Empathy is at the centre of all great health communication and behaviour change initiatives. At SmartShift, we believe everyone has the ability to make positive changes to their lives, but often face structural, social or psychological barriers too large to overcome without help. It’s our job to recognize the unique barriers preventing people from living healthier, happier lives and remove or reduce them. This means getting to know who people are to understand why they do what they do and what stands in their way. We must then meet them where they are and communicate a clear and consistent message that is relevant to them.