Experts in public health have struggled with enabling behaviour change for years. The sustainability sector should learn what it can from their experiences.
Consumer behaviour change is the challenge of our time. As governments and brands are beginning to realise, upstream improvements are relatively easy to make compared with the herculean task of shifting consumer behaviours downstream. While the sustainability community is just beginning to get to grips with the gravity of this challenge, our colleagues in public health have been wrestling with it for decades. Great progress has been made, but hard lessons have been learned – costly, time-consuming lessons that we can all learn from.
Placing co-design principles at the heart of intervention design, Collaborative Change worked with partner agencies and audience members to deliver insight work used to shape a new information campaign devoted to increasing the diagnosis and treatment of one of Canada’s most under-diagnosed sexually transmitted infections.