Organizations are being asked to prove their impact, navigate skepticism, counter misinformation, and maintain public trust in increasingly complex environments. 

Human Perspective Lab creates evidence-informed, targeted, stress tested, attention-grabbing solutions across public health, government, energy, natural resources, not-for-profits and social impact organizations around the globe to help solve these problems. We create solutions that stick.

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behavioural
science.

What is behavioral science?

Behavioural science is the study of how people make decisions and how their environment, emotions, and social context shape what they do.

It shapes how governments design services, how cities reduce energy and waste, and how people make better health decisions, save money, and follow through on the things they already intended to do. It works at the level of individual choices and at the scale of entire populations.

Sometimes the most effective solutions are the simplest.

Fruit stickers with ripeness-stage recipe ideas reduced food waste.

‘Musical’ stairs increased steps and reduced escalator use.

Covered waste bins increased use of adjacent recycling and composting bins.

Human Perspective Lab brings together academic rigour, world-class creative, and global experience to create solutions grounded in behavioural science, solutions designed to change what people actually do.

Working across multiple continents with organizations in public health, government, energy, and social impact, HPL closes the gap between communication and action.

Every solution is informed by the latest behavioural research, then tested with the real target audience before launch so direction is shaped by the people it's meant to reach, not by collective guesswork. After launch, we will share clicks and reach but solutions are evaluated on what actually matters: whether behaviour changed.

That rigour means budgets don't need to grow.

Same budget. Sharper impact.

Here’s what we know.

Every population carries its own motivations, pressures, and cultural context. Treating them the same risks failure. Tailoring to their lived reality creates lasting change.

There’s no such thing as “the general public”.

Youth & Young Adults

Today's youth live in a world shaped by digital media, peers, and constant advertising. They are savvy, skeptical, and shaped by online norms in ways adults can't always predict. That's why we prototype directly with young people; testing concepts to ensure they're authentic, relevant, and able to break through.

LGBTQ+ Communities

Facing unique stressors, stigma, and health disparities, interventions must authentically reflect LGBTQ+ experiences and values. People are more likely to act when they see someone who looks like them and lives like them.

Multicultural Populations

Different cultural groups hold distinct values, beliefs, collective experiences, and risk factors. Effective strategies require understanding which communities are most at risk and designing for their worldview — not applying a universal template.

Populations Experiencing Scarcity

When time, money, and resources are limited, even small frictions become barriers. Solutions must reduce effort, lower cost, and fit into existing routines. Otherwise they won't stick, no matter how compelling the message.

Parents & Families

Parents juggle competing priorities. Successful interventions reduce decision fatigue and align with their instinct to protect and nurture. If a solution saves time, reduces worry, or makes children healthier, adoption follows.

Aging populations

Aging adults face invisible barriers and effective solutions need to account for all of them. Each barrier is distinct, from a world that assumes digital fluency, to heightened vulnerability to scams, to feeling a loss of independence.

What’s on the menu.

Behavior Change Campaigns

Behavioural science meets creative. Built to move people, not just reach them.

Audience Research & Barrier Mapping

Find out what's actually stopping people.

Intervention Testing & Design

Science-backed, prototyped with real audiences, refined before a single dollar is spent.

Evaluation & Imapct Measurement

Did the needle move? Pre and post measurement designed to prove it or better it.

Strategic Communications

Clear messaging, grounded in evidence, designed for the long game.

How we work, step by step.

  • Before we do anything, we listen.

    Through interviews, workshops, and audience insights, we identify the real problem. We map friction points, emotional barriers, motivators, and social dynamics. Then we group audiences by how they think and feel, not just who they are. The right campaign starts with the right understanding.

  • Every problem is shaped by context; location, access, fear, capability, social dynamics.

    We conduct a brief literature review, pulling the latest behavioural research and successful case studies to find what actually works for your specific situation. Evidence-based strategies make the desired action easier, clearer, safer, and more compelling or add friction to reduce unwanted ones. This work culminates into the full strategy and creative brief for the campaign.

  • This is where behavioural strategy becomes something people actually see and feel. RDC develops 2–3 campaign directions, each grounded in the research done above, crafted with precision, and designed to move people. Every visual, word, and detail is intentional.

  • This is the step most people never knew they needed. We run campaign messaging and creative options past your actual target audience so you can see what resonates the most before picking a direction. It reduces risk, avoids expensive missteps, and ensures the work resonates with the people it’s designed to reach. No launching and hoping for the best. Just smarter use of your time, money, and resources.

  • Our team launches and manages your campaign for its full duration. You receive clear reports on performance, and we monitor results closely. If something needs adjusting to increase effectiveness, we flag it and act. You stay informed without having to manage the details because a good campaign deserves attentive hands throughout its run.

  • Impact was the goal all along, so of course campaigns are built with measurement in mind. Using the evaluation framework developed earlier, we assess how the campaign actually shifted behaviour. Awareness alone rarely changes what people do. Measuring real-world behaviour change is never as clean as a clinical study, but we'll give you evaluation strategies that can actually point you in the direction of real change.

We work with organizations that are trying to create healthier people and a healthier planet. If your goal is meaningful, measurable change in the world, we’re your partners.

Better campaigns start with better understanding.

Human Perpectives Lab can move the needle in the right situations. Book a 20-minute conversation and we’ll tell you whether behavioural science is the right fit for your challenge.

Let's meet