Newsletter 4

Creating Demand for Health: Effective Public Health Communications to induce behavioural change

On the 13-16 October, ICL coordinated a virtual training programme, funded by EIT Health, aimed at public health and policy professionals. The course welcomed 32 participants from Europe, the Americas, and Asia from a range of sectors including start-ups, NGOs, government.

The training programme built on the methodology and results of a successful social marketing campaign from the US, Drink Up, which over its duration was able to drive a remarkable increase in the consumption of water across the nation. We were pleased to have STOP partner Karen Watson, the chief strategist behind Drink Up, leading the delivery of the course with Prof. Franco Sassi. They were also supported by other experts in Neuroscience and Marketing from Nielsen Solutions, public health experts from the WHO, and Prof. Andreas Eisingerich from Imperial College Business School, who delivered a session on market segmentation.

The four-day course concluded in participants presenting their ideas for a social marketing campaign on one of five case studies: dental health, sunscreen use, seatbelt use, smoking cessation, and early nutrition in mother’s milk.