Breast cancer screening is crucial for early detection and improving treatment outcomes, yet participation rates among eligible women sometimes vary. The challenge lies in not only informing women about the importance of regular screening but also encouraging them to go to their regular check-ups. Knowledge doesn’t always lead to action. So when a UK health organization set out to design a campaign to improve breast screening rates and promote earlier detection and better health outcomes for women, they wanted to focus on the underlying psychological factors influencing health decisions. By leveraging behavioral insights, they sought to enhance the campaign's effectiveness and drive meaningful change.