“Empathy is a quality of character that can change the world.”

Barack Obama

Our Mission

Our mission is to put the person at the centre of all change by teaching listening and empathy skills powered by behavioural science and design thinking.

Influencing behaviour starts with understanding people. The best communications, the most impactful marketing make a difference when they start with the person.

We do not teach tactics or pillars of marketing we teach the VERY FOUNDATION. Understanding your audience is the foundation of your best work. (Plus you always learn a little bit about you too.)

We are proud to work with NHS, local government, public health, non profits, health care communication professionals.


Our Vision

Help people become happier and healthier through positive change that doesn't widen health inequalities. Help the pros we work with become happier and healthier too through their increased awareness and empathy skills. 

All communications and public health projects to start with the behavioural insights. Whether we teach you inhouse or do it for you this first step is not skipped (or mistaken as consultation.)


Our Values

Fun 😁 

Experiment 🧠

Empathy 💗

Ruth — Chief Changemaker

Ruth Dale is a coach, trainer, and podcast host of the Behaviour Change Marketing Bootcamp. She has applied behavioural science to marketing and communications for over 15 years to tackle society's biggest challenges, including vaccination, smoking, weight loss, getting active, and mental health.

Ruth has won awards for work on antimicrobial resistance, skin cancer, and reducing demand in A&E. She strongly believes that marketing can have a positive impact, which was demonstrated when she won the HSJ Award for Social Marketing.

Ruth has worked in various roles across the NHS, including in Primary Care Trusts, Public Health in Local Authority, and Public Health England. She has experience running a busy comms department with no budget, responding to press, planning strategy, delivering multiple campaigns, and managing stakeholders.

Ruth is passionate about behavioural science and believes it can add missing notes to the harmony of any campaign.


Behavioural Scientist

Alison Trout is a Chartered Health Psychologist registered with the HCPC and a Behavioural Scientist. She has extensive experience working with public health teams to develop effective public health interventions using behavior science and has over 15 years of clinical experience as a Psychologist working with various client groups.

Alison has previously worked as a Senior Research Fellow at Warwick University and contributed as main author / co-author to several research papers.


Behavioural Scientist

Dr. Nikita Rowley, PhD, MSc, BSc, FHEA, CPsychol.

Experienced Researcher, Lecturer, Programme Director and Chartered Psychologist. Nikita has a vast experience in a variety of areas including public health, health psychology, behaviour change and behavioural insights.

She has formerly supported local Councils to develop public health messaging using behavioural insights and to encourage behaviour change.


Chief Creative

Claire leads the popular live doodling sessions. Her ability to capture insights live in meetings and events is incredible.

Her graphics speak for themselves.

Ruth Dale doodle


Chief Distractor

Bonkers cocker spaniel whose sole purpose in life is to ensure no one sits for too long.


Ruth Dale and dog