Applying behavioural insights to improve the messaging around the new Countryside Code: summary.

Published online
11 Aug 2022
Published by
Natural England
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Baynham-Herd, Z. & Londakova, K. & Mottershaw, A. & Whitwell-Mak, J. & Brickwedde, E. M. zu
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England & Scotland & Wales & UK


This report, commissioned by Natural England, contains two pieces of research produced the Behavioural Insights Team. The topics are summarised in, (1) A rapid evidence review of the barriers and around enablers of responsible recreation behaviours, and (2) A message testing experiment exploring the effects of different messaging around the Countryside Code. The three behaviours covered in particular include: avoiding littering, adhering to fire safety guidelines and keeping to the path. The refreshed Countryside Code that was launched by Natural England and Natural Resources Wales in April 2021 aims to ensure everybody is welcomed and encouraged to enjoy nature, whilst helping them do that in a way that "protects and respects" nature, other visitors, and those who own and manage the land they visit.

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