LONDON — Freuds has relaunched its health and behaviour change unit, renaming it as Freuds+, with an expanded remit into areas such as technology innovation.

The unit, co-founded in 2019 by Freuds chairman Matthew Freud and partner Julia Bainbridge (pictured, left), will continue working on major population level behaviour change programmes and purpose led campaigns, and will also “back the accelerators of change, working with tech innovators that are leading the way with product innovation that makes behaviour change simple, effective, and engaging,” according to the agency. 

At the same time, Freuds+ has brought health psychology specialist Professor Robert West, formerly of University College London, on board as part of its senior advisory group, which also includes former Public Health England marketing director Sheila Mitchell and former NHS director of digital development, Professor Sam Shah.

West (pictured, right) said: “The ethos behind Freuds+ strongly resonates with me; it recognises that communication alone, although a crucial part of any behaviour change strategy, cannot solve the problems society faces. I am involved in work that aims to harness the power of AI and machine learning to build models of behaviour and make predictions about the impact of policies and interventions. This is just the beginning of a quiet revolution and I see Freuds+ as very much at the heart of this.”

Freuds+ clients include AstraZeneca, WHO Foundation, various UK government departments and Gamble Aware.

Bainbridge said: “Freuds+ has a collective intention to drive positive and meaningful social impact through best-in-class behavioural change science and psychology. This means putting improved individual and public health at the heart of everything we do. By influencing entrenched behaviours through our work with our clients, we strive to ensure individuals, businesses and communities can develop and prosper together.”