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The Behavioural and Cultural Insights (BCI) Unit works to advance the use of evidence-based approaches for understanding and addressing health behaviours.

Our key areas of work relate to:

• in-country research and BCI projects, using the Tailoring Health Programmes approach
• dissemination of evidence, including through the online knowledge hub at BCI-Hub.org
• capacity building, through both online and face-to-face trainings
• advocacy, including through communities of practice with public health authorities.

BCI refers to exploring the factors that affect health behaviours and using this insight to improve the outcomes of health policies, services and communication. BCI draws on disciplines such as behavioural science and economics, anthropology, sociology and cultural studies. By adding the cultural facet to behavioural insights, we wish to highlight the importance of the sociocultural context, systems and structures alongside individual factors when assessing and addressing health behaviours.

Our work is guided by a regional resolution on BCI for health and the WHO European Programme of Work, which identifies BCI as a flagship priority in the WHO European Region.

The Behavioural and Cultural Insights Technical Advisory Group (BCI-TAG) provides expert advice and support for our work.