London Borough of Redbridge


Summary of Submission

Like many authorities, the legislative process of enforcement where one stage follows another has been the norm for too long. In 2019 we looked for alternatives that began a process of improvement to drive better behaviours and outcomes for both the council and its residents.

Partnering with Arum, and through a champion challenger approach we developed nudge campaigns to improve the collection rate, reduce print and postage costs, and allow residents to keep more money in their pockets by avoiding court costs. The campaigns generated a 2.5x the number of payments compared to postal reminders alone, which meant £2m was collected without the need to enforce it.

We had planned activities through to liability order, but court activity was suspended due to the pandemic. We continued with the nudge campaigns; which also prompted those residents that needed extra support to be signposted to the assistance that was available too.


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