Resources

Behavioural Science in Action: BeSci Unit @ Public Health Wales Progress to Impact 2025-26

This impact report is for Public Health Wales staff, and stakeholders working across the wider public health system in Wales. It sets out the range of work which the Behavioural Science Unit has undertaken over 2025-2026, focusing on how the Unit is progressing against the areas outlined in the Behavioural Science Enabling Plan for Wales. It acknowledges the partners who have worked with the Unit, provides insight for those that are considering future collaboration, and reflects on the contribution of collective activities towards the routine application of behavioural science for better health and equity.

Bitesize BeSci February 2026 | Issue 06

The sixth issue of the Bitesize BeSci e-bulletin features advice, case studies and resources on developing behaviourally informed communications.

Building a Wales Without Violence: Using Behavioural Science to Implement a Public Health Approach

This social innovation narrative presents how the Violence Prevention Team and Behavioural Science Unit collaborated on the development of an implementation plan for the Wales Without Violence Framework (2023). By applying behavioural science—and specifically the COM-B model—the Violence Prevention Team worked with professionals across sectors to explore what supports and influences their ability to embed the framework’s nine principles of violence prevention into everyday practice.

The article outlines key insights into the behaviours, barriers, and facilitators identified by practitioners, and highlights how understanding capability, opportunity, and motivation can strengthen the adoption of a public-health approach across sectors. It also reflects on how this process helped the Violence Prevention Team clarify its role within the wider prevention landscape in Wales, supporting more effective coordination and resource use.

Winter well-being: shared actions and impact

A new report by Public Health Wales brings together the latest evidence, behavioural insights and practical tools to support health and care colleagues and services in preparing for the winter months.

The report, Winter Well-being: Shared Actions and Impact, is designed to complement existing NHS and Welsh Government winter planning frameworks. It provides actionable guidance and checklists to help teams strengthen system resilience, maintain population health, and ease demand on services.

The report also highlights the importance of prevention, including protecting against winter viruses by getting vaccinated against flu, RSV and COVID-19, staying active, eating warm meals, checking in on neighbours, and taking vitamin D daily to stay healthy through the colder months.

Behavioural Science for Better Health: How are we doing in Public Health Wales?

An Infographic summarising the evaluation and reporting of our progress across five World Health Organisation ‘Strategic Commitment’ areas, for working towards the routine application of behavioural science for better health in Wales.

Behaviourally Informed Communications Initiative Case Studies

The Behaviourally Informed Communications Initiative (BICI) first launched in 2024, with 30+ attendees from a range of different teams bringing a piece of communication to optimise using behavioural science. This collection of case studies helps to outline the real-world application of BICI – including work from screening teams, vaccination teams, as well as Greener Primary Care and Primary Care.

Behaviourally Informed Communications Initiative (BICI): Development and Implementation Report

The Behaviourally Informed Communications Initiative launched in June 2024, with over 35 stakeholders from a range of different teams brining a piece of communication to optimise by applying behavioural science. This report includes information about how the initative was developed and delivered, including process evaluation insight from cohort attendees and two case studies.

Public Health Wales Behavioural Science Unit’s impact across the public health system: A realist ripple effects mapping evaluation

This report highlights key themes to progress including relationship-building, capability development, and the practical application of behavioural science in policy and practice. As a crucial approach to improving health outcomes and reducing inequalities, behavioural science can help optimise policy, services and communications to support delivery of the Public Health Wales Long Term Strategy. This realist ripple effects evaluation provides key recommendations to drive continued impact.

Behavioural Science in Policy and Practice: Household Recycling

In order to effectively change climate-related behaviours, we must be clear and specific about the behaviour that we’re hoping to change, understand the barrier(s) and/or faciliator(s) to the target behaviour, and implement a broad range of interventions to address and/or enhance the identified barrier(s) and/or facilitator(s). Using household recycling as an example, the purpose of this case study is to show how applying behavioural science can help to identify and implement a range of different intervention types that can help to effectively address behavioural determinants and influence behaviour.

Identifying and Applying Behaviour Change Techniques

A practical, interactive tool that introduces Behaviour Change Techniques, considered to be the ‘active ingredients’ of behaviour change interventions. The tool walks you through how to identify and deliver Behaviour Change Techniques, drawing on the COM-B model and Behaviour Change Wheel.

Evaluating Behaviour Change Interventions

Written in collaboration with the Central Evaluation Team and Public Health Wales, this is a practical and interactive tool that identifies key points to take into consideration when you’re planning how to test and evaluate your behaviour change intervention.

Behavioural Diagnosis – Mapping insights and selecting intervention functions

A practical, interactive tool to help you consider which implementation functions may be the most appropriate for delivering your chosen intervention.

Behavioural Diagnosis: How to collect behavioural insights

A practical, interactive tool to help you develop a systematic understanding of the influences of your target behaviour, in your target population.

Developing Behaviourally Informed Communications

An interactive tool to help you take a behaviourally informed approach when designing your communications

Cost of Living Crisis in Wales; Applying Behavioural Science

Understanding and shaping behaviours, including accessing support services, is critical in responding to the cost of living crisis. This infographic illustrates how behavioural science can be used, drawing on the report written by Public Health Wales and the resources produced by Hertfordshire County Council’s Behavioural Science Unit.