Evidence-based Behaviour Change


Public Health   

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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Collaborative Change in the North Sea


As intrepid researcher-designers and frustrated adventurers, a project that included sea survival training, underwater helicopter escapes and getting stranded on a gas installation 15 miles off the Anglian coast proved to be a dream come true.

There’s a lot of confidentiality surrounding this project, so this dispatch is necessarily circumspect. What we can say is that, in terms of our commitment to understanding behaviour as driven by contexts, rather than individuals, this project was tailored made for Collaborative Change.

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