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Lessons learned: driving behaviour change to improve wellbeing

/ February 28th 2021
Exports and International Trade


Now, more than ever, global markets are facing similar problems: obesity, pollution, food waste, the climate crisis, mental health, and of course, the devastating effects of Covid-19. As an agency with 20 years’ experience driving behaviour change for the better, 23red believes that there are three lessons that can help brands and governments internationally to make positive changes and improve societal and individual wellbeing. 

First, focus relentlessly on driving real behaviour change and start with changing what they do. An example is the team’s work as a cross-agency team alongside WPP agency Wavemaker on Stoptober for Public Health England, which used the ‘herd’ effect to change behaviours and encouraged a million and a half more people to take up the challenge over four years. 

Secondly – make behaviour change as easy as possible, with innovative technology leading the way. 23red applied technology to increase blood donations, using dynamic advertising across digital sites to show real time information and make booking an appointment easier, and more convenient, resulting in a 33% increase in registrations. 

Finally, find the right partnerships and trusted voices to reach your audience – in a Government first, the team recently worked with the likes of Call of Duty and Candy Crush to engage 18-35 year olds with essential Covid-19 messages.


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