Well done to Northern Beaches Council, The Behavioural Architects team in Sydney and all involved for their nomination at the Mumbrella CommsCon Awards 2025 - “Know The Code” proves that making behavioural science accessible really drives results!
We are thrilled to share our ‘Know the Code” e-bike safety campaign is shortlisted for the Best Government Sponsored Campaign at the Mumbrella CommsCon Awards 2025. 🏆🚲 This campaign is Australia's first behavioural change campaign to improve pedestrian and rider safety concerning e-bikes. By leveraging insights, partnerships, and creativity, the campaign fostered a culture of respect and safety to motivate better e-bike riding behaviour. It also supported advocacy for policy changes and guidelines around e-bikes in NSW, setting a benchmark for future government-led campaigns. As we were asking for multiple behaviours to change, we needed to make them easy to recall. A simple code, mirroring the surfer’s code, with 3 actions helped make messaging stick: 🚶 Slow down 🔔 Ring your bell 👀 Be ready for sudden changes - people, pets and prams can be unpredictable. We are incredibly proud of the hard work and dedication that went into making this initiative a success. A huge thank you to everyone involved in this project! NSW Police Force Northern Beaches area command, The Behavioural Architects, SALTY DINGO