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Integrated communications agency, Pegasus opened the Healthcare Insights Stage at Cannes Lions today (Monday 18th June) with a speech that explored how organisations and academics can work better together to use behaviour change science to solve real world health challenges.

The speech was led by Dr Paul Chadwick, Senior Teaching Fellow at the University College London Centre for Behaviour Change (UCL CBC), with Corrina Safeio, Head of Planning & Insights and Stuart Hehir, Creative Director both from Pegasus.

Pegasus’s speech ‘Can Behavioural Science Save Lives?’ talked about the positive relationship that academia and marketing – be that agency or client – can have when they bring behaviour change science together with the creative services industry. Dr Paul Chadwick expanded on the COM-B methodology before discussing its real world application with Corrina Safeio. Stuart Hehir then closed with a deconstruction of Pegasus’s award-winning campaign Small Talk Saves Lives for Network Rail and Samaritans, breaking down how and where behaviour change theory informed and inspired the creative strategy and content.

Corrina Safeio says, “We’ve been closely collaborating with UCL CBC for over two years and they’ve helped us with the development and application of our strategic planning framework – CHANGE – which puts its validated COM-B methodology at the heart of the creative process.  We’ve been upskilling our team on how to apply CHANGE to client challenges, using this evidence-based framework to identify current behaviour barriers and diagnose the creative interventions that will ensure its integrated programmes have impact with audiences and drive behaviour change in health.

Stuart Hehir continues, “More than any sector, we believe that health demands the powerful application of behaviour change theory. We work in an industry where the stakes are high, and success or failure can often be the difference between life and death. Creativity for its own sake is not enough. We need campaigns that genuinely change behaviour and genuinely change lives.”

Dr Paul Chadwick adds, “Pegasus has worked very hard to stitch our methodology into the very fabric of its strategic planning process, doing this all in close consultation with our team here at UCL CBC. I believe it’s vital that creative agencies don’t simply pay lip service to behaviour change theory, but apply it with the kind of rigour that I see from Pegasus.”

Pegasus is an Ashfield company, part of UDG Healthcare plc. or


For more information, images or interviews, please email or contact Helen Pattison or Maria Boiling on 01273 712000.

18th June 2018