The Centre for Utilising Behavioural Insights for Children (CUBIC) is the first behavioural insights initiative or "nudge unit" in the world to focus on the most marginalised children’s rights and welfare. By using behavioural science, we can positively shape or ‘nudge’ the behaviours and actions of decision-makers, educators, families and communities, so more children get the best possible start in life.
Human decision-making is complex. We are influenced by a myriad of different factors which means we don’t always act and behave in our best interests, despite good intentions. Simply providing good information isn’t always enough to encourage positive behaviour change.
Sometimes small behavioural changes and interventions can tackle big problems. Behavioural science can provide a cost-effective way to better understand people’s actions and inform more effective programmes, delivering better results for children.