work best when they are designed with the people who use them in mind.
"By testing what works and just as importantly what doesn't, through pilot projects, experts in behavioural science are helping design programs that are made to work for Ontarians."
The use of these insights in Ontario and other jurisdictions have been shown to result in public services that deliver better outcomes, often at a lower cost. By testing what works and just as importantly what doesn't, through pilot projects, experts in behavioural science are helping design programs that are made to work for Ontarians.
Over the past three years, there have been a number of notable accomplishments which are outlined in this report. I am eager to build on our success and harness the full potential of behavioural insights.
To date, we have focused on implementing behavioural insights in four priority areas: health promotion, digital government, reducing poverty and streamlining government regulations. However, behavioural insights can be applied to a diverse range of policy challenges and we will continue to pursue these opportunities as well. I believe that with small changes we can achieve big results.
I would like to thank the members of Ontario's Behavioural Insights Unit for their continuing commitment to doing a job not many people know about, but many people benefit from.
Eleanor McMahon President of the Treasury Board Minister Responsible for Digital Government
24
Behavioural Insights in Ontario: Update Report 2018
Executive Summary
Many of the public policy challenges the province faces are best met by changing human decisions and behaviours for the better. Whether the objective is to make it easier for Ontarians to stay healthy, recycle, or use government services, bringing about changes in their behaviour is fundamental. Behavioural science research provides insights into how people make decisions and act on them, and suggests strategies for changing behaviour through behaviourally informed design.
The Behavioural Insights Unit (BIU) was the first of its kind in Canada. The BIU utilizes cutting-edge behavioural sciences knowledge and methodology to provide effective solutions across different policy areas in the Ontario government, and with broader public sector partners.
Since its official inception in 2015, the BIU has used the scientific method to generate evidence to improve outcomes in health, environment, and government services.
The BIU's current focus is to continue working in these areas as well as to expand the use of the behavioural insights approach in domains such as education, child care, and increasing equitable access to the labour market.
Behavioural Insights in Ontario: Update Report 2018
3
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