Icon’s social and behaviour change division
helps governments, organisations and
NFPs address the key challenges of our time.
What we do
We bring together a range of specialists, subject matter experts and those with lived experience to deliver insights and develop communications strategies that really matter.
Specialists in:
Behavioural psychology
Anthropology
Sociocultural research
Cognitive science
Learn more about our
Behaviour Change methodology
and how it can create long-lasting
change for the public good
Services
Social and behavioural research
Audience insights, behavioural mapping
Behaviour change strategy
Communications framing workshops
Strategic communication services
Narratives and message development
Creative services - concepting, design, content
Channel strategy
Monitoring and evaluation
Community engagement and advocacy
Comments on the Collective
Kris White - Behavioural psychology expert and researcher
Kris explains why he is embracing the Change Collective
After several years of working with the Icon team, it's abundantly clear the model of bringing together subject matter experts with strategy and communications experts is what is required to create social change. The client and social issues we are trying to solve are just too complex and important to leave to the 'advertising as usual' agencies, they demand a collective solution.
Debra Smith - Principal research fellow, Victoria University
Debra talks about the Icon’s work engaging unpacking the complexity of Countering Violent Extremism
What I've really appreciated about working with Mat and the team is their desire to engage with deep subject matter experts to build very nuanced understandings of violent extremism to inform the work. They’ve always encouraged me and others to be very frank about the opportunities and the potential pitfalls. More than anything they have found the balance between being brave and delivering a pragmatic strategic vision and that’s what gives me confidence in them.
Watch Mat Crompton on the Change Collective
Leading the team
Mat Crompton
Strategy Director and Head of the Change Collective
Mat is a Behaviour Change communications expert and interdisciplinary thinker. He is driven by a deep sense of social justice and equity and a desire to help deliver social change. After initially working in consumer advertising, first in his native London and then in Australia, he has since dedicated his career to helping people change their attitudes and their behaviour for the good of themselves and those around them.
He has delivered research and developed Behaviour Change communication programs across many social challenges, including social cohesion, gender equity, health access, mental health and well-being, and sustainable and environmental practices.
His professional expertise overlaps with his personal experiences, and as an ex-gambling addict, harm reduction and promoting help-seeking behaviours are critical areas of interest and knowledge.
Kate Griffiths
Director of Brand and Change
Leaning on over a decade of experience in both Brand and Behaviour Change Kate thrives on complex briefs and nuanced social issues. Her latest work with The Alcohol and Drug Foundation, The Attorney General’s Office, Women’s Health Victoria, The Department of Home Affairs, Workplace Gender Equality Agency, Respect Victoria and Amplar Health are testament to this. Kate is instinctively curious and compassionate in leading and championing outcomes, prioritising positive, cause-led impact.
Kate is a true student of life, an action-focused problem solver and an active advocate for industry change on gender inequality.
