Pegasus launches new CHANGE model for health planning

Pegasus has announced the launch of CHANGE, a new proprietary model to help its clients with health planning.

Developed in collaboration with University College London's Centre for Behaviour Change, the model has been developed in response to a growing client need for greater strategic rigour when devising integrated programmes and ensuring the success of their campaigns.

Using CHANGE, clients can get a comprehensive view of their target audience's needs, behaviours and attitudes before channelling these insights through University College London's COM-B framework, which can highlight potential barriers to change.

Development of the model was led by Pegasus' head of planning and research Corrina Safeio, a former marketing strategy manager at EDF Energy, where she helped to develop digital interventions for customers to gain better control of their energy bills.

Also involved were Professors Susan Michie, Robert West and Dr Lou Atkins from University College London.

Simon Hackett, marketing director of Pegasus, said: "The launch of CHANGE is a strong demonstration of … how we have fundamentally shifted the way we do business, that we’re committed to delivering strategically stronger and integrated responses to briefs and that we’re implementing more effective campaigns for clients."

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