#BCConf2025: Keynote Prof Robert West 'Achieving behaviour change through communications'

Keynote 'Achieving behaviour change through communications' - Professor Robert West (University College London) Communications campaigns (‘comms’) play a key role in behaviour change, whether it be through TV, social media, emails, radio, leaflets, articles, videos, podcasts, art, chatbots, conversations or other channels. This keynote will discuss how to plan a comms campaign using the Capability, Opportunity, Motivation-Behaviour (COM-B) framework to decide what to target and what behaviour change techniques are best suited to this kind of intervention. It will go on to explore how to bridge the gap between the choice of behaviour change techniques and generation of specific ‘messaging’ using the creative process and whether and how AI can help with this. For more information about the conference, please visit: https://www.ucl.ac.uk/behaviour-chang...