Our Approach

Specialists in behaviour change | Uniquely South African methodology

It’s all about context

What makes BCA different? Changing human behaviour isn't easy. It's a complex puzzle with many moving pieces, and finding the right solution can be like trying to find a needle in a haystack. That's where we come in. . .
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We're a team of experts who understand that when it comes to behaviour change, context is everything. We live and breathe the latest advances in behavioural science, and we're constantly on the lookout for innovative strategies that actually work.

OUR ROOTS

Changing behaviour from better to Best

Our country has many great behavioural change 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.

We are led by empathy – and context.

Our understanding of how experiences shape us is constantly evolving, and we don’t do ‘one size fits all.’ Local challenges are specifically intriguing, with studies suggesting that the South African population has a higher level of exposure to social and environmental stressors. BCA uses the latest science to design interventions that unlock the potential for change at every level of society – empowering individuals and inspiring communities to thrive together.

Two areas from South Africa’s history have laid the foundation for our behaviour-change approach today:

Changing behaviour from better to Best

'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
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The concept of ubuntu finds resonance in modern neuroscience. Dr Tania Singer and other neuroscientists have shown that our brains are wired for empathy, unravelling the intricate neural networks that spark deep understanding and connection with others.
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At BCA, we know that behaviour goes beyond individual choices. Recent studies in social neuroscience have explored how our brains work when we empathise and help others, building on Dr Vilayanur Ramachandran’s research into 'mirror neurons, a scientific discovery that aligns with ubuntu. These specialised brain cells, linked to empathy and altruism, respond not only when we act but when we see others acting too– seeing others do well makes us more likely to do well ourselves.
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Ubuntu, rooted in empathy and interconnectedness, lies at the heart of BCA’s behaviour-change strategies. Just as a smile can spread, seeing people acting for good in our communities can create a ripple effect. By leading with empathy, we aim to spark positive societal change.

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.
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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 behavioural tools at our disposal to help tackle South Africa’s most pressing challenges in order to make a real impact for social good.

Changing behaviours. Changing lives.

WHAT MAKES US DIFFERENT?

Our behavioural framework

Specialists in behaviour change | Uniquely South African methodology

OUR ROOTS

Let's work together