Camilla Child, Principal Researcher/ Consultant talks about her work with Rachel Litherland and the IDeA.

Over the last year we have been working with the IDeA on developing a model which explores ways in which citizens and public sector organisations can work together differently to encourage changes in behaviour around some of the difficult issues we face in the early 21st century. Our focus is on working in local contexts, taking into account the real worlds in which people live and in which agencies operate, drawing on the whole system to produce policies and activities relevant to the context in question. We also explore the extent to which changing behaviour in individuals and communities also requires a cultural shift in strategy and service provision. Our evidence has been drawn from literature and theory, supported by lessons drawn from good practices nationally.

We are now beginning work with Brighton and Hove City Council and the local strategic partnership on a behaviour change project focusing on reducing the number of teenage pregnancies, setting this in a wider context of support for young people and their families. Concentrating on joining up the current good practices and improving communications so that the whole system works more effectively together, we will be using a variety of methods including developing understandings of the ‘lifeworlds’ of young people and staff; individual interviews, whole system community events, setting goals, and action learning sets to deepen understanding and consolidate change.

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