Tanya Joseph Joins The Playbook’s Change Network

Tanya Joseph is working with The Playbook as part of the agency’s newly established Change Network: a group of specialist advisors with expertise in behavioural science and behaviour change campaigns. 

As Sport England’s director of business partnerships, Tanya Joseph was the architect of the ‘This Girl Can’ campaign, which won Campaign of the Year at the BT Sport Industry Awards 2016, credited with inspiring 2.8 million women to get active.

Tanya will advise The Playbook on audience insight and creating behaviour change campaigns, with a particular focus on getting more people active and taking part in sport.

Tanya Joseph commented: “I am delighted to be working with The Playbook and excited to contribute my experience to its insight-led campaigns that really do drive a positive change in behaviour.”

Also joining the Change Network is Dr Rosie Webster PhD, a behavioural scientist, expert on digital health and associate of the UCL Centre for Behaviour Change.

Eddie May, managing director of The Playbook, commented: “I’m really excited about the opportunity to work with Tanya and Rosie. Our purpose as a business is to create campaigns that change perception and behaviour, and the Change Network will allow us to tap into some genuine expertise to add value to our clients.  

“As the architect of the brilliant ‘This Girl Can’ campaign, few people know more than Tanya about engaging an audience and changing their behaviour. Rosie, meanwhile, has fantastic knowledge and experience in behavioural science, psychology and digital health campaigns. We plan to add more expertise to the group over the next few months.”