Abigail Sellman

Senior Associate


Abigail Sellman is based in Cape Town, South Africa, where she works to design innovative behavioral solutions for topics related to global health and international governance. Abigail has 7 years experience in behavioral science and economic evaluation, and completed her Masters in Economic Development at the University of Cape Town, where her dissertation focused on habit formation in handwashing. Prior to her Masters programme, Abigail coordinated a portfolio of research at the intersection of behavioral economics and family planning/reproductive health at the Center for Effective Global Action at UC-Berkeley. She holds Bachelors’ degrees in Economics and Political Science from the University of Wisconsin.

Speaking In

Understanding the small hurdles that block community engagement, with behavioural design

People are often prevented from taking an active part in policy-making processes, not by anything enormous or unsurmountable but by small mundane blockers such as arranging transport or the need to fill in a complex web form.

Abigail and Adrian explain how behavioural design methodology enabled ideas42 to get to the root of these issues for one Cape Town organisation, and provide them with simple means by which to overcome them. The low cost and impactful solutions can inform us all.