DAS Insurance: behavioural ‘playbook’

What’s in a behavioural ‘playbook’ for DAS marketing staff?



Can show us how to make our Family Classic policy wording document – and other documents like it – better for our customers?


The DAS product team were aware of the work that The Hunting Dynasty were doing on comprehension for DAS, and wondered if we could help make the Family Policy document better by developing a ‘playbook’ describing how to implement behavioural techniques into copy and design.


After a competitive review, and literature review,
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we knew we had to made sure the ability to understand the policy was high, as well as increasing the motivation to continue reading – and all this without changing the legal copy or legal structure; A tricky challenge, but one designed for a behavioural rework.


A comprehensive re-write, re-design, and re-shape, of the Family Classic brochure so it is as fit for purpose as possible.

We pulled on our competitive review, primary knowledge (from our comprehension test), literature review, and existing knowledge re-write and re-design elements of the Family Classic Policy document to increase the reader’s ability understand, and their motivation to continue in a A3 document (and companion A5 Policy document) explaining exactly how we’d changed elements, and why.

This serves as a handbook for future communication writing and design.

Graphic design and printing by our partner Draught Associates Ltd


Copy & design


Finished work

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TAPE© Behavioural Assessment Training (half day)

Our TAPE© Behavioural Assessment Training focuses on Timeliness, Attractiveness, Prevalence, and Effortlessness in order to bring to life the foundation behavioural principles.

We tailored the workshop to be specific to DAS’s own work. We ran three sessions for a total of over 40 people on-site in Bristol:

Scheduled expert

One of The Hunting Dynasty staff to visited for a surgery day once a month. We knew the business well, so were able to help immediately. Guided design, writing, and planning of many pieces of communication, from animations, to policy documents, sales handbooks, strategy documents, letters to customers, and adverts in magazines.


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