Introducing the 4 flagship initiatives – Healthier behaviours: incorporating behavioural and cultural insights

Many of the most important pieces of public health advice are also the simplest. They include: being more active, taking medication as prescribed, eating a balanced diet, avoiding tobacco and harmful use of alcohol, getting vaccinated, going for check-ups or screenings, and so on…. Yet it is not always easy to do what we know is healthy. The new WHO flagship initiative on behavioural and cultural insights aims to help Member States gain insights into the underlying barriers to and drivers of health.