A training programme will be running at ICL in October, funded by EIT Health, with the aim of teaching public health communications to induce behavioural change.
The project leverages the methodology behind the successful US-based Drink Up campaign. Drink Up brought together manufacturers, advertisers, retailers and government with the core aim of improving health through increasing the consumption of water. This was achieved by using sophisticated social marketing techniques such as neuromarketing and segmentation to understand the population and target specific groups to influence their behaviour.
The workshop in October will bring that methodology to Europe. It will be led by Karen Watson, the chief strategist behind the US campaign, and Prof. Franco Sassi, with sessions also delivered by colleagues from the WHO and Nielsen. The 4-day training programme is aimed at public health professionals and will teach participants how to use this methodology in different contexts.