Event highlights
28 September 2023
Public health authorities and partners emphasize the need for science-based approaches to address health behaviours
The meeting served to advance the use of behavioural and cultural insights (BCI) for health and convened 112 participants from 48 Member States, alongside 9 partner organizations and colleagues from WHO regional offices worldwide.
The key takeaway of the meeting was that we need to address the root causes of health behaviours to successfully tackle major public health challenges.
Discussions covered findings from a status report on BCI implementation based on country reporting and a qualitative interview study with Member States. Several barriers to the use of BCI were highlighted, including sustainable funding, human resources, effective stakeholder relations and national strategic plans. Furthermore, public health authorities identified the pressing need for building skills in BCI approaches, encompassing research, evidence translation and impact assessment.
With a view to advancing this area of work, collaborate and share, a regional BCI community of practice was established, and actionable next steps were agreed.
Key calls to action from the meeting include the following.
- WHO, partners and Member States need to work together to achieve the substantial capacity building required to fully realize the opportunity of BCI in addressing critical public health challenges.
- Public health authorities must establish mechanisms to allow interdisciplinary collaboration and integration of BCI, to maximize value and impact across health areas.
- Governments and health authorities should adopt an evidence-based approach by bridging the gap between those exploring the root causes of behaviour and those shaping policy decisions.
Event notice
12–14 September 2023
Member State representatives and partners from the WHO European Region will meet in Copenhagen on 12–14 September 2023 to share experiences, tools and approaches on applying behavioural and cultural insights (BCI) for health.
Combining plenary presentations, facilitated discussions and focused topic break-out sessions, the meeting will advance implementation of the 5-year “European regional action framework for behavioural and cultural insights for health”, agreed by Member States at the 72nd session of the WHO Regional Committee for Europe in September last year.
The meeting will also provide an opportunity for BCI stakeholders in ministries of health, public health institutes and academia to discuss the findings of the first regional status report on BCI implementation, and the results of a qualitative study on the barriers and drivers in applying BCI for health. Participants will share case examples and lessons learned in using BCI in their respective countries.
Meeting objectives
The meeting seeks to:
- advance collaboration and solidify a regional BCI community of practice;
- set the direction for BCI for health, implementing the BCI action framework;
- strengthen knowledge, opportunities and confidence in applying BCI;
- promote collaboration between regional and international partners and countries.
It will be the first in-person gathering for the network of BCI focal points from Member States, established in 2021. The meeting is by invitation only.
Introductory training on behavioural and cultural insights
Prior to the opening of the meeting, in the evening of 12 September, WHO/Europe is providing a 1-day introductory training on BCI and the Tailoring Health Programmes approach developed by WHO.
About behavioural and cultural insights
Applying behavioural and cultural insights is a flagship initiative of the European Programme of Work 2020–2025 – “United Action for Better Health”. BCI can help combat health challenges that involve human behaviour. The approach is evidence-based – systematically exploring individual, structural and sociocultural barriers and drivers of health behaviours, and using these insights to develop and improve health-related policies, services and communication.
In 2022, countries in the European Region agreed to implement the BCI action framework. This framework outlines 5 strategic commitments:
- to engage stakeholders
- to conduct research to explore the barriers and drivers people experience in leading healthy lives
- to include this insight in the design of health-related policy, services and communications
- to invest in sustainable BCI capacity
- to develop national plans to implement BCI.
Member States will report on their progress over the framework’s 5-year time frame of 2022–2027.