Increasing Uptake of Folic Acid Supplements by Women of Childbearing Age
United Kingdom, 2016
The Behavioural Insights Team (UK Cabinet Office), Ogilvy & Mather
Increasing Uptake of Folic Acid Supplements by Women of Childbearing Age
Supplementing with vital nutrients like folic acid is key to the development of healthy babies, particularly for the prevention of diseases like neural tube defect. This requires potential mothers to take the supplement before getting pregnant and up until the 12th week of pregnancy. Participants in this challenge used behavioural insights to beat barriers such as information overload, lack of awareness, risk perception, prior beliefs, habit maintenance, and budget constraints. Particular attention was also paid to harnessing the community around women to design interventions that would involve all members who support soon-to-be-mothers through this important phase.