#Eat4Change

Challenge

As part of its #Eat4Change programme, WWF-UK wanted to better understand and address the intention-behaviour gap among 25-34-year-olds, an age group that is open to reducing meat consumption and eating more healthily while also being among the largest meat consumers.

Solution

We used implicit, qualitative, and literary research to identify personal, contextual and social barriers to sustainable diets, at both the conscious and unconscious levels. Using our Rainbow Wheel™ and a client workshop, we identified and co-designed relevant behaviour change interventions. Intervention components were designed rather than complete interventions on their own, in order to provide insights applicable across a broader range of interventions. We then implicitly tested these components to provide WWF-UK with effective and relevant communications recommendations.

Results

We provided WWF-UK with 12 behaviour change interventions for us in future communications campaigns. These interventions have now been applied to initiatives ranging from social media content to festivals. This project was selected as a best practice at the MRS Behavioural Science Summit.

"Behaven’s work has helped us understand how to best encourage young people to make manageable changes to their diets that they can maintain overtime. I am looking forward to using their recommendations and findings in our future campaign work. It was a pleasure to work with such a knowledgeable and flexible team of experts."

Gonzalo Taylor, Campaign Manager