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The COM-B model of behaviour

Understanding what influences behaviour is key to making behaviour change possible. As behaviour change experts, we make it our business to know about the best behaviour models out there, so we can make the biggest impact possible with our campaigns.

In this guide, we focus on the COM-B model, which proposes 'Behaviour' is a result of 'Capability', 'Opportunity' and 'Motivation'. We explore the components to these determinants of behaviour and how this model can be utilised to make long-term behaviour change. In this guide we use the example of inactivity and how the use of the COM-B model could be used to increase active behaviour. Once applied, this model can be used to tackle even the toughest social issues.  


Generation Z and young Millennials: bringing an era of change

Young people are not drinking. They are turning their nose up to meat, gender definitions and Club 18-30. It's a huge cultural shift, and it's happening at record speed...

Cutting through the hype: the state of knife crime

From just a passing glance at the media headlines this year, you can't fail to notice the apparent increase in knife crime, particularly in London, and the accompanying sense of moral panic about the state of knife crime in the UK. In this blog, I'll examine whether this 'panic' is justified and explore what could be done differently to help address the issue. 

In the news: Rejecting cigarettes and junk food crackdown

We've taken a dive into the news over the past few weeks and picked out the juiciest news pieces that we think you should know about!


Who cares about chartered marketers?

This article was written for CityX and was published on their news platform on 16th August 2019. After sparking a heated debate on LinkedIn, Kelly, was asked to write a column on the value of chartered marketer status. This is her column. 

UK Agency Awards 2019 Finalists!

We’re so excited to announce that we have been shortlisted for an award at the UK Agency Awards 2019. The Your Sexual Health Matters Campaign, which made national headlines and onto TV screens across the country earlier this year, has now earned us a finalist slot in the Best Not-for-Profit Category at the prestigious national awards.

Public and Patient Involvement Assurance Group Recruitment 2019

Could you help to ensure that local care is designed around the needs of patients in Leicester, Leicestershire and Rutland?

Public and Patient Involvement Assurance Group

Thank you for your interest in becoming a member of the Public and Patient Involvement Assurance Group (PPIAG) for Better Care Together (BCT).

Best Not for Profit Campaign

Helping to understand and tackle childhood obesity.

Insight to tackle childhood obesity.

We worked with Knowsley Council to uncover insight and help professionals and stakeholders understand what factors influence changes in weight in primary school children and the steps and system change needed to reverse childhood obesity. 

Video is a powerful tool and should be utilised in research where appropriate.

Why and how to use video in research

From facial expressions to body language, what non-verbal cues did you miss while you were putting pen to paper? We explore three circumstances where you should ditch the note-taking and capture your research subjects on film instead! Discover how video can improve your research in our expert guide. 


Childhood poverty in the UK: a tricky issue

Childhood poverty in the UK has been hitting the headlines again. But, this isn't the first time and it is certainly not a new talking point. Childhood poverty is regularly raised by key people and organisations working across the UK. So, why does it keep making headlines? In this blog we explore what the current state is, and why this issue is apparently so hard to address. 

Over time peoples attitudes towards the LGBTQ+ community have changed for the better.

The change in attitudes towards LGBTQ+ communities.

As minds and laws change and understanding and education increases, we'll continue to dream, and work towards, creating a fully inclusive world where love - in all its forms - conquers all.

Download the timeline infographic to see how attitudes have changed towards the LGBTQ+ community over time!

Exciting times for the team at Social Change UK

We're excited to announce the move to our new city centre based office and the addition of three new colleagues to the Social Change UK Team. Our beautiful new location will enable us to grow our team further and offer some exciting opportunities to support other like minded entrepreneurs in the city.

Household Brands

British Red Cross

Welsh Government


Oxfordshire County Council

Middlesbrough Council

London Rugby League Foundation

Lincolnshire County Council

London Borough of Greenwich

Food Standards Agency

Department of Health


Lincolnshire Coop

Knowledge is power.

Designed with your goals in mind, our specialist courses in behavioural change marketing are built on the latest ideas and adapted to incorporate brilliant examples of how people in the real world have made a difference through their work.

In order to change the world, there are a few terms and conditions.

There are always T&C's. We've got a few pages i'm afraid. But they are important and in place to protect you and us and to help make positive change happen. So please download and read (over a cuppa) and then we can get cracking and do some really cool stuff together. 

In short, don't copy us.


This website and its content is copyright of Social Change Ltd. All rights reserved.

Any redistribution or reproduction of part or all of the contents in any form is prohibited other than the following:

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  2. You may copy the content to individual third parties for their personal use, but only if you acknowledge the website as the source of the material.

You may not, except with our express written permission, distribute or commercially exploit the content. Nor may you transmit it or store it in any other website or other form of electronic retrieval system.

Important legal stuff that we've tried to make short.


On this page you will find all the important legal stuff that we must tell you about, including privacy and how we protect your data. 

A space to learn, grow and do good.

Home of the changemakers.

From September 2019, we will be opening up space for social entrepreneurs to work. This will be a space to hot desk, have meetings and importantly, be around fellow changemakers.


Putting LGBT on the curriculum – it’s about time.

LGBT is on the curriculum from 2020. However, previous attempts at introducing LGBT education into schools has faced protests, with debates on whether it’s appropriate at such a young age. Is it here to stay this time? 

Royal Borough of Kingston Upon Thames

St Mungo’s

NHS Commercial Solutions

Crown Commercial Service


Gender neutrality and what it means for future generations

More and more people are claiming their identity as theirs to decide and no one else. Male, Female or Neutral. But what does this mean for society? Are we heading towards a genderless world?


The anti-vax movement is back

Medical milestones are being reached every day, so why are Victorian diseases which we should have long eradicated suddenly making a comeback? 


Are we getting more depressed?

Recent data shows that the number of antidepressants prescribed in England has nearly doubled over the past ten years. Does this mean we, as a society, we are getting more depressed? Or are we just getting better at identifying mental health difficulties?


The rise of gambling in children

An increasing number of children are becoming problem gamblers, with reports suggesting the issue to be a ‘future public health storm’. In this blog, we explore the contributions of marketing in encouraging more and more children to engage in gambling.

Tech for Good


For You and Baby.


For You & Baby is a new campaign running in Derbyshire that aims to encourage families to quit smoking during pregnancy and consider breastfeeding after birth. 

Good & Kind

Managing Change

Best Social Marketing

Best Website Design

Best Public Sector Campaign

Communications Award of Excellence

Communicator of the Year

Growth through Innovation

Best Digital Campaign

Helping people back to work.

A programme to support people with mental health problems back into work.

We have been working with Enable East to help them develop and deliver a lottery funded programme to help people with common mental health problems get back into work after long-term unemployment.

Love Your Bump.

A campaign to encourage expectant mothers to quit smoking.

We worked with Hertfordshire County Council to design a campaign to encourage expectant mothers to stop smoking.

Make Every Opportunity Count.

Encouraging public sector staff to help local people find support.

We worked with the Royal Borough of Greenwich to encourage public facing staff in Greenwich to sign up to the 'Making Every Opportunity Count' programme - designed to support local residents take full advantage of local public services. 

Taking action on Child Sexual Exploitation.

Insight to support the development of a communications campaign.

Cambridgeshire Constabulary asked Social Change UK to conduct research with children and parents in Cambridgeshire to explore their understanding and awareness of Child Sexual Exploitation (CSE) in a bid to raise awareness and reduce harm.

Tagged Rugby.

Encouraging young people to take part in physical activity [without the competition].

We worked with the London Rugby League Foundation to develop a strong student brand for a new intramural tag rugby league.

Smokefree Kent.

A campaign to inspire as many people as possible to give up smoking for good.We worked with Kent County Council to develop a campaign to encourage and support as many people as possible in Kent to quit smoking for good.

Quit for Them.

Reversing the trend - inspiring young people to NOT smoke.

Smoking in some areas of North Wales was shockingly high and the number of young people taking up the habit was rising - especially in girls under 18 years old. We were commissioned by Public Health Wales to develop a campaign to reverse the trend. 

You might think you have created the best thing ever, but do your audience agree?

Audience Testing.

We think audience testing is just too important not to do. We test just about everything before launching with a new product, service, campaign or idea. 

Our insight lab can test your ideas with your audience. We use lots of interesting methods and approaches we can use to fully immerse your audience in your work. So if you value your audience like we do, talk to us about how we can include them. 


Knowsley Council

Hertfordshire County Council

Derbyshire Community Health Services

Croydon Council

Cambridgeshire Constabulary

Business Lincolnshire

Business Inspiration

Buckinghamshire County Council

Barnsley Metropolitan Borough Council


Five ways your everyday carbon footprint can be reduced

Everything, from travelling by plane to eating a banana, has a carbon footprint – even something as seemingly innocuous as making a cup of tea may have a large impact on the environment. We share five ways you can reduce your everyday footprint. 



Healthy Placemaking.

Research to help understand what is preventing healthy placemaking.

We worked in partnership with Design Council to explore the barriers to creating healthy places.

A bit of Jiggle Wiggle.

A campaign to raise awareness of sexual health services in Derbyshire - for all ages.

Our brief was to encourage Derbyshire residents to look after their sexual health and visit one of their clinics in the county. Following research, we developed several campaigns targeting different people - including people aged 30-70 years old. 

JustBe Croydon.

Making behaviour change possible in Croydon.

We are working with Croydon Council to deliver a lifestyle behaviour change programme in the borough. 







We are what people call 'completer finishers'.

Project Management and Delivery.

Project management can feel overwhelming. Especially when you are short on time and resources. So if this is stopping you getting to where you need to be, we can be that much needed team member who can project manage a campaign or change programme from start to finish. We play a variety of roles for our clients from top-level strategic consultancy to programme and campaign roll-out.

We can help engage and activate communities.

Community Engagement.

Community engagement is all about involving people in your work and giving them a voice. Engagement brings with it community champions, good news stories, rewards. And above all, it extends the interest and life of an idea, campaign or change. 

We can help you engage and activate communities in your work. We manage effective and successful community engagement programmes, either as part of larger public sector change programme or as a stand alone project.

Forget the buzzwords, the jargon and the spin. At its core, public relations is about storytelling.

PR and Promotion.

As a team of PR and marketing professionals and former journalists with decades of combined experience, we are skilled at storytelling. We also know that journalists receive hundreds of news releases every day. Did you know that 90 percent of them end up straight in the deleted folder? At Social Change UK, we make sure that it’s not yours.

Our team has years of experience working with all sectors of the media, from specialised trade publications to radio, television and the national press. We know how journalists work and we know how to create a news release that will grab attention and end up in print or online.

If your in-house resources are limited, we can deal with all of your media enquiries, liaising with journalists, setting up press conferences or one-to-one briefings and arranging radio and TV interviews.

We also make sure our clients are regularly included in the key publications read by their key audiences. We produce well-written by-lined feature articles that position our clients as industry commentators and thought leaders.

We're different because we focus unapologetically on people and ROI.

Digital Marketing.

Today, digital sits at the heart of marketing. It also sits at the heart of relationships. As agents of change, our purpose is to provide our clients with the digital services needed to help them create and build connections with people and communities - from customers and consumers to patients and the public.

We don't sell digital marketing services. We solve problems and help people to fall in love with an idea, a cause or a client wanting to do some good. 

And just in case you need a bit more pursuasion, we are trained by Google, inspired by all things tech and approved by Government, so you're in safe hands. 

Our work focuses on building emotional connections and persuading people to act.

Social Marketing and Behaviour Change.

Simply put, this is our bread and butter. We are about people, purpose and change. From road safety and recycling to tackling obesity and raising awareness about cancer and heart disease, we are not afraid to take on tough issues.

Our team have been working in social marketing and behaviour change for nearly 20 years. With two decades of experience under our belts, we know what works and what doesn't when trying to change people's behaviour. Whatever your issue, challenge or vision for change, our services can help you deliver impact. We can work with you from start to finish or we can join you at different stages of the behaviour change journey. 

A good story engages our curiosity, emotions and imagination.

Copy and Storytelling.

Stories are how we understand ourselves, and how we share common causes. When tough issues and challenges are shared as a narrative, it doesn’t seem quite so hard or complex to solve. 

Our job is to create and curate content that tells the story you want to tell in a way your audience wants to consume it.

Whatever the platform, whatever the medium. Blog posts, white papers, case studies and thought leadership pieces, as well as website pages are all part of this story. You might be pretty good at this, but can’t spare the time - or you might just want an expert storyteller and copywriter to deliver for you or your clients. Either way, we can help. 

Brands that are good for people and society, are good for business.

Brand Purpose.

Your business needs more than competitive advantage, it needs meaning in people’s lives. We create that meaning, so your brand matters to them. We call it mattering - not marketing. 

What we do

Our changemakers create respectable brands. The kind that people fall in love with. Our mission is to help you build belief in your brand, business or cause. Because people engage more with brands they believe in. It's not a fluffy task that can be achieved quickly - especially if you have been going for some time and have spent many years existing only to make profit. We are here to help you navigate the new purpose-driven economy and unlock the value in operating as a socially responsible and ethical business. 

If you believe in profit and responsibility, we are the people to talk to. 

We can build emotional connections and inspire action using video.

Animation and Video.

Video content – in all its forms – is a must if you want to build emotional connections with your audience and drive people to your organisation, business, brand or cause.

Whether it’s explainer videos, trailers or communicating a powerful story, video is increasingly recognised for its ability to cut-through noise and engage audiences. We have helped our clients stand out from the crowd, grab attention and provoke action on hard to solve or sensitive topics including smoking, cancer, breastfeeding and mental health. 

And here is the thing. You won't just get a video when you work with us. You will have access to a team of behavioural experts, designers, animators, researchers, copywriters and marketers. And they will know exactly how to cut through the noice. 

We can take your customers on an amazing journey.

Websites and UX/UI.

We are not web developers. But we work with some really good ones. We are digital designers and researchers. We can deliver beautiful - but desirable and usable websites and apps. But it must be for a good purpose or cause - because we're changemakers, not website makers. 

We will allocate a researcher and a designer to work collaboratively on your project. We can apply many different methods and tricks: user tests, fieldwork, A/B tests, interviews, remote tests, guerrilla tests, five-second tests, ghetto tests, and grandma tests to generate, prepare and test good ideas or tech for good

Strategy is really choosing what not to do.


We don’t believe in big or small ideas, just the right ideas.

We will work with you to develop a comprehensive, integrated strategy and deployment plan grounded in metrics, propelled by content and, most of all, tailored to your unique offering and ambition.

We will then help you to skilfully bring your strategy to life deploying our expert team of creative designers, copywriters, behavioural scientists, PR specialists, researchers and marketers, otherwise known as our thinkers, idealists, doers’ and designers. 

For us, evaluation is ongoing.


We're the sort of people who build evaluation in from start to finish, learning and adapting for our clients as we go. We know how important real time evaluation is - because its knowing whether you are focusing your resources and budget in the right areas and achieving the outcomes you planned for.

Our team can help you determine the right things to measure, analyse and interpret data - in real time or at the end - and importantly they can help you measure impact.

Good advertising and good design is a conversation with people.

Creative Design and Advertising.

We really believe design can change and we appreciate that the way something looks can transform how people think and feel and how they engage with an idea, a purpose or an ideal. 

We've invested in the best creative talent and embedded researchers into our creative team (the kind that understand people). For us it's about insight, knowing how your audience thinks, feels, what they value, their style, their interests and how to inspire them. When we feel we know them well, we bring craft, concept and storytelling together, beautifully, through visual brand identities that look great (and work) both online and offline. 

A GOOD agency

What we do and why we do it.

We are changemakers. We exist to take on the tough social issues; opening the "too difficult box" when everyone else has shut the lid. Why? To help fellow changemakers like you bring about positive social change.  

We are proud to say we have saved society millions through groundbreaking research and award-winning campaigns and change programmes and we have helped businesses and brands to deliver profit with purpose.

Our formula for success:

  • We use data and uncover insight to understand people and influence change;
  • We help businesses to become meaningful members of the global community, not external agencies void of influence or impact;
  • We change attitudes and behaviours by inspiring, influencing and encouraging action in people and communities through creative campaigns and change programmes;
  • We co-design and collaborate with people for people.

Good and Kind.

Do you want to make a difference?

Let us help you. Chat to us about planning you next project.

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