- Groundwork
Harnessing Behavioral Science to Revolutionize Food Choices in the Pacific Islands
Francis Meyo, Mellan Lilumbi, Ruth Wambua
- June 30, 2025
- 2:56 pm
SECTOR
PROJECT TYPE
Location
BEHAVIORAL THEME
OVERVIEW
According to the World Health Organization (WHO, n.d), the Pacific Islands’ countries are facing a crisis of non-communicable diseases (NCDs), including cardiovascular diseases, diabetes, cancer, and chronic respiratory illnesses. These diseases are the leading cause of premature deaths in the region, accounting for 70-75% of all deaths (World Bank, 2014). The Pacific Islands also have some of the highest diabetes rates in the world, with 52.5% of adult males in Tonga classified as obese (WHO, 2011). Similarly, in Kiribati, the Federated States of Micronesia, Tonga, and Samoa, over 50% of adult females are obese (WHO, 2011). In Fiji, NCDs contribute to 82% of deaths, with 3 to 4 diabetes-related amputations occurring every 24 hours, and an increasing prevalence of diabetes is high among younger populations (Pratibha, 2019).
THEMATIC AREAS
In collaboration with AECOM Services Pty Ltd, the University of the South Pacific, and regional stakeholders, Busara commissioned a comprehensive, behavioral science-driven evaluation to assess the impact of PIFR. This research agenda summarizes key insights from the various phases of research activities conducted, including experimental studies, monitoring and evaluation (MEL) activities, social media analysis, and impact assessments across Fiji, Tonga, Samoa, and Vanuatu, from 2018 to 2023.
The primary objectives of the PIFR project were to:
- Identify adjustments to enhance the effectiveness of its program design.
- Assess the potential impact of PIFR after two years of active implementation in the Pacific Islands.
- Co-develop a learning agenda and refine the theory of change from a supply-side perspective.