Let me start this overview of the key insights I learned at the CBC 2019 by depicting my foggy early-morning journey to the 5th annual conference of UCL’s Centre for Behaviour Change, which offered me a surprisingly comprehensive reminder of the event’s importance. Embarking the plane and trying to catch my train connection to the city, I ran past dozens of people treating themselves with a proper English breakfast – coffee and cigarettes.

Hearing an excited sigh might be a surprising sensation at the department for severely ill at a children’s hospital. Although Toben, an 11-year-old suffering from Sickle Cell Disease (on the picture above), is just about to undergo a very painful everyday procedure, his charming smile indicates that the Virtual Reality (VR) headset he wears has already brought him to places far more pleasurable and captivating than his hospital bed.