Our team of behavioural scientists and economists, digital experts, data scientists and creative professionals is driven by a shared vision: to see our work contributing to better businesses, communities and governments.

Pat Govender
Managing Director

MSc (Behavioural Science)


The founder of BCA, Pat is an expert in behavioural interventions that shape how we think, feel, act and make decisions. He has over 30 years of experience crafting communications and behaviour-change programmes.

Esme Smith
Deputy Managing Director

BSocSci Hons (Psychology)

BAdmin Hons


With a strong background in organisational development, Esme heads up operations and the management of BCA’s behaviour-change projects. Her keen eye for detail and strategic planning skills help to elevate our campaigns.

Lebo Mocwane
Business Unit Director

Lebo Mocwane is a brand communication specialist with extensive through-the-line experience in the creative industry. With over a decade’s experience in integrated brand communication, she has worked across government; telecommunications; financial services; retail and brand portfolios.

Lori Gie
Executive Creative Director

NDip (Film & Television)

With over 30 years of experience in her industry, Lori has a nuanced understanding of how good design and strategic visual communications can be powerful tools for changing behaviour.

Reshni Singh
Creative Quality Assurance

BA (English & Psychology)
BA Hons (Psychology)

With a background in corporate training and language skills development for professionals, Reshni is a language specialist with a bent for its technical usage (grammar officer) and how it can be applied to create more impactful copy for behavioural change initiatives.

Marion Sparg
Behavioural Strategist

B Journ (Journalism)

Marion has served as a senior executive and strategist in both the public and private sector. She has an exceptional understanding of the public sector, current affairs, the economy and its underlying foundation.

Kelly Starzak

BSocSci (Psychology)

BA Hons (English Studies)

With over ten years of experience as a writer, editor and content creator for both print and digital media, Kelly is interested in how the language and tone of the stories we tell can shape our thoughts and behaviours.

Julian Richardson
Digital Designer

As BCA’s digital designer, Julian loves to see creativity, digital tools and behavioural insights working together for maximum visual impact.

Vanashree Chetty
Content Creative

BJourn (Journalism)

As a wordsmith and content creative, Vanashree is passionate about crafting engaging ‘campaignable’ content that challenges thinking and inspires behavioural change.

Elmien Riley
Business Unit Director

MBA, BA (Honours)
Industrial Psychology and Communication

Elmien is a seasoned integrated marketing communication specialist with over 25 years of experience working in both corporate and agency settings. She is a skilled systems thinker and has a talent for managing teams and delivering value to clients.

Jorique Fourie
Neuroscience Researcher

BSc (Psychology and Physiology)
BSc(Med)Hons (Neurophysiology)
MSc(Med) Neuroscience in Psychiatry

With a background in neuroscience and psychiatry, investigating the effect of stress and fear on decision-making, Jorique understands the complex advantages of neuroplasticity and it’s implications for driving behavioural change.

Dan Gregory
‍Behavioural Economist

BSocSci (Psychology and Economics)
MSc (Behavioural Economics)

With a background in behavioural research, Dan is interested in applying psychological insights to further understand the scientific dynamics of human decision-making and behaviour.

Aidan Classe
Senior Programmer and Web Developer

Multimedia Diploma
City Varsity, Cape Town

With more than twenty years in the digital arena, Aidan has worked with top agencies in Cape Town and abroad. He has extensive experience in digital campaigns, forming part of the core digital team for BCA’s creative, communications and development.

Farren Classe
Senior Designer

Graphic Design Diploma 

ADW, Cape Town

With her roots in design-for-change, after more than twenty years in the industry Farren chose to re-align with an agency that makes a tangible, positive difference. Her clear, concise design and prudent content creation complements the BCA team.

Merylle Bailey
Senior Graphic Designer

NDip (Graphic Design)

Entrepreneur Development Programme Certificate

As an entrepreneur and graphic designer, Merylle instinctively recognises the aspiration behind a creative brief and is able to connect a marketing purpose with a corporate objective to deliver creative excellence. With more than 17 years of experience she guides the creative direction, concept development, layout, visual brand development and production of projects at agencies, NGOs, government and with leading national retail brands.

Leverne Gething

MPhil (Science & Technology Journalism)

A versatile writer and editor extraordinaire, Leverne headed corporate communications at the South African Medical Research Council for ten years and is a consulting editor for the feminist journal Agenda.

Brian Palmer
Digital Strategy Associate

BA Hons (Graphic Design)

A specialist in online audience behaviour and innovative digital thinking, Brian focuses on using digital tools to nudge users towards better, smarter choices.

Qingqile “Wingwing” Mdlulwa
Creative Associate

In a career spanning over 28 years, Qingqile (Wing) has forged a reputation for producing quintessential South African campaigns for brands as diverse as ABSA, BMW, Coca-Cola, Chicken Licken, Europcar, Isuzu, Mercedes Benz, Multichoice, Nestle, Nedbank, Pepsi, SABC, SC Johnson, Standard Bank, Samsung, Tracker, Telkom, Toyota and Vodacom.

Michelle Mckenzie
‍Behavioural Researcher

BA (Humanities)
BA (Hons) Psychology
MA Psychology (in progress)

With a background in research psychology, focusing on stress sensitivity in schizophrenia and the intersection of mental health research and virtual reality, Michelle is committed to understanding the psychological factors that drive actions and decisions and translating these insights into practical applications to promote positive behavioural change.

Anton Wrisberg
Behavioural Scientist

BSc (business adm. and project mgmt.)
MA (cognitive science)

With an understanding of both the practical and theoretical implications of decision making processes, Anton is interested in how interventions can shape decisions with a special interest in testing and measuring the effects of interventions.

Dr Anam Nyembezi
Behavioural Medicine Associate

PhD (Work and Social Psychology)

Dr Anam Nyembezi works closely with our managing director and our strategist to craft cutting edge behavioural interventions. His work as a senior lecturer at University Western Cape, School of Public Health brings practical approaches into our sphere of behavioural science.

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