How behavioural theory and social media influenced Public Health England’s ‘One You’

Article first published by Marketing on 31.03.2016 

http://www.marketingmagazine.co.uk/article/1389075/behavioural-theory-social-media-influenced-public-health-englands-one-you 

 

This month saw the launch of Public Health England’s One You campaign, a major new initiative that puts the spotlight on adult health, writes Jane Asscher, CEO and Founding Partner at 23red, and co-author of the Change4Life strategy.

It’s a campaign motivated in part by the need to reduce the £11bn we spend each year, via the NHS, treating avoidable illness and disease.

It’s six years since the Department of Health launched Change4Life, starting its long-standing crusade against childhood obesity.

Both brands have a clear aim – to enable and encourage people to make better choices about health. But the world today is very different.

It is almost compulsory today to talk about behavioural theory as part of a campaign strategy, and its teachings are evident in what we have seen to date of

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