Archives for category: Behaviour Change

In an exciting ‘first’, Bupa and University College London (UCL) have announced a new collaboration called the Global Institute for Digital Health Excellence (GLIDHE).

The project will combine Bupa’s global health expertise with UCL’s research capabilities to form solutions to the growing pressures on healthcare systems globally.

The project will act as a test bed for new innovations in sustainable digital health tools which help people look after their health.

It’s an intelligent partnership that allows Bupa to fund PhD and MSc students to carry out research that will have lasting – and scientifically ‘proven’ results.

Director of the UCL Centre for Behaviour Change Professor Susan Michie has said: “GLIDHE is an extremely exciting initiative in the field of behaviour change. The project’s digital initiatives will provide us with unprecedented scale and scope, not only to improve people’s health, but to learn what works and continually improve what we are offering.”

Read more about it here.

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The recently established University College London Centre for Behavioural Change is an exciting new area to explore for marketers – and more specifically pro-social marketers.

Experts from NHS Health and the UK’s Behaviour Change research funding bodies agree that the worlds between private and public sectors need to converge to make the urgent and eagerly-awaited Behavioural Change research applied, relevant and scalable.

Cue UCL, whose Centre for Behavioural Change could provide a perfect nexus for big brands to source an academic rigour to campaigns that help drive social change across important social areas such as sustainable environment (for example by encouraging recycling), preventative healthcare (such as encouraging exercise and health screening checks), and responsible financial behaviour (for example contributing to your pension), preventing domestic violence and more.

Think of the benefits that might be reached more quickly in these important areas if the money (and reach) of big brands got involved to consistently bring that message to consumers’ front of mind in the ad-breaks between their favourite shows, or even during the Super Bowl.

It seems a ripe opportunity for forward-thinking people in business and academia to stay close to.

Watch this space and this UCL presentation on Delivering Change for Society here.

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