Creating real behaviour change through health promotion is hard, largely because we're doing it wrong – trying to "push" education onto people instead of working with them to build on shared values. Yet, no matter how much money we waste or how many times we fail, we just keep doing the same thing.
Why? That's the question Deljit Bains found herself asking when she stepped into her new role to run a health promotion project for South Asians in British Columbia. Over the next three years, she and her team turned the system inside out to find new ways to help their clients achieve huge health wins, like cutting added sugar in their diets by 30%.
And they did it in a highly risk-averse system, serving a complex and diverse client group, with almost no budget or resources.