Healthier behaviours: incorporating behavioural and cultural insights

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<h2 class="title"><span>Healthier behaviours: incorporating behavioural and cultural insights</span></h2> </div> </div> </div> <div class="sf-image-credit"> <div class="sf-image-credit__content"> <div class="sf-image-credit__inner"> WHO </div> </div> <div class="sf-image-credit__label"> <span class="sf-image-credit__copyright">©</span> <span class="sf-image-credit__text">Credits </span> <i class="icon plus-icon"></i> </div> </div> <script> var imageCreditClass = document.getElementsByClassName("sf-image-credit"); var preventFunction = function () { event.preventDefault() }; for (var i = 0; i < imageCreditClass.length; i++) { imageCreditClass[i].addEventListener('click', preventFunction);; } </script> </div> <div class="row" data-sf-element="Row"> <div id="PageContent_T08575575002_Col00" class="sf_colsIn col-md-12" data-sf-element="Column 1" data-placeholder-label="Body content"><div id="PageContent_C002_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"><div class="row" data-sf-element="Row"> <div id="PageContent_C034_Col00" class="sf_colsIn col-md-12" data-sf-element="Column 1" data-placeholder-label="Column 1"><div class="row" data-sf-element="Row"> <div id="PageContent_C035_Col00" class="sf_colsIn col-md-8" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div class="sf-content-block content-block" > <div >With this flagship initiative, WHO/Europe intends to invest in new insights that can help to build a culture of health in which everyone is enabled to make healthy choices, in their daily lives and in the way they use health services. People’s behaviours can be adversely affected by factors often insufficiently taken into account in the design and implementation of policies, the organization of services or the behaviour of health workers: these can range from a lack of health literacy, conflicting belief systems, feelings of fear, mistrust, and uncertainty, mis-processed information, feelings of inconvenience or an experience of disrespect or discrimination. Often these barriers to optimal health can be avoided or corrected by building a better understanding of these social, behavioural and cultural factors. <p>The initiative will promote the use of insights into these social, behavioural and cultural factors to improve health literacy, as well as the design, procedures and provider behaviour at the interface between citizens and their health and social care services.  It will foster new scientific understanding on how these factors and the design of policies and service delivery processes interact to assist countries in optimizing uptake of services, adherence to treatment, self-care, and individual and collective ways of living (including in view of the social adaptations required in response to the COVID-19 crisis). By engaging disciplines beyond the bio-medical sphere, including the social sciences  and the medical humanities, this initiative will help health authorities improve the way their services respond to their citizens’ expectations for respectful and people-centred care.</p><p>This flagship initiative will:</p><ul><li>support interested countries, as well as regional and subregional structures, to identify opportunities to adapt, adopt and create good practices in promoting  a culture of health and optimizing the design of processes and practice at the interface between people and their health and social care services;</li><li>produce a compendium of good practices for making policies, processes, procedures, and regulations more culture appropriate, people centred and user friendly, with particular focus on the inclusion of information on patient experience in policy formation;</li><li>establish a resource centre for the emerging research on behavioural and cultural factors that affect behaviour regarding health; and</li><li>produce an investment case for developing a knowledge and evidence base  in this area of work.</li></ul><p> </p></div> </div> <div class="mdc-card mdc-card--horizontal" role="article"> <div class="mdc-card__primary-action "> <a href="/europe/about-us/our-work/european-programme-of-work" class="link" rel="noopener" target="_self"> <div class="mdc-card__media"> <img src="https://cdn.who.int/media/images/librariesprovider2/default-album/country-sites/united-action-for-better-health.jpg?sfvrsn=cbadcc4f_20" title="United Action for Better Health" alt="United Action for Better Health"> </div> <div class="card-media--item"> <div class="card-media-primary"> <div id="1bf966a5ef334a63aa5ee4c775dab437" class="item--title">European Programme of Work</div> <div class="item--subtitle"></div> </div> <div class="card-media-secondary"> <div class="item--abstract"> The European Programme of Work (EPW) sets out a vision of how the WHO Regional Office for Europe can support countries in our region better in meeting citizens' expectations about health. It aligns the work of WHO/Europe with the triple billion targets, while supporting countries in their commitments to implement the 2030 Agenda for Sustainable Development and the Global Action Plan for Healthy Lives and Well-Being for All. </div> </div> </div> </a> </div> </div> </div> <div id="PageContent_C035_Col01" class="sf_colsIn col-md-4" data-sf-element="Column 2" data-placeholder-label="Column 2"><div class="row" data-sf-element="Row"> <div id="PageContent_C036_Col00" class="sf_colsIn col-md-3" data-sf-element="Column 1" data-placeholder-label="Column 1"> </div> <div id="PageContent_C036_Col01" class="sf_colsIn col-md-9" data-sf-element="Column 2" data-placeholder-label="Column 2"> <div class="section-heading"> <h2>Related technical work</h2> </div> <div class="sf-content-block content-block"> <div class="arrowed-link"> <a href="/europe/teams/behavioural-and-cultural-insights">Behavioural and Cultural Insights</a> </div> </div> <div class="section-heading"> <h2>Related health topics</h2> </div> <div class="list-view vertical-list vertical-list--image"> <div class="list-view--item vertical-list-item"> <a href="https://www.who.int/europe/health-topics/behavioural-insights" class="link-container table" aria-label="Behavioural and cultural insights" role="link"> <div class="table-cell"> <div class="thumb"> <div class="background-image background-image--small" data-image="https://cdn.who.int/media/images/librariesprovider2/default-album/site-banner-images/health-topic-banners/behavioural-and-cultural-insights-for-health---who-europe.tmb-768v.jpg?sfvrsn=7dc691ba_1" style="background-image: url('https://cdn.who.int/media/images/librariesprovider2/default-album/site-banner-images/health-topic-banners/behavioural-and-cultural-insights-for-health---who-europe.tmb-131v.jpg?sfvrsn=7dc691ba_1')"></div> </div> </div> <div class="table-cell info"> <div class="date"> <div class="timestamp"> <div class="sf-tags-list-item">Other</div> </div> </div> <p class="heading text-underline">Behavioural and cultural insights</p> </div> </a> </div> </div> </div> </div> </div> </div> <div id="PageContent_C039_Col00" class="sf_colsIn container" data-sf-element="Container" data-placeholder-label="Container"><div class="row" data-sf-element="Row"> <div id="PageContent_C037_Col00" class="sf_colsIn col-md-12" data-sf-element="Column 1" data-placeholder-label="Column 1"> <div class="section-heading"> <h2>Publications</h2> <a href="https://www.who.int/europe/publications/i?publishingoffices=db16f67c-fbb8-4ffd-b60e-5fe06d46c40b">All →</a> </div> <div class="sf-publications"> <div class="sf-publications-list sf-publications-list__highlighted row"> <div class="sf-publications-wide sf-publications-item__highlighted col-md-6"> <div class="sf-publications-wide__container"> <figure class="sf-publications-wide__figure"> <img src="https://iris.who.int/bitstream/handle/10665/378765/WHO-EURO-2024-10200-49972-75147-eng.pdf.jpg?sequence=4" alt="Evaluating the impact of interventions addressing health behaviour: considerations and tools for policy-makers" /> </figure> <div class="sf-publications-wide__body"> <div class="sf-publications-wide__header"> <div class="sf-publications-wide__date"> <span>9 September 2024</span> </div> <a href="/europe/publications/i/item/WHO-EURO-2024-10200-49972-75147"> <h3 class="sf-publications-wide__title">Evaluating the impact of interventions addressing health behaviour: considerations... </h3> </a> </div> <div class="sf-publications-wide__description"> </div> <div class="sf-publications-wide__actions"> <div class="sf-publications-wide__file"> <div class="button button-blue-background " ><a href=https://iris.who.int/bitstream/handle/10665/378765/WHO-EURO-2024-10200-49972-75147-eng.pdf?sequence=1 aria-label="Download" target="_blank">Download</a></div> </div> <div class="sf-publications-wide__url"> <div class="button button-brand-border"><a href="/europe/publications/i/item/WHO-EURO-2024-10200-49972-75147" aria-label="Read More">Read More</a></div> </div> </div> </div> </div> </div> <div class="publication-wrapper col-md-6"> <div class="row"> <div class="sf-publications-item col-md-6"> <div class="sf-publications-item__container"> <figure class="sf-publications-item__figure"> <img src="https://iris.who.int/bitstream/handle/10665/376916/WHO-EURO-2024-9364-49136-73305-eng.pdf.jpg?sequence=4" alt="Annual progress report 2023: Behavioural and cultural insights at the WHO Regional Office for Europe" /> </figure> <div class="sf-publications-item__body"> <div class="sf-publications-item__header"> <div class="sf-publications-item__date"> <span>3 June 2024</span> </div> <a href="/europe/publications/i/item/WHO-EURO-2024-9364-49136-73305"> <h3 class="sf-publications-item__title">Annual progress report 2023: Behavioural and cultural insights at the WHO Regional Office for Europe</h3> </a> </div> <div class="sf-publications-item__description"> <p>This document reports highlights related to behavioural and cultural insights (&lrm;BCI)&lrm; at the WHO Regional Office for Europe in 2023. In September... </p> </div> <div class="sf-publications-item__actions"> <div class="sf-publications-item__file"> <a class="download-url " href="https://iris.who.int/bitstream/handle/10665/376916/WHO-EURO-2024-9364-49136-73305-eng.pdf?sequence=1" aria-label="Download" target="_blank">Download</a> </div> <div class="sf-publications-item__url"> <a href="/europe/publications/i/item/WHO-EURO-2024-9364-49136-73305" class="page-url" aria-label="Read More">Read More</a> </div> </div> </div> </div> </div> <div class="sf-publications-item col-md-6"> <div class="sf-publications-item__container"> <figure class="sf-publications-item__figure"> <img src="https://iris.who.int/bitstream/handle/10665/376929/WHO-EURO-2024-9824-49596-74258-eng.pdf.jpg?sequence=4" alt="Advancing behavioural and cultural insights for health through engagement with experts: report of the meeting of the Technical Advisory Group on Behavioural and Cultural Insights, Copenhagen, Denmark, 8–9 February 2024" /> </figure> <div class="sf-publications-item__body"> <div class="sf-publications-item__header"> <div class="sf-publications-item__date"> <span>30 May 2024</span> </div> <a href="/europe/publications/i/item/WHO-EURO-2024-9824-49596-74258"> <h3 class="sf-publications-item__title">Advancing behavioural and cultural insights for health through engagement with experts: report of the... </h3> </a> </div> <div class="sf-publications-item__description"> <p></p> </div> <div class="sf-publications-item__actions"> <div class="sf-publications-item__file"> <a class="download-url " href="https://iris.who.int/bitstream/handle/10665/376929/WHO-EURO-2024-9824-49596-74258-eng.pdf?sequence=1" aria-label="Download" target="_blank">Download</a> </div> <div class="sf-publications-item__url"> <a href="/europe/publications/i/item/WHO-EURO-2024-9824-49596-74258" class="page-url" aria-label="Read More">Read More</a> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="section-heading"> <h2>Documents</h2> <a href="https://www.who.int/europe/publications/m?publishingoffices=db16f67c-fbb8-4ffd-b60e-5fe06d46c40b">All →</a> </div> <div class="sf-publications"> <div class="sf-publications-list sf-publications-list__highlighted row"> <div class="sf-publications-wide sf-publications-item__highlighted col-md-6"> <div class="sf-publications-wide__container"> <figure class="sf-publications-wide__figure"> <img src="https://cdn.who.int/media/images/librariesprovider2/default-album/meeting-report-thumbnails/bci-q-a-list-of-resources-thumbnail.tmb-144v.png?sfvrsn=15963af5_1" alt="" /> </figure> <div class="sf-publications-wide__body"> <div class="sf-publications-wide__header"> <div class="sf-publications-wide__date"> <span>10 October 2024</span> </div> <a href="/europe/publications/m/item/publications-behavioural-and-cultural-insights-who-regional-office-for-europe"> <h3 class="sf-publications-wide__title">Publications: behavioural and cultural insights, WHO Regional Office for Europe</h3> </a> </div> <div class="sf-publications-wide__description"> </div> <div class="sf-publications-wide__actions"> <div class="sf-publications-wide__file"> <div class="button button-blue-background " ><a href=https://www.who.int/docs/librariesprovider2/default-document-library/bci-q-a-list-of-resources.pdf?sfvrsn=344e7cc4_1&download=true aria-label="Download" target="_blank">Download</a></div> </div> <div class="sf-publications-wide__url"> <div class="button button-brand-border"><a href="/europe/publications/m/item/publications-behavioural-and-cultural-insights-who-regional-office-for-europe" aria-label="Read More">Read More</a></div> </div> </div> </div> </div> </div> <div class="publication-wrapper col-md-6"> <div class="row"> <div class="sf-publications-item col-md-6"> <div class="sf-publications-item__container"> <figure class="sf-publications-item__figure"> <img src="https://cdn.who.int/media/images/librariesprovider2/default-album/meeting-report-thumbnails/terms-of-reference-for-the-technical-advisory-group-on-behavioural-and-cultural-insights-thumbnail.tmb-144v.png?sfvrsn=ebde2d12_1" alt="" /> </figure> <div class="sf-publications-item__body"> <div class="sf-publications-item__header"> <div class="sf-publications-item__date"> <span>24 June 2024</span> </div> <a href="/europe/publications/m/item/technical-advisory-group-on-behavioural-and-cultural-insights-terms-of-reference"> <h3 class="sf-publications-item__title">Technical Advisory Group on Behavioural and Cultural Insights (TAG-BCI) - Terms of Reference</h3> </a> </div> <div class="sf-publications-item__description"> <p></p> </div> <div class="sf-publications-item__actions"> <div class="sf-publications-item__file"> <a class="download-url " href="https://www.who.int/docs/librariesprovider2/default-document-library/terms-of-reference-for-the-technical-advisory-group-on-behavioural-and-cultural-insights.pdf?sfvrsn=54a586cc_1&download=true" aria-label="Download" target="_blank">Download</a> </div> <div class="sf-publications-item__url"> <a href="/europe/publications/m/item/technical-advisory-group-on-behavioural-and-cultural-insights-terms-of-reference" class="page-url" aria-label="Read More">Read More</a> </div> </div> </div> </div> </div> <div class="sf-publications-item col-md-6"> <div class="sf-publications-item__container"> <figure class="sf-publications-item__figure"> <img src="https://cdn.who.int/media/images/librariesprovider2/default-album/meeting-report-thumbnails/who-bci-study-summary_ukr-refugees_slovenia-thumbnail.tmb-144v.png?sfvrsn=1cc6c404_1" alt="" /> </figure> <div class="sf-publications-item__body"> <div class="sf-publications-item__header"> <div class="sf-publications-item__date"> <span>21 February 2024</span> </div> <a href="/europe/publications/m/item/summary-of-a-qualitative-study-among-ukrainian-refugees-in-slovenia-september-january-2023"> <h3 class="sf-publications-item__title">Behavioural insights on health service needs and access: Summary of a qualitative study among Ukrainian... </h3> </a> </div> <div class="sf-publications-item__description"> <p></p> </div> <div class="sf-publications-item__actions"> <div class="sf-publications-item__file"> <a class="download-url " href="https://www.who.int/docs/librariesprovider2/default-document-library/who-bci-study-summary_ukr-refugees_slovenia.pdf?sfvrsn=c52e5492_1&download=true" aria-label="Download" target="_blank">Download</a> </div> <div class="sf-publications-item__url"> <a href="/europe/publications/m/item/summary-of-a-qualitative-study-among-ukrainian-refugees-in-slovenia-september-january-2023" class="page-url" aria-label="Read More">Read More</a> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="section-heading"> <h2>News</h2> <a href="https://www.who.int/europe/news?publishingoffices=db16f67c-fbb8-4ffd-b60e-5fe06d46c40b">All →</a> </div> <div class="list-view horizontal-list matching-height"> <div class="list-view--item horizontal-list-item matching-height--item"> <a href="/europe/news/item/29-10-2024-statement---united-action-for-better-health---our-promise--now-and-always" class="link-container" aria-label="Statement – United Action for Better Health – our promise, now and always" role="link"> <div class="thumb"> <div class="background-image background-image--small" data-image="https://cdn.who.int/media/images/librariesprovider2/default-album/video-thumbnails/address-by-the-regional-director-united-action-for-better-health---our-promise--now-and-always-video-thumbnail.tmb-768v.png?sfvrsn=61fe961c_5" style="background-image: url('https://cdn.who.int/media/images/librariesprovider2/default-album/video-thumbnails/address-by-the-regional-director-united-action-for-better-health---our-promise--now-and-always-video-thumbnail.tmb-549v.png?sfvrsn=61fe961c_5')"></div> </div> <div class="info"> <div class="date"> <span class="timestamp">29 October 2024</span> <div class="sf-tags-list"> <div class="sf-tags-list-item">Transcript</div> </div> </div> <p class="heading text-underline">Statement – United Action for Better Health – our promise, now and always</p> </div> </a> </div> <div class="list-view--item horizontal-list-item matching-height--item"> <a href="/europe/news/item/01-07-2024-strengthening-health-and-well-being-in-greenland--a-landmark-collaboration-agreement-with-who-europe" class="link-container" aria-label="Strengthening health and well-being in Greenland: a landmark collaboration agreement with WHO/Europe" role="link"> <div class="thumb"> <div class="background-image background-image--small" data-image="https://cdn.who.int/media/images/librariesprovider2/default-album/news-images/strengthening-health-and-well-being-in-greenland---a-landmark-collaboration-agreement-with-who-europe---20183501-tmb.tmb-768v.jpg?sfvrsn=a6ae6bd6_4" style="background-image: url('https://cdn.who.int/media/images/librariesprovider2/default-album/news-images/strengthening-health-and-well-being-in-greenland---a-landmark-collaboration-agreement-with-who-europe---20183501-tmb.tmb-549v.jpg?sfvrsn=a6ae6bd6_4')"></div> </div> <div class="info"> <div class="date"> <span class="timestamp">1 July 2024</span> <div class="sf-tags-list"> <div class="sf-tags-list-item">Media release</div> </div> </div> <p class="heading text-underline">Strengthening health and well-being in Greenland: a landmark collaboration agreement with WHO/Europe</p> </div> </a> </div> <div class="list-view--item horizontal-list-item matching-height--item"> <a href="/europe/news/item/27-06-2024-who-confronts-critical-health-challenges-with-new-policy-brief-on-maximizing-public-support-for-health-policies" class="link-container" aria-label="WHO confronts critical health challenges with new policy brief on maximizing public support for health policies" role="link"> <div class="thumb"> <div class="background-image background-image--small" data-image="https://cdn.who.int/media/images/librariesprovider2/default-album/news-images/id-20183389-thmb.tmb-768v.jpg?sfvrsn=585863c8_1" style="background-image: url('https://cdn.who.int/media/images/librariesprovider2/default-album/news-images/id-20183389-thmb.tmb-549v.jpg?sfvrsn=585863c8_1')"></div> </div> <div class="info"> <div class="date"> <span class="timestamp">27 June 2024</span> <div class="sf-tags-list"> <div class="sf-tags-list-item">News release</div> </div> </div> <p class="heading text-underline">WHO confronts critical health challenges with new policy brief on maximizing public support for 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Healthier behaviours: incorporating behavioural and cultural insights