Empowering Healthy Communities - A Behavioural Insights Project
We sought to better understand attitudes, beliefs and behaviours towards community integration and local leaders among the residents of Boston, Lincolnshire.
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East Sussex County Council commissioned Social Change to design and develop high-quality media assets for future NHS Health Checks and Cardiovascular Disease (CVD) prevention campaigns. Using local data, research, and national segmentation, we created targeted and impactful content to raise awareness, encourage participation, and reduce CVD risk across diverse communities.
The mission
Developing a Comprehensive Campaign for NHS Health Checks
In partnership with East Sussex County Council, we developed a comprehensive campaign to promote NHS Health Checks and Cardiovascular Disease (CVD) prevention, utilising local data, national segmentation, and behavioural science insights. Our approach centred around the COM-B model, which highlights the importance of Capability, Opportunity, and Motivation in influencing behaviour change. By understanding these components, we created targeted messaging and content to address the barriers identified in our research—such as lack of awareness, perceived irrelevance, and motivational challenges—ensuring our campaign was both impactful and relevant to the local community.
The research
Embedding Behavioural Science to Drive Change
We embedded behavioural science principles throughout the campaign, leveraging the MINDSPACE framework to influence positive health behaviours. By focusing on elements like Messenger, Incentives, Norms, and Salience, we tailored our messaging to be more engaging and persuasive. We also applied the EAST framework, making desired behaviours easy, attractive, social, and timely. These strategies were specifically designed to overcome common obstacles such as time constraints, fear of results, and scepticism towards preventative health measures.
The campaign
Fostering Curiosity and Engagement
To enhance the campaign’s effectiveness, we emphasised curiosity-driven messaging to shift audiences from a state of disinterest or anxiety to one of exploration and engagement. Our creative development aimed to close the knowledge gap about the benefits of Health Checks by presenting them as a personalised, valuable service, rather than a generalised public health measure. We framed our messages positively, highlighting the benefits of early detection and the opportunity for a face-to-face appointment—an aspect many felt was lacking post-COVID-19.
Achieving Positive Health Outcomes
Ultimately, our concept focused on building curiosity and changing perceptions about the value of NHS Health Checks. By positioning the checks as relevant, personalised, and accessible, we aimed to increase participation rates and foster a proactive approach to health. Our strategic use of behavioural insights and tailored messaging ensured that our campaign was effective in addressing the unique needs and concerns of the East Sussex community, driving meaningful engagement and behaviour change.
The concept “I think, but I don’t know” focused on bridging the gap between assumption and awareness in health behaviours. It targets individuals who believe they are healthy but lack concrete knowledge. By fostering curiosity and highlighting the value of NHS Health Checks, the campaign encourages people to move from uncertainty to action, promoting proactive health management and early detection.
1 x
talking head educational video
15 x
social media posts
2 x
animations
12 x
posters and digital screens
