A guide to tailoring health programmes: using behavioural and cultural insights to tailor health policies, services and communications to the needs and circumstances of people and communities

Some of the most persistent public health challenges are dependent on human behaviour. These include, among many others, overuse of antibiotics, use of tobacco and alcohol, suboptimal uptake of vaccination and cancer screening, lack of pandemic or sexual protective behaviours, and low adherence to treatment plans for diabetes and cardiovascular disease. These challenges place a weighty burden on health systems and on the health and well-being of individuals. They call for evidence-based action that draws on an understanding of these health behaviours and the cultural context in which they take place, and on engaging with those affected. Using evidence, models and methods from behavioural and cultural sciences allows to tailor health-related services, policies and communication, thereby improving their outcomes. This guide offers an approach to do so, the Tailoring Health Programmes (‎THP)‎ approach, and is aimed at public health units and experts who would like to apply behavioural and cultural insights (‎BCI)‎ to health. The approach comprises four phases, each involving several steps, as well as a theoretical model and framework. An accompanying tool book offers inspirational ideas and exercises that complement the advice given in this guide. The THP approach can be applied to any health behaviour in any population group.

Citation:

World Health Organization. Regional Office for Europe. (‎2023)‎. A guide to tailoring health programmes: using behavioural and cultural insights to tailor health policies, services and communications to the needs and circumstances of people and communities. World Health Organization. Regional Office for Europe. https://apps.who.int/iris/handle/10665/367041. License: CC BY-NC-SA 3.0 IGO