EP#140: Unlocking Behavioural Insights: How the BETA team is transforming public policy

In this episode of Work with Purpose, host David Pembroke sits down with Madelaine Magi-Prowse and Dr. Loren Willis from the Behavioural Economics Team of the Australian Government (BETA), Department of the Prime Minister and Cabinet, to explore how behavioural science is reshaping policymaking across the Australian Public Service.

Take a behind-the-scenes look at BETA’s multidisciplinary approach – blending psychology, economics, data analysis, and policy expertise – to tackle complex challenges like financial regulation, health decisions, and social policy. This episode highlights the evolution of behavioural insights from simple interventions to sophisticated, evidence-based strategies that drive real-world impact.

A standout case study features BETA’s partnership with the Organ and Tissue Authority, where a refreshed DonateLife campaign, including some behaviourally informed messaging, contributed to a 95% increase in organ donor registrations. The discussion also introduces the 4D Framework – Discover, Diagnose, Design and Deliver – a practical tool developed by BETA to help public servants apply behavioural insights in their daily work.

key tips

Tailor your approach using behavioural insights to match how people really behave.
Use the 4D Framework to embed behavioural science into your team’s policy work.
Back your messaging with evidence to build trust and boost public engagement.
Tap into BETA’s online modules to grow your behavioural science skills.

guests

Dr. Loren Willis

Dr. Loren Willis is the Acting Director at the Behavioural Economics Team of the Australian Government (BETA), Department of the Prime Minister and Cabinet (PM&C). Loren completed her PhD at the Australian National University, investigating how group psychology and social norms influence individual behaviours. Loren has worked on a range of behavioural interventions and large-scale surveys at BETA over the past six years, with a focus on exploring solutions to complex health and social policy challenges.

Madelaine Magi-Prowse

Madelaine Magi-Prowse is the Acting Managing Director at the Behavioural Economics Team of the Australian Government (BETA), Department of the Prime Minister and Cabinet (PM&C). Madelaine has worked in the field of applied behavioural science in the APS for several years with a focus on complex financial issues and crimes, regulation and strategic policy. Prior to joining BETA 9 months ago, Madelaine was the Senior Behavioural Researcher at the Australian Securities and Investments Commission (ASIC) where she applied behavioural science to identify, diagnose and respond to consumer harm, working with teams across ASIC including the support of regulatory reform, surveillances and enforcement matters. She holds a master’s of Economic and Consumer Psychology (Cum Laude) from Leiden University, Netherlands and a bachelor’s of Psychological Science from the University of Queensland.

show notes

Transcript

Download a copy of this episode’s transcript.