In order to influence behaviour, from the development of your campaign through to how your measure it's impact, has to delve deeper than 'likes' or 'reach' in order to be effective, not least when it comes to habits and behaviours that influence health. This episode we speak with Shayoni Lynn, founder of Lynn PR and industry expert in data-driven strategic communications and applied behavioural science. Having worked on numerous award-winning campaigns, including some that engage youth audiences, we hear her take on why campaigns so often miss the mark and why context is everything when it comes to engaging young people. https://www.lynnpr.co.uk/https://twitter.com/shayonislynn