Behaviour change

Malcolm Gladwell revisits his bestseller 25 years on and tells some interesting stories, but does not address the obvious downsides of social epidemics: fake news, conspiracy theories and polarisation. This seems a missed opportunity in a US election year.

The growing role of influencers in public health care messaging is undeniable argues Danielle Bailey in this article written for a CIPR Professional PR Diploma assignment.

It is time culture is recognised for the many powerful ways it can make us feel better argues Elizabeth Clare. She describes the combination of public relations and cutlure as 'creative health.'

Science communicator Sophie Protheroe argues that leveraging behavioural routes to persuasion can help to increase vaccine uptake and ultimately improve public health.

Michelle Cammack argues for a shift away from short-term awareness raising outputs to a focus on long-term behaviour change outcomes.

Edward Sills learnt the value of research and applied behavioural theory to campaign planning.