Who we are

We create iconic campaigns by putting the science of behaviour change at the heart of what we do – from Stoptober, Change4Life and Every Mind Matters in the UK, to our global work for the WHO Foundation and Cabinet Office International – Freuds+ works with likeminded government departments, international organisations, charities and global businesses to drive positive change.  
 
Our heartland is in earned media because we know that when campaigns earn their way into people’s lives, they travel further and create more meaningful impact. But we also know how to supercharge a campaign through targeted paid media – and we are experts at marrying the two. 
 
Crucial to our work is our deep understanding that the choices individuals make each day are influenced by a complex ecosystem of economic, practical, social and – importantly – cultural incentives and barriers.   
 
Based on data, insights and decades of experience, we know the secret to changing perceptions lies in delivering major cultural ‘moments’ to reshape the cultural landscape and shift the dial.  ‍

Four words which define us

Change
‍Behaviour change is often at the heart of a challenge, so we exist to create change for the better.
We’re the first agency to apply the COM-B model of behaviour change to earned media.
By working with behavioural scientists who have written the book on behaviour change, we can ensure that everything we do is underpinned by the best available evidence and theory.
Culture
The best way to drive real change is to focus on the cultural incentives and barriers people face.
Our particular expertise lies in reshaping the cultural landscape – whether that’s news, popular culture, factual programming or influencers – to deliver social impact.
‍Connectivity
For us, connectivity is more than who you know.
We delight in bringing together people who might otherwise never meet – professors and professional footballers, writers and royals, graffiti artists and gambling counsellors. For us, connectivity is more than who you know.
Good ideas come from individuals; great ideas come from the connections between those individuals.
‍Courage
We deal in big ideas, ideas that get noticed, talked about, and debated.
We’re always pushing ourselves to go further, break boundaries, challenge the norm because, if we’re not prepared to do things differently, then why should anyone whose behaviour we seek to influence?
Our commitment to supporting the Sustainable Development Goals (SDGs) has seen us make the SDGs central to our client counsel. We support the notion that ending poverty and other deprivations must go hand-in-hand with strategies that improve health and education, reduce inequality, and spur economic growth – all while tackling climate change.

Who we are

Freuds+ is a team of communications and behaviour change experts specialising in social impact, within the Freuds Group. Our purpose is to help create a more sustainable and equitable world where people can lead healthier and more fulfilling lives.   
 
We create iconic campaigns by putting the science of behaviour change at the heart of what we do – from Stoptober, Change4Life and Every Mind Matters in the UK, to our global work for the WHO Foundation and Cabinet Office International – Freuds+ works with likeminded government departments, international organisations, charities and global businesses to drive positive change.  
 
Our heartland is in earned media because we know that when campaigns earn their way into people’s lives, they travel further and create more meaningful impact. But we also know how to supercharge a campaign through targeted paid media - and we are experts at marrying the two.

Crucial to our work is our deep understanding that the choices individuals make each day are influenced by a complex ecosystem of economic, practical, social and – importantly – cultural incentives and barriers.   
 
Based on data, insights and decades of experience, we know the secret to changing perceptions lies in delivering major cultural ‘moments’ to reshape the cultural landscape and shift the dial.  
 
Our commitment to supporting the Sustainable Development Goals (SDGs) has seen us make the SDGs central to our client counsel. We support the notion that ending poverty and other deprivations must go hand-in-hand with strategies that improve health and education, reduce inequality, and spur economic growth – all while tackling climate change.
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Our approach to Behaviour Change

We offer what no other agency can when it comes to the application of behaviour change science to earned media.  
 
Freuds+ has collaborated with Robert West, Professor Emeritus of Health Psychology at the University College London, to create the Freuds+ Model for Change. 
 
This is the first behaviour change model based on COM-B to be designed for communications, with a particular focus on earned media, and we use it to guide all our strategic, creative and channel recommendations when tackling a behaviour change challenge. 
 
We believe this blend of scientific rigour and expertise in creating earned-first, culture-defining moments makes us unique within the agency landscape.

The change we’ve made

NHS, Every Mind Matters

The Every Mind Matters campaign prompted over 700,000 completed Every Mind Matters action plans in 4 weeks.

NHS, Covid-19 App

The NHS Covid-19 App was the fastest ever app download, with PR and social driving 10 million app downloads in the first 24 hours.

NHS, Be Clear On Cancer

The NHS Be Clear on Cancer campaign delivered an additional 700 diagnoses, 400 at an earlier stage and 300 people had lifesaving surgery as a result.

Public Health England and Treatwell, Life Saving Wax

Overall, 100,000 more samples were recorded over the 3-month Cervical Screening campaign period than the same period the year before.

Alzheimer’s Research UK, Santa Forgot

Alzheimer’s Research UK, Santa Forgot saw 207% uplift in donations and 400% uplift YoY in monthly direct debits.

Alzheimer’s Research UK & Deutsche Telekom, Sea Hero Quest

Downloaded 200,000 at launch and the game has been downloaded more than 2 million times, for the equivalent of 30 years of playing – equalling 4,500 years of equivalent lab-based research.

AstraZeneca, Discovery Centre Opening

Under the banner of ‘collaboration for a healthier future’ freuds+ supported AstraZeneca in maximising the potential of its ambitious six months long EXPO 2020 programme, through profile-defining thought leadership and eye-catching content.

The National Adoption Recruitment Steering Group, #YouCanAdopt

The integrated campaign resulted in a real shift in the way adoption is communicated across England, resulting in approximately 10,700 enquiries for adoption.

NHS, Vaccination

Since late 2020, freuds+ and agency partners have worked with the Cabinet Office, DHSC and the NHS to build vaccine confidence and aid vaccine deployment to the UK public.

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Today, the UK has one of the highest rates of vaccine confidence in the world with 9 in 10 people saying they trust the vaccine and the COVID Vaccination programme is the biggest vaccination programme in NHS history. Over 90% of the UK population has received at least one dose with over 140 million vaccinations deployed.

WHO Foundation

Raised awareness of the world’s biggest health challenges and more than $1 million to help tackle them. So far, money has gone to help end vaccine inequity via the Go Give One campaign and to protect and support Ukraine’s health care amidst the ongoing conflict.

NHS England x Rankin

Inspiring portraits were brought to life on the streets and across communities with millions of pounds worth of free OOH advertising space.

Public Health England, Stoptober

Stoptober has generated over 4,600 pieces of coverage since 2016 and supported over 1.9 million people on their quit journey.

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As part of the freuds Group, freuds+ is proud to be a certified B-Corp.

freuds group is the largest global communications company to “meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose.”

In 2019, we reoriented our organisational strategy to integrate the SDGs across our business, making them central to client counsel and dedicating £1million to pro-bono, Global Goals-focused work.

In 2020, we took that commitment a step further by becoming the largest PR agency to earn B Corp status – a rigorous year-long process that ensured we met the highest standards of social and environmental performance, public transparency and legal accountability in balancing profit and purpose.