Evidence-based Behaviour Change


Case Studies   

Ontario Ministry of Health: Social smoking


How can we encourage “non-smokers” to quit smoking?

Collaborative Change have been working in close partnership with the Ontario Ministry of Health (MoH) and BBDO to design behaviour change communications for a particularly hard to reach group, young social smokers.

As well as providing invaluable audience insights that were used to guide communications, the co-creation phase of the Collaborative Change process revealed a key challenge for the project, “how can we encourage people who don’t identify themselves as smokers, to quit smoking?

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Knowsley Health and Wellbeing: Smoking cessation


How can we make our Stop Smoking Services more client-centred?

Smoking prevalance within disadvantaged communities lies at the heart of the UK’s ongoing drive to reduce health inequalities.


To facilitate a fresh approach to smoking cessation amongst these groups, Knowsley Health and Wellbeing analysed qualitative research to develop 7 distinct segments representing these communities.

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RNIB: Inclusive design


How can design thinking make retail fashion more inclusive?

Despite the all-pervasive influence of popular fashion, elements of the industry have effectively excluded some of our under-represented groups through a distorted portrayal of femininity, restricted size ranges and retail service design.

Celebrity champion

In the wake of his Channel 4 series, ‘How to Look Good Naked’, TV presenter Gok Wan approached the Royal National Institute for Blind people (RNIB) to initiate a project to further explore the issue.

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