Activities

A people-centred approach to policy-making incorporates the lived experiences and perspectives of citizens. To support countries in the adoption of such an approach, WHO Regional Director for Europe Dr Hans Henri P. Kluge established a flagship initiative in April 2020 dedicated to promoting behavioural and cultural insights.

This initiative and a range of associated activities harness insights generated over years of tackling diverse health challenges, from immunization and antimicrobial resistance to noncommunicable diseases (NCDs). They build on conceptual and normative advances made by cross-cutting priorities at WHO/Europe, such as gender-transformative health promotion, health literacy, and the cultural contexts of health and well-being.

Outbreak and emergency response

In response to the COVID-19 pandemic, WHO worked with the University of Erfurt in Germany to deliver a WHO tool for rapid and flexible monitoring of public knowledge, risk perceptions, behaviours and trust. WHO is providing support to countries in the implementation of the research tool.

WHO tool for behavioural insights on COVID-19

Cultural contexts of health and well-being

In a model of health that considers the whole person, not just the disease, the role of cultural practices, norms, values, perceptions and beliefs is of critical importance. WHO uses innovative methodological approaches to systematically incorporate the views and lived experiences of key stakeholders in countries.

Cultural contexts of health and well-being - further information and resources

Tailoring Immunization Programmes (TIP)

To achieve high and equitable vaccination uptake, it is necessary to understand the barriers to vaccination. The TIP approach developed by WHO can help countries obtain this insight. The approach builds on behavioural insights theory to support countries in identifying populations with suboptimal vaccination uptake, barriers and drivers of vaccination in those population groups, and interventions to address the barriers and leverage the drivers.

Tailoring Immunization Programmes (TIP) - further information and resources

NCDs

Low health literacy is one of the factors associated with poorer health outcomes, such as more hospitalizations, greater use of emergency care, lower use of screening and preventive services, poorer ability to take medication appropriately and to interpret labels and health messages, and, among older people, poorer overall health status and higher mortality rates.

An initiative related to NCD prevention and control and health promotion across the life course seeks to address these challenges. The approach relies strongly on co-design, and involves matching the specific needs of communities with service improvements and a range of interventions based on the health literacy strengths and weaknesses. For more information and resources, please visit:

Promoting health literacy as powerful tool to address public health challenges

Health literacy – further information and resources

Public Health Panorama - Volume 5, Issue 2–3, June–September 2019