We are pleased to share an exciting update relevant to those interested in behavioural science and environmental change. The upcoming BSPHN Keeping Ahead of Change conference will feature a presentation by Magpie Creative Communications Ltd., a contractor that previously collaborated with us on the award-winning Let’s Clear The Air campaign.

Presentation Details

Title: Fresh Ideas for Cleaner Air: Creative Behaviour Change in Action
Presenters: Dr Julie Van de Vyver & Louise Hallworth (Magpie Creative Communications Ltd.)
Sub Themes Covered: The changing world and advances in behavioural science

About the Presentation

This session will showcase how creative behaviour change strategies, informed by behavioural science, can drive impactful environmental campaigns. Magpie will present a case study on Let’s Clear the Air, a campaign delivered for Hertfordshire County Council that aimed to:

  • Raise awareness of the health impacts of poor air quality, particularly for vulnerable groups.
  • Empower individuals to reduce their exposure to poor air quality.
  • Encourage behavioural shifts to lower personal contributions to air pollution.

Method & Impact

To develop the campaign, Magpie conducted an interdisciplinary literature review and a survey (n = 255) to understand local psychological, social, and environmental contexts. These insights guided their campaign strategy, which emphasised relatable, localised, actionable, and empowering messaging. A test-and-learn approach helped refine campaign concepts before a six-month multi-channel rollout, including a community touring activity to engage residents directly.

The impact assessment, based on pre- and post-surveys, highlighted a notable increase in individual and collective efficacy in tackling air pollution. By instilling a sense of empowerment, the campaign proved particularly significant in times of societal change and uncertainty.

Key Learnings for Practitioners

The presentation will explore:

  • How a context-specific behavioural science approach can drive meaningful change.
  • Challenges encountered during the campaign and solutions implemented.
  • Valuable takeaways for practitioners looking to replicate similar successful outcomes.

We look forward to hearing more insights from this presentation at the BSPHN Keeping Ahead of Change conference and encourage those interested in behaviour change and environmental sustainability to attend. For more details, visit the conference website: BSPHN Conference 2025.

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