Chester students ‘Change the World’

Students from the University of Chester have been working with a Welsh charity to design integrated behaviour change interventions tackling entrenched social issues in the area.

Two teams of students from the second year ‘Advertising and Society’ course have been working in close partnership with Safer Wales, a Cardiff based charity focussed on “making people feel safer in their daily lives” as part of their BA degree course. The charity, who are currently working on projects tackling domestic violence and hate-crime, answered our ‘Change the World’ call out earlier in the year, recognising the benefit of taking a behaviour change approach to tackling prejudice and domestic abuse in Cardiff.

With members of the Collaborative Change team playing a supportive role throughout the life of the project, Safer Wales have been working in close collaboration with the two project teams—each charged with addressing one of the charity’s key issues. Placing research insights at the heart of their intervention design, the two teams designed bespoke research methodologies—biased towards secondary research, given the sensitivity of the issues—to establish context, define the problem, and refine the approach.

Understanding the need to move beyond communications to practical service recommendations in order to encourage and enable meaningful behaviour change, the students worked in partnership with University lecturers and the Collaborative Change team to design integrated approaches to tackling their respective issues.

With online reporting platforms, community engagement activity, peer-education, school-based workshops and innovative use of ambient media spanning the recommendations put forward by the students—it was clear that all involved had embraced the complexity of the issue and identified the need for an integrated, community-based approach to driving behaviour change within their target populations.

Safer Wales are currently working the students to further refine and implement elements of the project outputs, after two robust project proposals were put forward by the teams.

After working in close partnership with the University of Chester over the past academic year–providing on-site training, visiting lectures and remote support throughout the duration of the ‘Change the World’ project, the Collaborative Change team are looking forward to extending this relationship into the 2013 academic calendar as we search for a new project partner…

If you would like to know more about how Collaborative Change can provide practical support and training as part of your degree course, please email

Further details on this year’s ‘Change the World’ project will be published soon. Watch this space.


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