
Is this The Register...
...or The Daily Mail? The Behavioural Insights Team seems to do good work - see, for example, the work they did on changing Council Tax demands to increase the response rate. I don't see what's wrong in trying different things to see what works in getting people back into work and then implementing those things which are shown to have a positive effect. As long as it's cost-effective I don't care if they propose taking every benefit recipient on a day trip to the zoo.
We must be lead by evidence, and not be put off things because they sound a bit silly.