Achieving Behaviour Change through Communications 2026

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.  Robert West, a founder of the PRIME Theory of motivation and the COM-B model of behaviour, will show you 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. Participants will learn 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. 
Date: 15 October 2026
Time: On Zoom from 10am-4pm, with 30 minutes for lunch and 15-minute breaks in the morning and afternoon.
Facilitator: Professor Robert West

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