European regional action framework for behavioural and cultural insights for health, 2022–2027

Behaviour is at the heart of health. Our lifestyles and the way we interact with health systems have extensive implications for our own health and well-being, as well as for health system capacity and costs. It is, therefore, crucial that we explore the complex factors affecting health behaviour and use this insight to develop evidence-based interventions that improve health and well-being and reduce inequity. The WHO European Programme of Work 2020–2025 has taken up the tremendous challenge – and indeed opportunity – making behavioural and cultural insights a flagship priority. This action framework, the first in any WHO region, sets the course to advance our ambitious efforts in the field of behavioural and cultural insights. It was unanimously adopted by the WHO Regional Committee for Europe at its 72nd session in September 2022, the culmination of a year-long collaborative process. I wish to express my profound thanks to Member States and partners for this milestone achievement. The framework outlines the way forward for behavioural and cultural insights for health in the Region through applying joint targets and actions. It identifies opportunities to advance the behavioural-and-cultural-insights agenda, monitor progress, build knowledge and capacity, and ensure a peer-to-peer exchange of experience at the country level and regionally. By adopting this action framework, countries have committed to investing in behavioural and cultural insights (BCI) for health, conducting research, and implementing and evaluating people-centred evidence-based health policies, services and communications tailored to the needs and circumstances of individuals and communities.