The Behavioural and Cultural Insights (BCI) Hub provides a knowledge-sharing platform for evidence and good practice related to the barriers and drivers of healthy practices. The term behavioural and cultural insights refers to understanding the contextual and individual factors that affect healthy behaviours and practices. These insights draw on research from the social sciences and health humanities to enable engagement with the people targeted and affected by policy.

Improving the health and well-being of all cannot be achieved without an understanding of the barriers and drivers that people experience in adopting healthy practices. Systematically exploring these barriers and drivers and creating environments based on these insights is often not integrated into health policy planning. Behavioural and cultural insights enable us to engage with communities and individuals rather than considering them solely as the recipients of health interventions.

The BCI-Hub is designed to share and showcase evidence and good practice. The site brings together content from past, present and future projects related to behavioural and cultural Insights, created by both WHO and external partners.