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About the course


This masterclass will give you an in-depth understanding of behavioural insights; the theory as well as how you can apply behaviour change principles to real-life public health and health challenges faced by your organisation. 

  • How is behaviour change theory being applied in the real world to tackle health inequalities and increase life expectancy? 

  • How can behaviour change techniques improve outcomes and deliver better health communications and campaigns?

  • How can behavioural frameworks help solve these challenges?

  • How do you measure behaviour change to ensure you have had a real impact?

The course is run by Behaviour Change Network Founder, Dominic Ridley-Moy and clinical psychologist Doctor Lucy Mersh who have a wealth of knowledge in running health communications and behaviour change. 

The course is aimed at communications professionals and practitioners working in NHS or public health roles.


  • You will come away with an in-depth understanding of behaviour change theory as well as going through lots of practical examples to help you apply it. 

  • And we will work through our very own BEST framework (Behaviour, Examine, Solve and Test) along with models, such as EAST (Easy, Attractive, Social and Timely) and COM-B (Capability, Opportunity, Motivation and Behaviour).

Finally, you gain an in-depth appreciation of what drives human behaviour; the barriers that prevent people from taking action and how to bring predictability to what appears, on the surface, to be unpredictable human behaviour.

How can behaviour change theory help you?

Behaviour change theory can help tackle a range of topics facing the NHS and public health teams today. Attendees will receive a pre-event survey, so that case studies are tailored to campaigns and scenarios you are facing today. Examples include,




Managing demand for health services


Looking after your mental health


Help people stop smoking and with alcohol and substance misuse problems


Encouraging people to make healthier life choices


Prompting people to take more exercise


Encouraging people of all ages to take and keep up to date with immunisations


Preventing & reducing the risk of disease, e.g.  diabetes, cancer & heart disease


Encouraging people to have better diets


Continue to encourage people to take vaccines

And these interventions are often at much lower costs, compared with traditional forms of communications, involving small changes, or 'nudges' to communications or processes.


Book a Teams chat

If you would like to find out more about the course and what it will cover, book a 15-minute Teams-chat with the founder of the Behaviour Change Network, Dominic Ridley-Moy.


You can also email any questions to

About the trainers


Founder, Behaviour Change Network

Dominic Ridley-Moy

Dominic will help you understand and apply behaviour change theory based on 25 years experience in the communications industry and  working with a wide variety of organisations.


Associate Consultant, Behaviour Change Network

Doctor Lucy Mersh Phd

Lucy is a clinical psycologist with a background in complex mental health problems and behaviour change interventions. She will run through examples of how psychology can help shift behaviours.









BEST Framework

During the course, you will work through the BEST framework to give you a behavioural framework to plan your campaigns, improve service delivery and bring predictability to what appears to be unpredictable human behaviour.


You will come away with an understanding of how to set behavioural objectives, how to implement them, and importantly how to measure whether they have been successful, often at low cost.



Who should attend?

  • The masterclass is suitable for communications professionals and practitioners working in NHS or public health roles,  who are involved in managing campaigns and projects where an understanding of behaviour change theory and its application will be useful.

  • Those at officer, manager, head of service or director level are welcome to attend. 


What should I expect?

  • A run-through of behaviour change theory and techniques.

  • An in-depth guide to running behaviour change campaigns.

  • Interactive exercises to explore techniques, that will help you apply behaviour change theory.

  • Examination of case studies showing effective behaviour change in practice.

  • Homework in between each session, with feedback each week.  

What are the course objectives?

Participation in the course will provide you with the knowledge to:

  • set objectives that effectively change people's behaviours, using behavioural frameworks.

  • plan a campaign and/or design interventions mapped against the behaviour(s) you want to shift.

  • recognise the importance of research to carry out research for the campaign planning and evaluation process.

  • use the course template to plan your own campaigns/interventions, as well as testing their effectiveness.

How does it work?

  • The course will be delivered via Teams; with homework between sessions.

  • Each attendee will receive a post-course, 1-hour follow-up Teams session to run through their campaign or behaviour intervention plan.


  • £699 + VAT per person

  • Discount codes,

    • 3 bookings or more - 10% discount.

Pay by card, 

Otherwise, you can pay by invoice.  A purchase order will be required to confirm your booking.


Course dates:

  • Thursday 7 March 2024, 10.30am - 1.00pm

  • Thursday, 14 March 202410.30am – 1.00pm

  • Thursday, 21 March 2024. 10.30am - 12.00pm

  • Plus individual one-hour follow-up at a time that's convenient for you. 

Intro to theory

  • Introduction to Behaviour change theory

  • Run through of behaviour change theory and principles

& Examine

  • Identify objectives and behaviours to shift, along with barriers to change. 


  • Identify objectives and behaviours to shift, along with barriers to change. 


  • Examine methods to test your campaigns or plans and evaluate their success.

One-hour individual session:

  • Individual one-hour follow up session to discuss your campaign plan or intervention with Dominic Ridley-Moy over Teams.




The behaviour change training was a really valuable day – fascinating and insightful. The most value was definitely being able to practically apply the theory to live campaigns that we are currently working on. It was incredibly useful having a real example of what’s worked and what hasn’t – the team are much more confident in applying behaviour change theory into their campaign planning now.

Jade Mizen
Communications, Engagement and Marketing Manager
Eastleigh Borough Council

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