The Behaviour Change Agency is where powerful insights from behavioural and data science meet passionate creativity to stir up sustainable change in customers, employees and citizens.What makes BCA different?
WHAT MAKES BCA DIFFERENT?
Over the past decade, behavioural science approaches for modifying human behaviour have advanced all over the world. So, what makes BCA different?
It’s all about context.
Our strategies are unique because we understand the power of context in shaping the effectiveness of behaviour-change solutions. That’s why our approach is deeply rooted in the South African experience.
Our country has many great transformation stories, not least its peaceful transition to democracy. BCA's founder was an integral part of the communications team of the Constitutional Assembly that ensured massive public participation and behaviour change in the Constitution-making process.
Ubuntu and mirror neurons
“In Africa there is a concept known as 'ubuntu' – the profound sense that we are human only through the humanity of others; that if we are to accomplish anything in this world it will in equal measure be due to the work and achievement of others.” – Nelson Mandela
The concept of Ubuntu has been given serious scientific support thanks to the work of neuroscientist Dr Vilayanur Ramachandran and his research into “mirror neurons”, a set of specialised brain cells he links to the development of human empathy.
Ubuntu and the concept of empathy lie at the heart of BCA’s behaviour-change strategies.
The South African Constitution
BCA was born in May 2016, on the twentieth anniversary of the adoption of the South African Constitution. Our key pillars took shape during the historic constitution-making process: saliency, social mobilisation and shared values.
As a proudly South African company, we combine the latest evidence-based research with a tried-and-tested, community-based application of behavioural science. We’re driven to use the bahavioural tools at our disposal to help tackle South Africa’s most pressing challenges in order to make a real impact for social good.
Vilayanur Ramachandran: The neurons that shaped civilization
Neuroscientist Vilayanur Ramachandran outlines the fascinating functions of mirror neurons. Only recently discovered, these neurons allow us to learn complex social behaviors, some of which formed the foundations of human civilization as we know it.
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